This article discusses two essential choices in journey mapping: (1) deciding between creating a current-state map, which visualizes existing customer experiences, or a future-state map, which envisions ideal experiences; and (2) choosing between an assumption-first approach, starting with existing knowledge, or a research-first approach, beginning with primary user research. The author recommends a hybrid strategy, combining elements of both decisions, to effectively guide teams in understanding and enhancing customer journeys.

‍