Customer Journey Mapping and Modelling
Learn how to distil research data and insight into useful tools that will drive design forward on the basis of user centred knowledge.
This 1 day introductory-level course explains how to distil customer data into actionable models
Course description
Insights from research are not used if they live in spreadsheets and slide decks or sit as notes in your desk drawer. Learn how to bridge the gap between research and design by turning data and insight into useful design tools upon which you can act and communicate effectively.
This 1 day introductory-level course explains how to distil customer data into actionable models such as personas, empathy maps, experience maps, and mental-content models, as well scenarios and the value proposition canvas. It also introduces the important topic of information architecture and how this can be constructed and tested for use in websites and other similar systems.
It’s fun, it’s interactive and you’ll meet interesting people to exchange ideas and experiences with. By the end of the course you will have produced something worthwhile and will go back to your desk armed with tools to ensure your research and insights translate into exceptional user centred designs.
“I cannot say enough about how good my trainer was. He was calm and very skilled. He was a fantastic leader for the course and I couldn’t fault him or his skills. Very well run and would recommend him/his courses in a heartbeat”
Victoria Symons
Senior UX UI Designer, Unite Students
Is it for you?
If you are interested in distilling research and insight into powerful design tools that not only help you to understand your customers and but also provide clear direction for creating outstanding designs and services, then this course is for you. This is an introductory course and therefore assumes participants will have little or no previous experience with the maps and models described. We typically see UX researchers, designers, content designers, product and project managers, marketing managers, developers and user experience managers on this course.
What you will learn
Topics covered in this course include:
How to distil research into useful design tools
How to construct various models to better understand customer behaviour
How to produce customer journey maps
How to derive product feature requirements from your maps and models
How to map information architecture
Hands-on practical exercises
“I’d recommend this course, it details some great tools that people in the UX industry can use to share and present research findings and helpful workshop exercises to help get engagement from the whole team.”
Lisa Collins
NHS Digital
Learning objectives
After completing the training, you will be able to:
Describe and discuss the various models and design tools for taking a user centric approach
Turn research and insight data into useful design tools such as mental-content models, personas, and experience maps
Formulate requirements from your customer models to effectively drive a user centred design process
Necessary for Remote Learning
Access to Zoom
Course dates
& booking
Thursday 4th December 2025
09:30 – 17:00
Remote (Zoom)
£595 (excl. VAT)
We will provide course materials and a certificate of completion
Places available
Places available
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Our
trainers
Aimée Windsor Brown
Head of Fieldwork and Insight
Aimée is experienced in a variety of user centred design techniques including heuristic analysis, depth interviews, usability testing, creating IAs, wireframing and prototyping.
She is passionate about immersing herself in and understanding each client’s world, and working collaboratively to create solutions that meet the needs of businesses and their users.
Aimée has experience of working with a huge variety of clients, from start-ups to global corporates, including: BBC, Kew Gardens, John Lewis, Accor Hotels, Virgin Media, B&Q, Sky, Buckinghamshire County Council and Imperial College Business School.
With a background in design and degree in Graphic Design from Ravensbourne, Aimée’s creative ability adds an extra perspective when analysing and refining user experiences. Aimée has accreditation as a Certified Professional for Usability & User Experience (CPUX) and is a member of the Service Design Network (SDN) and User Experience Professionals Association (UXPA).
ROI with impact
We believe in creating experiences that not only engage users but also drive real a ROI for your business. We balance strategy with fast delivery without compromising on creative.
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