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Journey Mapping: A Start-to-Finish Demo

via Nielsen Norman Group

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Watch how we gather inputs, create the map, and drive decisions Unify stakeholders to build shared ownership of the user journey. Stop creating maps nobody uses and start driving high-value decisions. Transform journey mapping from an unrealistic research study into a collaborative project.

Syllabus

Course Curriculum

Why Journey Maps Matter (2 Lessons, 14 min)

Course Overview: What Makes a Journey Map Fail
Meet the Case: Airline Rebooking Experience

Sorting Out the People, Politics, and Purpose (4 Lessons, 57 min)

Meet the Stakeholders: The Audience for Our Journey Map
Decisions Our Stakeholders Need to Make: Our North Star
Scoping and Fidelity: Keep It Simple
A Real Case Study: Stakeholder Mapping for an Edtech Company

Gathering Evidence and Structuring the Map (4 Lessons, 50 min)

The Evidence Safari: 4 Types of Data to Gather
Making Sense of the Data You Found
Choosing What the Map Will Track
A Real Case Study: Mapping a Sales Process for a Custom Electronics Company

Building the Map (4 Lessons, 48 min)

From Steps to Stages: Structuring the Experience
Filling In the Map (Without Making Things Up)
When to Bring People In
A Real Case Study: Mapping Bovine Tuberculosis Certification in Argentina

Putting Maps to Use (3 Lessons, 23 min)

How to Read the Journey Map
The 4 Ways to Use the Map
Course Wrap-Up

Taught by

Pablo Fernández Vallejo

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