Why Take This Course?
If you’re not familiar with the concept of a journey map or experience map, these graphical presentations chart a user or customer’s experience over time. For a prospective customer, a journey map can track all the steps they go through to learn about a potential purchase before they make it. For the user of a website or app, an experience map graphically displays the steps they go through to use a digital feature, such as creating a profile or making an in-app purchase. With an experience map in hand, you can more easily spot opportunities as well as stumbling blocks. Journey maps are also invaluable for quickly identifying a user’s state of mind as they move from unawareness to engagement. This workshop is for designers, strategists, and anyone who wants to think more strategically about the creation or marketing of any product, service, or experience.

Course Description
Through discussion and interactive exercises, we'll dig into the why and how of making experience maps, with a chance to make your own. Here are a few of the topics we’ll cover during the session:

• What makes experience maps useful tools for marketers and designers?

• Different styles of experience maps and choosing the right format for your project

• Analyzing an experience map to spot potential challenges, insights, and opportunities

• The role of personas in experience map creation

• Using Mural and other visualization tools to collaboratively build experience maps

Prerequisites and Requirements
There are no prerequisites or requirements for this workshop, although a dual monitor setup is recommended. We will use the virtual collaboration tool Mural for this workshop. You do not need a Mural account for this workshop, but if you’d like to get more familiar with the tool ahead of time, you can set up a free account.

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