ALl Classes + Events

Design Thinking: Customer Journey Mapping

This workshop will help you understand how to use Customer Journey Mapping as part of an overall Design Thinking approach to creating innovative new products. We’ll look at when and how to build journey maps, and how to use them as a powerful tool to gain insights into unmet customer needs, and where your product or service can better support them.


– Deeper understanding of the design process and some of the basics of doing customer research

– Step by step approach to creating customer journey maps, which you can apply to your own situations

– Translate customer insights into product concepts


– Why and how to start with a deep understanding of customers and their lives

– What is a customer journey map, and how do you make one?

– Hands on activity: Creating a Customer Journey Map

– Hands on activity: Translate Journey Map insights into product ideas


Familiarity with new product development (software, services, hardware).


This workshop will be held at Betamore’s Light Street campus at 1111 Light Street, Baltimore, MD 21230.


If you are looking for additional information on workshop details, please email

 Register Here

  • date_range
    Wed, Jun 20th

    1:00pm – 5:00pm

    Photo of Adam Richardson
    Adam Richardson

    Founder, The Enigma Bureau

    Adam has designed toothbrushes for kids, Mission Control for NASA, and everything in between: physical products, digital ecosystems, and services. He is founder of the design and innovation strategy consultancy The Enigma Bureau, which helps companies decode the “fuzzy front end” of new product development. He has extensive experience in both consulting and in-house product development, including 10 years at the global innovation consultancy Frog Design, and 5 years as a lead product manager at a Silicon Valley fintech firm. He writes regularly for Harvard Business Review and numerous other publications, has spoken at conferences worldwide, led over 50 innovation workshops, and his book, Innovation X, was published in 2010. He received his BFA in Industrial Design from the California College of the Arts, and his MA in Humanities from the University of Chicago.


    Light Street
    1111 Light St 4th Floor
    Baltimore, MD 21230

    Get Directions

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