Journey Mapping: What Goes Wrong and How to Get It Right | Oliver West (VML)

Описание: Customer journey maps are everywhere—but they don’t always work. So why do they fail?

In this live webinar, Oliver West, Regional Head of CX at VML and instructor of Uxcel’s Introduction to Customer Journey Mapping course, breaks down the most common pitfalls of journey mapping and how to turn them into opportunities for clarity, collaboration, and business impact.

Drawing from 25+ years of experience designing journeys for brands like Apple, Microsoft, and Coca-Cola, Oliver shares what separates a tactical map from a truly strategic one. You’ll learn real-world frameworks to avoid misalignment, bridge team silos, and make journey mapping a business-critical practice.

Whether you’re just starting out or refining your team’s approach, this session is packed with practical tips and examples.

Key Insights:
Why journey maps often fail (and how to avoid it)
Tactical vs. strategic journey mapping: what’s the difference?
How to make your map a tool for alignment—not just documentation
Real lessons from 25+ years of CX strategy across industries

Chapters:
00:00 Welcome & Introduction
04:15 Common Pitfalls of Journey Mapping
12:40 Tactical vs. Strategic Journey Maps
21:30 Misalignment, Silos & Fixing Broken Maps
34:00 Turning Mapping Into Business Impact
45:00 Q&A

🎓 Learn More with Oliver:
Start with the first lesson free: https://app.uxcel.com/courses/custome...

Featured Speaker:
Oliver West is Regional Head of CX at VML, with 25+ years of experience designing end-to-end customer journeys. He’s worked with global brands like Apple, Microsoft, Coca-Cola, and GM to transform fragmented experiences into strategic, cross-channel journeys that drive business outcomes. At Uxcel, he teaches customer journey mapping from the ground up with a strategic lens.

Resources:
Uxcel helps product and design teams upskill faster through interactive, gamified learning. From UX and product management to AI, Uxcel makes role-based learning effective and scalable. Start your journey mapping course: https://uxcel.com
Join 6,500+ product and design professionals in our official Discord community: discord.gg/uxcel

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DISCLAIMER: This recording is from a live webinar hosted by Uxcel. For more learning resources, visit: https://uxcel.com

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