I’ve written previously about 11 myths and mistakes about journey mapping, but I should add one more myth, which is really the umbrella myth that likely encompasses all the others: Journey mapping is just a tool.

Nope, it’s not just a tool; it’s not just a workshop: It’s a process. Journey mapping is a creative and collaborative process that allows you to understand—and then redesign—the customer experience. You must view it as the process that it is, otherwise there’s no point in mapping.

At a high level, here’s what each of the steps entail.

 …