Leveraging Customer Journey Mapping to Jumpstart Understanding a Squishy Problem

  • Wednesday, September 23, 2020
  • 6:00 PM - 8:00 PM
  • Zoom Meeting, Register to receive the link


  • Members of the IIBA DC Metro Chapter
  • For employees of our Chapter Sponsors: Excella Consulting, North Highland, and Promontory Interfinancial Network
  • Free registration for GWU students

Registration is closed

Leveraging Customer Journey Mapping to Jumpstart Understanding a Squishy Problem


How do you help a business start to tackle a problem that has no clearly defined outcomes besides making the situation better? Learn how a Customer Journey Map exercise was utilized to identify core aspects of a professional’s ethical evolution and then leveraged across multiple stakeholder groups to build out an improvement plan. Discover how an analyst can help various stakeholders change their individual perspectives to better support outcomes that benefit the audience. 

This real-world case study will delve into the challenges, successes, and failures an organization faced when addressing the sometimes nebulous ethical development lifecycle of licensed professionals. By using a Customer Journey Map to address professional development needs from education through career growth and eventual career sunset, this project was able to expose gaps in the development process and identify new product considerations. Learn how to iterate from a Customer Journey Map to create buy-in and understand how rapid prioritization allowed product rollouts in short bursts of effort.

Learning Objectives:

  • Define key moments within a customer journey and how to map the critical aspects of each phase
  • Iterate from a completed Customer Journey Map to expose big ideas for possible product development
  • Leverage multiple stakeholders to create buy-in and identify product and service prioritization

    About our Speakers:  

    Jared N. Zurn, Vice President, Examination, serves as a member of the senior leadership team at the National Council of Architectural Registration Boards. Zurn has responsibility for the strategic direction of examination related initiatives, professional ethics initiatives, as well as oversight of and participation in research regarding the future of the architectural profession. Zurn is a licensed architect, Certified Association Executive, and distinguished public speaker.

    Before joining NCARB, Zurn operated a sole proprietorship architectural design firm in northern Minnesota. He also served as faculty of the Architectural Technology program at Minnesota State Community and Technical College where he served as a Division Chair and led the Architectural Technology program in the areas of curriculum development, course assessment, and program outcome assessment.

    Amanda J. Zurn serves as a Senior Business Program Analyst for the American College of Radiology, an organization focused on improving, promoting and protecting the practice of radiology and leading the transition to value-based radiology treatment and care. Zurn provides support and guidance across the College as part of the Office of Strategic Planning and Business Excellence.

    Zurn has non-profit experience across the areas of administration, executive office, and business analysis. A Certified Business Analysis Professional and Certified Association Executive, Zurn brings a strong understanding of organizational complexity and the ability to guide strategic planning and business process improvement. Zurn serves as part of the Board of Directors of the International Institute of Business Analysis with the Washington, DC Metro chapter.


    6:00 - 6:30 pm   Virtual mingle, connect to Zoom

    6:30 - 8:00 pm   Opening, Presentation, Conversation, Q&A

    Zoom Link will be sent to registered attendees


    Register for the event with your IIBA DC member email to link with your profile. 

    Please email membership@iibadc.org or events@iibadc.org if you have trouble registering.

    © 2021 IIBA DC Metro Chapter

    ©2021 International Institute of Business Analysis

    Powered by Wild Apricot Membership Software