Journey Mapping to Understand Customer Needs

"Fantastic course, presented by a fantastic speaker/facilitator. Sarah absolutely nailed it! Highly engaging & extremely informative. This course will change the way I work."

Russell Morgan, Rumo Design ltd

"Learned more than I thought I would! Covered so much about why we need journey mapping, who can benefit, how/tools, best practices, ROI/payoff. Loved it!"

Steph Smith, Rodan & Fields

"Serious, professional, spot on! I would love this to be longer."

Marcio Machado, NCC Group, UK

"Sarah presented this topic in a way that I feel I have the tools and understandings to go right back to my team, sell the concept of journey mapping and then dive right in with them and do it!"

Nora Kohnfelder, FedEx Ground

"Kim is a really awesome teacher! I love her method of breaking things down and having us work towards the finished product."

Marissa McDaniels, IRS

"I was curious how this session was going to run due to the need for data/background info. Kate did an awesome job engaging, informing, and really teaching us about journey mapping. Excellent session!!!"

Darrell Naylor-Johnson, SCAD

"Alita was patient, professional, engaging and knowledgeable. I'm shocked at how much I learned and how much more competent I feel in just one 8 hour day! I hope all my classes are this effective."

Seth Wagerman

"Sarah has been my favorite instructor of the week! She is easy to listen to and she makes the class a lot of fun. The time flew by today."

Fiona O'Malley, Northwell Health

"Perfectly designed course. Has the right amount of theory along with activity. The trainer was knowledgeable about the topic and maintained the same pace and interest throughout the sessions. Thank you Therese."

Pinky Thomas, Dell Techonologies, India

"This was a great course — highly interactive and I learned so much from not only Kim, but the other UX professionals in class."

Lisa Kaczar, MCG Strategic

"Kate was very knowledgeable and had a great understanding of the material. The course was valuable and came full circle, including ROI and strategy."

Caleb Gove, DMI

"Simply perfect! A mix of human and science. So good information I learned in one class more than in a year of experience. The dynamic way to do it with strong insights is a power way to learn. Sarah is great. Highly recommend it."

Fiorella Matta, Belcorp

"This course is very useful if you need tools to organize your workflow with stakeholders and get buy-in with them for further adoption of UX in their product plan. This class gives you a foundation/rubric. It's fantastic!"

Darren Sorrels, Valorem LLC

"Good practical process for assessing existing customer journey and road mapping a future revise customer journey!"

Cory Laslocky, Airgas

"I have never created a journey map before. By holding our hands and providing great information, Sarah has made me feel much more confident."

Catherine Chandler, Panasonic Avionics

"Perfect breakdown. I love the multi touch points on other areas of UX (research, management, etc.). VERY INTUITIVE, thank you so much!"

Raui Bangaroo, Publicis

"Great course, the best of the lot I took. Got an extremely in depth understanding of customer journey mapping."

Haritha Reddy, First Tech Fed Credit Union

"Perfect balance of content and application/practice!"

Shayla Callis, Farmers Insurance

"This class blew my mind. Thanks for a magical experience, Sarah! I feel like this was the missing piece in my research."

Leah Herman, Automotive Advertising Group

"Amazing delivery by Gibbons. Interactive, fun and gets you out of thinking that you knew everything about journey mapping. Thanks for reminding me that users come first and we have to validate everything with research. Thanks! P.S. If you're new or experienced, don't hesitate to take this. I promise that you will learn and experience something new."

Theodore Harrington

"Great practical exercises! Thanks!"

Sue Davis, Government Digial Service, UK

"Gave me good understanding of what CJM might mean for the organisation I'm working in."

V Nuyts, Belgium

"I found the course built my confidence to apply what I have learnt to my day-to-day work."

Adam Gray, Unidays

"It's highly methodical which is only good if you're very specifically interested in this subject."

Glenn Stevens, OnPoint

"The theory part was good and the course material was excellent. You gotta do hands-on workshops to bridge the gap between theory and putting it all together. But I also know that you have to go out there and practice over and over again. Now I have great tools to accomplish that."

Johan Arnesson, Epsiserver

"I got the general idea and some practice of Journey mapping before the class, but now I can say that I am confident to conduct a Journey mapping workshop on my own."

Bryant Mao, Mozilla

"I would recommend this course depending on the background/skills/needs of a colleague, because I feel journey mapping is a complex process. I think Sarah was a phenomenal instructor, very engaging for a dense material like this one. I loved that she made an engaging course with activities and tons of examples."

Irene Eleta, Isglobal

"Kate's experience helped me see how journey maps can and should be created and how to create action plans from them. She also helped me see how to extract insights and create additional artifacts to communicate these. She also gave me a great suggestion to use creative stalking to get more user data!"

Lee Turner, Net IQ

"Fantastic speaker — very knowledgeable and good at breaking down complex ideas for different skills levels."

Simon Adams, Cap Gemini

"I honestly thought that I would get the least from this course, but I learned a tremendous amount. I feel like I can now go forward and journey map with confidence! I especially appreciate how organized the course content is."

Andrew Heber, Chicago

"Sarah's course is a fantastic overview to journey mapping. It's going to be a huge help to improving our organization's user focus."

Duncan Schouten, UBC

"Sarah made journey mapping real and relevant with the topics she covered and the exercises she led us through."

Renee Cheung, ICBC

"Great stuff! I now want to take Sarah's design thinking class."

Juliette P., UPTOP

"Engaging, interesting, fun. Great presentation; dynamic presenter!"

Nick Hopkins, CDK Global

"Great hands-on journey mapping experience and I would recommend it to my colleagues."

Malcolm Jackson, TSheets.com

"Awesome course — for beginners as well as people with experience in journey maps. Lots of practical tips, reminders, inspirations on so many different levels (how to plan, prepare, facilitate, design/summarize)."

Frauke Seewald, Freelancer

"Thank you for a great workshop. This was one of the most amazing workshops I have taken, great material, really like the way you taught."

Maleeha Naipaul

"The instructor had great energy and was a joy to learn from. I know I have a lot ahead of me to bring UX to my company, but I am excited to do it!"

Abigail Smith, Dorel Juvenile

"Loved this! Kate did a wonderful job presenting insightful content and driving collaboration in the group work."

Jess Ehler, CoverMyMeds

"I thought the material was a great balance between examples and methods that make this course very applicable and valuable."

Amanda Sandusky

"I'm someone who learned journey mapping on the job and had to be scrappy, so I appreciate taking this course to apply some structure."

Megan Jones, Accenture Digital

"Strongly recommend this course! Very practical! Hands-on, this definitely feels like I've been with a lot of great tools to not only journey-map but get buy-in from Stakeholders. Must attend!"

Prisca Pan, App Dynamics

"I walked in knowing nothing about journey mapping and now I feel prepared to create them for my company to help guide and improve our practices and procedures for our products."

Brad Campbell, Big Fish Games

"This was an awesome course. Sarah is very practical and pragmatic. Everything was explained very clearly with multiple examples. I would give it a 10 out of 7."

Ian Johnson, Altos AG, Switzerland

"Fantastic course! Real valuable learning, can't wait to put it into practice."

Nathan Richardson, Xanadu Consulting, Ireland

"Start to end — complete process of journey mapping thoroughly explained. Perfect amount of info at every phase."

Aparna, Eurail.com, Netherlands

"Excellent course, lots offered and lots to digest but cannot see what to cut or shorten."

D Doll, OECD, France

"My brain hurts (in a good way), after being crammed full of so much useful information."

Spencer Goldade, Benevity

"I've done journey maps and experience maps many times, but we've frequently failed to validate our hypotheses and turn the journey map into a tool to drive change longer term. It serves such a limited function without a quantitative research and out-come driven approach. This class provides the framework to make maps tools to use over time to drive and evaluate change."

Sheila O'Hara, Microsoft

"Brilliant course engaging everybody to practice the content learnt. Perfect for anybody interested in UX design."

Joseph Deery, Capgemini

"This has made me realise things that were missing from my maps and ways in which the maps can be utilised once they are completed, rather than them being put in a folder and forgotten."

Kerry Baugh, Capgemini

"Sarah was very engaging and comprehensive. I liked that she gave us the opportunity to ask questions and trying out the process of journey mapping. I can't wait to go back and try some of these techniques for my project."

Kiah Peters, Capgemini

"Excellent course, great content — if you're not caught by Sarah's enthusiasm, you're probably dead! I've never encountered Journey Mapping before. I will be doing this by default now. It's a great way to tell a story and understand what your users want/need versus what you deliver."

Chris Price, Cerceta Ltd, UK

"Fantastically in-depth with lots of hints and tips and patience for delegate questions, even on particular research methods."

Gen Chow, American Express

"Amazing speaker, looking forward to hearing from her again."

Daniele Ioudioux, Swarovski

"Loads of background info and insights. Very hands-on and many examples. Highly interactive. Inspiring and highly knowledgeable speaker."

Margo Gyswyt, Ing, Netherlands

"Sarah does what she loves, loves what she does ad that enthusiasm make sit a highly valuable day, Thank you!"

Martin Adler, Instruct, AG, Germany

"I often attend conferences and meet-ups and this course is the best thing that happened to me within the last few years. Excellent presentation by Sarah. Valuable content. For sure after this course, you will be able to perform journey mapping on your own, Thank you, I would mark you higher if I could."

Dmytro Svarytsevych, Volvo Group

"I am really impressed with the depth and structure of the course and how Sarah answered questions."

Juris Terauds, Idea Port Riga, Riga, Latvia

"It was a good immersive course. I now understand the importance of customer journey mapping today."

Parul Tyagi, Hewlett Packard Enterprise, Bangalore, India

"Well educated in subject and enthusiastic in sharing knowledge."

Ladine Cook, HMRC, UK

"The course was highly informative and I definitely got my knowledge updated and the instructions and enthusiasm for the subject was infectious."

Allan Schnoor, EADania, Denmark

"The speaker was clearly very experienced and knowledgeable which enabled her to address questions but giving practical examples, this was really helpful."

Suzanne Hutson, E&Y

"Critique of real life journey maps was very helpful!"

Kate Aloisi, Fannie Mae

"A straightforward and simple way to define customers needs and their journey."

Juan-Ignacio DeAnda, Inegi, Mexico

"This course offers practical knowledge to apply right away on your daily UX practice. It clarifies what a customer journey map is, how it should be done and the purpose of it. I definitely recommend it to both beginners and experienced professionals."

Natalie Galindo, BancoColombia

"Loved it! So valuable. I'm new to the industry and I very much appreciated your presentation. Loved the interaction."

Heather Hawkins

"Alita was a wonderful instructor. Content was clear enough for a beginner and broad enough for experienced users to learn something new. Cannot wait to take what I've learned and apply it within my organization. The comprehensive checklist is a resource I will reference to assess the completeness of the journey maps I am involved in. This is priceless!"

Monica, Pinnocol Assurance

"This course offers a scalable, simple framework to build journey maps. I can't wait to go back and use it."

Aldo Roman, Amazon

"My favorite course so far! So much rich content and practical tips and frameworks to apply in my work and teams I work with. Thank you!"

Clara Yoon, MEDA

"I made a beautiful journey map years ago and it died immediately after I presented it. I realize that getting buy-in at every phase is so crucial."

Jessica Hammer, Splunk

"Kate's fantastic — great course. Full of practical, step by step, actionable steps."

Todd Morrison, Perfect Sense Digital

"Honestly, this is the exact class I needed. I can take this back to my organization and get started tomorrow. Thank you!"

Juleigh Pisciotti, DMI

"This completes the circle of customer altogether with omnichannel and service blueprinting. I have soooo much to work with my team. :)"

Jose Ramirez, Almundo, Argentina

"This course gave me a practicial formula for creating a journey map and strategies for communicating w/ stakeholders. I found it very useful. Thanks!"

Tricia Stearns, Acculynx

"Besides covering all the information of the day, the resources & visuals are very helpful in going forward to implement and conduct our own journeys in our process."

Chris Rozzi, enVista

"Alita is very well-versed int eh subject and was able to back up her points with real-world examples. The curriculum lends itself to applying in a corporate setting immediately!"

Jim Lochherd, USSA

"Journey mapping was always an abstract concept for me, and daunting if the work did not completely start at step 1. I feel more confident now to propose different kinds of maps at all point of the journey, not just at the beginning."

Melissa Mendoza, CRITEO, Paris, France

"What a great class/workshop! I learned so many applicable actions to my real world work-related probleming."

CS, Salesforce

"Excellent course, excellent instructor. Sarah has so much knowledge and can well articulate that to students. Highly recommend!"

Madison Strumhofer, Houston, TX

"Sarah hasn't skimmed, she has gone into the foundations of how these processes and tools work, I consider her a thought leader on journey mapping and how to do it."

John Lally

"I left this course with a better understanding about how to create journey maps. And now I want to learn more about research."

John Rothwell, NetApp

"Sarah was an amazing instructor! Her mastery and passion for the craft were evident, and I was able to walk away with really practical steps to apply at my company and get stakeholders invested in the process."

Marilyn Alerno

"This is a great opportunity to understand the purpose and benefits of using customer journey mapping. The group exercise in the course is a good and engaging way to learn how to create a customer journey map. Therese is a good instructor and I enjoyed learning from her."

Chris Soh, HDB, Singapore

"Really appreciated the activity. It gave me a better comprehension of how a journey map would work. The diary research really informed how these can change. As a new UX analyst, the workshop really affirmed a lot of knowledge gained this week."

Robert O'Malley, eClinicalworks

"Journey mapping is familiar to me but new for my organization. This course helped bring new approaches and ideas to our process. I look forward to bringing this process to my team."

Ryan Janeczko, CCC

"This was a great class. It was helpful to learn how to evaluate my own work and how to build a map as a team of one ux-er."

Marsha Chan

"Alita was a great facilitator and teacher. I wish I had 3 more days with her to walk through the whole process or I wish I could clone her and take her back to my organization to tap into as my coach and mentor! Great stuff - great instruction!"

Lindsy Vezikov, BECU

"I loved hearing about how Alita puts this into practice through her framework and tips, rather than just getting high level, general info."

Chelsey Schaffel, 2U.com Communications

"I loved hearing about how Alita puts this into pratice through her framework and tips, rather than just getting high level, general info."

Chelsey Schaffel, 2U.com Communications

"Thank you Sarah and Alita! I truly appreciate the immediate and practical answers that Sarah was able to provide throughout the course, and as applicable as possible to the topic at hand. I definitely found out what I could improve in my next journey mapping. I'm excited to try out what I learned here to succeed and promote a user-centric thinking in my next job or project."

Stephanie O. Chan, Hong Kong

"I loved this course. Sarah is a great facilitator and teacher. She really helped us understand and relate to what she was presenting. This has definitely been one of my favorite courses from the 10 I've taken. Besides the slides were gorgeous."

Laura Riva Palacio, Chihuahua, Mexico

"If you wonder whether you did user journey mapping correct — probably you didn't :) Sarah's lecture was a total discovery for me! Full of user full content, practical solutions that I could use right away. It was great to hear someone with such in-depth knowledge of the subject."

Marta, GetResponse, Gdansk, Poland

"Great Class that deep dive into customer journeys and combined research, both with well explained theory and practical, workshop style exercises in small groups!"

Julia, SAP, Germany

"Very well designed, every question I had was covered by one of the topics. I particularly appreciated the ready checklists to help turning what we learned into something actionable from day 1. Perfect balance of theory, practice and passionate delivery. In fact, this course reminded of an orchestra, everything falling into place impeccably."

Barbara, BFBS, London

"This is my second course I’ve taken with Sarah. The first was originally scheduled to be in person but shifted to online due to Covid concerns. In both cases, Sarah did an excellent job keeping things engaging. I preferred the half-day format much more than a full-day. Great job by the entire team. I learned a lot and got some great ideas about how to put this into practice."

Tristan Ader, Netspend, Austin

"I feel this class brings value to any level of journey mapper, from advanced to having never done it before. I really appreciated Sarah's hands-on teaching approach and insights about how to more effectively bring the perspective of our customers to the center of everything we are doing."

Bryan Jayne, WebMD Health Services

"This course is amazing! I have knowledge of journey mapping prior to this course. What this course helps me in, is on connecting the dots of what I have created before, validating certain concepts and levelling up on what I could do in the future! I definitely have gained more confidence in creating journey mapping faster and better in future! Thank you for the great course! :D"

Joan, Singapore

"I'd highly recommend taking a course with the instructor. I now have confidence in working on journey maps more than ever."

Dima Aburajab, PwC, Amman, Jordan

"The CJM process covered in the course is excellent! I had previous experience building CJM's. I wasn't 100% happy with my process and I had some questions. I got some great knowledge here to improve my process and all my questions have been answered."

Yalcin Kaya, Growth Analytics Marketing Pty Ltd, Sydney, Australia

"I have created some Journey maps but was not sure if I was making right one. I would recommend this course to someone who has a bit of experience creating JM so that you'll have more intake than those of who has never seen one."

Eriko, KPMG Ignition Tokyo, inc., Yokohama Japan

"This course is a must for every serious UX researchers."

Juyoung Park, Samsung Electronics, Seoul, South Korea

"I like the hands on component for the course, it really help us in demostrating what we have learn and put it into practice. I've tried journey mapping prior to the courses, it provides me far more than I thought such as business metrics to link with the ux course, structured framework which is very helpful in my work."

Tan Yi Ning, ST engineering, Singapore

"DO IT! It's very worth it. The material provided, course content, the delivery, the collaborative sessions, the activities they were all worth it. I can't wait to get started on my mapping, I feel more confident equipped with the right ammo :)"

Suhasini Vempati, amaysim, Sydney, Australia

"Even for seasoned professionals I will recommend them to take the course, it's a great course to take just a a refresher of the concepts. and if you're new to UX this course really does help you to better understand why we do Journey Mapping."

Ilyas Shalihin, NCS PTE LTD, Singapore

"Whether you know very little or a lot about journey mapping, you will learn something and enjoy yourself."

Gio, Ledda Studio, Calgary, Canada

"This is a fast-paced and hands-on experience with learning how to do customer journey maps properly, and how they can bring value to your organization immediately."

Robert Westwood, Canada

"Yes, definitely. This course is very rich insights learning and I like the hands-on activities whereby to get the feeling/ ideas how to make the journey mapping and at the same time like having a mini-workshop among your team. Not only learning on the CJM but also collaboration and teamwork as well as practise to be a facilitator."

Leong Wai Yee, Ministry of Manpower, Singapore

"A very detailed look into the journey map creation process, learning the right way to do it and being guided by a very experienced course instructor. I especially liked seeing the different stages of the journey map being created which I didn't even know about."

Bill Chuang, Subtle, Perth Australia

"I would tell people that this course is very rewarding. The content is digestible and really forces you to get inside the customer's mind."

Paige Treadway, Doxy.me, John's Island

"I would highly recommend this course for anyone in UX or Product field. It is a foundational course and open up several paths for one to pursue next."

Sarib Mahmood, Ad Hoc, Sterling, USA

"This course is beneficial for everyone, whether you've done journey mapping before or have never heard of it. You get opportunities to practice mapping real life scenarios in the class and doing this helped me realise some of the mistakes and shortfalls I've made in the past. The templates, guides and other resources you are provided with give you a solid foundation to take back to your organisation and begin journey mapping with your own teams."

Jenni Lee, Morrisons, Manchester, UK

"I already told my team how much I was getting from the course. Even thought I have been working in this space for years, it was really helpful to have the framework and process clearly articulated and illustrated--both for my own reference as well as to be able to convey the value and benefits to colleagues, clients, and stakeholders."

Erin Light Stewart, Booz Allen Hamilton, Alexandria, VA, US

"The course is really useful and the tutor has a great knowledge of the subject. I would definitely recommend it."

Romena Fogliati, Freelance, London, UK

"You will understand how information is utilized and broken down into segments to construct functional journey maps for your team."

Waz Pinard, Google, San Francisco

"Sarah is one of the most knowledgeable people on this topic, she would have your full attention for the whole duration of the course which is very intense and hands-on, that is really the best way for you to learn new patterns. She also gave us plenty of material to cement our new knowledge."

Constantina Tyrogalas, Musgrave, Dublin, Ireland

"I really liked the thorough examination of what journey maps are, as well as contrasting that with similar visualizations. I plan on taking the service blueprinting class at some point so it was nice to get a sneak peek here and understand it's relationship to other visualizations. The workshop tips made me feel confident that I could run my own in the future."

Kat Vance, Moz, Seattle, WA, USA

"I really enjoyed this course! I learned a lot about journey mapping in general as well as some great tips on how to run a journey mapping workshop within my own organization. I will certainly be referring back to all the materials and resources that were shared with us. The other participants were all excited and engaged and it felt like a community of people working together to complete the hands on activities. I thought Sarah did a fantastic job at providing insights and a lot of information while still being very engaging. And she kept a great pace! It never felt too overwhelming and she did her best to break up the day and keep people motivated. I really look forward to more NN/g classes in the future."

Jennifer Wain, Educational Testing Service, Princeton, NJ

"Sarah is absolutely fantastic, and so the Journey Mapping course. This is the second time I have classes with her. I am a huge fan. The way she teaches, the density of the content, the openness to discuss topics, and the class's flow are in perfect alignment. Thanks for that!"

Priscila Vasconcelos, Secfi, Amsterdam

"The Journey Mapping course was incredibly informative and useful. There was a lot of information for one day, but I appreciate that we could do it in just one day. Plus, with all the resources we've been provided with, I feel like I'm well supported in creating my first journey map."

Maedhbh Greene, WeTransfer, Amsterdam, Netherlands

"Customer journey map sounds like an easy tool that everyone can use but the devil hides in execution. This course has hands-on group exercises which make me further understand why in reality things don't always line up as in theory. The course content reveals empirical evidence and various formats for us to examine and learn from - in the hope of enabling the most effective delivery of this tool. I really appreciate taking part in this course. It definitely helps me reflect on my past experience and know how to fine tune my approaches further for different circumstances!"

Bing-Hsun Wu, Lab49, New York City

"This course provides a great road map for creating journey maps to better understand customer needs while gaining buy in from stakeholders."

Jenna Frkovich, RTI International, Durham, NC

"DO IT!!! I've looked at Journey Maps before this course and had no idea (other than a walkthrough) what the purpose was. NOW I get it - this awesome and I can't wait to make journey maps for our company!"

Crystal Cary, Frazer Computing, Inc., Canton

"Just do it! It is one of the most complete courses that I've ever attended! The perfect balance between theory and practice. Sarah is such an expert and is brilliant at sharing her knowledge and leaves you ready to put all that you've learned effectively into practice."

Elly Domene, SES, The Hague, The Netherlands

"If they are considering taking the course I would definitely recommend it to give you structure and confidence to produce journey maps and to know what you're good journey maps need to contain and how to engage stakeholders with the purpose of the maps, I strongly recommend the instructor who is very thorough while keeping a good pace."

Priyanca D'Souza, Companies House gov.uk, Bristol, United Kingdom

"This journey into journey mapping was an eye-opener. One step in and your whisked down a road of opportunities, tips and tricks from a great instructor (Sarah Gibbons) and the backing of NN/g."

Bill Levy, Alpha Solutions, Portland, United States

"I'd hugely recommend the course, it was full of valuable content and I felt inspired with ideas of how to apply it to my work."

Zoe W, London, UK

"I feel after taking this course that I can confidently run a journey-mapping project."

Elizabeth Boulet, Greenway Health