Surface hidden opportunities

Hidden opportunities lurk beneath obvious problems in customer journey maps. While teams rush to fix pain points, they might miss chances to create competitive advantages or innovative solutions. These opportunities often hide in unexpected user behaviors, workarounds, or moments of surprising satisfaction.

Analyze areas where users create their own solutions or develop workarounds. For example, if users screenshot confirmation pages because they don't trust email delivery, this workaround reveals an opportunity for better order tracking. Similarly, investigate touchpoints with unexpectedly high satisfaction, understanding why users love certain interactions reveals opportunities to replicate success.

Challenge assumptions about what users truly value. Sometimes removing features creates opportunities, or simplifying processes reveals new possibilities. A complex multi-step verification might seem necessary for security, but users choosing competitors with simpler processes signals an opportunity to innovate with both security and simplicity. The best hidden opportunities often contradict conventional wisdom about user needs.