Map the Mind: Behavioral Journey Mapping

Lightning Lessons

Practical skills & tools to accelerate your career

Map the Mind: Behavioral Journey Mapping

Hosted by John Gusiff

61 students

What you'll learn

The Make It Toolkit for Behavioral Design

Making the Design Sprint process more human-centered by integrating the makeit toolkit into it.

The Five Laws of Behavior

The Five Laws of Behavior B=f(P,E), B=f(S1,S2), A->B->C, B=MAP, and B=f(I,E) to inform behavioral design.

Behavioral Journey Map vs. Traditional Journey Map

The core differences between a behavioral journey map and a traditional journey map (focus, design objective, etc.).

Core Components of a Behavioral Journey Map

The core components to a behavioral journey map (prompts, behavior, consequences, barriers, and opportunity points).

Opportunity Points informed by Behavioral Barriers

Uncover different design intervention opportunities (antecedent, behavioral, consequential) across the journey.

Why this topic matters

Behavioral journey mapping helps deepen your understanding of customer behavior, uncovering unmet needs and psychological barriers to inform more innovative product and service design. Help you understand what drives action - and inaction - at every step of the customer journey.

You'll learn from

John Gusiff

Managing Partner at Customer Centric Solutions LLC

I am dedicated to enhancing customer experiences through human-centered design and design thinking methodologies.

By combining customer jobs-to-be-done research with the design sprint process and the principles of applied behavioral science, I work with my clients to create easier, more effective, and enjoyable customer experiences. That help people make progress in their lives (accomplish their jobs-to-be-done).

My clients have included American Honda, Canada Goose, Citibank, ecobee, G Adventures, Gympass, Humana, Porch, lululemon, Royal Ambulance, Shaklee, and TransAlta.

Consulted at