Get an unfair advantage by deeply understanding your customers with a journey map.


According to NNCP, nearly 70% of organizations use Customer and User Journey Mapping. If you're in a business that cares about customers, you need to know how to create and use a customer or user journey map.


In this introductory course, we'll work through a proven and repeatable process to create a customer journey map and a user journey map. We'll use concrete examples from a "Global Coffee Shop Brand" and an "eCommerce Retail Brand" user journey. 

What makes this course different?

Not only will you learn the basics of creating a journey map, you'll learn the soft skills that make the difference between a making journey map that radically transforms the customer experience and one that gets tossed in a drawer. 

The dirty secret is that many customer journey maps are created, but few succeed in actually transforming the customer experience. 

This course provides practical, tactical materials to build a business case that gets your journey map project funded, persuading stakeholders to care about your journey map, and how to make sure your journey map gets used.

“I was tired of creating journey maps that took months to create but never got used…”

You can learn how to create a journey map anywhere. There are dozens of books and courses that can teach you the mechanics of building a map.

But in this course, we will go beyond the obvious. Only “Creating Magnificent Journey Maps” teaches you how to build a map, persuade stakeholders to fund the project, and get people to use the map to transform the customer experience.

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.


This course is for anyone who wants to help their organization become more customer-centric. Former students have included:

  • Marketing managers
  • Marketing strategists
  • Customer Experience managers
  • UX designers
  • UX strategists
  • Small business owners
  • Entrepreneurs
  • Consultants
  • Sales and Promotions Managers


Here's what students are saying about the course:

"I'm loving it - there's so many examples and useful information. I like the pace too - one module a week is perfect."

- Yasif, Marketing Customer Experience Manager


"So far this is a great course, well worth the money. Thank you!!" - Debbie, UX Designer


"Loved all the examples in the course, it makes learning so much easier." - Joseph, Consultant and Educator


About your instructor

Jennifer Clinehens is currently Head of Experience at a major global experience agency and holds a Master's degree in Brand Management as well as an MBA from Emory University's Goizueta School. 

Ms. Clinehens has client-side and consulting experience working for brands like AT&T, McDonald's, Adidas, and more. She's also helped shape customer experiences in the United States, North America, Europe, Australia, and Asia.

A recognized authority in marketing and customer experience, she is the author of CX That Sings: An Introduction to Customer Journey Mapping and Choice Hacking: How to use psychology and behavioral science to create an experience that sings.

I don't have journey mapping software - can I still take this course?

Of course! Thanks to my friends at Uxpressia, you'll get access to Uxpressia Pro journey mapping softwaref

Used by brands like Microsoft, LEGO, Bayer, P&G, and Fitbit, Uxpressia is industry-leading software for creating journey maps, personas and more.

Get a free Uxpressia Pro subscription (normally $240/yr)

All students get FREE access to Uxpressia Pro when you enroll


Your FREE Uxpressia subscription includes:

* 50+ journey map templates

* Suitable for building Journey Maps, Personas and Impact Maps

* Real-time collaboration

Still unsure? No worries!


This course comes with a 30-Day, 100% Money-Back Guarantee. If you don't love this course, just email me during the first 30 days. I'll refund 100% of your purchase price, no questions asked.

This course has launched!

$49.99

Full Price