“Journey mapping” and “journey testing” get used as if they’re the same activity, and in most team conversations, they’re not distinguished at all. That’s a problem, because they describe two genuinely different things one is a diagram, the other is a method for finding out …

A team can review a website internally a dozen times, agree it looks clean and functions correctly, and still be completely wrong about how it actually feels to a first-time visitor. Internal reviews are filtered through familiarity everyone on the team already knows where the …

Ask five people on a B2B marketing or product team to draw their customer’s journey, and you’ll usually get five different diagrams a few sticky notes from a workshop, a funnel from a sales deck, a flowchart from a product manager who’s never actually watched …