This paper describes work in progress for the development of a structured process that helps crossfunctional development teams to bridge the gap between a company’s brand strategy and experiences for customers. The process is aimed to assist and structure the very early stages of the service development process; the fuzzy front end. Further; it describes a tool that has been developed that can be used to assist this transformation; by scoping the ’target experience’ for a proposed service. The tool uses role-playing; using professional actors to improvise upon key experience words such that behaviours and customer experiences are explored. The paper describes the theoretical basis for this work; the process and the tool itself; together with early reflections upon its use.