When designing a customer journey, why is it important to understand human behavior?

Understanding human behavior is crucial when designing a customer journey because it allows organizations to anticipate and design for irrational behaviors. Human decision-making is often influenced by emotions, social factors, and cognitive biases, which can lead to actions that might not be considered "rational" in a purely logical sense. By recognizing that customers may not always act logically, organizations can create experiences that cater to these behaviors, ensuring that their services and products resonate with customers in a meaningful way.

Designing with human behavior in mind helps organizations craft solutions that are not only effective but also appealing on an emotional and psychological level. It allows for the anticipation of potential hurdles in the customer journey, enabling businesses to implement features or support mechanisms that guide customers effectively, address their needs, and enhance their overall experience. This approach leads to improved customer satisfaction and loyalty, as it acknowledges the complex nature of human behavior in real-world scenarios.