A client recently shared a really simple yet profound piece of wisdom with us. They told us that everything their business does revolves around one assertion: “the customer is the hero.”
A popular misconception is that user journeys represent some form of coercion, or an absolute ability to control how people interact with a product or system. In reality, users are just people who set out to become something greater, and a user journey is what we design to help them do that.
In this article, we look at how high-performing customer experiences are ones that make users the heroes of their own journeys.