Build From Evidence, Not Room Opinions
Use research evidence to distinguish a journey map from an internal hypothesis board.
Principle: A polished journey map is not the same thing as a validated journey map. Mark what is observed Use quotes, clips, logs, or interview notes to anchor claims about actions, emotions, and friction. The more consequential the claim, the more important that anchor becomes. Label what is inferred Inferences are still useful. Teams often need a working hypothesis to move. But the map should distinguish an inferred emotion or reason from one directly expressed by customers. Prioritize by evidence plus consequence A moment of truth with repeated evidence and high business consequence should rise quickly. A dramatic anecdote with…
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