Journey Mapping
How This Course Will Help Your Career
What You Will Learn
How and why journey mapping is used by top design teams around the world
How to choose the best journey mapping process to fit your team’s goals
How to gather data as part of your journey mapping process
How to analyze data using a perspective grid
How to create the three most common types of journey map: experience maps, customer journey maps, service blueprints
How to run a journey mapping workshop and turn your insights into viable product initiatives
This course will show you how to use journey mapping to turn your own complex design challenges into simple, delightful user experiences. If you want to design a great shopping experience, an efficient signup flow or an app that brings users delight over time, journey mapping is a critical addition to your toolbox.
We will begin with a short introduction to mapping — why it is so powerful, and why it is so useful in UX. Then we will get familiar with the three most common types of journey map — experience maps, customer journey maps and service blueprints — and how to recognize, read and use each one. Then you will learn how to collect and analyze data as a part of a journey mapping process. Next you will learn how to create each type of journey map, and in the final lesson you will learn how to run a journey mapping workshop that will help to turn your journey mapping insights into actual products and services.
This course will provide you with practical methods that you can start using immediately in your own design projects, as well as downloadable templates that can give you a head start in your own journey mapping projects.
The “Build Your Portfolio: Journey Mapping Project” includes three practical exercises where you can practice the methods you learn, solidify your knowledge and if you choose, create a journey mapping case study that you can add to your portfolio to demonstrate your journey mapping skills to future employers, freelance customers and your peers.
Throughout the course you will learn from four industry experts.
Indi Young will provide wisdom on how to gather the right data as part of your journey mapping process. She has written two books, Practical Empathy and Mental Models. Currently she conducts live online advanced courses about the importance of pushing the boundaries of your perspective. She was a founder of Adaptive Path, the pioneering UX agency that was an early innovator in journey mapping.
Kai Wang will walk us through his very practical process for creating a service blueprint, and share how he makes journey mapping a critical part of an organization’s success. Kai is a talented UX pro who has designed complex experiences for companies such as CarMax and CapitalOne.
Matt Snyder will help us think about journey mapping as a powerful and cost-effective tool for building successful products. He will also teach you how to use a tool called a perspective grid that can help a data-rich journey mapping process go more smoothly. In 2020 Matt left his role as the Sr. Director of Product Design at Lucid Software to become Head of Product & Design at Hivewire.
Christian Briggs will be your tour guide for this course. He is a Senior Product Designer and Design Educator at the Interaction Design Foundation. He has been designing digital products for many years, and has been using methods like journey mapping for most of those years.
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Is This Course Right for You?
This is a beginner to intermediate course suitable for anyone who wants to better design complex user experiences. If you are an aspiring designer, this course will provide you with the essential skills to do this and to work more confidently in teams who are designing complex experiences.
If you are a junior or mid-level designer, journey mapping will allow you to take on ever more complex design challenges, move into more senior design roles and help you work more strategically with your team. This course is particularly valuable for:
Aspiring UX and UI designers who are building essential design skills.
Junior and mid-level UX and UI designers who would like to improve and expand their capabilities.
Product managers who create complex experiences with their teams.
Anyone who wants to create better, more efficient and profitable complex user experiences.
Learn and Work with a Global Community of Designers
When you take part in this course, you’ll join a global community and work together to improve your skills and career opportunities. Connect with helpful peers and make friends with like-minded individuals as you push deeper into the exciting and booming industry of design. You will have the opportunity to share ideas, learn from your fellow course participants and enjoy the social aspects afforded by our open and friendly forum.
Lessons in This Course
- Each week, one lesson becomes available.
- There’s no time limit to finish a course. Lessons have no deadlines.
- Estimated learning time: 9 hours 54 mins spread over 7 weeks .
Lesson 0: Welcome and Introduction
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0.1: Welcome and Introduction (4 mins)
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0.2: Build Your Portfolio: Ideation Project (5 mins)
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0.3: Let our community help you (1 min)
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0.4: How to Earn Your Course Certificate (16 mins)
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0.5: Expand your network and grow your skills in our online forums (5 mins)
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0.6: Meet and learn from design professionals in your area (1 min)
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0.7: Gain Timeless Knowledge Through Courses From the Interaction Design Foundation (21 mins)
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0.8: Mandatory vs. Optional Lesson Items (7 mins)
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0.9: A Mix Between Video-Based and Text-Based Lesson Content (6 mins)
Lesson 1: What is Journey Mapping?
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1.1: Welcome and Introduction (14 mins)
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1.2: The Power of Mapping (27 mins)
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1.3: Journey Mapping in UX (29 mins)
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1.4: Congratulations and Recap (2 mins)
Lesson 2: Journey Mapping Variations
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2.1: Welcome and Introduction (13 mins)
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2.2: Experience Maps (18 mins)
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2.3: Customer Journey Maps (13 mins)
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2.4: Service Blueprints (14 mins)
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2.5: Journey Mapping Process Variations (49 mins)
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2.6: Congratulations and Recap (2 mins)
Lesson 3: How Do I Gather Data for a Journey Map?
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3.1: Welcome and Introduction (15 mins)
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3.2: How to Conduct Problem and Solution Space Research (1 hour 9 mins)
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3.3: How to Create a Perspective Grid (28 mins)
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3.4: Build your Portfolio Project: Perspective Grid (8 mins)
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3.5: Congratulations and Recap (1 min)
Lesson 4: How to Create a Journey Map
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4.1: Welcome and Introduction (10 mins)
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4.2: How to Create an Experience Map (18 mins)
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4.3: How to Create a Customer Journey Map (17 mins)
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4.4: How to Create a Service Design Blueprint (1 hour 19 mins)
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4.5: Build Your Portfolio Project: Journey Map (5 mins)
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4.6: Congratulations and Recap (1 min)
Lesson 5: How to Run a Journey Mapping Workshop
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5.1: Welcome and Introduction (3 mins)
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5.2: How to Set Up a Workshop (25 mins)
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5.3: How to Increase Understanding (31 mins)
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5.4: How to Create Vision (11 mins)
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5.5: How to Guide Evaluation (19 mins)
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5.6: How to Plan Experiments (14 mins)
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5.7: Build your Portfolio Project: Workshop Plan (4 mins)
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5.8: Discussion Forum (6 mins)
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5.9: Congratulations and Recap (1 min)
Lesson 6: Course Certificate, Final Networking, and Course Wrap-up
Learning Paths
This course is part of 4 learning paths:
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UX Designer Learning PathBecome a UX Designer through 21 courses in 4 parts -
Interaction Designer Learning PathBecome a Interaction Designer through 18 courses in 4 parts
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Product Manager Learning PathBecome a Product Manager through 16 courses in 4 parts
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User Researcher Learning PathBecome a User Researcher through 12 courses in 3 parts
How Others Have Benefited
Carolina Cajazeira, Brazil
“Even with it being a course for beginners, it brings a lot of valuable content, even for people with greater seniority. Classes are dynamic, and the organization of the content makes it easy to understand and assimilate all the lessons learned.”
Olha Abazalii, Denmark
“A lot of interesting and necessary information, good explanation skills, very insightful examples, and enjoyable tasks.”
Björn Rohles, Luxembourg
“This course was really cool. It was engaging and had a good mix of content. I particularly enjoyed the good use of a realistic example (Rhythm Road) throughout the course. That made it really engaging to learn.”
How It Works
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Control your learning.
Lessons are self-paced so you’ll never be late for class or miss a deadline. Learning and life, hand in hand.
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Earn Course Certificates.
Your answers are graded by experts, not machines. Get an industry-recognized Course Certificate to show you’ve put in the work.
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Advance your career.
Grow your professional knowledge by watching Master Classes, networking within our UX community, and more.
Start Advancing Your Career Now
Join us to take “Journey Mapping”. Take other courses at no additional cost. Make a concrete step forward in your career path today.
Advance my career nowFrequently Asked Questions
When I finish a course, do I have to pay extra to get my certificate?
Can I take more than one course at a time?
With a Student membership, you can take a maximum of two courses at the same time. You can still take as many courses as you would like – free of extra charges – just as long as you finish or drop them so that you don’t have more than two ongoing courses.
I missed the enrollment, and now the course is closed. What can I do?
Don't worry if you missed the course. We will re-run it shortly. One of the reasons we continually open and close courses is in order to control the classroom size.
Networking is a large part of our value proposition, so we want just the right number of people inside the courses. That is also why we display the "XX % percent booked" on our course icons.
Do I have to be online at an exact time to study?
No. You can set your own study schedule. There are no "live sessions" since we have members from all timezones around the world. We are a truly global community.
Thus, once you are enrolled, you can take all the time to complete a given course. Every "classroom" in each course will never close, so you’ll have permanent access to your classmates and your course material (as well as your own answers).
Will I receive a Course Certificate?
Yes. You will get a digital industry-recognized course certificate every time you complete a course. Certificates never expire and can be saved as a .jpg file, so it's easy to be shared. Also, there is no limit to how many certificates you can earn during your membership.
You can see an example of a Course Certificate at the bottom of the Course Catalogue.
I have answered questions in a lesson; when will they be marked/graded?
I have updated my name, but my course certificate is not updated — how can I change it?
Don't worry; once you change your name, your certificate will be updated automatically in the next 48 hours.
I have started my course later than the specified date, are my answers still going to be marked?
Sure! We will be marking all your answers for as long as you are an active member.
How are courses graded?
For how long will I have access to the course materials?
You will have access to the course materials for the entire duration of your membership. So, if you pay for a one-year membership, you will have access for one year. Renewing your membership for a second year means you will have access to one more year, and so on.
New lessons are starting before I have completed the previous lesson(s). Am I going to be locked out of these unfinished lessons?
No, you will not be locked out of any lesson or course. You will have access to all course materials throughout your membership, so there is no pressure to keep at the same pace as the specified lesson release dates.
All we recommend is that you try to stick to the same schedule as other participants. The reason is they may have moved on to other lessons, thereby meaning you could miss out on the social aspects of the course(s).
Do I have a specific date to award my certificates?
No, you can generate your certificate as soon as you score at least 70% of the total course points.
When will I receive my Course Certificate?
Course certificates will be given to participants when they have scored more than 70% or more of the total course points. For example, if a course contains ten lessons each with ten questions, you will receive a course certificate when the instructor has awarded you at least 70 points (70% of the total course points).
There is no specified time that certificates will be awarded — instead, they are given to participants as and when they have answered all questions, even if this is long after the official end date.
How do I add my Certificate to my LinkedIn profile?
Below is a step-by-step guide on how to add your Interaction Design Foundation course(s) to your LinkedIn profile:
Log in to your LinkedIn account, then go to your profile.
Below your profile description, click on the button Add profile section, choose Recommended and then select Add license or certification.
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3. In the following fields add:
Name – Course name
Issuing organization – The Interaction Design Foundation
Check the field “This credential does not expire”
Issue date - Input the date written on your certificate (e.g., May 2021)
Credential ID – Your membership ID number – it's written on your certificate. (For non-members, you can leave this field blank or, if you prefer, insert the certificate ID, which can be extracted from the certificate link. This ID will begin with "mcc_" and be followed by a string of numbers and letters.")
Credential URL: Input the certificate URL provided on your course page
4. Click the Save button.
Congratulate yourself! Earning the certificate is a great accomplishment and now you can share it with the world!
How do I add the Interaction Design Foundation Membership Certificate to my LinkedIn Profile?
Below is a step-by-step guide on how to add your Interaction Design Foundation course(s) to your LinkedIn profile:
Log in to your LinkedIn account, then go to your profile.
Below your profile description, click on the button Add profile section, choose Recommended and then select Add license or certification.
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3. In the following fields add:
Name – Membership Certificate
Issuing organization – The Interaction Design Foundation
Check the field “This credential does not expire”
Issue date - Input the date when you joined our community (e.g., May 2019)
Credential ID – Your membership ID number (it's written on your certificate)
Credential URL: Input the certificate URL provided on your profile page
4. Click the Save button.
It is as simple as that. Now, anyone who visits your profile can see your certificate!
How much will I have to pay for the courses?
After you pay for your membership, you can take as many courses as you want with no additional costs. There are no further charges on top of the membership fee.
Do you provide mostly beginners' or more advanced courses?
How long does it take to complete a course?
You will need approximately 5-8 hours to complete one lesson. Each course has between 3 and 16 lessons.
Once enrolled in a course, you will gain access to a new lesson each week, which you are free to complete without any deadlines and no end date, either.
I scored less than 70% in a course, so I didn't qualify for a certificate. Can I try again?
Yes! Everyone's learning journey looks different, and we'd never stop our members from trying again. To retake a course, just follow these steps:
1. Go to your profile and click on the relevant course you'd like to retake.
2. Underneath your progress bar, you'll see a phrase "UX Courses" with an arrow (>) pointing to a clickable landing page of that course. Click on that link.
3. Once on the landing page, scroll all the way down to the bottom of the page. You'll see a red button, which you can simply click to drop the course.
4. Head back to our main list of UX Courses, and re-enroll yourself in the course. You'll all set to try again!
Please note that when you drop a course, you will lose any answers and progress you submitted. We advise that you screenshot or save any answers you'd like to reuse.
In some cases, we can open up lessons for members who are retaking a course, so that they don't have to wait for familiar lessons to unlock each week. If you'd like us to do this for you, please get in touch with our support team at hello@interaction-design.org, and we can help you out.
How do I drop a course?
To drop a course, the following should be done:
1. Visit your profile page and click the 'continue lesson...' button for the course you want to drop.
2. Click the course name link breadcrumb near the top of the page that opens (this only appears in unlocked lessons, not upcoming lessons)
3. Click the red 'drop my course now' button at the bottom of the page that opens
