Behavioral Journey Mapping Strategies (Five Frameworks)

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Behavioral Journey Mapping Strategies (Five Frameworks)

Hosted by John Gusiff

Tue, Jul 8, 2025

10:00 PM UTC (45 minutes)

Virtual (Zoom)

Free to join

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Customer JTBD Frameworks and Methods

JOHN GUSIFF

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Tue, Jul 8, 2025

10:00 PM UTC (45 minutes)

Virtual (Zoom)

Free to join

Invite your network

Go deeper with a course

Customer JTBD Frameworks and Methods

JOHN GUSIFF

View syllabus

What you'll learn

Introduction to the Make It Toolkit for Behavioral Design

An introduction to the Five Laws of Behavior, Behavioral Design, and the Behavioral Design Sprint process.

Behavioral Journey Map vs. Traditional Journey Map

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

Case Study: FIve Core Components of a Behavioral Journey Map

An example representation of a behavioral journey map and it's five core components to inform experience design.

Five Different Ways (Frameworks) to Map Behavioral Journeys

Five ways to map behavioral journeys related to progress, process, marketing, path to mastery, & personal change/habits.

A Comparison of the Five Different Ways

A comparison of the pros/cons associated to the five different behavioral journey mapping frameworks.

Why this topic matters

Mastering Behavioral Journey Mapping empowers professionals to create user-centered experiences by uncovering the psychological and behavioral drivers behind decision-making. This lesson introduces five distinct frameworks for mapping behavioral journeys, along with guidelines on when to apply each one effectively.

You'll learn from

John Gusiff

CX Strategist, Founder Customer Centric Solutions LLC

John Gusiff is the Managing Partner for Customer Centric Solutions LLC. He founded the company in 2002 after spending 15 years helping leading brands across B2C, B2B, and B2B2C industries, design and implement customer acquisition, engagement, service, and retention strategies.

Clients have included: American Honda, Canada Goose, Citibank, Ecobee, G Adventures, Gympass, Humana, Porch, lululemon, Royal Ambulance, Shaklee, and TransAlta.

He is passionate about improving the lives of customers via human-centered design and design thinking methods. He leverages customer jobs-to-be-done (JTBD) insights research along with applied behavioral science when consulting with his clients.

He has worked directly with executives in marketing, sales, product development, customer service and support functions to help them rethink how they better service their customers and implement the processes, organization, and technology to support it.

Consulted at