Journey Mapping talks

A journey map shows the steps a person goes through to reach a goal, such as choosing, buying and using a product, along with what they do, think and feel at each stage and which touchpoints they meet. It turns scattered research findings into a single picture of the experience.

Journey maps are useful because they help teams see the experience from the customer’s side rather than their own organisation chart. They reveal gaps between channels, painful moments and opportunities, and give designers, content strategists and stakeholders a shared reference for deciding what to improve.

Two talks sit in this topic. Kathy Wagner shows how to map content to customer journeys at the Design and Content Conference in 2015, connecting the method with content strategy. Marc Stickdorn’s “Service Design Thinking” links journey mapping with service design and touchpoints.