Completing your Cubb Collection

Collections are a way to group and store all of your related journey maps, personas, surveys, and experiments.  Collections are the ultimate organizational tool on Cubb and are especially useful when working on multiple projects across different industries, teams, products, or timelines.

You can also easily send invites to people who you want to have access to your collections which allows teams to easily collaborate, view, and edit collections (learn how to do so here).

When you create an account with Cubb, you will be provided with a Demo collection where you can explore all the features that Cubb has to offer and customize the existing elements as you see fit.

Journey Maps

  • A journey map is a visual representation of the customer experience – and is a useful tool for being able to look at your product/service from the user's point of view and can be a key part of user experience design and optimization.  A journey map is used for understanding and addressing customer needs and pain points, as well as seeing if there are any gaps or flaw in current processes.

Click here to know more about Journey Maps


  • A persona is a fictional character that you can create to represent key attributes of a core customer segment; the user type can be a target user, current user, or simply a relevant user.  Personas can be used to give a customer segment a face and name and make it easier to step into the shoes of the customer.  Personas make talking about customers and their characteristics more tangible and concrete and make it easier to refer back to a pattern of characteristics.  Personas are a powerful tool for building empathy and can greatly complement ones thinking when creating a journey map.  Furthermore, personas help you represent a role, character, or brand on your map.  Having a persona makes it easy to identify their functions, pain-points, needs, and goals. 

Click here to know more about Personas


  • A crucial part of making customer experience improvements is running CX experiments.  Creating customer personas and mapping customer journeys gives you a strong understanding of who your customers are and what they want, but that's not enough - now you need to make real improvements to those experiences. How do you do that? By coming up with a range of ideas for CX improvements, deciding on which ones to test, defining a clear hypothesis, and then running an experiment, and gathering data to find out whether your changes had the impact you were hoping they would.
  • The experiments feature in Cubb lets you present, and test hypotheses and experiments and then record and the results and what was learned from them.  You can add a start and end date for the experiment and directly link it to your journey map to easily be able to check and reference the experiment.  You can also view active and completed experiments directly from the corresponding collection. 

Rich test statements are a tool for articulating clearly ahead of time exactly what your experiment involves, and why.  Cubb enables you to create and track as many experiments as you like using rich test statements.  These statements can be linked to particular journeys, and to particular steps or touchpoints within those journeys; allowing you to visualize the parts of customer experience you're running experiments on and trying to improve.

A rich test statement has several components:

  • A clear hypothesis. When designing experiments, the first priority is to set out an easy-to-understand hypothesis stating in general terms what you're going to do, and what you're expecting to happen.
  • A start and finish date. It's almost impossible to measure the success of an experiment without a time limit. For example, if your hypothesis was 'Our new landing page design will result in 30 online sign-ups', does that mean over two weeks or two years? One might be a strong result, whereas the other might be very disappointing. Make sure you set a firm time limit for how long you expect your experiment to take to yield results.
  • Testing details. This is where you include more specific and technical details about what you're going to do during your experiment, what data you're going to collect, and what your targets or success measures are.
  • Results details. This is where, at the end of your stated time limit for the experiment, you'll record what you observed from the data, what you've learned, and what your next steps will be.

Click here to know more about Experiments


  • A survey is a research method used for collecting or eliciting data from groups or individuals to gain information and insights into various topics or interests -it can be in the form of a questionnaire or an interview.  Here at Cubb, adding surveys in your collection plays a big factor as it collects and analyses customer feedback.

Click here to know more about Surveys.