Overview

This course equips you with the tools to design cohesive, customer-focused experiences across complex systems. It emphasizes collaboration, strategic thinking, and journey mapping to help teams align and drive meaningful change. Learn to create scalable experiences by gaining hands-on experience with real-world examples and structured methods. The course focuses on turning insights into intentional, customer-centric designs. What sets this course apart is its practical approach, blending theory with real-world applications. You’ll gain actionable strategies for improving user experiences across multiple touchpoints. Ideal for service designers, UX practitioners, product leaders, and experience architects, this course requires no prior journey mapping experience but benefits from a basic understanding of design principles. Copyright © 2018 Chris Risdon and Patrick Quattlebaum. All rights reserved. Originally published by Rosenfeld Media, LLC. This course edition is published by Packt Publishing under license from Rosenfeld Media LLC. No part of this material may be reproduced, distributed, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without prior written permission from the author or the publisher.

Syllabus

Understanding Channels

In this section, we explore channel interactions, dependencies, and context in real-world systems. We focus on structured frameworks and practical applications for effective system design.

Pinning Down Touchpoints

In this section, we explore identifying touchpoints across channels, mapping them to customer journey stages, and documenting them for clarity and consistency in customer experience management.

Exploring Ecosystems

In this section, we examine business and experience ecosystems, focusing on actors, roles, and interactions. We explore practical methods for creating ecosystem maps to enhance stakeholder alignment and collaboration.

Orienting Around Journeys

In this section, we examine customer journeys, focusing on emotions, behaviors, and continuous experience strategies to enhance empathy and engagement through data-driven approaches.

Mapping Experiences

In this section, we explore experience mapping techniques, user-centered research, and collaborative methods to analyze customer journeys and extract actionable insights.

Defining Experience Principles

In this section, we explore defining experience principles with a two-tiered structure, identifying patterns for consistency, and designing for adoption and long-term impact.

Identifying Opportunities

In this section, we explore methods for identifying and prioritizing opportunities aligned with strategic goals. Key concepts include value alignment, structured frameworks, and effective communication of opportunities.

Generating and Evaluating Ideas

In this section, we explore structured methods for generating and evaluating ideas. Key concepts include visual brainstorming, prioritization based on value and feasibility, and practical techniques for refining concepts.

Crafting a Tangible Vision

In this section, we explore strategic intent frameworks, service blueprints, and future-state touchpoints to define and communicate actionable evolutionary paths for real-world application.

Designing the Moment

In this section, we explore prototyping strategies, value propositions, and development stages to refine design concepts effectively through structured methods.

Taking Up The Baton

In this section, we explore documenting as-is processes, identifying leverage points for incremental change, and ensuring touchpoint consistency across channels to improve workflows effectively.