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Course Outline
The Anatomy of the Journey & Research Synthesis
Introduction to Customer Journey Maps
- Understanding the distinctions between a Customer Journey, Service Blueprint, and User Journey.
- Purposes of Customer Journey Mapping: Enhancing alignment, conducting gap analysis, building empathy, and demonstrating return on investment (ROI).
- The role of the Customer Journey Owner: Ensuring ownership, maintenance, and continuous improvement.
- Workshop: Case study analysis – Evaluating a "Good" vs. "Bad" Customer Journey Map.
The Elements of a Customer Journey Map
- Defining the Persona: Identifying the target audience (Archetypes, demographics, and objectives).
- Mapping the Timeline: From Awareness to Consideration, Purchase, Retention, and Advocacy.
- Core layers of the map:
- Actions: What are they doing?
- Thinking: What is on their mind?
- Feeling: The Emotional Curve (Highs and Lows).
- Touchpoints & Channels: Where does the interaction occur?
- Workshop: Setting up a digital whiteboard and populating the "Skeleton" of a map with basic persona data.
How to Create Effective User Journeys
- Research methodologies for mapping: Conducting interviews, surveys, and integrating analytics.
- Techniques for empathy: Engaging in "Walk in their shoes" exercises.
- Workshop Execution: Participants break into groups to map a real-world journey (e.g., "Buying a coffee" or "Onboarding to software").
- Facilitating a mapping session: Strategies for running an effective workshop.
- Deliverable: A complete, low-to-medium fidelity draft of a Customer Journey Map.
Analysis, Optimization & Communication
Analyzing the Map: Pains, Gains & Opportunities
- Analyzing the Emotional Curve: Identifying "Moments of Truth."
- Identifying Pain Points (Friction) versus Gains (Delighters).
- Root Cause Analysis: Utilizing the map to explore underlying issues at specific touchpoints.
- Prioritizing opportunities: Applying an Impact vs. Effort matrix to the journey.
- Exercise: Stress-testing the Day 1 map to uncover hidden friction points.
From Map to Action
- Translating insights into requirements and design features.
- Bridging the gap between User Experience (UX) / Customer Experience (CX) and Business Strategy.
- Defining Key Performance Indicators (KPIs): Measuring improvements in the journey (NPS, CSAT, Retention, Time-to-Value).
- Workshop: Drafting an "Optimization Roadmap" based on the highest-priority pain points identified in the map.
Communicating and Acting on the Customer Journey Map
- Storytelling with data: Presenting the map to executives and engineering teams.
- Creating a "North Star" vision for an ideal customer experience.
- Cross-functional alignment: Ensuring Sales, Marketing, and Support are aligned with the same map.
- Presentation: Participants present their journey maps and optimization roadmaps to the group.
Capstone & Implementation Strategy
- Managing the map as a living document: Implementing version control and updates.
- Overcoming resistance and organizational silos.
- Final Q&A and resource distribution (Templates, toolkits).
- Deliverable: A personalized "Next Steps" action plan for implementation in the participant's workplace.
Requirements
Audience
- Customer Experience (CX) Managers and Strategists for government
- Product Owners and Managers
- UX/UI Designers
- Marketing and Sales Leaders involved in customer onboarding and retention
- Service Designers
14 Hours
Testimonials (3)
Experimenting with tools
Nuwan Gunaratne - AZQORE
Course - User Experience Design with Figma
Our trainer, Yashank, was incredibly knowledgeable. He modified the curriculum to match what we truly needed to learn, and we had a great learning experience with him. His understanding of the domain he was teaching was impressive; he shared insights from real experience and helped us solve actual problems we were facing in our work.
Ahmed Nazeem - Maldives Pension Administration Office
Course - Multimodal AI for Enhanced User Experience
“I really appreciated the real-time approach the trainer used to show how our team can apply Human-Centered Design (HCD) to our project. It was also great that the trainer took the time to understand our project at a high level, which helped provide clear and practical guidance on how we can better approach both UX and UI.
