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South Central (Madison Area) Adding Customer Journey Maps to your Product Innovation Toolkit

  • Thursday, January 18, 2024
  • 7:00 AM - 9:00 AM
  • Trustage (formerly CUNA Mutual Group) Lighthouse Building 5810 Mineral Point Road Madison, WI 53705
  • 13


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Title of Presentation Adding Customer Journey Maps to your Product Innovation Toolkit

Event Summary:

Customer Journey Maps can be an effective tool for product innovation and consensus building - or they can be pretty pictures that gather dust in a drawer. We’ll walk you through creating a journey map, who should be involved (hint: it’s not only the UX team), and how to use it to identify opportunities to leave to serve your customer better. We’ll also cover how to apply research and data to ground your map in reality.

The session will include a mini-workshop and will benefit anyone who develops products or services - whether you’re part of a start-up building an MVP or a 50-year-old company looking to stay ahead of the competition.

Speaker Bios:

Barbara Gulten and Eliana Stein are founders of Functionaire, a User Experience agency based in Madison. Their clients range from tech startups to Fortune 100 and from ecommerce to healthtech. With a combined 25 yrs+ of experience developing digital products for companies like Amazon and GE Healthcare, they have worked on IoT systems, B2B apps and e-commerce sites that serve customers around the world. 

They are passionate about using data to inform design and advocating for the user.

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