Customer Journey Mapping and Modelling - Training Course

Course description

Insights from research are not used if they live in spreadsheets and slide decks or sit as notes in your desk drawer. Learn how to bridge the gap between research and design by turning data and insight into useful design tools upon which you can act and communicate effectively.

This 1 day introductory-level course explains how to distil customer data into actionable models such as personas, empathy maps, experience maps, and mental-content models, as well scenarios and the value proposition canvas. It also introduces the important topic of information architecture and how this can be constructed and tested for use in websites and other similar systems.

It’s fun, it’s interactive and you’ll meet interesting people to exchange ideas and experiences with. By the end of the course you will have produced something worthwhile and will go back to your desk armed with tools to ensure your research and insights translate into exceptional user centred designs.

“I cannot say enough about how good Andrew was. He was calm and very skilled. He was a fantastic leader for the course and I couldn’t fault him or his skills. Very well run and would recommend him/his courses in a heartbeat”
Victoria Symons
Senior UX UI Designer, Unite Students

Is it for you?

If you are interested in distilling research and insight into powerful design tools that not only help you to understand your customers and but also provide clear direction for creating outstanding designs and services, then this course is for you. This is an introductory course and therefore assumes participants will have little or no previous experience with the maps and models described. We typically see UX researchers, designers, content designers, product and project managers, marketing managers, developers and user experience managers on this course.

What you will learn

Topics covered in this course include:

How to distil research into useful design tools
How to construct various models to better understand customer behaviour
How to produce customer journey maps
How to derive product feature requirements from your maps and models
How to map information architecture
Hands-on practical exercises

“I’d recommend this course, it details some great tools that people in the UX industry can use to share and present research findings and helpful workshop exercises to help get engagement from the whole team.”
Lisa Collins
NHS Digital

Learning objectives

After completing the training you will be able to:

Describe and discuss the various models and design tools for taking a user centric approach
Turn research and insight data into useful design tools such as mental-content models, personas, and experience maps
Formulate requirements from your customer models to effectively drive a user centred design process