Journey flow diagrams, message catalogs and personalization logic created during development are ideal inputs when designing realistic persona scenarios. Ask implementation partners to share UAT artifacts or best-practice frameworks.
Practical considerations for UAT execution
Effective journey testing depends on cross-channel oversight, which means assembling a team fluent in multiple touchpoints — from CRM automation and mobile app workflows to customer loyalty platforms. Cross-training team members enhances visibility across systems, reduces blind spots, and fosters a more integrated testing process.
Test environments also play a critical role. Testers need to understand how personas are configured and be able to access development or staging environments for each relevant channel. Without this access and orientation, UAT loses its ability to reflect real-world conditions.
Maintaining focus is key. UAT should zero in on the customer-facing experience, validating how journeys unfold from the user’s perspective. In parallel, QA teams ensure the back-end logic — orchestration, data accuracy, and routing — holds up under pressure.
At the same time, it’s essential to keep a broader perspective. A change that improves one KPI, like SQLs, might negatively impact another, such as MQLs. What may appear as a UI issue might stem from upstream data quality or integration problems, so testing must consider the entire ecosystem.
Finally, avoid overengineering your UAT scenarios. Focus on the most critical and high-impact use cases first. With limited time and resources, a pragmatic approach to persona complexity ensures the process delivers meaningful results without unnecessary delays.