Hypothesis vs research

When planning an experience or journey map, focus on your goals — why does your team need this map? What problems can it solve?

• Hypothesis maps are based on the team's expectations and assumptions about how things are. This approach allows compiling the perspectives of all team members, formulating a research plan, and creating a user research-based map.
• Research maps are based on the research data gained for building the map. While this method is time-consuming and costly, it yields the most intriguing and useful insights into user behavior, needs, pain points, and preferences.