Customer Journey

Every design decision begins with the user's needs, motivations, and questions — not with the company's internal organizational structure.

Scope

Use this skill when you:

• Create or validate personas for a web project
• Visualize a customer journey map
• Identify and prioritize touchpoints
• Design onboarding sequences
• Assign content to a journey phase
• Plan post-purchase customer retention measures

Principles

1. Customer Perspective Before Company Perspective

Every design decision begins with the user, not with the internal structure.