Event Archive

Stakeholder journey maps – what are they and why do you need them?

24 November 2022

When you think of your user or stakeholder, who comes to mind?  

Personas and journey maps are important strategic tools that help provide an in-depth understanding of who your users are, what they need, and how they interact with your organisation across all touch points. 

To get started, you’ll want a clear understanding of user personas, why they’re important, and what makes a good persona. Then, once you’ve created your personas, you can take a walk in your users’ shoes with a journey map. 

A journey map is a visual representation of every touch point your users have with you. Its purpose is to help you improve and enhance your recruitment and retention strategy, and to enable you to allocate your resources to best effect. 

There are no rules about what it must look like. It doesn’t have to be elaborately designed, or a colour-coded representation of every action or touch point a user takes within your world. From how they first heard of you through to their direct interactions with your services, website, or support team, the main thing is that your journey map is sequential and provides a clear vision for improving engagement. 

Learning outcomes: 

  • The benefits of understanding the different personas for your organisation and how to create them 
  • Learn about the different types of journey maps and how to visualise them 
  • Where do you start in building a journey map so it works for your organisation  
  • How to use your journey map as a decision-support tool to improve user experience and inform strategic planning 
  • Identifying the gaps in your journey map between the desired member experience and the one they actually receive 
  • Making sense of how to connect your services, products, and services to member needs  
  • The importance of using a journey map to give you real targets to aim for and areas to focus on  

Who is this for: For those in roles or departments responsible for marketing, engagement and delivering strategies to attract, retain and engage your members or donors.  

Michael Wilcox
Business Change Consultant
Hart Square