Customer Journey Mapping Workshop

Workshop Abstract

Learn a customer journey map (CJM), as a vital tool for building future-proof content strategies and content models that are customer-centric*, not brand- or channel-centric. 

Defining requirements for advanced content reuse, personalisation, or multichannel delivery is hard. Instead of assuming what users need or planning content in an abstract way, customer journey maps seek to paint a detailed picture of the user’s experiences, content needs, and emotional states along their way to accomplishing an objective. This brings organizational stakeholders together around UX and integrates directly into content design, modeling, and planning processes that support omnichannel personalisation at any scale.

Gain a large amount of customer understanding into a consumable, maintainable, shareable deliverable, allowing your teams to collaborate around potentially complex editorial plans or content models.

Learning objectives

  • Differentiate between traditional and omnichannel journey maps
  • Extracting content requirements from a journey map
  • Managing maps that can support adaptive content.
“I enjoyed the challenge to think outside the box and be honest about where our audience has pain points throughout their journeys.”
Content Stakeholder

Eli Lilly Pharmaceuticals

“Urbina is one of the best informed consultancies in the industry, and his content personalisation workshop offers practical, timely guidance that enables organisations of all sizes to have an omnichannel impact with their content investments”
Content Strategist



Take-away materials

  • An understanding of how journey mapping can improve
    • cross-team collaboration
    • content planning, modelling, and
    • personalisation initiatives.
  • A new methodology for evaluating content effectiveness.
  • A framework with which to break down silos around content.
  • A template for mapping journeys and content requirements.

Industry-specific sessions

This session has case studies and examples that can be focused on these industries

  • Pharmaceutical & Life Sciences, specifically in Medical Affairs, Medical Information, Marketing or Commercial
  • Software & SaaS
  • Financial Services & Fintech
  • Manufacturing 

Who it’s for

This session is highly cross-functional and can be applied to a variety of digital marketing and commercial communications, technical communications (e.g. HTML5, DITA, modular content), and content marketing.

  • Communicators of all kinds, but specifically marketing communicators, technical communicators, and user experience specialists
  • Content marketers concerned about creating content at scale for a feasible cost
  • Managers keen to have a deeper understanding of the process and challenge of going multi or omnichannel
  • Staff responsible for taking content from unstructured and generic content and preparing it for personalised delivery in applications, online, across social media, wearable devices, and more.

Difficulty levels

The available difficulty levels are

  • introductory
  • intermediate, and
  • advanced.

The focused can be tuned for professionals in

  • digital & content
  • experience & excellence
  • content marketing, and
  • technical communications.

Delivery options

In person – on-site, at clients’ offices, as part of industry conferences.

Online – with the possibility of having the workshops recorded and transcribed.