Customer journey mapping

A full day pre-conference workshop from Jeroen van Geel.


More and more organisations realise that at their core they deliver a service to their customers. To stay competitive it’s important for these organisations to make this service as compelling as possible, across all touch points. From the website to the customer service and from the physical store to a single product; it should all feel as a total experience.

Customer journey mapping is a way to get control of how customers interact with a brand across all touch points. It helps to see where things are happening right now and what is needed to improve this experience. And if done right the end result becomes a tool which can be used by the organisation as a roadmap to build upon for the coming years.


In this workshop you will learn how to create and use customer journey maps in your organisation (or for clients). We dive into what is needed to make a good customer journey and how to build them in such a way that they become useful for a long period of time. We will also focus on how the customer journey impacts all layers of an organisation and has not only impact on products and services, but also on the structure of the organisation.

The workshop will be very engaging. Hands-on assignments are combined with theory.

Specific takeaways

You will get answers to these questions:

  • What is a customer journey and what is service design?
  • What is needed for a good customer journey and how do you get this input?
  • How do you build up a customer journey of the current and future situation? And how do you bridge the gap and turn this into a roadmap?
  • How do you use customer journeys as strategic tools?


This workshop is for people who:

  • want to create better experiences for specific products and services or across all touch points
  • are interested to learn how to build a customer journey map people and organisations will actually use
  • are (fairly) new to customer journey mapping and service design
  • want to learn how to turn a customer journey into a strategic business tool

About Jeroen

UX Scotland keynote speaker Jeroen van Geel

Jeroen van Geel is founder and creative director of the strategic design studio Oak & Morrow and the co-founder of Beam Labs.

He has helped push forward many innovative projects, ranging from the automated passport control systems at Schiphol Airport to a next generation car configurator and the smart projector Beam.

Jeroen spends 25% of his time on so-called Dream Projects, with the goal to bring back a bit of wonder into the world. Even if it’s just for himself.