Focus on true User journey

It is extremely important to focus on what an User want to achieve. A great instrument for that is the User journey. This is a visualisation of what kind of steps an User wants to do when he want to reach a goal.

The to-be journey is created without any channel in mind but they will be added during the iteration of the journey. A quote per step makes the wow moment clearer but there is also more attention to it in ‘above expected’.¬†And of course the content is also part of the journey. Below an example…

Very often this kind of journeys are build on the product/service a company offers. This is wrong! It should always be based on a need of the User (persona). This means that he/she is looking how to fulfil a need and not how to buy a product. A small difference in text but a great difference in thinking!