Journey-Mapping Approaches: 2 Critical Decisions To Make Before You Begin

Summary: Before beginning any journey-mapping initiative, teams must decide between (1) a current-state or future-state map, and (2) an assumption-first or research-first approach. A hybrid approach for each decision works well for most teams.

Whether you’re attempting to address user-research goals, such as learning about a specific persona’s needs related to your product, or internal business goals, such as addressing lack of ownership over certain parts of the customer experience, journey mapping can be useful activity for bringing teams together to create one shared organization-wide vision for prioritizing design and UX ideas and investments.

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