Using Experience Maps to plot your Customer Journeys

https://spindlelegs.co.uk/digging-deeper-to-understand-your-users/
Following the article linked above to users and proto-personas, you should now really begin to understand the who, what and why of your users. That understanding should lead to some common themes that have organically risen to the service . Those themes can be classified as needs, problems or goals, and using your service design skills you should be able to take those then into what is call experience mapping
https://spindlelegs.co.uk/using-experience-maps-to-plot-your-customer-journeys/