Pain points

1: Very important - - - - 5: Not needed

Issues / Opportunities	Primary persona	Secondary persona
Trouble getting a ticket	1	1
Trouble finding the dock at Slussen	2 (whiny family, no patience for being lost)	3 (less pressure to get things right)
Difficulties finding parking	5 (no car)	5 (no car)
Trouble finding desired location from Allmänna gränd	3 (annoying, but you have lots of people to ask)	3
Confused about where to step off the boat	2 (being on watch takes some fun out of the journey)	3 (less pressure to get things right)
Smartphone app with suggestions of nearby activities	2 (for when she goes away on her own)	5 (doesn’t know the benefits of such a function)
Smartphone app with family tracking	3 (fun function for when the family has been doing different things and need to find each other)	5
Guide on the boat	4 (americans and asians care about this)	5 (enjoy the silence)
Language issues with existing signage/apps	2 (Questionable English skills)	5 (International Vacuum sales have perfected his English)
Having all of the above seemlessly integrated in one single app.	2	3 (Important to be easy to get started with)