Design a Journey map


“Your most unhappy customers are your greatest source of learning.” – Bill Gate

Gain insights into your persona about how you can improve your product or service. The journey tells the story of the customers’ experience and maps the emotional, experience and functional elements during its journey. This helps you understand how prospects and customers use the various channels and touchpoints, how your organisation is perceived and how you can (re)design your organisation to meet customer expectation.

Learning objective

  • Creating journeys based on a specific persona, product or service solely based on the user’s point of view
  • Describe activities in chronological order
  • Identify specific journey touchpoints and the quality of experiences in relation to those touchpoints
  • Shift to a customer-focused perspective

Best suited to

Everyone who wants to make the change to customer-centric service

Way of learning

We believe in the direct application of what we teach. For this reason, we give a short introduction and start practising immediately. During the exercises, we discuss what you encounter and learn from it.

Level of expertise

Novice/advance beginner


Key takeaways

Ability to spot opportunities in your current business Identify touchpoints


Program overview

Welcome and Introduction


Persona + quick profile

Creating a hypothesis + first draft Journey map

Go out and test Journey Map

Next steps: Customer surveys, data etc.



English or Dutch



Sign Up Here!

You are almost signed-up for our Journey Mapping training on 26th of February 2019, we just need the following information:



26th of February 2019


Design Thinking Center Amsterdam




Dirk Jan Plender (Change and Design Thinking Consultant)

Number of participants



Early Bird Ticket Price € 799,= until 15 February 2019 - Regular Ticket Price € 899,=