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Customer journey mapping, modelling & information architecture
Learn how to distil research data and insight into useful tools that will drive design forward on the basis of user centred knowledge.
Course description
Insights from research are not used if they live in spreadsheets and slide decks or sit as notes in your desk drawer. Learn how to bridge the gap between research and design by turning data and insight into useful design tools upon which you can act and communicate effectively.
This 1 day course explains how to distil customer data into actionable models such as personas, empathy maps, experience maps, and mental-content models, as well as various forms of requirement modelling such as ‘jobs to be done,’ scenarios, and use cases. It introduces the important topic of information architecture and how this can be constructed and tested for use in websites and other similar systems.
It’s fun, it’s interactive and you’ll meet interesting people to exchange ideas and experiences with. By the end of the course you will have produced something worthwhile and will go back to your desk armed with tools to ensure your research and insights translate into exceptional user centred designs.
Is it for you?
If you are interested in distilling research and insight into powerful design tools that not only help you to understand your customers and but also provide clear direction for creating outstanding designs and services, then this course is for you. We typically see researchers, designers, product and project managers, marketing managers, developers and user experience managers on this course.
What you will learn
Topics covered in this course include:
- How to distil research into useful design tools
- How to construct various models to better understand customer behaviour
- How to produce customer journey maps
- How to elaborate and document requirements
- How to construct and validate information architecture
- Hands-on practical exercises
Learning Objectives
After completing the training you will be able to:
- Describe and discuss the various models and design tools for taking a user centric approach
- Turn research and insight data into useful design tools such as mental-content models, personas, and experience maps
- Formulate requirements from your customer models to effectively drive a user centred design process
About this course
Duration: 1 day
Time: 09:30-16:30
Venue: Remote training
Price: £495 (excl. VAT)
We will provide course materials and a certificate of completion.
Book your place
Remote training – places available
Tues 15th June, 2021
Remote training – places available
Thurs 12th August, 2021
About your trainer
Andrew holds an MSc in Social Research Methods from Oxford University and an MA (and BA) in humanities. He also has Qualified Teacher Status (QTS) and a PGCE from Oxford University.
Andrew joined his first user-centred design team in 2003 and has worked both in-house and agency-side as a UX consultant for many years. As a lead consultant, Andrew’s recent clients include HSBC, University College London (UCL), British Library, Chatham House (Royal Institute of International Affairs), UKTV, Oxford University Press, and Royal Mail.
He currently teaches two training courses in Bunnyfoot’s UX Training Program, ‘Design for Persuasion, Emotion and Trust’ and ‘Customer Journey Mapping, Modelling and Information Architecture.’
The site was developed following extensive user research, and features a new, streamlined navigation that reflects the way people choose to access information, as well as more intuitive functions that enable users to quickly access the right data. We’ve already seen a number of encouraging results including increased dwell times and engagement levels, as well as improved mobile conversions on key funnels.
I wanted to let you know what a pleasure it was working with you and the rest of the Bunnyfoot team on both this and the IA project. I am in no way exaggerating when I say that you were by far the best suppliers I dealt with, both personally and professionally. I know that I learnt a lot from your approach. Please pass on my thanks to all the fabulous consultants that I worked with over the past few years
Clare Hazel
Head of Digital, Marie Curie
Laura McAllister
Historic Royal Palaces Product Executive
The Venue
Bunnyfoot Ltd (London)
54 St John’s Square,
Farringdon,
London,
EC1V 4JL
We’re based in the heart of Clerkenwell, just a 5 minute walk from Farringdon mainline railway and underground stations.
