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UX Design Strategy and Application: Customer Journey Mapping

Explore customer journey mapping and its role in ensuring quality user experience.

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  • Duration

    4 weeks
  • Weekly study

    4 hours
  • 100% online

    How it works
  • Included in an ExpertTrack

    Course 1 of 3
  • Get full ExpertTrack access

    $39/monthFind out more

Discover the principles of UX design

UX design adds business value at all levels and across all teams, as it fosters collaborative thinking, drives engagement and ensures greater business value.

This course offers you a chance to:

  • explore the core principles of UX design
  • learn about the fundamentals of customer journey mapping
  • develop UX skills which you can apply in a professional setting

You will look at what contributes to a good user experience and why this is a vital part of growing any business.

Understand customer journey mapping

Once you have covered the key elements of the UX design process you will learn about customer journey mapping, and why it’s so important to visualise the user journey from start to finish.

You will investigate the moments that matter most and examine how journey maps can be used to identify and solve problems, as well as track the needs, desires and emotions of the customer.

This course will equip you with knowledge of central UX concepts such as high fidelity vs low fidelity design and product posture. You will learn to apply these in real life settings, allowing you to advance your career in UX design.

Explore service design and blueprinting

You will learn about UX best practices such as using wireframes and prototypes and you will become confident in implementing these in the workplace.

Finally, you will evaluate the relationship between UX design and service design, and consider the benefits of service blueprinting and how it differs from journey mapping.

By the end of this course you will be competent in applying knowledge of journey mapping, service design and blueprinting to your day to day work and you will be able to utilise your new skills to stand out in one of the fastest growing digital industries.


  • Week 1

    Introduction to the course and journey mapping

    • Introduction to the course

      An introduction to the course and a look at how the course is structured. You will also become familiar with the assessment criteria and expectations of Week 1.

    • Reminders about UX design

      Revision and reflection on the fundamentals and principles of UX Design.

    • Who are we empathising with?

      A look at how customer profiles and personas assist with developing empathy for customers and users through UX Design.

    • Wrap-up

      To complete the week, let’s recap the key points covered so far.

  • Week 2

    Journey mapping design and designing for fidelity

    • Introduction

      An introduction to the content and outcomes of Week 2 which focus on journey mapping and designing for fidelity.

    • Journey mapping design

      In this section, we’ll delve into the cheatsheet of user experience: journey maps and, more specifically, how to create one.

    • Designing for fidelity

      There are three levels of fidelity: low, mid, and high. Prototypes can be rough, like a drawing on a napkin, or highly-developed, similar to the final product. In this part of the course, you’ll learn how to use them.

    • Wrap-up

      To complete the week, let’s recap the key points covered so far.

  • Week 3

    Introduction to service design and blueprinting

    • Introduction

      Introduction to the week's topics and outcomes.

    • Introduction to service design

      An introduction to the backstage and behind-the-scenes elements of a specific user experience.

    • Service blueprinting

      A service blueprint is a process or a diagram which is a visual representation of the service processes both from the customer’s and the organisation’s perspective. Here we learn more about this tool.

    • Wrap-up

      To complete the week, let’s recap the key points.

  • Week 4

    Service blueprint design

    • Introduction

      An overview of the week's topics and learning outcomes.

    • Service blueprint design

      Further exploration into the creation of service blueprints which involves connecting user touch-points and moments that matter to organisational processes.

    • Wrap-up

      To complete the week and the course, let’s recap the key points.

Prove you're job ready

Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.

  • Learn the latest in your chosen industry or subject.
  • Complete each course and pass assessments.
  • Receive certificates validated by the educating organisation.
  • Impress employers with learning outcomes you can add to your CV.
  • Make your career dreams a reality.

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Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Identify key elements of a well structured journey map
  • Justify prioritisation decisions across a journey map in order to organise actions
  • Evaluate elements of the journey map, based on data and research
  • Evaluate fidelity choices
  • Articulate key elements of a service blueprint map

Who is the course for?

This course is aimed at anyone looking to improve their UX design skills.

This might include:

  • entry-level or intermediate Graphic or Digital Designers looking to expand their knowledge and skillsets in UX design.
  • aspiring product managers who need to understand the pivotal role UX design plays in successful product development.
  • non-technical digital team leaders looking to better understand critical concepts in UX design and the Design Thinking process.

What software or tools do you need?

During the course we’ll be using Canva.

Who will you learn with?

I create positive impact through Design Thinking.

Mainly across topics such as Business & Service design, UX/CX/EX Design, Product Management, Strategy, Innovation, Training & Facilitation.

Who developed the course?


FutureLearn is a leading social learning platform and has been providing high quality online courses for learners around the world over the last ten years.

In collaboration with

Canva logo

Endorsers and supporters

endorsed by

Coventry University logo

About this ExpertTrack

Develop UX skills in customer journey mapping, service design and customer profiling.

Start learning today - free 7-day trial

After your free trial you can:

  • Pay $39 per month to keep learning online
  • Have complete control over your subscription; you can cancel any time
  • Work at your own pace and set your own deadlines at every stage
  • Only pay while you’re learning; the subscription will cancel automatically when you finish
  • Complete online assessments to test your knowledge and prove your skills
  • Earn digital course certificates and a final award that you can share online, with potential employers, and your professional network
  • Keep access to the content of courses you complete even after your subscription ends

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

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