How to Build Customer Journey Maps


Workshop Goals

  • Understand what a customer journey map is and how the world’s largest organisations are using it to uncover business opportunities and value
  • Understand the core components of Customer Journey Maps
  • Recognise the different layers that can be tailored to the purpose of your Customer Journey Map
  • Generating customer insights and translating them into actionable insights on the Customer Journey Map
  • Learn by doing - hands on experience in building core CJM components


Day 1

  • Welcome and introduction round
  • Workshop context:
    • What is service and experience design?
    • Why do we need to be customer centric?
    • What is human-centred design?
    • Why do we need to empathise with customers?
    • Why now?
  • What is a customer journey map?
  • Why do you need a customer journey map?
  • How will a customer journey map help you and your organisation?
  • What does a customer journey map look like?
  • Hands-on experience on building a low fidelity Customer Journey Map based on an experience that everyone can empathise with.

Day 2

  • Welcome back and quick knowledge refresh.
  • Introduce a case study and provide full context of the business problem on hand.
  • Learn how to read customer research through an experience design lens.
  • Learn how to synthesis customer research and create customer insights.
  • Hands-on experience on building a high fidelity Customer Journey Map based on the case study provided.
  • Develop the ability to use the customer journey map to help solve the business challenge on hand.

Workshop Length

This is a 2 days group workshop jam packed with course materials and a toolkit to take away at the end of the workshop.


$9,850 (plus GST) for up to 10 attendees
Price includes all workshop materials and toolkit to take home.