What does the term "customer journey" refer to in UX design?

The term "customer journey" in UX design refers to the complete experience a customer has with a brand. This encompasses all interactions and touchpoints a customer encounters throughout their relationship with the brand, from initial awareness to potential loyalty after purchase. Understanding the customer journey is crucial as it helps designers identify how users interact with various aspects of a service or product, revealing pain points, motivations, and opportunities for enhancement.

This comprehensive view allows UX professionals to create more intuitive and user-centered experiences by mapping out each phase of the customer journey. By focusing on emotions and experiences, designers can effectively address user needs and improve overall satisfaction, leading to a more successful design outcome.