Start With One Actor, One Scenario, One Goal
Define a journey-map lens tightly enough that the map tells one coherent story.
Principle: A journey map is not “everything customers ever experience.” It is one research-backed story about one person trying to accomplish one thing. Why the lens matters If the actor changes halfway through the map, the pain points stop being comparable. A buyer may care about proof and risk, while an end user may care about effort and clarity. A map that merges both often produces generic observations like “communication is important,” which are too soft to improve anything. What belongs in the lens State the actor, the scenario, and the goal in plain language. Actor means the specific person…
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