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Design Thinking : Customer Journey Mapping
Rating: 4.2 out of 5(465 ratings)
2,751 students

Design Thinking : Customer Journey Mapping

Sure shot way to delight customers, recreate value proposition, improve customer experience (CX) & become profitable
Created byDr. Nilakantasrinivasan J, Canopus Business Management Group
Last updated 2/2026
English

What you'll learn

  • Be able to redesign customer experience (CX) for your products/services
  • Using Design Thinking tool for Customer Experience Management
  • Be able to create a customer journey map
  • Be able to redesign customer experience (CX) for your products/services

Course content

1 section • 10 lectures • 1h 3m total length

  • Example & Relevance of Journey Map4:08

    Welcome!

    Through an example, understand the relevance of Journey Map using design thinking principles

  • What is Customer Journey Map?9:03

    Understand in detail what a Customer Journey Map using in design thinking.

  • Case Study : Elements of Customer Journey Map6:30

    If you need to create a Customer Journey Map as used in Design thinking, you will need to understand its components. That's what we will do in this lecture.

  • Process Map Vs Customer Journey Map7:01

    Understand how a customer journey map (design thinking tool) is different from a process map.

  • Case Study: Creating Detailed Customer Journey6:36

    You will learn how the core journey of the customer is created in this lecture. #designthinking

  • Case Study: Using Customer Personas for Creating Customer Journey Map5:36

    Learn about how customer personas are included in Customer Journey Map as used in design thinking framework.


  • Case Study: Capturing Emotions in Customer Journey Map10:22

    In this lecture you will learn how capturing emotions is important in Customer Journey Map and the methods to do so. (Empathy Mapping in Design thinking)

  • Case Study : Identifying Barriers & Levers6:54

    In this lecture, you will look at the barriers and levers of the case study and relate them to emotions captured earlier while creating a customer journey map as used in design thinking

  • Example of Placing a Lever in Customer Journey1:24

    Here, you will look at another example of placing a lever in customer journey (of design thinking)

  • Bonus Lecture6:04

    This final lecture is also understanding certain softer aspects of journey map (design thinking).

    You will also get to work on an assignment/project.

    Please share your project to instructor as a direct message.

Requirements

  • Appreciation of how customers and their experience impact business results

Description

Design Thinking is an alternate approach to strategic problem solving so that you can create experiences users love.  It aims to gain deep insights about customer's, their preferences and perspective about how they go about in their lives and in doing so, avail value from your products and services. So, as a product or service provider, seeing it through their customer's lens can provide immense value in improving customer experience and loyalty. It can guide teams to effectively brainstorm innovative ideas (more importantly on the right problems) and test those new ideas, refine them and before taking business decisions such as investments or strategic direction.

Customer Journey Mapping is an important tool of Design thinking which can create immense value, excel in CX delivery that entrepreneurs, product managers, business leaders, can use to unlock value and map customers' unarticulated needs and expectations along their buying and servicing lifecycle (Customer Lifetime) 

The purpose of the customer journey map is to identify the touch points of engagement with customers. The interaction at the touchpoints can help you to identify customer needs and expectations that are not visible to you as a product manager. An important element of customer journey map is that it is not a mere point in time analysis of customer needs at one single step at a time, but a coherent study of customer's journey across their life cycle of the product or service, as the customer uses it.

Through a Case Study, this course will teach you to create Customer Journey Map of your own organization. Journey Mapping is a design thinking tool and is widely used to understand and empathize with the customers. Using the Customer Journey Mapping, barriers and levers in the customer's end to end journey can be identified and they can be used to re-design or re-think the entire customer experience. This is one of the best tool to develop human-centric designs.

To whom this course is meant for?

Professionals from Marketing, Customer Service, Digital Transformation, UI/UX, Design Team & Start ups.

What is a Customer Journey Map?

Customer Journey Map is a design thinking tool that can be used to improve customer experience & provide wow moments for the customers.

Is it relevant to my sector?

Virtually it is applicable to all scenarios where there is interaction. (B2B, B2C, Govt, Social Business, Non-business) 

What are the benefits of Journey Mapping?

Typical benefits include 15% improvement in customer retention, loyalty improvement and increase in sales conversion.


Who this course is for:

  • Designers
  • Marketing Professional
  • Customer Service Professional
  • Digital Transformation Professional
  • Start-ups / Anyone working on new idea

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