Learnings and tools for customer experience design
Events More than Metrics

Customer Journey Mapping – Basic Workshop

6. February 2019

Customer Journey Mapping – Basic Workshop

During this one-day workshop, we’ll jump into some intermediate work on journey maps, personas and system maps.

This workshop is an initiative by More than Metrics in collaboration with Gerry Scullion.

We’ll collaborate on a design challenge in groups and use these journey maps, personas and system maps on pen and paper. Afterwards, we’ll transition into why and how to digitize a journey map using software. Lastly, we’ll analyze the journey maps and use the 6 different typologies to consider from This Is Service Design Doing. 

Tuesday, 16 April 2019, 09:00 – 17:00 IST

Dogpatch Labs (Innovation Lab)
The CHQ Building – Custom House Quay – Dublin 1 – Ireland
(View Map)

You will specifically:

  • collaborate on a design challenge
  • create personas, journey maps and system maps with pen and paper
  • consider the 6 aspects when analyzing a journey map
  • participate with Gerry/MTM on a walkabout/service safari
  • learn how to maintain, communicate and iterate workshop results using software

You’ll walk away with an ability to:

  • explain when journey maps or system maps are relevant to a project
  • articulate the difference between a process map and journey map
  • conduct basic observational research in the surrounding area
  • create journey maps or system maps that are based on research and reflect the current state of the customer experience and identify opportunities for improvement
  • digitize your maps in Smaply

The facilitator: Gerry Scullion
Gerry Scullion is Principal Service Design Consultant for Humana Design. He has over 16-years professional design experience across a range of industries such as finance, healthcare, media, public services, social media and various startups. He contributed to the book ‘This is Service Design Doing’ (O’Reilly 2018) focusing on chapters about effective prototyping, and embedding Service Design teams within organisations. He is the founder of ThisisHCD.com – The Human-Centered Design Podcast. He is a Fellow of theRSA.org and a long-serving iXDA Design Mentor. He is a regular speaker at events and design conferences and can be found online at @gerrycircus.


Katharina takes care of marketing and communications at More than Metrics. With her background in business and psychology she loves both logical as well as empathic thinking.