A product’s value lies not only in its consumer properties but also in its environment – the product’s selection and purchase, its brand and creator, the status the user acquires from owning or using the product, its packaging, expectations upon receipt, after-sales service, and much more.

Consumer properties are expressed in the user experience (UX). Everything else described above, and even more, is reflected in the customer journey map (CJM).

And often, the latter is more important than the former: you know, packaging sometimes costs more than the product itself, while a well-known brand with a high price tag has a pittance in production costs.