Advanced Customer Journey Mapping | Seattle

About this class

Consumer empathy. It’s the key to successful product strategy, design, and marketing. Through it, we find unanswered questions, unmet needs, and idea­ catalysing behaviours. But building a business, product, or service around a point­-in-­time understanding of your consumer is a strategy destined to fail.

This workshop is designed for those who have undertaken the Customer Journey Mapping workshop at General Assembly or use journey maps already in their work and want to gain a more in-depth understanding of techniques and tools to maximise your empathy and uncover hidden insights.

We'll cover a multidisciplinary approach to consumer journey mapping research, design, and implementation. You will learn how the method integrates with other tools such as Empathy Mapping & Service Blueprinting, as well as how it is adapted for different disciplines such as Marketing, Service Design, and Product Development.

You will leave equipped with a developed understanding of how the method can be applied in different practices such as product design, service design, marketing, organisational & business model design. You will have a better understanding of how the tool is used to generate useful communication artefacts, for internal and external engagement.

Takeaways

Students of this workshop will learn: ● How the journey map integrates with other tools such as Empathy Maps, Service Blueprints etc. ● How the journey map method is adapted in different disciplines such as marketing, service design, product development. ● How to use journey mapping to generate useful communication artefacts for internal and external audiences.

Prereqs & Preparation

Have completed the Customer Journey Mapping workshop at General Assembly or have experience using Journey Mapping in at least one context and/or running a Journey Mapping session.