Customer journey maps provide a framework to improve the customer experience by mapping out key interactions and touchpoints across various stages of the customer journey. They can help increase conversion rates, retention, and generate better ideas by accounting for the user's feelings, motivations and questions at different points. While originally used for customers, journey maps could also benefit learning design by mapping out a learner's experience through a course or activity and identifying problems at transition points to improve the overall experience.

1. Customer Journey Maps —
How they can be adapted for
Learning Design?
August 18, 2015
Tallinn University
Vladimir Tomberg, Ph.D.

2. About myself
• BSc and MSc in
Informatics
• PhD in Education
Sciences
• Researcher in Learning
Layers FP7 project
• Teaching Design for All
and Accessibility
Workshop in HCI master
curricula in TLU
http://ee.linkedin.com/in/vladimirtomberg/

3. Customer Journey Maps
• A Customer Journey Map (sometimes —
Experience Map) is a framework that enables
to improve customer experience
Source: http://bigdoor.com

4. Customer Journey Maps
• The Customer Journey Map tells the story of
the customer’s experience: from initial
contact, through the process of engagement
and into a long-term relationship;
• It identifies key interactions that the customer
has with the organization. It talks about the
user’s feelings, motivations and questions for
each of these touchpoints

5. How an Individual Journey Happens
Source: http://engagingplaces.net

6. Users Interact with Different Products
Source: https//medium.com

7. Users Get Experience
Source: https//medium.com

8. Sometimes the Problems are in
Crossing Points
Source: https//medium.com

9. Example of Taxonomy of Customer
Stages
Source: http://bigdoor.com

10. Identifying Channels and Stages
Source: http://www.adaptivepath.com

11. Adding Customer Emotions
Source: http://www.diametrics.io

12. SOME EXAMPLES

13. Source: http://srishrao.tumblr.com

14. Source: http://srishrao.tumblr.com/

15. Source: http://www.adaptivepath.com

16. Source: http://engagingplaces.net

17. Tasks that can be Solved by using CJM
1. Designing continuous User Experience
2. Increasing amount of site visitors converted into
paying customers (Conversion marketing)
3. Increased Retention rate (amount of returning
visitors)
4. Increasing sense of responsibility of specialists
5. Faster development of multichannel services
and products
6. Supporting creativity (generating better ideas)

18. Discussion (10 min)
• What benefits Journey Maps could provide for
learning design?

19. JOURNEY MAPS FOR LEARNING

20. Example 1: Informal Learning
Source: http://learningspacetoolkit.org

21. Result of Collaborative Workshop

22. Result of Collaborative Workshop

24. Group work (≈30 min)
• Try to design small course or learning activity
with Journey Maps (can be existing or new
one)
• Which concepts could be useful for rows?
• What vocabularies could be reused here?