Customer Journey vs. User Journey: it’s a matter of emotions
In our work at Incredible Studio, we often encounter a terminological confusion that hides a profound strategic difference: the distinction between the User Journey and the Customer Journey. It is a nuance that, if ignored, can lead to designing incomplete experiences—excellent products that nonetheless struggle to create a lasting bond with the brand.
Recently, an article by Webdesigner Depot did an excellent job of outlining the logical and operational boundaries between these two concepts. Their analysis clearly highlights the fundamental difference between the user (who uses the product) and the customer (who pays for it), demonstrating why this distinction is crucial for business success.
This stimulating read served as the perfect springboard for us to ask a question at the heart of the Incredible Studio philosophy: What about the emotions?
If the functional distinction is clear, how does a person’s emotional landscape change when they step into the shoes of a user versus a customer? Where do frustration, satisfaction, trust, or pride hide within these two paths?
Inspired by that solid analysis, we want to go further in this article. We want to explore the difference between the User Journey and the Customer Journey through our own lens: the deep analysis of emotions. We will journey into what people feel to understand how to design experiences that are not just usable and efficient, but authentically memorable.
The fundamental question: who pays the bill?
To grasp the essence of the difference, let's start with a provocative yet incredibly effective question: Who is the user and who is the customer?
A user is anyone who actively interacts with a product or service. They are the person clicking, navigating, using an app interface, reading a blog post, or watching a video. Their world is that of UX (User Experience), and their primary concerns—and therefore ours, as designers—are usability, clarity, efficiency, and satisfaction in use.
A customer is the one who pays for that product or service. Sometimes, the user and customer are the same person, but in many modern business models (SaaS, B2B, freemium, ad-supported platforms), they are not. The customer’s world is that of CX (Customer Experience), which embraces every touchpoint with the brand, far beyond the single product. Their concerns are perceived value, return on investment, trust, and the long-term relationship.
Think of Spotify: millions of people are users listening to music for free. But the customers are those who subscribe to Premium, or the advertisers who pay to reach that audience. Designing a seamless listening experience (User Journey) is vital, but it is equally crucial to design a path that convinces a user to become a paying subscriber (Customer Journey).
Ignoring this distinction leads to what we might call the "successful startup paradox": a beautiful product with impeccable usability and enthusiastic users, but one that fails to generate revenue. It is obsessed with the user's path while forgetting the customer's.
Zoom-in and zoom-out of the experience
We can imagine the difference between these two paths as a shift in perspective.
The User Journey is a "zoom-in": it focuses on a specific task a person wants to complete through a product or digital interface. It is a tactical and circumscribed path. Typical phases include:
Discovery: The user learns about a specific feature.
Learning: They learn how to use it.
Usage: They perform the task (e.g., creating a playlist, filling out a form).
Feedback: They perceive the result of their action (e.g., "playlist saved").
The Customer Journey is a "zoom-out": it embraces the entire relationship between a person and the brand across all touchpoints, online and offline, over a much longer timeframe. It is a strategic and relational path. Classic phases include:
Awareness: The person realizes they have a need and discovers the brand.
Consideration: They evaluate different options, comparing the brand with competitors.
Purchase/Conversion: They make the decision and buy, becoming a customer.
Retention/Service: They use the product and interact with support when needed.
Advocacy: If the experience was memorable, they become an active promoter (word-of-mouth).
Thus, the User Journey is often a subset of the Customer Journey. Using a banking app (User Journey) is just one piece of the overall relationship with my bank (Customer Journey), which also includes the ads I see, the welcome I receive at a branch, and how a phone complaint is handled.
The heart of the matter: the emotional landscape
This is where Incredible Studio places its deepest focus. The crucial difference between the two paths lies in the nature and intensity of the emotions aroused. To analyze them, we use Don Norman’s three levels of emotional design: visceral, behavioral, and reflective.
Emotions in the User Journey: the efficiency of feeling
In the User Journey, emotions are tied to direct, immediate interaction. They are "micro-emotions" connected to performance.
Visceral Level: This is the gut reaction. Is the interface aesthetically pleasing? Do the colors and fonts convey reliability? A positive instinctive reaction creates a favorable context; a messy design generates instant distrust.
Behavioral Level: The heart of UX. Emotions here stem from a sense of efficacy and control. I feel satisfaction when I complete a task effortlessly. The app makes me feel "smart." Conversely, I feel frustration or rage when a process is clunky.
Reflective Level: Here, it’s about short-term memory. "Wow, that was easy!" or "What a nightmare." It’s a reflection on the efficiency and pleasantness of the completed task.
Primary Goal: Minimize friction and generate a sense of competence.
Emotions in the Customer Journey: the meaning of feeling
In the Customer Journey, emotions are more complex and layered. These "macro-emotions" are about the brand’s meaning in the person’s life.
Visceral level: Extends beyond the screen to the visual impact of a store, the elegance of packaging, or the salesperson's smile.
Behavioral level: It’s not just "does it work?" but "does the brand keep its promises?" If an ad promises exceptional service but the phone wait time is infinite, the inconsistency feels like betrayal. Consistency builds trust.
Reflective level: The dominant level in CX. Emotions are tied to identity, values, and belonging. I feel pride using a brand that supports sustainability. I feel understood when I receive personalized communication. This is where true loyalty is won.
Primary Goal: Build a deep connection based on trust, consistency, and shared values.
Mapping emotions to design the future
The tool for both is the Journey Map. But an effective map doesn’t just list touchpoints; it traces the emotional line.
In a User Journey Map, a "valley" might be a complex checkout. The opportunity is to simplify it to turn frustration into satisfaction.
In a Customer Journey Map, a "valley" might be the silence of a brand after a big purchase. The opportunity is to insert post-sale communication that turns anxiety into excitement.
Conclusion: an orchestra, not a solo
Thinking User Journey and Customer Journey are the same is like thinking the lead violin is the entire orchestra. The solo performance (UX) might be technically perfect, but if it isn’t in harmony with the other instruments (CX), the result will be dissonant.
The User Journey asks: "Is our product easy and pleasant to use?"
The Customer Journey asks: "Does our entire brand experience create a relationship of trust and value that makes people choose us and stay with us?"
At Incredible Studio, we believe the magic happens when these two perspectives collaborate. We design impeccable interfaces that fit meaningfully into a broader relationship rich with positive emotions. Because in the end, whether it’s a user completing a task or a customer committing to a brand for years, the decision is always driven by how we make them feel.