User experience should support the entire user journey, not just a single moment or interaction.13 Consider everything that happens between reserving a hotel room online and touching your head on the pillow, then checking out a few days later. Each step should be interlinked through a series of feedback loops that propel you forward, like a daisy chain, while providing a consistent feeling of comfort, confidence, and ease. 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
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