1. Customer Journey Maps —
How they can be adapted for
Learning Design?
August 18, 2015
Tallinn University
Vladimir Tomberg, Ph.D.
2. 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/
3. Customer Journey Maps
• A Customer Journey Map (sometimes —
Experience Map) is a framework that enables
to improve customer experience
Source: http://bigdoor.com
4. 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
17. Tasks that can be Solved by using CJM
1. Designing continuous User Experience
2. 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 specialists
5. Faster development of multichannel services
and products
6. Supporting creativity (generating better ideas)
24. 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?