From the course: Learning Design Thinking: Lead Change in Your Organization

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Empathy for the journey

Empathy for the journey

From the course: Learning Design Thinking: Lead Change in Your Organization

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Empathy for the journey

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One challenge many organizations face is focus on point solutions, identifying a single need, and solving just for that moment. However, what wins today are experiences that are coherent, positive, and differentiated over time and across touchpoints. To design these experiences and to do it with a rich understanding of human needs, teams need a tool to manage this complexity; the journey map. It is one of the simplest yet most effective tools I hope you take from this class. It starts with a horizontal line organized into stages. These stages will vary by industry but generally go from either low to high engagement or chronologically over time. For example, in digital services like LinkedIn Learning, you'll often see stages like awareness of the product, evaluation, purchase, use, and eventually, advocating to others. But for industrial hardware, the stages will be different, like specification of the product, commitment to build the product, actual production, installation, use…

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