‘Bob’ wrote to us asking us about developing a Journey Map workshop: ”I wonder if you could share some insights?”

Dear Bob,

Are you truly intent on developing a Journey Map for a workshop? Journey Maps are created from real-world observations, and polling users. Using the accumulated data, service designers present the findings to a client.

If we were doing a client workshop, based on what you described as an outcome, I might steer toward planning Touchpoints. You could offer clients an opportunity to map out Touchpoints as they would like to see them- for which you then test against users’ experience. Demand models would also work well in a client workshop setting — helping to scope out messages and communications channels to move a target audience from awareness to consideration, and demand (and sometimes loyalty).

Click here for a chart we put together that describes Journey Maps, Touchpoints and Demand Models.

Good luck!