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Design Thinking

Customer Journey Mapping

Dr. Nilakantasrinivasan J, Canopus Business Management Group

4.2

Based on 458 ratings

Dr. Nilakantasrinivasan J, Canopus Business Management Group

Design Thinking is an alternate approach to strategic problem solving so that you can create experiences users love. It aims to gain deep insights about customer's, their preferences and perspective about how they go about in their lives and in doing so, avail value from your products and services. So, as a product or service provider, seeing it through their customer's lens can provide immense value in improving customer experience and loyalty. It can guide teams to effectively brainstorm innovative ideas (more importantly on the right problems) and test those new ideas, refine them and before taking business decisions such as investments or strategic direction.

Customer Journey Mapping is an important tool of Design thinking which can create immense value, excel in CX delivery that entrepreneurs, product managers, business leaders, can use to unlock value and map customers' unarticulated needs and expectations along their buying and servicing lifecycle (Customer Lifetime)

The purpose of the customer journey map is to identify the touch points of engagement with customers. The interaction at the touchpoints can help you to identify customer needs and expectations that are not visible to you as a product manager. An important element of customer journey map is that it is not a mere point in time analysis of customer needs at one single step at a time, but a coherent study of customer's journey across their life cycle of the product or service, as the customer uses it.

Through a Case Study, this course will teach you to create Customer Journey Map of your own organization. Journey Mapping is a design thinking tool and is widely used to understand and empathize with the customers. Using the Customer Journey Mapping, barriers and levers in the customer's end to end journey can be identified and they can be used to re-design or re-think the entire customer experience. This is one of the best tool to develop human-centric designs.

To whom this course is meant for?

Professionals from Marketing, Customer Service, Digital Transformation, UI/UX, Design Team & Start ups.

What is a Customer Journey Map?

Customer Journey Map is a design thinking tool that can be used to improve customer experience & provide wow moments for the customers.

Is it relevant to my sector?

Virtually it is applicable to all scenarios where there is interaction. (

Typical benefits include 15% improvement in customer retention, loyalty improvement and increase in sales conversion.

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What's inside

Learning objectives

Be able to redesign customer experience (cx) for your products/services
Using design thinking tool for customer experience management

Be able to create a customer journey map

Be able to redesign customer experience (cx) for your products/services
Using design thinking tool for customer experience management
Be able to create a customer journey map

Syllabus

Introduction

Welcome!

Through an example, understand the relevance of Journey Map using design thinking principles

Understand in detail what a Customer Journey Map using in design thinking.

If you need to create a Customer Journey Map as used in Design thinking, you will need to understand its components. That's what we will do in this lecture.

Understand how a customer journey map (design thinking tool) is different from a process map.

You will learn how the core journey of the customer is created in this lecture. #designthinking

Learn about how customer personas are included in Customer Journey Map as used in design thinking framework.

In this lecture you will learn how capturing emotions is important in Customer Journey Map and the methods to do so. (Empathy Mapping in Design thinking)

In this lecture, you will look at the barriers and levers of the case study and relate them to emotions captured earlier while creating a customer journey map as used in design thinking

Here, you will look at another example of placing a lever in customer journey (of design thinking)

This final lecture is also understanding certain softer aspects of journey map (design thinking).

You will also get to work on an assignment/project.

Please share your project to instructor as a direct message.

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Career center

Learners who complete Design Thinking : Customer Journey Mapping will develop knowledge and skills that may be useful to these careers:

Customer Experience Manager

The Customer Experience Manager is dedicated to orchestrating positive and consistent experiences across all customer touchpoints, a role perfectly aligned with the "Design Thinking: Customer Journey Mapping" course. This course is explicitly designed to teach you how to redesign customer experience (CX) for products and services using design thinking tools. As a Customer Experience Manager, you will leverage the methodologies taught here to gain profound insights into customer preferences and perspectives throughout their entire lifecycle. The ability to create customer journey maps is central to this role, enabling you to identify unarticulated needs, pinpoint pain points, and discover opportunities to enhance loyalty and satisfaction. The course’s emphasis on identifying barriers and levers in the customer's end-to-end journey, along with understanding emotions and touchpoints, provides actionable skills to drive significant improvements in customer retention and overall satisfaction. This is the definitive course for excelling in Customer Experience Management.

See salaries and explore the career path for Customer Experience Manager

User Experience Designer

A User Experience Designer focuses on creating intuitive, efficient, and enjoyable interactions between users and products or services. This course is an ideal fit for aspiring User Experience Designers, as the principles of "Design Thinking: Customer Journey Mapping" are foundational to the field. The course explicitly targets UI/UX professionals, emphasizing the development of human-centric designs by cultivating deep empathy for users. You will learn to map the customer's end-to-end journey, identifying critical touchpoints, emotions, barriers, and levers that influence their experience. This detailed understanding allows you to effectively redesign or rethink entire customer experiences, ensuring that products and services are not merely functional but delightful. The ability to create customer personas and capture emotional insights, as taught in this course, directly translates into the everyday tasks of a User Experience Designer, enabling you to craft experiences users love and achieve significant improvements in customer retention and loyalty.

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Service Designer

A Service Designer focuses on optimizing existing services and creating innovative new ones, considering every interaction point between an organization and its customers. This "Design Thinking: Customer Journey Mapping" course provides a foundational toolkit for anyone aspiring to be a Service Designer. The course's core methodology, which involves understanding and empathizing with customers to redesign entire customer experiences, is central to service design practice. You will learn how to identify the touchpoints of engagement throughout a customer's service lifecycle, uncovering their unarticulated needs and expectations. By creating comprehensive customer journey maps that include personas, emotions, barriers, and levers, you will be able to visualize the full service experience and pinpoint opportunities for strategic improvements. This deep dive into human-centric design enables Service Designers to craft cohesive, efficient, and delightful service journeys, leading to enhanced customer loyalty and operational effectiveness.

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Product Manager

The Product Manager is at the forefront of defining and developing products that resonate with users and solve real-world problems. This course is exceptionally well-suited for someone pursuing a career as a Product Manager, as it directly addresses core competencies in understanding customer needs and experiences. The "Design Thinking: Customer Journey Mapping" course provides an essential framework for gaining deep insights into customers' preferences and perspectives along their entire product lifecycle, from initial awareness to post-purchase support. By learning to create and analyze customer journey maps, you will be equipped to identify unarticulated needs, pinpoint pain points, and discover opportunities to improve customer experience and loyalty. This strategic approach to problem-solving, coupled with the ability to brainstorm innovative ideas and test them effectively, is fundamental to making informed business decisions regarding product investment and strategic direction. The course's focus on human-centric designs and redesigning customer experience is invaluable for a Product Manager aiming to create products that users truly love.

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Digital Product Strategist

A Digital Product Strategist helps organizations define the vision, strategy, and roadmap for digital products and services, ensuring they meet both business goals and customer needs. This course is highly relevant for a successful career as a Digital Product Strategist. The "Design Thinking: Customer Journey Mapping" methodology provides a robust framework for strategic problem-solving, particularly in the digital realm where understanding user interactions is paramount. By learning to gain deep insights into customer preferences and their journey through digital touchpoints, you will be equipped to identify which problems are truly worth solving and how to innovate effectively. The course's emphasis on refining new ideas and making informed business decisions, such as strategic direction, directly supports the work of a Digital Product Strategist. This human-centric approach ensures that digital solutions are not only technologically sound but also deeply aligned with customer expectations, leading to enhanced loyalty and digital experience.

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Marketing Manager

A Marketing Manager is responsible for developing and executing strategies to promote products or services, attract customers, and build brand loyalty. This "Design Thinking: Customer Journey Mapping" course offers highly relevant skills for a Marketing Manager, as it focuses on gaining deep insights into customer preferences and perspectives. Marketing professionals are directly mentioned as a target audience, and the course's benefits, such as improved customer retention, loyalty, and increased sales conversion, align perfectly with marketing objectives. By mastering customer journey mapping, you will be better equipped to understand how customers interact with your brand across their buying and servicing lifecycle, enabling you to identify critical touchpoints for messaging and engagement. This human-centric approach to understanding customer needs allows you to tailor marketing strategies, develop targeted campaigns, and create compelling experiences that resonate with customers, thereby driving sustainable growth and fostering strong customer relationships.

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Start-up Founder

A Start Up Founder is the driving force behind a new venture, responsible for everything from product vision to market strategy. The "Design Thinking: Customer Journey Mapping" course is incredibly pertinent for a Start Up Founder, as entrepreneurs are explicitly highlighted as beneficiaries. To build a successful startup, a founder must gain deep insights about customers, their preferences, and their perspective on how they live and interact with products or services. This course teaches a human-centric approach to strategic problem-solving, enabling you to effectively brainstorm innovative ideas for the right problems, and to test and refine those ideas before making critical business decisions. Mastering customer journey mapping allows you to unlock value by understanding unarticulated needs and expectations across the customer's lifetime, directly informing product development, marketing, and customer service strategies. This means building a company that creates experiences users love, fostering loyalty and driving sales conversion from day one.

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Digital Transformation Lead

A Digital Transformation Lead guides organizations through significant shifts in technology, processes, and culture to improve efficiency and customer experience. This "Design Thinking: Customer Journey Mapping" course is highly relevant for a Digital Transformation Lead. Professionals in Digital Transformation are explicitly mentioned as a target audience. The course provides a powerful methodology for redesigning customer experience (CX) and developing human-centric designs within digital initiatives. By learning to gain deep insights into customer preferences and map their end-to-end journey, you can identify critical touchpoints and unarticulated needs for digital optimization. This understanding allows you to pinpoint barriers and levers in the customer's digital lifecycle, informing decisions to re-design or re-think entire digital experiences. The strategic problem-solving approach ensures that digital investments align with enhancing customer loyalty and driving significant improvements in sales conversion, central to successful digital transformation.

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Strategic Planner

A Strategic Planner is instrumental in shaping an organization's long-term vision and developing plans to achieve its goals, often requiring a forward-thinking and analytical mindset. The "Design Thinking: Customer Journey Mapping" course is highly relevant for a Strategic Planner, as it offers an alternate approach to strategic problem-solving. By learning to gain deep insights about customers' preferences and perspectives on how they avail value from products and services, you can inform critical business decisions such as investments or strategic direction. The course's focus on identifying customer needs and expectations, and mapping their journey across the entire lifecycle, provides a human-centric lens for strategic planning. This enables a Strategic Planner to identify barriers and levers that impact customer experience, allowing for the formulation of strategies that improve customer retention, loyalty, and ultimately, drive sales conversion and long-term business success.

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Growth Marketing Manager

A Growth Marketing Manager focuses on acquiring and retaining customers through data-driven strategies and experimentation, often across the entire customer lifecycle. The "Design Thinking: Customer Journey Mapping" course is extremely beneficial for a Growth Marketing Manager. It provides an essential framework for gaining deep insights into customer preferences and perspectives at every stage of their buying and servicing lifecycle. By learning to create and analyze customer journey maps, you can identify specific touchpoints where growth initiatives, such as onboarding optimization or retention campaigns, can have the greatest impact. The course's emphasis on understanding unarticulated needs, barriers, and levers allows you to brainstorm and test innovative ideas specifically targeting growth opportunities. This human-centric approach directly translates into actionable strategies that improve customer retention, loyalty, and significantly increase sales conversion, which are core metrics for a Growth Marketing Manager.

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Innovation Consultant

An Innovation Consultant guides organizations in fostering a culture of innovation, identifying new opportunities, and developing novel solutions to complex challenges. The "Design Thinking: Customer Journey Mapping" course is an excellent resource for aspiring Innovation Consultants, as Design Thinking is a core methodology for driving innovation. This course equips you with an alternate approach to strategic problem-solving, helping organizations to effectively brainstorm innovative ideas, more importantly on the right problems. By learning to understand customers' journeys and identify their unarticulated needs, you can uncover significant opportunities for breakthrough innovation. The ability to test new ideas, refine them, and use these insights to inform strategic decisions is crucial for an Innovation Consultant. This human-centric problem-solving framework allows you to help clients create experiences their users love, leading to improvements in customer retention and loyalty, and ultimately, sustainable growth.

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Research Scientist User Experience

A Research Scientist User Experience investigates user behaviors, motivations, and needs to inform design and product strategy, often employing rigorous research methodologies. This course may be helpful for those pursuing a career as a Research Scientist User Experience. The "Design Thinking: Customer Journey Mapping" course's emphasis on gaining deep insights about customers, their preferences, and perspectives aligns with the core investigative nature of this role. Specifically, the course teaches methods for capturing emotions and understanding the "softer aspects" of the customer journey, which are crucial for developing comprehensive empathy maps and user profiles. While this role typically requires an advanced degree, the course provides practical tools for understanding customer life cycles, identifying touchpoints, and uncovering unarticulated needs. These skills directly contribute to a Research Scientist User Experience's ability to gather robust qualitative data, analyze complex user interactions, and inform human-centric design decisions that create experiences users love.

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Business Analyst

A Business Analyst works to bridge the gap between business needs and technological solutions, often analyzing processes and recommending improvements. The "Design Thinking: Customer Journey Mapping" course may be particularly helpful for a Business Analyst, as it provides a structured approach to understanding how customers interact with products and services. While a Business Analyst might traditionally focus on internal processes, the course's emphasis on identifying touch points of engagement, customer needs, and expectations can be invaluable when analyzing external business challenges or designing customer-facing solutions. Learning to create a customer journey map allows you to visualize and evaluate the end-to-end experience, uncovering barriers and levers that impact customer satisfaction. This human-centric perspective can guide you in recommending process or system changes that not only meet business objectives but also enhance customer experience, leading to improved loyalty and operational efficiency.

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Content Strategist

A Content Strategist is responsible for the planning, creation, delivery, and governance of useful and usable content. This course may be useful for a Content Strategist, as understanding the customer's journey is paramount to delivering the right content at the right time. The "Design Thinking: Customer Journey Mapping" course provides a framework for gaining deep insights into customer preferences and perspectives across their buying and servicing lifecycle. By learning to identify the touchpoints of engagement and map customers' unarticulated needs and expectations, a Content Strategist can ensure that content effectively addresses customer pain points and helps them progress through their journey. Mastering customer journey mapping helps in creating human-centric content experiences that resonate with the audience, fostering engagement, improving loyalty, and ultimately driving conversion, which are key objectives for any successful content strategy.

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Project Manager

A Project Manager is tasked with planning, executing, and closing projects, often balancing scope, budget, and timelines. This course may be helpful for a Project Manager, particularly when managing projects focused on product development, service improvement, or digital transformation. The "Design Thinking: Customer Journey Mapping" course provides a human-centric approach to strategic problem-solving, which can be invaluable for guiding project teams. By learning to understand customer needs and experiences through journey mapping, a Project Manager can ensure that project outcomes are truly aligned with user expectations and business value. This ability to identify barriers and levers in the customer's end-to-end journey helps in anticipating challenges and prioritizing initiatives that will meaningfully improve customer experience. The course can help build a foundation for managing projects with a strong customer focus, leading to more successful and impactful deliverables.

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Reading list

We've selected 50 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Design Thinking : Customer Journey Mapping.

The Design of Everyday Things

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This classic book explores the principles of human-centered design and how they can be applied to everyday objects. It must-read for anyone interested in UX design, as it provides a deep understanding of the psychological and cognitive factors that influence user behavior.

Design Thinking

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