Power up your UX design with experience mapping

The practice of mapping a user's multiple pathways through a website or application is a fundamental component of any web-based project. But how often do you really consider the role the website or app is playing beyond the on-screen interaction and how it shapes a person's journey towards achieving a goal?

Customer experience maps are often used by firms that are keen to understand how and when a customer engages with its business. They're designed to map out a customer's journey and are usually tied to a goal of some form.

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