7 Things to Consider When Designing a CX Journey Mapping Workshop

If you have participated in a Customer Experience Journey Mapping (CXJM) workshop you may now be wondering:

Customer Experience Journey Mapping...and now what?

How can I take this CX Journey Mapping and implement it in my department and/or company, so that we can become more customer-centeric and reap the benefits of this great methodology?

Well, I have good news and bad news for you:

The good news is that you have made a great first step. This is because:

  1. You are recognizing CX is essential to your business (Congratulations!: this sets you apart from many businesses nowadays), and
  2. You got exposure to the CXJM methodology, which hopefully felt refreshing and energizing.

The bad news is that you have real work to do and no one is going to do it for you. This work probably comes in addition your daily work routine.

Fortunately, I’ve compiled the following list to help you…

7 Things to Consider When Designing a CXJM Workshop Tailored to Your Customer Journeys:

1) Get a sponsor for your “internal CX revolution”- someone who is high up in the hierarchy, has strong visibility, and the decision power to dedicate resources to redesigning the experience for your customers. And if you don’t have hierarchies and follow a holacratic model, hallelujah for you!

2) Be patient - Don’t expect results overnight, prepare for long-shot results. Only after a few CXJM workshops can you set priorities and get a solid idea of potential projects you want to work on.

3) Prepare to break silos and be challenged by people within your organization. People are resistant to change and although many will say they understand the importance of CX, when the daily routines kick in, their enthusiasm may waver. (Note: nothing wrong with you, this is human nature). It is up to you to keep these people engaged!

4) Take a critical look at the customer journeys you work on: Ask yourself “Is this journey truly from the customer’s point of view or is it reflecting our company’s internal ‘inside-out process view?” The line between the outside-in and inside-out view is very thin and I am constantly seeing people  mix these up without even realizing. Don’t be one of those people!

5) Keep the workshop artifacts.  Post-its with ideas, descriptions of personas, customer journeys, hypothesis statements you generate from the CXJM workshop(s), don’t throw them away! Make them visible in the halls your company, entrance of the cafeteria, toilet doors, cubicle walls, common coffee areas, etc.

By doing this you will:

  1. Remind the participants of the workshop results and their roll in carrying them forward.
  2. Raise curiosity within your organization. Curiosity is a very powerful force that is underestimated in many work environments, both large and small.

6) Set measurable goals for your CX redesign, like you will do with any other project (i.e. first prototype of a new product line shall be ready by MM/YY; get virtual assistant function ready on our page by MM/YY). integrating this into your existing project roll out structure is often helpful here.

7) Be prepared to fight internal stickiness. Sometimes this means doing things like bringing in external facilitators to run the exercise or engaging your end customers in the workshop.

And if you’re still wondering what the benefits of a CXJM workshop are, here are two teaser videos that explain the power of our Customer Experience Journey Mapping workshops.

  1. CXJM workshop in English,
  2. CXJM workshop in German

Thanks for reading and happy Journey Mapping!

Introducing our Employee Experience Journey Mapping Toolkit

EXJM TookitWe are excited to announce the official rollout of our Employee Experience Journey Mapping toolkit!

This is the page where you can download all of the latest printouts, slidedecks, and facilitation guides that we use to run our Employee Experience Journey Mapping (EXJM) workshop program.

EXJM is a people-centric discovery process that helps organizations rapidly frame their employee experience challenges and formulate innovative solutions. The objective is to deliver better employee and candidate experiences to improve engagement, productivity, performance and competitiveness.

As you can see in the below slides, This methodology is closely linked off of our existing CX Journey Mapping process.

The EXJM program is the brainchild of our good friend Hajer Mabrouk –  who after a brief collaboration – has really grabbed onto this and made it her own. We’re very happy with what she’s built so far and we look forward to a continued collaboration.

Let us know what you think! and keep your eye out on our sidebar upcoming EXJM workshops coming to your area.

Attend a CX Journey Mapping Workshop with Oracle

I want to share this quick video that the Oracle Marketing team put together of testimonials from attendees of our CX Journey Mapping workshops. These fun 1/2 day CXJM events are a great way to get up to speed on the methodology we outline here on DesigningCX.

If you’re interested in attending a session, keep an eye out for the latest additions to Oracle.com/events and the DesigningCX.com sidebar.

Tools for Running a CX Journey Mapping Design Session

As we’ve mentioned before – we recommend organizations follow a Learn – Design – Execute approach when adopting CX Journey Mapping.

After initially learning the CXJM methodology through the use of a generic example, we like to move into what we call our CXJM Design session. This session is intended to kick off the second phase of our approach by enabling attendees to design innovative new experiences through the creation of their own Personas and Journey Maps.

As you look towards running your own CXJM Design sessions, consider leveraging some of the below resources from our CX Journey Mapping Toolkit:

Instructional Slidedeck:
(Download as a PPT or PDF)


Persona Worksheet           CX Design Canvas      CX Hypothesis Statement

template for building a personaWS2. CX Strategy Design Canvas 201309

CX Design Worksheet v2 




Blank DIY CX Journey Mapping Poster

Blank DIY Journey Mapping Canvas

As always, please leave us a comment if you have any questions or suggestions relating to these materials. We are continuously working to refine our methodology and we love hearing from our readers.

Building an Effective Behavior Line on your Journey Maps

Creating an effective behavior line is one of the most important steps of building a Journey Map, but it also tends to be one of the most difficult. This is why good preparation here is vital to ensuring you will get the most value out of your Journey Mapping activities.

Customer Journey Map behavior lineThe pre-work for building behavior lines can be done either assumptivly or in a research anchored way. While both approaches work well, it’s often helpful to start things off in an assumptive manner for quick progress, and then to subsequently move towards research based activities as your mature your techniques and look to further validate your findings.
Pre-work for Assumptive Behavior Line:
  • Create simple assumptive persona(s)
  • Create scaffold of behavior lines after creating a simple behavior line
Pre-work for Research Anchored Behavior Line:
  • Create deep research-driven persona(s)
  • Build full behavior lines in advance with input from multiple parties
We recommend that you frame out behavior lines with 4-5 key steps that will act as a scaffold for your teams to use as a starting point. Providing the first step, the last step, plus a few steps in the middle will help ensure your teams build effective behavior lines without getting too bogged down by the details.

Worksheet For Building Personas

Here is a worksheet we developed for creating personas that you can use in association with your CX Transformation efforts. This worksheet is broken into three parts (1) Profile, (2) Behaviors & (3) Needs and is a helpful tool for humanizing your customer base.

We’ve been using this at our recent CX Journey Mapping engagements and have found it to be a great resource for developing your initial personas in a relatable manner.

Download the Persona Worksheet as a PDF or a JPG

Worksheet for building a persona

Learn – Design – Execute (framework for rolling out CX Journey Mapping)

When looking at customer centric transformation, it is clear that there are many steps involved. While Journey Mapping is definitely an important component, it is only a piece of the puzzle.

In an effort to showcase how CX Journey Mapping can be used to kick-start customer centric transformation, we recently developed our Learn -> Design -> Execute framework.

Learn Desing Execute

Step 1: Learn

The first stage is to learn how to create a journey map. We recommend using a generic scenario for this initial step, as to ensure the focus remains solely on learning the basic methodology. After Learning how to build a map, you’ll want to bring it back to your organization and use it on your customers and their journeys.

Step 2: Design

This 2nd step gives you the chance to Design new experiences. Here you have the chance to develop personas, build maps around portions of the customer life cycle, identify issues & opportunities for your customers and organization, and then innovate with new experiences.

Step 3: Execute

After designing new experiences, you’ll be eager to move to execution.  This 3rd step of journey mapping is where you can test, pilot, and then validate and scale your new experiences. With continued practice, a disciplined and repeatable test methodology will emerge for your organization.

While most folks we encounter want to jump right in and learn and try new CX Design techniques on their business challenges, we strongly encourage you to use this Learn-Design-Execute approach.

Updated CX Journey Mapping Process Diagram

In association with the release of our latest CXJM workshop deck, here is an updated version of our CX Journey Mapping Process Diagram that reflects our latest refinements to the process.

This diagram is a simple one-page visual illustration of the five phases of the process and their associated steps.  Alongside each step is a visual reminder of which sticky note color is used, as well as an example entry.

Customer Journey Mapping Diagram

Download links: PDF or JPG

Key differences from our previous CXJM process steps:

1) The Persona, Brand Attributes & Key Trends have all been moved to the front  This provides a clearer overview of these three components, creating a better understanding of their overarching importance when building effective Journey Maps.

2) Teams select one moment need together & one emotional need as individuals This change helps teams quickly move towards brainstorming the core emotional drivers, which is a key skill we are trying to unlock with participants in our Journey Mapping workshops.

3) Desired new attitude & behavior now come before building CX Design Canvas We’ve found doing this step before brainstorming innovations really helps focus teams their ideas on things that truly meet the selected transformation impact.

All of these additions are also reflected within the slidedeck that can be found on the CXJM Toolkit page

Updated CX Journey Mapping Workshop Slides

We are excited to be rolling out our new and improved version of our CXJM workshop deck that reflects all the refinements we’ve made over the last 12 months. We’ve incorporated lots of your feedback and have used it to make our Journey Mapping methodology even more efficient and effective.

This file can be downloaded as a PDF or as a PPT

New updates include:

  1. New slidedeck with improved formatting
  2. better examples throughout the deck
  3. refinements to Journey Mapping process

More details about the changes in our Journey Mapping process in in our overview of the CX Journey Map process diagram. 

New Roll-up CX Journey Mapping Poster

We’re excited to introduce a new way to facilitate great journey mapping sessions with a “roll up” version of our CX Journey Mapping boards. 

This new poster makes it easier to set up and run a CX Journey Mapping session. Instead of using large foam core boards, butcher paper, or some other medium, we put everything you need on one large poster.

This new poster provides:

  • The Jen/ZoomGo story line across the 3 posters
  • A map of the overall step by step CX Journey Mapping process (bottom left)
  • Dedicated areas for brainstorming needs, processes, & innovations
  • The CX Design Canvas, with color coding to simplify instruction
  • Clear designation of areas for On Stage, Back Stage, & Attitudes

Roll up Customer Journey Mapping Template

Like any good CX practitioner, we have piloted them, incorporated feedback, tested revised versions, and are now ready to share these more broadly.  We’ve found that not only does it speed up the set up for your session, but that it greatly improves the learning experience for the participants.   We’ve been using it it at our recent workshops and have found it to be an all around great experience.

Download Links:

CXJM Learn Workshop Templates:
ZoomGo Chapter 1 - ZoomGo Chapter 2  - ZoomGo Chapter 3

CXJM Design Session Template:
Blank DIY Roll Up Poster

Tips & Directions for use:

  • Print these on 42 inch by 96 inch paper  (can be re-sized to fit metric paper sizes)
  • Laminate it using a matte finish to reduce glare and improve longevity
  • We recommend 3M adhesives to mount it without damaging painted wall surfaces
  • Ensure you have enough contiguous wall space in your meeting location
  • You’ll still need to print out blank CX Hypothesis Statements for the final step in the workshop

Let us know what your think of these and please send us some pictures of you using them in action!