Have we found another silver bullet for UCD? And remember, the map is not the terrain.
“Journey maps have been around for the better part of a decade – some would argue longer – but it’s really only in the last three or four years that they’ve come into more common use, and more strategists are advocating their use as a framework for improving the customer experience. Without getting into the specifics of what a journey map is or isn’t in this column – there’s no shortage of material on the subject – suffice it to say that many in our field, including me, strongly believe in the potential of journey mapping for helping companies to achieve human-centric business transformations.”
