# CJ Guide: Build every experience around real customer needs > CJ Guide connects each customer need to the people who share it, the barriers they face, the gains they seek and the solutions that address it. So your team always knows who it is designing for and why. [Book a live demo](https://customerjourneyguide.com/demo) ## Why CJ Guide: Design the right things. Make them work together. Start with a real customer need, know what to do next and make every solution feel like part of one experience. ### Design from real customer needs Move beyond isolated insights and observations. Understand what people are trying to achieve and design around the needs behind them. **How CJ Guide helps:** CJ Guide organises everything around customer needs. Every insight is linked to the need it explains, so the ones that matter stay in focus. Features: Customer Needs, Insights ### Turn scattered information into clear direction Turn a growing mix of research, ideas and possible solutions into a clear direction for your team. See what you already know, what is missing and what to do next. **How CJ Guide helps:** CJ Guide keeps what you already know in one place, so Clio AI can show the next step. You start from an industry template, not from a blank page. Features: Clio AI, Industry Templates ### Create one experience customers recognise Make every service and feature feel like part of the same promise, not a collection of separate solutions. Customers should recognise you wherever they meet you. **How CJ Guide helps:** CJ Guide keeps every solution in the journey moment where customers meet it. Experience principles give every team the same rules. Features: Customer Journeys, Experience Principles ## How it works: One customer need. Everything connected to it. Follow one need from what customers say to the solution that answers it. 1. **Capture needs.** Start with what customers say and do. CJ Guide turns scattered observations into one clear need you can reuse anywhere. 2. **Add insights.** Attach the insights that explain the need. Barriers show what stops customers, gain points show what pulls them forward. 3. **Build personas.** Connect needs to the people who share them. Needs that decide whether customers choose you are buyer needs, and they live with the persona. 4. **Map journeys.** Place needs in the moment customers feel them. These are usage needs, and they live in the journey, step by step. 5. **Design solutions.** Link every solution to the need it answers. Needs without a solution show up as gaps. 6. **Connect it all.** Personas, journeys, insights and solutions now work as one system. Every connection runs through a need. 7. **Ask Clio AI.** Clio AI reads every connection at once. It finds duplicates, patterns and gaps, and tells you what to look at next. ## Use cases: Built for the work your team does every day. Real situations from product, design and research, and how CJ Guide helps you handle them. ### Understand who your customers really are Keep each persona connected to their needs and the solutions designed for them. Know who you are designing for and what matters to them. For: Segment Owners, Product Owners, Designers ### Grow cross-sell by focusing on what customers gain Don't just fix barriers. Follow each need to its gain points and see what makes customers want more from you. For: Segment Owners, Product Owners, Designers ### Map real experiences, not straight lines Show what happens in parallel, what repeats and what only happens in certain situations. Design the experience as customers live it, not as a fixed sequence of steps. For: Designers ### Find out what stops customers from using your product Low usage always has a reason. See the needs where customers get stuck, the barriers behind them and the research that proves it. For: Segment Owners, Product Owners, Designers ### Design for a real customer, not for everyone Every design starts with a persona on the canvas. Their needs and motivations stay in front of you, so the design never drifts away from the customer. For: Product Owners, Designers ### Find the customer needs you have no solution for Within each Customer Journey, see which customer needs already have solutions and which do not. Use the gaps to decide what to build next. For: Product Owners, Designers ### Stop losing your research in old presentations Keep every finding searchable and linked to the customer need it explains. See where it is used, so the next project builds on existing research instead of doing the same research again. For: Researchers, Product Owners, Designers **Have a use case of your own?** Show us how your team works today. We will show you how it looks in CJ Guide. [Book a live demo](https://customerjourneyguide.com/demo) ## Everything you need to design experiences customers want. It all starts with customer needs. Personas, insights, journeys and solutions are built around them. ### Needs Build on what customers actually need. Each need is one building block, linked to the personas who have it, the insights that explain it and the solutions that answer it. [Explore Needs](https://customerjourneyguide.com/product#needs) ### Personas Give every team the same picture of the customer. Each persona holds the goals, needs, barriers and gains of a real customer group, backed by data. Parts of this view: - **Bio:** Sums up your segmentation in one profile and powers marketing: tone of voice and campaign briefs, criteria for research agencies and any other data. - **Attitudes and motivations:** See what drives the customer, so you can pick the right communication style for a personalised message. - **Customer needs:** Build your customer value proposition (CVP) on them and design smaller parts, a modular product catalogue, that you can combine into personalised propositions. - **Barriers:** What stops the customer from meeting a need. Barriers often point to the key customer journeys you need to fix. - **Gain points:** Potential moments that make customers happy enough to recommend you to others. [Explore Personas](https://customerjourneyguide.com/product#personas) ### Insights Keep research useful long after the presentation. Every insight is tagged as a barrier or a gain point and linked to the need it explains, so anyone can find it and act on it. [Explore Insights](https://customerjourneyguide.com/product) ### Lifecycle See where you win and where you lose customers. The whole lifecycle, phase by phase, with every need and journey placed in the moment it happens. [Explore Lifecycle](https://customerjourneyguide.com/product#lifecycle) ### Solutions Know what you already have before you build something new. Every solution in one place, with its owner, stage, performance and the journeys where it is used. [Explore Solutions](https://customerjourneyguide.com/product) ### Journeys Design the experience for one real situation. Pick the persona, map what they need along the way and which solutions deliver it. Missing solutions show up as gaps. [Explore Journeys](https://customerjourneyguide.com/product#journeys) ## Clio AI: Your AI finally knows your customers. Nobody can keep every need, insight and solution in their head. Clio AI can. - **Tidies up.** Same insight, written a few different ways. Clio AI spots it and proposes one. You approve. - **Fills the gaps.** A need with no barriers? A barrier with no solution? Clio AI suggests hypotheses from your own data, ready to validate. - **Shows you how.** Not sure how to write a strong insight? Clio AI offers a one-minute lesson from CX Academy, right where you are. Clio AI suggests. You decide. Prefer your own AI? ChatGPT, Claude, Cursor. Connect them through MCP. Same context, your favourite model. [Meet Clio AI](https://customerjourneyguide.com/clioai) ## We go beyond the app. Toward a Better World. Whether you’re designing new products or services, upskilling your teams, or seeking inspiration and like-minded people, we’re here to support you. - [Clientology Institute](https://www.clientology.cz/): Our consulting help you effectively manage customer experience, improve team collaboration and drive strategic change. - [CX Academy](https://academy.clientology.cz/feed): Help your team gain skills and mindset through e-learning and masterclasses using our proven methodology. - [CX Conference](https://www.experiencesummit.cz/): Connecting people passionate about CX. Join our conferences and events to share inspiration, real stories, and good vibes. ## See it on your own journey. Bring one journey you are working on. We will show you what it looks like in CJ Guide. [Book a live demo](https://customerjourneyguide.com/demo) 45 minutes. Your journey. No slides.