Learn how to translate user insights into powerful experience improvements with Introduction to Customer Journey Mapping. This course helps you master journey mapping as a strategic tool, allowing you to visualize user behavior across key touchpoints and uncover friction points that are easy to overlook in spreadsheets or siloed research.

You’ll dive into the OLIVER framework to build maps that are focused, actionable, and tightly aligned with customer needs. Unlike service blueprints or broader experience maps, journey maps crafted through this course are laser-focused on revealing hidden opportunities that drive team alignment, prioritize design efforts, and accelerate innovation. You’ll also learn how these artifacts can spark cross-functional clarity and organizational change by making the customer experience impossible to ignore.

Taught by Oliver West, Head of CX at VML and a seasoned expert in both agency and in-house strategy, this course blends practical mapping skills with executive-level impact. Start mapping with confidence and turn insights into outcomes.