In this course, you’ll discover:
- Actionable advice, checklists, and tactics that will make you confident to start journey mapping right away
- Customer Journey Map and User Journey Map examples including eCommerce, Mixed Retail and Fast-Casual Dining
- How to create user and customer personas, with examples, and a “how-to guide” for creating supporting user and customer personas
Module 1: Your System for Designing Magnificent Journey Maps
In this module, we'll go over the mechanics of journey maps - what a journey map is, what it's used for, and why it's important. This module also introduces a repeatable system for journey mapping that will help you manage the softer side of journey mapping, such as building a business case and setting expectations for stakeholders.
Module 2: The Importance of Personas
What is a persona, and why do we need one to create a Journey Map? We'll work together to create two example personas in this module - "Jamie Newport" and "The Mercer Family." You'll also be introduced to Uxpressia - the customer journey mapping and persona creation software we use in this course.
Module 3: Scope Your Project and Build a Business Case
No mapping project should get kicked off before we know our scope and have a plan. This module provides checklists and templates for scoping, planning, and understanding timings for a real-life journey mapping project.
Module 4: The Role of Research and Data
What kinds of research should we undertake? How long should research take, and where can I go to find existing data or customer quotes? This module provides actionable strategies for getting the right research fast and easily.
Module 5: Create Your Hypothesis Map and Test It With Customers
In this module, we'll put together our two hypothesis maps. Hypothes test them in the real world and understand what might need to get tweaked or changed.
Module 6: Finalize and Design Your Journey Map
Tips for making the map pretty! We'll talk about exporting from Uxpressia, if you should involve a designer, and what a finalized Journey Map really looks like.
Module 7: Metrics and How to Measure Success
How will we know when we've made progress in improving our customer journey? In this module we explore the specific ways to measure success in each phase of the journey, including conversion, awareness, and repeat use.
Module 8: How to Get Buy-In and Put Your Journey Map to Work
Research from the NNGroup states that experience mangers' number one complaint about journey maps is spending lots of time and money, but never using the map. In this module, we'll talk about putting your journey map to work inside your organization. You'll learn persuasion principles that can help you build consensus around your journey map outputs (for this project and beyond!).
Bonus Module: How to Create Customer Journey Maps Remotely
Many of us are working remotely due to the changes Covid-19 has imposed on the workforce. In this module we'll explore how to create a customer journey map in a virtual environment, including recommendations on tools, conferencing platforms, and software.