WORKING PAPER

Understanding the "Why" in Customer Experience: Journey Mapping Meets Jobs
​to be Done 

Every journey map comes with a promise: visualizing customers' experience helps companies design powerful solutions.  Yet, journey maps often fail to reach this goal, falling into the common traps of neglecting to explain the journey's larger context, assuming that customers are hyper-rational, and becoming too complex to be useful.  This working paper shows how to leverage Jobs to be Done in journey mapping to uncover unmet needs and pave the way to successful innovation

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