These are the slides from a workshop I provided in August 2018 to a growing B2B Marketing company in Cleveland, AMG Marketing (now Tenlo). Some of the content was provided via https://designingcx.com.

1. Journey Mapping

2. What is Journey Mapping?
The activity of evaluating a system, in its entirety, to
gain a comprehensive view of peaks and valleys in
the experience
Gain insight into customer actions, motivations,
feelings, and barriers
Build consensus via a cross functional team through
the activity of mapping an experience as a group
Focuses improvement efforts on key moments and
helps prioritize
Journey mapping combines two powerful instruments:
storytelling and visualization.

3. – Brandon Schauer, Head of Emerging Design Practices at Capital One
Organizations are recognizing the need to think holistically,
but they are struggling to do so. Projects often focus on
individual touchpoints, technologies, and features without
a clear picture of the total customer experience….
Making sound decisions and investments requires a solid
understanding of those needs, associated behaviors, and
underlying motivations. Experience mapping is directly
aimed at grappling with and conquering this type of
complexity.

4. 4 steps to making making a
journey map
Our Guide to Experience Mapping

5. A story: Doug and his machine
http://designingcx.com/

6. Video:
Transforming healthcare for children
and their families

7. GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO
MRI ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GETS
DRUGGED
GOES
THROUGH
MRI
………
AM I
REALLY
SICK?
THAT
LOOKS
SCARY!
WILL IT
HURT ME?!
MOM CAN’T
HELP?
NO! NO!
PLEASE NO!
I’M REALLY
NERVOUS
WISH I
WAS AT
SCHOOL
TECH.
WRITER
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUG
PATIENT
SAFETY
TEAM
IMAGING
TECH
STAFF
PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG ROOM
Behaviors
ATTITUDES
PEOPLE
THINGS
ONSTAGE
EXPERIENCE
PEOPLE
THINGS
BACKSTAGE
SUPPORTSelect a specific customer
persona to map
SOFIA
DOCTOR MOM
CHECKIN
NURSE
IMAGING
TECH
MOM
DOCTOR
ANESTH.
IMAGING
TECH
MRI
MACHINE
DESK &
COMPUT.
CHARTCAR
TAKE-HOME
PACKET
MRI
MACHINE
NEEDLE &
DRUGS
NURSE
TISSUES

8. GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO
MRI ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GETS
DRUGGED
GOES
THROUGH
MRI
………
DOCTOR MOM
CHECKIN
NURSE
IMAGING
TECH
MOM
DOCTOR
ANESTH.
IMAGING
TECH
MRI
MACHINE
DESK &
COMPUT.
CHARTCAR
TAKE-HOME
PACKET
MRI
MACHINE
NEEDLE &
DRUGS
AM I
REALLY
SICK?
THAT
LOOKS
SCARY!
WILL IT
HURT ME?!
MOM CAN’T
HELP?
NO! NO!
PLEASE NO!
I’M REALLY
NERVOUS
WISH I
WAS AT
SCHOOL
TECH.
WRITER
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUG
PATIENT
SAFETY
TEAM
IMAGING
TECH
STAFF
PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG ROOM
SOFIA
NURSE
TISSUES
IMPACT
MORE
STAFF
COST OF
DRUGS
IMAGING
TIME
SIDE
EFFECTS
EVALUATE & PRIORITIZE
Identify moments that matter for the customer and the organization

9. GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO
MRI ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GETS
DRUGGED
GOES
THROUGH
MRI
………
DOCTOR MOM
CHECKIN
NURSE
IMAGING
TECH
MOM
DOCTOR
ANESTH.
IMAGING
TECH
MRI
MACHINE
DESK &
COMPUT.
CHARTCAR
TAKE-HOME
PACKET
MRI
MACHINE
NEEDLE &
DRUGS
AM I
REALLY
SICK?
THAT
LOOKS
SCARY!
WILL IT
HURT ME?!
MOM CAN’T
HELP?
NO! NO!
PLEASE NO!
I’M REALLY
NERVOUS
WISH I
WAS AT
SCHOOL
TECH.
WRITER
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUG
PATIENT
SAFETY
TEAM
IMAGING
TECH
STAFF
PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG ROOM
SOFIA
TISSUES
NURSE
FEEL SAFEHAVE SCANNEEDS
EXPLORE CUSTOMER NEEDS
Gain deeper understanding of functional and emotional needs

10. EVALUATE & FRAME
Re-examine issue / opportunity based on deep customer understanding
SOFIA

11. GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO
MRI ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GETS
DRUGGED
GOES
THROUGH
MRI
………
DOCTOR MOM
CHECKIN
NURSE
IMAGING
TECH
MOM
DOCTOR
ANESTH.
IMAGING
TECH
MRI
MACHINE
DESK &
COMPUT.
CHARTCAR
TAKE-HOME
PACKET
MRI
MACHINE
NEEDLE &
DRUGS
AM I
REALLY
SICK?
THAT
LOOKS
SCARY!
WILL IT
HURT ME?!
MOM CAN’T
HELP?
NO! NO!
PLEASE NO!
I’M REALLY
NERVOUS
WISH I
WAS AT
SCHOOL
TECH.
WRITER
SYSTEM
ADMIN.
HOSPIT’
L BLDG
MGR
DOUG
PATIENT
SAFETY
TEAM
IMAGIN
G TECH
STAFF
PAGING
SYSTEM
PATIENT
RECOR
D
SYSTEM
RESERV
.
SYSTEM
IMAGIN
G
RECOR
D
DRUG
ROOM
SOFIA
DESIGN NEW EXPERIENCES
Innovate to influence attitudes and change behaviors
TISSUES
NURSE
FEEL SAFE
IDEA: LET’S
GO CAMPING

13. Journey Map Parts

14. Journey Map Parts
Zone A: The lens provides constraints
for the map by assigning (1) a persona
(“who”) and (2) the scenario to be
examined (“what”).
Zone B: The heart of the map is the
visualized experience, usually aligned
across (3) chunkable phases of the
journey. The (4) actions, (5) thoughts,
and (6) emotional experience of the user
has throughout the journey can be
supplemented with quotes or videos
from research.
Zone C: The output should vary based
on the business goal the map supports,
but it could describe the insights and
pain points discovered, and the (7)
opportunities to focus on going forward,
as well as (8) internal ownership.

15. Journey Map Parts
Zone A: The lens provides constraints
for the map by assigning (1) a persona
(“who”) and (2) the scenario to be
examined (“what”).
Zone B: The heart of the map is the
visualized experience, usually aligned
across (3) chunkable phases of the
journey. The (4) actions, (5) thoughts,
and (6) emotional experience of the user
has throughout the journey can be
supplemented with quotes or videos
from research.
Zone C: The output should vary based
on the business goal the map supports,
but it could describe the insights and
pain points discovered, and the (7)
opportunities to focus on going forward,
as well as (8) internal ownership.

16. Journey Map Parts
Zone A: The lens provides constraints
for the map by assigning (1) a persona
(“who”) and (2) the scenario to be
examined (“what”).
Zone B: The heart of the map is the
visualized experience, usually aligned
across (3) chunkable phases of the
journey. The (4) actions, (5) thoughts,
and (6) emotional experience of the user
has throughout the journey can be
supplemented with quotes or videos
from research.
Zone C: The output should vary based
on the business goal the map supports,
but it could describe the insights and
pain points discovered, and the (7)
opportunities to focus on going forward,
as well as (8) internal ownership.

18. Caveats of a Journey Map
Many of the benefits are realized in the process of mapping a
customer’s journey. If only deliverables are valued, you’re
missing half the value.
There may be diminishing returns if only a single channel is
mapped since complications between handoffs are not
explored
If priorities are unmovable and the chosen impact point won’t
be/can’t be prioritized, the value of the map can decrease
The map itself is helpful for calling out and/or establishing
ownership, assuming the organization is open to changing
functional ownership

19. App Coin

20. Journey Mapping Workshop
Mini Case Study

21. Journey Mapping References
• Mapping Experiences: A Complete Guide to Creating Value through
Journeys, Blueprints, and DiagramsDesigning for the Digital Age: How
to Create Human-Centered Products and Services by James Kalbach
• The User's Journey: Storymapping Products That People Love by
Donna Lichaw
• Adaptive Path Mapping Experiences
• Customer Journey Mapping: Everything You Need to Know
• Designing CX
• When and How to Create Customer Journey Maps