Customer 2×2

The Customer 2×2 is a helpful tool for helping to analyze how the customer might prioritize a need or a solution. Through this tool, the Design team can evaluate the various problems they are trying to solve or the numerous How Might We questions they are trying to prioritize. Using the template below, the team will designate the axes with variables that paint the picture of the customer’s paradigm. For example, one paradigm could be Frequency and Frustration. These axes would allow the team to evaluate how frequently (not so often vs. everyday occurrence) a pain point or moment of truth occurs and what emotion the customer experiences (minor blip on the radar vs. makes me want to pull my hair out). Once the axes are established, the team can sort the ideas to identify a clear starting point based on the customer’s greatest need.


Templates are provided for personal or professional use. A single purchase is the equivalent of a single/individual license. The individual license can be used as many times as the single user desires. If you would like to purchase an additional license for multiple users, please select the appropriate quantity. For corporate pricing, please email