journey map that has only been sketched out, which stakeholders are invited to complete with their own first-hand observations of user behaviours will better serve a strategic purpose than a full-scale customer journey where designers have filled in all the blanks – including new business directions. Also, detailed visualizations trigger detailed questions that are not yet relevant in the early stages of a project. On the other hand, conceptual visualizations trigger general observations about the overall idea. Moreover, if the visualization is too detailed, some stakeholders may assume that the general idea has already been fixed, and fail to see how their contributions matter. 3.
Plan the making process. The process of creating a visual or material artefact together with a stakeholder Figure 2.2: An intermediate step in the making of INK visuals
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