Course Description

Design Thinking for Customer Experience Training March 2020


This high energy 2-day Design Thinking for Customer Experience Training will give you a deeper level of understanding of the design thinking principles, mindset & framework. The course is structured around a hands-on approach to enable ‘Learning-by-Doing’. The design thinking tools we work with during this two day for Customer Experience Training include: Stakeholder Mapping, Value Network Mapping, Personas, Customer Journey Mapping (Customer Insights), Service Scenario Mapping, Job To Be Done and Prototyping.

During the Design Thinking for Customer Experience Training we will work on a relevant case that will enhance learning and capability to use the design thinking framework in the workplace.



On the first day of the Design Thinking for Customer Experience Training (CX), we will go through a short and interactive introduction to 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 Design Thinking? What are the key case studies? Where can you find more information?


The major part of the Design Thinking for Customer Experience Training (CX), however, will be spent on hands-on work on the case using the different tools. It will involve ‘learning by doing’ and include a focus on Customer Journey mapping. This approach also embraces the customers Job-to-be-done, while empathising with the customer’s needs and emotions.


Stakeholder Mapping provides you with an overview of the ‘eco-system’ that you are exploring. Stakeholders are people, teams or organisations that directly or indirectly exchange ‘value’. The exchange of value is used as the basis to explore the underlying services provided by the stakeholders

Value Network Mapping creates insight in the exact values that are being exchanged between stakeholders. Using this tool, you already will get a more detailed insight into the services being provided by the stakeholders

Personas are used as the basis for Customer Journey Mapping. Finding out about the objectives, behaviour, attitudes of people is very important for developing improvements or innovations of the services provided.

Customer Journey Mapping allows us to further step into the customer shoes. It shows us the customer’s perceptions and the larger context in which we play a part at the different stages of their journeys. It lets us be emerged in their world, their reality. Get a deeper insight into customer needs, objectives, experience and desired outcomes. 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.

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 in your context.

Service Scenarios are used to visualise how a (newly designed) service is being experienced from a customer point of view. Simple visualisation techniques are being introduced.

Prototyping is done to be able to test a service concept in a ‘low tech’ environment with relevant stakeholders. Prototyping can be done by building artefacts from cardboard or paper or by using Lego. Also, role play is a powerful way of prototyping.

All tools will be handed out after the session and are free of use.


Bronwyn Kennedy is a thought leader who has delivered business value through performance management, learning and development and innovative change management programmes. She has consulted across learning and talent functions with a key focus on Individual Leadership & Team Development, Change & Talent Management and Organisational Change. As a strong project manager with a reputation for being the right person to get something done, she is someone who drives high performance and consistently raises the bar on delivery.

Colin Skelton has designed and facilitated many creative workshops in South Africa and globally, with a diverse range of people and teams. He applies principles and practices from the theatre and the creative arts, using tools such as role-play, storytelling, story presentation and open space technologies to explore human-centred approaches to team innovation.

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.


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

DesignThinkers Academy HQ
Upper floor, 65 Wolfe street,
Corner Carr Hill road,
Chelsea Village, Wynberg
Cape Town – South Africa
+27 (0)21 761 0718

19-20 March 2020
Language: English
Maximum participants: 12


Early Bird Ticket Price: R9 995, until 19 February 2020

Regular Ticket Price: Price R12 495

Late Ticket Price: R 13 120,00

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 Organisations.

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