Experience Mapping is a powerful UX tool/methodology which allows us to validate assumptions and find out where they are wrong. Every journey map holds a wealth of opportunities to better serve your customers or prospects. By understanding user goals, their frustrations, their likes and dislikes, your team can solve small problems before they become Big Problems and even offer your customers what they need before they know they need it. Attendees will learn about the use and importance of experience mapping. They will understand the different approaches to gathering information, working with clients, and creating the visualization. They will understand the advantages, disadvantages of each approach be able to assess how and when to use them for their own projects.