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A Field Guide To User Research by Smashing Magazine

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All You Need To Know About Customer Journey Mapping

By Paul Boag

Stories have defined our world. They have been with us since the dawn of communication, from cave walls to the tall tales recounted around fires. They have continued to evolve, with their purpose remaining the same: to entertain, to share common experiences, to teach and to pass on traditions.

Francisco Inchauste wrote those words1 on this website back in 2010. His post is just one of many on this website that talk about the power of storytelling to engage users.

But storytelling is not just a tool to engage users. It is also a powerful way to teach organizations more about their customers.

Most organizations are reasonably good at gathering data on their users. But data often fails ...

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