Even successful consumer-driven companies such as Marriott and Disney can find it difficult to step back and look objectively from the customer’s point of view across every step of their journey, given how their businesses are typically organized into functional silos such as marketing, product management, and customer support, and channels like retail and digital. It is always an eye-opening experience when you map out in detail all the different hoops that the average user must jump through. These blind spots can be a huge barrier to an effective user-friendly experience,
