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The user is the hero

The user is the hero

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.

Read Transforming users into heroes by Rick Monro, first published on 28.12.2016.

By Andy Robinson

UX Researcher

Andy provides evidence–based user insight as part of our research team.

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