Building a Journey Map: A Hands-On Workshop

Get a hands-on deep dive into building a journey map to plot a customer’s experience over time.

Introduction

• Build a journey map

1. What Is Journey Mapping?

• The benefits of journey mapping
• The tough questions
• Building blocks of a journey map

2. Getting the Right Data

• 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

3. Teasing Insights from Data

• 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

4. Making Value-Driven Decisions

• Ideating opportunities
• Considering the journey for different audiences
• Service blueprinting: A plan for backstage support

Conclusion

• The journey continues