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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?
