Is rooted in CX. You have to learn the business, the customer, the competitors, and the journey to really do it right. This is the core of my job right now: Combining business strategy with customer experience analysis and using what I learn to craft great experiences that deliver (measurable) results.
Business blueprints, empathy mapping, personas, user testing, customer interviews, journey mapping, site maps, wireframes, design standards, terminology guides, analytics … You name it, I’ve done it, and loved it, and can tell you stories!
Sample Journey Map design, 2015.