USER JOURNEYS VS. CUSTOMER JOURNEYS: WHY THE DISTINCTION MATTERS MORE THAN YOU THINK

Summary from the TLDR Design newsletter

User and customer journeys aren't interchangeable terms—users interact with products while customers pay money, and these roles often differ in SaaS and B2B models. Companies that design only for user delight without considering customer conversion risk create beloved products with no viable business model. The most successful products require mapping both journeys: user experiences that create engagement, and customer experiences that drive revenue.