Course Description

2-Day Digital Customer Journey Mapping Course October 2018


(English spoken) This high energy 2 day course, in collaboration with Smaply, will give you a common level of understanding of Customer Journey mapping, Personas and System Maps. The focus of this course cover how to use these tools and why and how to digitize a journey map using software like Smaply.

This course goes beyond a software product training as it strives to build a foundation around Service Design Thinking and Journey Mapping.


A short and interactive introduction into Journey Mapping, Personas and System Maps. What are they? How are they used and why now? What are the challenges? What are key cases of journey mapping in a project or organization?


During this hands-on part of the course, we will practice the use of Smaply to craft powerful and compelling digital Customer Journey maps, Personas and System Maps.

We will center our work on a specific challenge and map the Customer Journey: the interaction of the customer with the service. This allows us to step into the customer shoes. It shows us the customer’s perceptions and the larger context in which we play a part. It lets us be emerged in their world, their reality, to get a deeper insight into customer needs, perception, experience and motivation. It 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?

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 organisational structures and context. The tool can be used with customers or management, employees and other stakeholder or, even better, in a mix.
After building these journeys and personas with pen and paper, we will transfer them into Smaply. Through this we’ll see how these tools can evolve into living documents that can be edited, shared and improved over time.


The facilitators will guide you on the different activities during the Customer Journey Mapping Training.

Catherine Collins, is a Service Designer at More Than Metrics. There, she leads design research, learning, and service design workshops at various conferences. Catherine’s experience includes leading and scaling an award-winning design thinking and entrepreneurship undergraduate program, working on the investment side of entrepreneurship and digging into social change projects through her design agency Moxie.

Hardy Titz, is Senior Software Developer and Head of Key Account Management at More than Metrics since 2013. Hardy regularly facilitates service design workshops and gives talks at international conferences and client events. He used to work for Deutsche Telekom, which helps him now to establish a culture of Service Design in larger organisations. Besides work, he is spending time in the mountains so he can compete in Ultra Marathons on a regular basis.

Arne van Oosterom, thought leader in the field of Service Design Thinking and founder of DesignThinkers Group and DesignThinkers Academy with extensive experience in facilitating and developing Service Design Thinking training sessions.

We can also offer you a tailor-made coaching program designed around your specific team objectives to guide you through the DT process. Our DT professionals can come over to you, we are represented in over 25 countries, or you are most welcome to join us at our DT Academy Studio in Amsterdam. Please reach out to us for more information.


Our main objective is to provide you with hands-on tools that you can use immediately the next day in your working environment.

Besides the training program you will be handed out a toolkit, certificate and access to the DT Academy Network virtual environment.

The end result is aimed at a transformation of the participants, knowledge of tools and methods, a deep understanding of the value of design, and professional & personal growth.

About this Event

Location: DesignThinkers Academy, Nieuwe Leliestraat 13, 1015 SH Amsterdam

October 25th & 26th 2018
Language: English
Maximum participants: Appr. 15


Early Bird Ticket price: € 995,=
until 25th of September 2018

Regular Ticket Price: € 1195,=

Prices are intended excluding VAT.

The ticket includes daily lunch, morning and afternoon snacks, and beverages.

A certificate from DesignThinkers Academy is awarded to participants who successfully complete the course.

Discounts available for teams signing up, Non-Profits and Government Organizations.

Contact info[@] for detailed information.

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