Customer requirements that are posed as solutions to the problem they’re facing are incorrect indicators of the underlying problems. e.g. If the customer demands that a new CTA be added to a particular screen on the app, don’t just add it. Find the underlying problem that is being solved. It might be that the functionality already exists, but isn’t apparent! You’ll need to revise your customer journey after you quantify the problem faced.

Whenever you get requirements from the customer-facing teams, always look for the problem they’re solving.