Why Contextual Data is Essential to Journey Mapping (and how to get it)

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Journey mapping is a vital way to surface a user's struggles, delights, and touchpoints for teams and stakeholders. But an effective journey map can't be built company-out, it needs to be customer-in -- customer journey maps must be informed by lived experiences. That requires
contextual data, collected from the feedback of real people, in the moments that matter to them.

Attend this journey mapping meetup where Stefani and Ben will:
➔ Briefly introduce journey maps and their value proposition for an organization
➔ Describe best practices for creating customer-centric journey maps
➔ Lead an interactive activity where you'll organize moments-based data into a journey map

Stefani Bachetti, Director of dscout Studio
Stefani is a designer and researcher leading a team of researchers exploring brand, product and innovation questions for some of the world's most curious brands. On the side, you’ll either find her sketchnoting various events around Chicago, or in her wood shop building anything from furniture to kazoos.

Ben Wiedmaier, Product Evangelist, dscout
Ben is the product evangelist at dscout, where he spreads the “good news” of contextual research, helps customers understand how to get the most from dscout, and impersonates everyone in the office. He has
a doctorate in communication studies from Arizona State University, studying “nonverbal courtship signals”, a.k.a. flirting. No, he doesn’t have dating advice for you.