DIY · Learn

Find the first place your customer journey needs help.

Tony Crisp.

The D.O.S.E. Framework organizes the customer journey as Seek → Choose → Use → Fix. Use it to locate friction before adding more marketing activity.

How to use it: review each stage with your team. Mark the first stage where evidence shows customers are getting stuck.

SEEK

Desired state · Desire

People recognize a need and pursue a better future.

Ask:
  • Is the problem clear in the customer’s own language?
  • Is the promised progress specific and worth pursuing?
  • Can the right customer quickly tell this is for them?

CHOOSE

Desired state · Trust

People compare options and judge uncertainty and risk.

Ask:
  • Is the offer easy to understand and compare?
  • Do claims have credible, relevant evidence?
  • Are price, process, and next steps sufficiently clear?

USE

Desired state · Satisfaction

People discover whether the experience keeps the promise.

Ask:
  • Can customers reach value without avoidable friction?
  • Does the experience reinforce the original promise?
  • Do customers know they are making progress?

FIX

Desired state · Relief

Friction, failure, or uncertainty requires resolution.

Ask:
  • Can customers get help where the problem occurs?
  • Does someone own the issue through resolution?
  • Does the response restore progress and confidence?

Apply the D.O.S.E. Method

1 · Diagnose → Diagnosis

Name the customer, stage, friction, likely constraint, evidence, and baseline.

2 · Prescribe → Prescription

Define one prioritized intervention, its owner, scope, effort, dependencies, and safeguards.

3 · Predict → Prognosis

Set the expected effect, success indicators, timeframe, assumptions, and confidence before acting.

4 · Prove → Proof

Compare results with the baseline and decide to scale, refine, repeat, or stop.

Your first D.O.S.E. decision

Diagnosis — stage, friction, evidence, and baseline:
Prescription — intervention, owner, and scope:
Prognosis — expected signal, timeframe, and assumptions:
Proof — result and scale/refine/repeat/stop decision: