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Fundamental components of a positive user experience strategy include customer-driven design, rapid prototyping and usability evaluations. The design process might begin with a journey map, also called a customer experience map. Such a map helps the design team to model the product or service in real-world contexts. The lessons learned from the journey map can help the design team decide such things as whether to use touch, gesture or voice activation controls, where to place those controls and how to label them. A journey map can also help the design team uncover non-functional requirements and identify additional subordinate problems that can only be understood by appreciating how the customer will interact with the device or product.