Get a hands-on deep dive into building a journey map to plot a customer’s experience over time.
Overview
Syllabus
Introduction
- Build a journey map
- The benefits of journey mapping
- The tough questions
- Building blocks of a journey map
- Imagine the last time you took a trip
- Choosing key phases for your journey map
- Gathering data for your journey map from secondary sources
- Gathering data for your journey map from primary research
- Asking the right questions
- Synthesizing insights from data: Thematic analysis coding
- Synthesizing insights from data: Coding in action
- Cluster analysis for large volumes of data
- Visualizing a nonlinear journey map
- Prioritization techniques to identify moments of truth
- Ideating opportunities
- Considering the journey for different audiences
- Service blueprinting: A plan for backstage support
- The journey continues
Taught by
Sarah Weise
