March 22nd 2018 Greenville
1-Day Customer Journey Mapping Training



This high energy 1-day course will give you a common level of understanding of the Service Design Thinking principles, key tools & terminology. The focus of this course will be on experiential learning, what we like to call our “learning by doing” method. We will review and practice with one design thinking tool, the customer journey map.


A short and interactive introduction to Service Design Thinking. We will answer questions like:

  • What is service design thinking?
  • Where does the concept of human-centered design come from and why now?
  • What are the challenges?
  • What are the main ‘Schools of Thought’ within Service Design?
  • What are the key case studies?
  • Where can you find more information?



At DesignThinkers Academy, we believe in learning by doing and the power of human-centered design as a strategic and competitively differentiating tool. Therefore, this course will focus on our experiential approach to learning and you will practice working with the customer journey mapping tool.

To optimize your learning, we will prepare some interesting challenges and personas and we will train on mapping the Customer Journey: the interaction of the customer with the service. This allows you to step into the customer shoes. It shows you the customer’s perceptions and the larger context in which you play a part. It lets you be emerged into their world, their reality; get a deeper insight into your customer needs, perception, experience, and motivation. With your customer journey map you will answer questions like: What are people really trying to achieve? How are they trying to achieve this? What do they use and in what order? Why do they make a choice? What are they experiencing, feeling, while trying to reach the desired outcome?


This video gives you a glimpse of how you design services with customer journey mapping:

A customer journey map is built up layer by layer. We start ‘above water’, with the customer and slowly dive deeper and deeper into the organizational structures and context. The tool can be used with customers or management, employees and other stakeholder or, even better, in a mix.

This qualitative design research tool will provide you with customer insights to improve the customer’s experience. The toolkit will be handed out after the training so you can start applying the tool immediately to your own business case.




Arne van Oosterom, thought leader in the field of Service Design Thinking and founder of DesignThinkers Group and DesignThinkers Academy. View Arne’s full LinkedIn profile.

Marc Bolick leads the US office of DesignThinkers Group, working to help clients find creative solutions to complex problems and to embed design thinking as a strategic advantage in their organizations. View Marc’s full LinkedIn profile.



Date: March 22nd, 2018

Location: 101 N. Main St, 3rd Floor Conference Room, Greenville, SC 29601

Maximum Participants: 30

Ticket Price*: Early Bird Registration $415 (until February 16th), Regular Ticket Price $495 (*includes lunch, drinks & snacks). Discounts available for teams, non-profits and government organizations. Contact rose[@] for more information.

REGISTRATION: to enroll in this training, please click the Registration button in the top right corner of this page. Or email Rose Doyle directly at rose[@]