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Creating Customer Journey Maps from Scratch

Pontus Wärnestål, Service Designer

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9 Videos (30m)
    • Introduction

    • What Is Customer Journey Mapping?

    • What Are We Mapping?

    • Uncovering Value Through Research

    • Doing, Thinking, and Feeling

    • The Anatomy of a Customer Journey Map

    • Class Project

    • Looking Ahead: The Future State Journey Map

    • Closing Thoughts

38 students are watching this class

About This Class

Join service designer Pontus Warnestal (PhD) who will introduce customer journey mapping as a flexible and value-creating tool for improving services, products, and brands. The course covers concrete methods and techniques for creating research-based visual narratives of how experiences and interactions are working today for your service, and how you can design improved future-state journeys.

This class is for you who is interested in moving into the Service Design and Customer Experience field, and want to learn the basics for taking a holistic perspective of your brand, service, or product in order to systematically improve your customers’ or users’ experience.

13 of 14 students recommendSee All

Very clear!
Good class. I especially liked the different value types and how to take care of them when designing the services.
Bertil Muth

Consultant, Agilist, Software Enthusiast

Very good class. Also serves well for anyone who are about to prepare workshops or so in Service Design or are about to start up a web site redesign or similar.





Pontus Wärnestål

Service Designer

Pontus is an award-winning Service Designer and academic researcher in Human-Computer Interaction and Informatics. For the past 15 years, Pontus has worked with user experience design and service design within automotive, med tech, telecom, communication, branding, and the public sector. Currently, he is Director of Service Design at design agency inUse, as well as teaching and researching at Halmstad University in Sweden.

With his Cognitive Science background, a PhD dissertation on na...

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