It's hard to put yourself inside the mind of your customer.
Where your product or website might seem simple and self-evident, your customer might be going through a completely different process when it comes to deciding on and purchasing your product.
That's why customer journey thinking is so important. You need to think through the journey your customers take to becoming a customer so you can identify points of friction and points of leverage to make the process smoother and more intuitive for them.
In this infographic from Temkin Group's Customer Experience Matters blog, learn more about the questions and categories to think through when building your customer journey map.