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by Jitesh Rajani

The term “User Experience Design” as coined by Don Norman has had a very broad meaning since its inception. As he explains the term was invented as Human interface and usability were too narrow to look at the broad spectrum of problems. He wanted to cover all aspects of experience with system including design graphics, interface, physical and manual interactions, services. But the term has spread so widely that it has starting to lose its meaning.

Unfortunately, this historic and truthful definition is easily forgotten. …

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Organizations have collectively bled billions of dollars every year on crafting seamless experiences to attract, serve and retain their customers. They launch new websites and apps, build chatbots, answer thousands of questions in call centers; market and advertise new channels; re-engineer services; enhance processes. To summarize, they create and manage an ecosystem of touch-points that add up to customer experience within digital and physical spaces.

Research has proven that customers don’t care about these efforts. All they care is about their needs across different channels, touchpoints and across the competitive landscape.

In this article, we will be discussing Experience Maps and their ability to illuminate the holistic customer experience while demonstrating the highs and lows people feel while interacting with products and services. The process of mapping uncovers the key customer moments that, once improved, will unlock a more compelling and more valuable overall experience. …

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User Journey and User Flow are two commonly/often used terms in UX circles or even in software life-cycles. However, the differences between these two can mislead many designers: a lot of them asking me if they aren’t the same thing? There is also the opinion that the range covered by User Journey is wider than that of User Flow.

This article compares “User Journey Vs User Flow” to help the design fraternity understand better how to articulate design research and propositions to the team and different stakeholders.

What is User Journey?

User Journey (User Journey Mapping), refers to the map of scenarios in which the user interacts with end to end system (both product and services). Normally the scenarios consist of between 4 and 12 steps. User journeys uncover the key user paint points, different touch points, emotions and highs and lows of experiences while users are engaged with products/services. …


Jitesh Rajani

Experience Designer, Design Strategist. Currently at Amazon. I write nerdy how-to, tips-and-tricks, lessons learned and opinion stories.

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