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Learner journey maps


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Workshop for Incoming project, Tallinn 2015

Published in: Design

Learner journey maps

  1. 1. Customer Journey Maps — How they can be adapted for Learning Design? August 18, 2015 Tallinn University Vladimir Tomberg, Ph.D.
  2. 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
  3. 3. Customer Journey Maps • A Customer Journey Map (sometimes — Experience Map) is a framework that enables to improve customer experience Source:
  4. 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. 5. How an Individual Journey Happens Source:
  6. 6. Users Interact with Different Products Source: https//
  7. 7. Users Get Experience Source: https//
  8. 8. Sometimes the Problems are in Crossing Points Source: https//
  9. 9. Example of Taxonomy of Customer Stages Source:
  10. 10. Identifying Channels and Stages Source:
  11. 11. Adding Customer Emotions Source:
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  17. 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. 18. Discussion (10 min) • What benefits Journey Maps could provide for learning design?
  20. 20. Example 1: Informal Learning Source:
  21. 21. Result of Collaborative Workshop
  22. 22. Result of Collaborative Workshop
  23. 23. 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?