19NTC Session

Customer Journey Mapping Demystified

Customer journey mapping is a powerful exercise that—done correctly—allows you to improve your organization’s interactions with members, donors, volunteers, and others by seeing it from their perspective. AdoptUSKids used customer journey mapping to document what our audiences—families considering adoption and professionals who help them—are doing, thinking, and feeling at various milestones. Now we’re using what we learned to deliver relevant, consistent messages at every touch point. We’ll outline the steps of our journey-mapping process and show you how we’ve used it to revise our digital strategy and improve our services.

Suggested Tags

Case StudyResearchStrategy


Anna Marshall

Director of Digital Media


Anna builds and directs creative digital teams to deliver user-centered strategies and products. She serves as director of digital media for AdoptUSKids, a national project that connects children in foster care with families who are looking to adopt. Before joining AdoptUSKids, Anna spent 11 years shaping the brand and digital presence of the global health nonprofit PATH. Among her many professional passions: content strategy, Agile, and user experience.





March 14, 2019


1:15pm – 1:45pm
2:00pm – 2:30pm

CFRE Credits

NFR - .5

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