Creating Customer Journey Maps from Scratch

Join service designer Pontus Warnestal (PhD) who will introduce customer journey mapping as a flexible and value-creating tool for improving services, products, and brands. The course covers concrete methods and techniques for creating research-based visual narratives of how experiences and interactions are working today for your service, and how you can design improved future-state journeys.

This class is for you who is interested in moving into the Service Design and Customer Experience field, and want to learn the basics for taking a holistic perspective of your brand, service, or product in order to systematically improve your customers’ or users’ experience.

• Introduction
• What Is Customer Journey Mapping?
• What Are We Mapping?
• Uncovering Value Through Research
• Doing, Thinking, and Feeling
• The Anatomy of a Customer Journey Map
• Class Project
• Looking Ahead: The Future State Journey Map
• Closing Thoughts