Customer Journey Maps

Problem / Opportunity

As part of my UX research internship with the University of Michigan’s Office of Enrollment Management, I conducted a series of contextual interviews with stakeholders involved with the University of Michigan’s Information Sessions & Tours. After analyzing the data I collected, I created two customer journey maps as a way to visualize the experiences of freshman and transfer students at these events. These research artifacts are used by more senior members of the Slate implementation team to aid in their decision-making.


  • Contextual inquiry
  • Persona creation
  • Customer journey mapping


  • Adobe Illustrator