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Description

Customer Experience and UX: Mapping Journeys, Testing and Removing Online Barriers

Understand where customers drop off online and fix journeys based on real user observation

  • 3 days — 21 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

Traffic is growing but sales remain flat. Teams keep adding pages and follow-up messages without knowing the precise moment at which the visitor gives up. Decisions are then made on internal opinions rather than on observation of what users actually do.

Three days to put in place a customer experience approach grounded in user research, journey mapping and testing. Participants build the map of a journey from their own website, then design and run a user testing protocol on a prototype.

Learning objectives

  • Collect user data through interviews and observation
  • Build a persona based on collected evidence rather than assumptions
  • Map a customer journey and pinpoint friction points
  • Design and run a user test on an existing journey
  • Prioritise fixes according to expected impact and cost

What makes this programme different

The journey mapped is the participants' own website, not a generic example
A user test is designed and genuinely run during the session
Identified fixes are ranked in an action plan costed in effort

Programme

1From Usability to Customer Experience

Setting the scope and the vocabulary

  • Distinguishing between interface, experience and customer relationship
  • User expectations across digital channels
  • Roles involved in an experience project
  • Warning signs of a degraded experience

2User Research

Replacing assumptions with observation

  • User interviews and questioning guide
  • Observation in real usage situations
  • Making use of customer service feedback
  • Building evidence-based personas

3Journey Mapping

Seeing the customer's full route

  • Stages, touchpoints and channels
  • Emotions and irritants along the journey
  • Identifying breaks between channels
  • A representation that can be shared with teams

4Design and Testing

Validating before building

  • Interface usability principles
  • Rapid prototypes and usage scenarios
  • User testing protocol
  • Analysing observations and ranking issues by severity

5Measurement and Continuous Improvement

Keeping the approach alive after the project

  • Journey and satisfaction indicators
  • Collecting reviews and processing verbatim comments
  • A/B testing of two versions
  • Setting up a regular improvement cycle

Who is it for

Digital marketing managers, web project managers, communication officers and e-commerce managers involved in redesigning an online journey.

Prerequisites

No prerequisites

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.