Friday May 2, 13.00 - 16.00
Godsbanen - Vogn 2

When trying to understand our users or customers, we tend to paint a rosy picture of their attitude towards our offerings and the quality of the experience we provide. Mapping customer/user journeys is a great way of identifying the potential of better experiences. But, how do we map the journey without making it into a fairytale?

In this workshop you will be introduced to a new type of journey mapping and its potential for describing the complexity of rational and emotional values in user/customer experience.
We will introduce a protagonist and show you how drama and other effects of storytelling will make sure that journeys become more realistic, communicable and thereby effective.
Also, we will show how the role of the storyteller underlines the fact, that customer journeys are rather an array of motives, conflicts and crossroads than a linear journey of brand-attraction and loyal consumption.
Journey mapping is meant to make your communication more relevant and effective. This workshop will show you how to do that well!


For whom

Digital content creators, people within advertising, communication and marketing, brand managers, innovation managers, developers and everybody interested in how you design and develop interactive media experiences and reach new audiences.


Workshop leaders

Paul Tyler is English, his work is international and he lives in Copenhagen. Paul founded Handling Ideas – a creative consultancy developed from a twenty-year career spanning television and cross-media production at the BBC, theatre management, format development and undergraduate teaching. He makes companies more effective at responding to the ever-growing need for deeper user engagement and consistent user experience across multiple devices. Working within content and story, service & campaign development, his remit is broad, from mapping character journeys against audience behaviours to revealing dependencies for triggering user-generated content.

Twitter: @paultylerdk


Simon Kibsgård is lead digital business developer at the Nordic agency Creuna. He focuses on Customer Experience Management and building the organizational setups and digital tools to provide great experiences, drive loyalty and sales and improve business intelligence. Specialist in combining market insights, tech and communication in strong business, concepts and solutions. Simon is external lecturer on Customer Experience Management at the University of Aarhus.

Twitter: @simonkibsgaard



Vogn 2, Godsbanen
Skovgaardsgade 3
8000 Aarhus C



This workshop is free of charge. Register here



Shareplay together with the SPOT Festival, Internet Week Denmark and Creuna organize this SPOT Interactive Workshop.

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