Course Description

Digital Customer Journey Mapping Course


This high-energy course in collaboration with Smaply will give you a common level of understanding of the Personas and Customer Journey mapping for the analysis of existing experiences and the design of new ones. The focus of this course will be on the power of digital visualization of Personas and Customer Journeys with the digital tools offered by Smaply.


A short and interactive introduction to Service Design Thinking. What is it, where does it 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?


The focus of the course will be on this hands-on part, learning by doing. We will practice the use of Smaply to craft powerful and reach digital visualization of Personas and Customer Journey maps. 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 us to step into the customer’s 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. 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.

The collaboration with Smaply will help participants to learn the possibilities of digital visualisation to analysis current services and create new, improved ones with a clear and interactive team collaboration.
With Smaply, teams can create and customize Journey Maps, Personas, and Stakeholder Maps for all their projects, share them with internal and external stakeholders to comment on and present them to their overall audience. Smaply is a product of More than Metrics, publishers of This is Service Design Thinking.

We can also offer you a tailor-made coaching program designed around your specific team objectives to guide you through the DT process.

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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.

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

Course leaflet