Journey Mapping
How This Course Will Help Your Career
What You Will Learn
How and why journey mapping is used by top design teams around the world
How to choose the best journey mapping process to fit your team’s goals
How to gather data as part of your journey mapping process
How to analyze data using a perspective grid
How to create the three most common types of journey map: experience maps, customer journey maps, service blueprints
How to run a journey mapping workshop and turn your insights into viable product initiatives
This course will show you how to use journey mapping to turn your own complex design challenges into simple, delightful user experiences. If you want to design a great shopping experience, an efficient signup flow or an app that brings users delight over time, journey mapping is a critical addition to your toolbox.
We will begin with a short introduction to mapping — why it is so powerful, and why it is so useful in UX. Then we will get familiar with the three most common types of journey map — experience maps, customer journey maps and service blueprints — and how to recognize, read and use each one. Then you will learn how to collect and analyze data as a part of a journey mapping process. Next you will learn how to create each type of journey map, and in the final lesson you will learn how to run a journey mapping workshop that will help to turn your journey mapping insights into actual products and services.
This course will provide you with practical methods that you can start using immediately in your own design projects, as well as downloadable templates that can give you a head start in your own journey mapping projects.
The “Build Your Portfolio: Journey Mapping Project” includes three practical exercises where you can practice the methods you learn, solidify your knowledge and if you choose, create a journey mapping case study that you can add to your portfolio to demonstrate your journey mapping skills to future employers, freelance customers and your peers.
Throughout the course you will learn from four industry experts.
Indi Young will provide wisdom on how to gather the right data as part of your journey mapping process. She has written two books, Practical Empathy and Mental Models. Currently she conducts live online advanced courses about the importance of pushing the boundaries of your perspective. She was a founder of Adaptive Path, the pioneering UX agency that was an early innovator in journey mapping.
Kai Wang will walk us through his very practical process for creating a service blueprint, and share how he makes journey mapping a critical part of an organization’s success. Kai is a talented UX pro who has designed complex experiences for companies such as CarMax and CapitalOne.
Matt Snyder will help us think about journey mapping as a powerful and cost-effective tool for building successful products. He will also teach you how to use a tool called a perspective grid that can help a data-rich journey mapping process go more smoothly. In 2020 Matt left his role as the Sr. Director of Product Design at Lucid Software to become Head of Product & Design at Hivewire.
Christian Briggs will be your tour guide for this course. He is a Senior Product Designer and Design Educator at the Interaction Design Foundation. He has been designing digital products for many years, and has been using methods like journey mapping for most of those years.
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Is This Course Right for You?
This is a beginner to intermediate course suitable for anyone who wants to better design complex user experiences. If you are an aspiring designer, this course will provide you with the essential skills to do this and to work more confidently in teams who are designing complex experiences.
If you are a junior or mid-level designer, journey mapping will allow you to take on ever more complex design challenges, move into more senior design roles and help you work more strategically with your team. This course is particularly valuable for:
Aspiring UX and UI designers who are building essential design skills.
Junior and mid-level UX and UI designers who would like to improve and expand their capabilities.
Product managers who create complex experiences with their teams.
Anyone who wants to create better, more efficient and profitable complex user experiences.
Learn and Work with a Global Community of Designers
When you take part in this course, you’ll join a global community and work together to improve your skills and career opportunities. Connect with helpful peers and make friends with like-minded individuals as you push deeper into the exciting and booming industry of design. You will have the opportunity to share ideas, learn from your fellow course participants and enjoy the social aspects afforded by our open and friendly forum.
Lessons in This Course
- Each week, one lesson becomes available.
- There's no time limit to finish a course. Lessons have no deadlines.
- Estimated learning time: 9 hours 53 mins spread over 8 weeks .
Lesson 0: Welcome and Introduction
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0.1: Welcome and Introduction (4 mins)
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0.2: Build Your Portfolio: Ideation Project (5 mins)
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0.3: Let our community help you (1 min)
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0.4: How to Earn Your Course Certificate (16 mins)
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0.5: Expand your network and grow your skills in our online forums (5 mins)
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0.6: Meet and learn from design professionals in your area (1 min)
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0.7: Gain Timeless Skills Through Courses from the Interaction Design Foundation (21 mins)
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0.8: Mandatory vs. Optional Lesson Items (7 mins)
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0.9: A Mix Between Video-Based and Text-Based Lesson Content (6 mins)
Lesson 1: What is Journey Mapping?
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1.1: Welcome and Introduction (14 mins)
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1.2: The Power of Mapping (27 mins)
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1.3: Journey Mapping in UX (29 mins)
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1.4: Congratulations and Recap (2 mins)
Lesson 2: Journey Mapping Variations
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2.1: Welcome and Introduction (13 mins)
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2.2: Experience Maps (18 mins)
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2.3: Customer Journey Maps (13 mins)
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2.4: Service Blueprints (14 mins)
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2.5: Journey Mapping Process Variations (49 mins)
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2.6: Congratulations and Recap (2 mins)
Lesson 3: How Do I Gather Data for a Journey Map?
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3.1: Welcome and Introduction (15 mins)
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3.2: How to Conduct Problem and Solution Space Research (1 hour 9 mins)
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3.3: How to Create a Perspective Grid (28 mins)
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3.4: Build your Portfolio Project: Perspective Grid (8 mins)
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3.5: Congratulations and Recap (1 min)
Lesson 4: How to Create a Journey Map
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4.1: Welcome and Introduction (10 mins)
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4.2: How to Create an Experience Map (18 mins)
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4.3: How to Create a Customer Journey Map (17 mins)
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4.4: How to Create a Service Design Blueprint (1 hour 19 mins)
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4.5: Build Your Portfolio Project: Journey Map (5 mins)
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4.6: Congratulations and Recap (1 min)
Lesson 5: How to Run a Journey Mapping Workshop
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5.1: Welcome and Introduction (3 mins)
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5.2: How to Set Up a Workshop (25 mins)
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5.3: How to Increase Understanding (31 mins)
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5.4: How to Create Vision (11 mins)
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5.5: How to Guide Evaluation (19 mins)
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5.6: How to Plan Experiments (14 mins)
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5.7: Build your Portfolio Project: Workshop Plan (4 mins)
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5.8: Community-based learning and networking (6 mins)
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5.9: Congratulations and Recap (1 min)
Lesson 6: Course Certificate, Final Networking, and Course Wrap-up
Learning Paths
This course is part of 4 learning paths:
How Others Have Benefited
Carolina Cajazeira, Brazil
“Even with it being a course for beginners, it brings a lot of valuable content, even for people with greater seniority. Classes are dynamic, and the organization of the content makes it easy to understand and assimilate all the lessons learned.”
Olha Abazalii, Denmark
“A lot of interesting and necessary information, good explanation skills, very insightful examples, and enjoyable tasks.”
Björn Rohles, Luxembourg
“This course was really cool. It was engaging and had a good mix of content. I particularly enjoyed the good use of a realistic example (Rhythm Road) throughout the course. That made it really engaging to learn.”
How It Works
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