Anatomy of a Customer Journey

Laura Seargeant Richardson

“The most important reason for going from one place to another is to see what’s in between.”― Norton Juster, The Phantom Tollbooth

New ideas randomly organized by stage of the customer journey
Time expressed as a linear process of “moments”
A touch point moment
Touch point moments violating experience values
Touch point moments violating design principles
An audit journey focused on a singular lens — Perception
FlightCar ideal journey

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