First of all, it would be useful to define what product-centric design and journey-centric design are. Product-centric design is a product-focused strategy that concentrates on the details of the product itself rather than other issues such as user needs. Journey-centric design, on the other hand, takes into account that every user has different desires, habits, and ways of thinking. It is a strategy that aims to refocus on the user to better meet their needs. This new conception methodology helps resolve numerous challenges faced by UX professionals.

Previously, product-centric design was adopted by many digital experts and proved effective for many years. With the development of a new digital business landscape, this model has become restrictive and ineffective. Today, products are designed with the goal of being efficient, while the paths taken by users are not necessarily so. Journey-centric design enables a product to be designed through customer journeys and refocuses not only on the user but also on the connectivity and communication of the different stakeholders within a company. The latter, thanks to a shared vision and close, organized collaboration, will offer innovative business solutions to its customers.
As in all human relations, foundations are built on communication.

Thus, design centered around the user journey brings numerous benefits: 

- Offering solutions that span multiple products and channels, providing more opportunities for business impact and innovation
- Providing a precise global view at both the micro level (interfaces within products) and the macro level (service delivery involved in customer journeys)
- Offering more opportunities for design innovation, leading to better returns
- Adding a more strategic approach to service delivery
- Allowing for the collection of more advanced behavioral data and measuring the ROI of design
- Integrating AI-based solutions that will help predict user needs in real time during their journey

Today, more and more companies are adopting this new vision in terms of design. Journey-centric design is an emerging practice in the digital space that continues to evolve. Nothing is set in stone; everything must evolve without forgetting old practices. By combining different approaches, we, as designers, offer a wide range of skills and maintain a curious and open mind to always offer the best solutions to our clients.

Sources: NNGroup, Xminstitute