Journey Maps

About the Presenter

Hope Norman

Hope Norman

Hope’s career has wavering between the design and business analysis extremes. Most recently she was the Customer Research Capability lead at Dominion Digital; now she is a Senior Product Manager at Capital One, championing Design Thinking for online card management. She’s also been an archaeological illustrator, a webmaster (throwback), and a nonprofit director in West Africa (Benin), where she got a death threat and later an apology.

Journey Maps

In the new buzzy world of “customer experience”, “lean startup”, and “design thinking” (and in the older worlds of UX and, yeah, design) we’ve been charged with Getting Out there. Learning about people. Observing in situ.

And once we have been out there, we need to translate that to something tangible, actionable, sometimes in collaboration with clients and stakeholders who already have formed opinions about those people you observed.

During this session, Hope will present some ethnographic techniques she has used to understand the customer (and bring clients along in that understanding). She’ll walk through the most effective “customer model” formats she’s managed to co-opt, including Personas, Journey Maps, and Experience Maps. Finally, she’ll discuss the tactics she’s used to translate the models into experience strategy. Throughout, she’ll share examples, insights, stories and failures to make it more tangible and adaptable.

Customer Modeling – Hope Norman