Customer Wins Matrix

Compare the needs of multiple customer personas using the customer wins matrix


The WINS Matrix is helpful when comparing the needs of multiple customer personas. The acronym WINS stands for the various correlations that might exist between a potential solution and the customers who would benefit from the idea. In short, WINS stands for Weak, Intermediate, No, and Strong correlation. This analysis allows the team to identify the potential high-impact areas that are shared across the multiple customer personas.

The Customer WINS exercise is completed after the team has created their personas and How Might We Statements, and before brainstorming solutions. By using the Customer WINS matrix, the Design team can easily identify if a common theme exists across their various customers. If that is the case, that shared need should serve as the central focus of the team’s ideating and problem-solving activities.

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Identify common themes or shared needs across various customer personas in a customer wins matrix
Design Thinking Customer WINS Matrix

Download the Free "Customer WINS Matrix" Template (PDF)

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Using a Customer WINS Matrix to examine the various correlations that might exist between multiple customers personas and proposed solutions. By doing so allows for the Design Team to easily identify a common theme that exists across their various customers. This topic is a core concept of applying creative problem-solving through design thinking. To learn more about design, please visit our Introduction to Design Thinking Course.

The Design Thinking course teaches a creative problem-solving that will give any professional an advantage in their industry or career.


  • Designers or Product Development professionals that are motivated to bring innovative new products and services to their business and customers.
  • Consultants who want to offer their clients a model for applying creative problem-solving to help address business challenges.
  • Human Resource professionals seeking to develop more human-centered solutions to support workforce members while driving higher levels of employee engagement.
  • Members of Leadership who are wishing to gain competitive advantage by differentiating their business’s products and services.
  • Individuals or Teams that are searching for new ways to solve complex problems by placing the customer’s needs at the center of their solutions.
Design Thinking Training, continuous improvement certifications

This course will help expose the learner to various design thinking tools and mental models – all with the emphasis on innovating through creative problem-solving.


Our objective is to provide the learner with practical tools for applying a versatile 3-step design thinking process within their organizations. Through this framework, the learner will be able to reframe problems from the customer’s perspective. With this perspective in mind, the learner will drive improvements around the customer experience using tools such as deep-dive interview, journey mapping, empathy mapping, and rapid prototyping.

Need help introducing use of a Customer WINS Matrix at your organization?

Schedule a 30 minute coach call today and let’s talk through the details. 

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