This hands-on course teaches how to create and use personas and journey maps to support customer-centered decisions. You’ll learn how these tools build shared understanding of customer needs and experiences across channels, reduce siloed thinking, and ground decisions in evidence. The course focuses on creating, maintaining, and applying these tools to inform product, service, and strategy work over time.

Performance Objectives: After completing this class, you should be able to:

• Explain how personas and journey maps align teams and reduce silos.
• Select research methods to understand customer goals and experiences.
• Identify meaningful customer groups and priority journeys using evidence.
• Create clear, usable personas and journey maps.
• Share and use personas and journey maps to inform decisions.
• Maintain customer knowledge as needs and services evolve.

Prerequisites: You should complete Foundations of Human-Centered Design and Customer Experience or have the same level of knowledge about HCD and CX principles, before enrolling in this course.

Sales Tax Notice: Effective October 1, 2025
In accordance with Washington State law (ESSB 5814), sales tax will be applied to all training services. In addition to the course cost, sales tax will be calculated based on your agency's location and added to your final invoice after the class is completed.