“Journey models are emerging as a welcome and valuable refresh of some old and new tools in our UX arsenal. They are not just another deliverable for your checklist; they’re a valuable method for digging deep into problems of long-term engagement, cultivating empathy, and establishing a problem space in which to generate and test ideas. Their output can serve as a backbone for strategic recommendations and more tactical initiatives. Form and function can vary widely depending on the project and stakeholder needs, but at their core, journey models are stories that focus on the meaningful relationships between individuals and organizations, and highlight opportunities to build a better future.”
The journey is the reward for experience designers.