Customer Journey Design
From mapping to improvement
Build your customer journey with evidence, connect experience with processes and turn it into an improvement plan with owners and metrics.
Learn through
a case from your work.
CX, Service, Research, Marketing and Operations professionals, managers and consultants.
Your starting point
A working case and authorized access to information, customers or research sources. No existing journey map is required.
Modules that build
your final project.
Each stage produces a concrete deliverable. Sessions combine concepts, application and progress reviews.
01Week 1Define the journey
Problem, goals, segment, boundaries and the decisions the map should inform.
DeliverableProject brief and scope.
02Week 2Research the experience
Interviews, observation, surveys, complaints and operational data.
DeliverableResearch plan and instruments.
03Week 3Understand the customer
Needs, expectations, context, emotions and behaviors. Distinguish evidence from hypotheses.
DeliverableResearch summary and segment profile.
04Week 4Build the current journey
Stages, goals, channels, touchpoints, friction and critical moments.
DeliverableCurrent customer journey with supporting evidence.
05Week 5Connect experience and operations
Frontstage and backstage activities, people, systems and service dependencies.
DeliverableService Blueprint for the journey.
06Week 6Design the future experience
Ideation, prioritization, prototypes and customer validation.
DeliverableFuture journey and validation record.
07Week 7Measure the experience
Metrics by moment, questions, channels, frequency and owners.
DeliverableJourney measurement and listening plan.
08Week 8Put improvements into action
Roadmap, owners, follow-up and executive presentation.
DeliverableImplementation plan and final defense.
Tools to
put into practice.
- Journey brief and scope.
- Research plan and instruments.
- Summary of findings and segment profile.
- Current and future customer journeys.
- Service Blueprint for the journey.
- Validation record, measurement plan and roadmap.
A proposal you can defend
A complete project file connecting research, the current journey, operations, the future experience and actions.
Use authorized information. If you use simulated data, label it explicitly and document the limitations of the case.
Show what you know.
Apply what you learn.
To pass, you need a minimum score of 80/100, at least 80% attendance and completion of all required assignments, the project and its defense.
The research must be sufficient for the chosen scope. Limitations and untested hypotheses must be explicit.
Attendance alone does not qualify you for certification. Participants who do not pass may receive a certificate of participation. This is a private certification issued by WIT.
Assessment breakdown
Let’s discuss
your path.
We review your goals and explain the format, schedule, time commitment and fees before you sign up.
Ask about this program
Tell us what you want to develop and the role or company you would participate from.
Ask via WhatsApp Use the contact form