User Experience
How do we inspire the customer at all the contact points along his journey (e.g., air travel), so he actively rewards the company (e.g. airline)?
User Journey
How do we inspire customers (for example, business travelers) in the appropriate context by interacting with a product or service (e.g., smartphone app)?
User Flow
How do we optimize the user guidance so that the customer has achieved his or her goal (e.g., Mobile Check In) effectively, efficiently, and satisfactorily?