Announcing The User Experience Team of One (2nd edition)!

Mapping the User Experience

Few organizations deliberately want to create a bad user experience for the people they serve, yet we see even the best-intentioned organizations doing it all the time. The fundamental problem is one of alignment: organizations are out of sync with what the people they serve actually experience. Misalignment impacts the entire enterprise: teams lack a common purpose, solutions are built that are detached from reality, there is a focus on technology rather than experience, and strategy is shortsighted.

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What you’ll learn

This course will show you how to turn customer observations into actionable insight for the design of products and services through the use of alignment diagrams.

After this course, you should be able to:

  • Understand the strategic principles of value alignment
  • Distinguish between different diagram types and select the most appropriate ones for your particular situation
  • Facilitate meaningful conversations about creating value and informing strategic decisions in your organization


  • Map the user experience with a proven process
  • Explore mapping techniques, including journey maps, service blueprints, and workflow models
  • Facilitate each phase of your mapping project: initiating, investigating, illustrating, and applying
  • Define your map’s point of view, scope, focus, structure, and intended use
  • Inform your user experience map with a data-driven investigation phase
  • Establish the best research strategy for collecting real-world insights
  • Aggregate data through existing studies and interviews with users and internal experts
  • Find patterns across your user base by analyzing your qualitative data
  • Illustrate a compelling visualization filled with your user experience data
  • Discover the ins-and-outs of translating user data into illustrations
  • Assemble your data in a meaningful and chronological timeline
  • Integrate color, lines, shapes, and icons to communicate user behaviors and emotions
  • Engage stakeholders in data-driven conversations about product solutions
  • Learn powerful techniques for communicating an experience map to stakeholders
  • Explore how to integrate alignment diagrams into all design projects
  • Put your visualization to work by brainstorming future solutions