Journey Mapping to Understand Customer Needs

Learn the process for capturing and communicating UX insights across complex interactions

Journey mapping is a process to help you understand a holistic view of the customer experience by uncovering moments of both frustration and delight throughout a series of interactions. Done successfully, it reveals opportunities to satisfy customer pain points, alleviate fragmentation, and, ultimately, differentiate your brand by exposing new opportunities to provide additional value to your customers.

In this hands-on, workshop-style course, you’ll discover how to use customer journey mapping to understand customer behaviors, mindsets and emotional motivations across interactions with your company. We’ll cover the practical application of journey mapping for understanding and optimizing customer experiences, as well as methods for both gathering research and crafting truthful narratives from that research.

By the end of the course, you’ll understand when journey maps are a useful design tool and how to articulate the merits of this tool to clients or team members owning budget approval. You’ll also learn how to use your finished product to communicate insights, engage cross-department team members and incite change through your findings.

"This is a great course which not only gives you a wealth of knowledge and information that you can take away but it also demonstrates how you can use and implement your learnings in real-world projects."

Charlie Gardner
BBC

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