Learner journey maps

Customer Journey Maps —How they can be adapted for

Learning Design?

August 18, 2015Tallinn University

Vladimir Tomberg, Ph.D.

About myself

• BSc and MSc in Informatics

• PhD in Education Sciences

• Researcher in Learning Layers FP7 project

• Teaching Design for All and Accessibility Workshop in HCI master curricula in TLU

http://ee.linkedin.com/in/vladimirtomberg/

Customer Journey Maps

• A Customer Journey Map (sometimes — Experience Map) is a framework that enables to improve customer experience

Source: http://bigdoor.com

Customer Journey Maps

• The Customer Journey Map tells the story of the customer’s experience: from initial contact, through the process of engagement and into a long-term relationship;

• It identifies key interactions that the customer has with the organization. It talks about the user’s feelings, motivations and questions for each of these touchpoints

How an Individual Journey Happens

Source: http://engagingplaces.net

Users Interact with Different Products

Source: https//medium.com

Users Get Experience

Source: https//medium.com

Sometimes the Problems are in Crossing Points

Source: https//medium.com

Example of Taxonomy of Customer Stages

Source: http://bigdoor.com

Identifying Channels and Stages

Source: http://www.adaptivepath.com

Adding Customer Emotions

Source: http://www.diametrics.io

SOME EXAMPLES

Source: http://srishrao.tumblr.com

Source: http://srishrao.tumblr.com/

Source: http://www.adaptivepath.com

Source: http://engagingplaces.net

Tasks that can be Solved by using CJM

1. Designing continuous User Experience2. Increasing amount of site visitors converted into

paying customers (Conversion marketing)3. Increased Retention rate (amount of returning

visitors)4. Increasing sense of responsibility of specialists5. Faster development of multichannel services and

products6. Supporting creativity (generating better ideas)

Discussion (10 min)

• What benefits Journey Maps could provide for learning design?

JOURNEY MAPS FOR LEARNING

Example 1: Informal Learning

Source: http://learningspacetoolkit.org

Result of Collaborative Workshop

Result of Collaborative Workshop

Group work (≈30 min)

• Try to design small course or learning activity with Journey Maps (can be existing or new one)

• Which concepts could be useful for rows?• What vocabularies could be reused here?