One of the most important issues we try to address as designers is when the user’s journey actually starts and ends. This is not always obvious. Your client might assume that it all starts when the customer walks into their store or opens their app, when in fact there might be many factors, and earlier experiences, that shape the user experience long before any direct point of engagement. These neglected spaces—before, between, or after direct product touch-points—are often the best design opportunities, as they can be strengthened with feedback to better connect the dots across the entire
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