One unforeseen result from our journey mapping best practices survey was that a surprising number of practitioners – almost one-third – do not use segments or personas in their journey maps.
If you don’t use personas in your maps, then you probably don’t design around specific types of customers. And that’s a real risk.
Because customers are different. And if you’re not using personas to capture those differences to design your experiences, it’s likely that you’re missing some important nuances in your experience design.