Implications of Journey Mapping for Designers

  • Room: 208
  • Session Number: MTA2
Tuesday, May 01, 2018: 10:15 AM - 11:00 AM


Jessica Best
Director of Data-Driven Marketing


The customer's journey has taken marketing by storm in the last couple years and rightfully so: Our customers don't see their interactions with our brands as separate, just because the components are made by teams on different floors or sometimes in different cities.

In order to align our marketing team for a united front -- something we marketers have been trying to do for years -- we have to lean on the customer journey. This journey spans more than what we touch as marketers; it includes discovery, customer service, advocacy, etc. This session will show the value and process for mapping your marketing assets to the customer journey and begin to think of design not only as persuasion but also as resolution and assistance along that journey, leading to a higher return on investment than focusing on marketing alone.

Attendee Takeaways:
•    The top 3 benefits of building your marketing -- from concept to creative -- with the customer journey as the foundation
•    A sample customer journey and how marketing assets can be aligned to it
•    Tips for planning for integrated marketing communication success


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