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Target Personas & Journey Mapping Workshop

Target Persona & Journey Mapping Workshop

A buyer persona and journey mapping workshop is a collaborative session that brings together stakeholders from various departments, such as marketing, sales, customer service, product development, and design, to create and refine buyer personas and journey maps for their business. The workshop typically involves exercises such as brainstorming, research, interviews, surveys, and analysis, and results in a set of actionable insights and recommendations for improving the customer experience.

EWR Digital Group Meeting Picture

What is Journey Mapping?

Journey mapping is a CX tool that provides valuable user insight by gathering information about customer goals and objectives, and by capturing the emotional aspects of user interaction.

The journey map is a visual representation that describes the experience of a user by highlighting various different touchpoints. It helps us understand how a customer interacts with an organization or application.

This knowledge helps the design team identify and prioritize tasks and features that can provide the most value.

Why Journey Mapping?

Journey mapping is:

  • Understanding of user needs and decisions from their perspective
  • Gain insight into the most commons steps and scenarios  your prospects take in becoming a customer
  • Investigate pain points deeper
  • Map the ideal customer experience to improve conversions
  • Develop a informed information architecture a process follow for website development


Mapping Primary Stakeholders

The objective of our journey mapping exercise with primary stakeholders is to gain insight into desired processes, features and functionality. Balanced with user input, these insights will help determine gaps in process, content, features and/or functionality needed to convert prospects into customers.

User Mapping Image

The objective of our journey mapping exercise with users is to gain insight into the mind of your prospects and identify their most common scenarios, processes and tasks when becoming a customer.

Feedback Icon

This feedback allows the design team to design a solution that reflects the actual user experience rather than rely on a description or perception of tasks and processes.

Mapping Summary Logo

Following the journey mapping workshops, EWR Digital will deliver a summary report with the findings, flow and tasks to serve as input to our development process.

What is a Target Persona?

A buyer persona, also known as a customer persona or target persona, is a fictional representation of the ideal customer or client that a business wants to target with their products or services. It is a detailed description of the characteristics, needs, preferences, and behaviors of the target audience.

Creating a buyer persona helps businesses to better understand their customers and tailor their marketing and sales strategies to meet their specific needs and preferences. It involves researching and analyzing data on customer demographics, psychographics, buying habits, and pain points.

A buyer persona typically includes information such as the customer’s age, gender, education, occupation, income, location, interests, values, goals, challenges, and objections. The more detailed and accurate the buyer persona is, the more effective the marketing and sales efforts are likely to be in attracting and retaining customers.

Journey Mapping Process

Creating Personas

Creating a persona is a two step process. The goal is to build out a profile of the persona your business is trying to target.

  1. Choose a persona (Typically 3)
  2. Describe
  • Gender
  • Role
  • Responsibilities
  • Education
  • Age
  • Why and how do they use the service, product or application?
Customer Persona
AIDA Funnel Image

User Journey

We’ve discussed a persona. Now we’ll take that persona and describe their sales journey:

  • Starting point
  • Ending point

We’ll take through the use of digital post it notes and discuss each step in our user’s journey together.

Then, we’ll discuss the thoughts, things and people involved in the user’s journey.

Finally, we’ll discuss moments that matter, the things we can point to in the user’s journey that need attention or work particularly well.

Then we review the journey map as a group.

Why is this important to future workflow?
  1. Target Demand – Can filter high volume terms specific to each phase in your customer’s journey
  2. Benchmark Against the competition – improve the share of voice in the marketplace
  3. Optimize Content – develop recommendations, to identify the top changes to market the largest impact at each phase
  4. Measure Impact – leverage page reporting to track the success of your content by phase
Workshop Deliverable - EWR Digital
Workshop Deliverable

Roadmap Document

Discussing target personas & journey mapping requires a lot of critical thinking. So, it can be hard to remember everything discussed during the workshop.

That’s why we provide roadmaps after all workshops. It’s a comprehensive recap of everything we covered during the workshop. You’ll also get a prioritized list of what actions you should take next and a proposed scheduled to help you hit your goals.

You can expect to receive your roadmap within one week of your workshop (hopefully sooner).

Workshop Information


What impact will Journey Mapping have on my business?

Journey mapping helps you improve conversions and attract the best customers for your business.

Who needs to be present for a Journey Mapping workshop?

For your journey mapping workshop you’ll want all decision makers directly involved with marketing and sales. This ensures the action items we provide will be approved and implemented by the correct members of your team.

What information should I bring to my journey mapping workshop?

During the journey mapping workshop we do a deep dive into your customers and the processes they go through from awareness to conversion.

So, any information and data related to those topics is critical to have on hand during the workshop.




2 – 4 hours



Summary report with findings and action items




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