Nice post. I came across this after listening to you in the This is HCD podcast. I agree and it can come from what an organisation rewards. If it rewards the activity rather than outcome then the designer will focus more on the activity than the outcome. Likewise if an organisation posts job ads with a list of techniques on it then applicants will aim to show experience of those techniques. Within research I have observed this same eagerness to achieve experience in certain techniques. Instead we should look at what we are trying to find out and then consider the best way of doing that. To my mind, the benefit not doing a journey map is experienced by those who brought it together. As a document for others it’s usually just a widely ignored piece off wall decoration.

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Independent UX consultant | www.upux.biz

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