Journey mapping can be a tricky thing for organizations. Organizations often think that doing a journey map of their experience will be the answer to life, the universe, and everything. 

But it isn’t. 

If we think about why we do journey mapping, one of the big reasons is to alleviate blind spots within the team. Once we map out the journey, we start to see, “Oh, we have all these ways that we interact or could interact with our customers and all of those things to find the experience.” So to me, it is a way to find the answer to life, the universe, and everything, but not the answer itself.

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