Been puzzling over this one. Often...

What people say: "We need an end-to-end view of the customer journey"

What they mean: "We need to immerse ourselves in our users' experiences"


Hypothesis: screen flows and journey maps can be useful working tools for delivery teams, but a mark of design maturity is when decision-makers spend less time looking at Powerpoint or PDFs and more interacting with products and prototypes

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And for clarity - this is on us, as user researchers, designers and user expereince leaders. It's our job is to make it as easy as possible for colleagues to access insights and prototypes

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