Facilitate structured & better directed research
A good UX is about removing obstacles, making processes efficient and intuitive, and mapping out the best path for the typical customer journey. Journey Maps are among the most powerful tools to do this. While journey maps provide a clear grid of phases and aspects, many items within them often begin as unvalidated assumptions. Good research essentially is systematic testing of hypotheses, or in other words assumption validation.
By helping teams see every item on the journey map as a potential hypothesis that requires validation, the tool enables mapping to be a foundation for structured research. It encourages teams to assess risk magnitude per item, automatically highlights areas of uncertainty, and guides conducting bias-reducing exercises that foster synergy. This process helps teams get to know how risky different journey phases are, providing better direction for future efforts and highlighting where their attention and resources are most needed.