The pain points layer

The pain points layer pinpoints exact moments where experiences break down, frustrate customers, or create barriers to progress. Unlike general dissatisfaction, pain points are specific problems: "3-minute wait for page load," "Can't find return policy," or "Password requirements unclear." This layer transforms vague complaints into actionable problems by connecting them to precise moments, root causes, and impact.

Identify pain points by looking for convergence across other layers. When negative emotions spike, thoughts reveal confusion, and actions stall or repeat, you've found a pain point. Categorize them by type: functional (system doesn't work), cognitive (unclear information), emotional (lack of trust), or procedural (too many steps). Severity matters too - distinguish between annoyances that users tolerate and blockers that cause abandonment.

Visualize pain points using consistent iconography like warning triangles, red dots, or lightning bolts. Include brief, specific descriptions and severity indicators. Some teams use size to show impact: larger symbols for critical blockers, smaller for minor friction. Position pain points precisely where problems occur, not where symptoms appear later. Connect each pain point to supporting data when possible: "67% drop-off rate" or "Average 5 support tickets per day."