Not to put too fine a point on things, but what makes a product immensely valuable is NOT design. It is the relentless commitment to the satisfaction of the user. Understanding how to deliver that is what interaction designers do, but it is NOT the design itself.
— Alan Cooper (@MrAlanCooper) July 22, 2018
X: Are your maps like customer journey maps?
Me : No. My maps are designed to solve issues of
* avoiding one size fits all
* enabling re-use
* focusing on user needs
X : Can't you do that without maps?
Me : Not a hope in hell.
— Simon Wardley #EEA (@swardley) July 5, 2018