Customer journey mapping works best when there is a real offer, audience, and business goal to map against. In this session, participants will learn how to build a practical user experience (UX) workflow by mapping how customers move from first awareness to trust, action, and follow-up.
The session will focus on three core skills: identifying the key stages of the journey, recognizing the touchpoints that shape customer decisions, and spotting the friction or trust gaps that prevent people from taking the next step.
Participants will leave with a simple framework they can apply to an existing brand, product, or service to make the customer journey more consistent and easier to navigate. You’ll leave with a map that shows your team exactly where the journey breaks down and what to prioritize next. The end goal is to help teams create a smoother experience that builds enough trust for customers to confidently take action and convert.
JOIN US: August 25, 2026 | 10:00 a.m. – Noon CT
Purchase 3 or more tickets for your group or team and save 10%.
All non-member registrations will receive details to redeem a FREE 1 YR AMA Academic or Professional Membership ($199 value).
Who Should Attend?
- Marketers and strategists who own or influence how a brand reaches and converts customers (marketing managers, digital marketers, content strategists, consultants, founders)
- Experience and product professionals who shape what customers encounter after the first click (UX designers, product managers, UX researchers, product designers)
- Revenue-adjacent teams who work closest to the conversion moment (customer success, customer experience, sales enablement, startup operators)
Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.
The best AMA Membership bundle
Non-members that purchase this training will receive details to redeem a FREE 1 year AMA Membership (value $199).
This is the best deal to save on future trainings, exclusive content and tools, and access to AMA networking communities.
Training Backed By Research
AMA training is unique because of its data-backed approach. The AMA Competency Model Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.
AMA Event Policies
August 25, 2026 | 10:00AM - 12:00PM Central Time
Agenda
1. What you’re building and why it works
Walk away knowing exactly what a UX Marketing Workflow is and why it needs to be anchored to a real offer, audience, and goal before you start mapping anything.
2. Funnels vs. customer journeys
Get clear on the difference between the two so you’re building the right thing from the start.
3. The UX Marketing Workflow framework
See how the full framework fits together, from journey stages and touchpoints to friction points, trust gaps, and conversion actions, and how it connects to visibility, organic growth, and outreach.
4. Set up your working example
Choose the brand, product, or service you’ll map during the session and define your audience, offer, and conversion goal.
5. Map your customer journey stages
Identify every stage your customer moves through, from first awareness to post-conversion follow-up, and what they need at each step to keep moving forward.
6. Identify your touchpoints and channels
Map every place your customer encounters your brand and see how your channels connect into one system instead of operating as separate pieces.
7. Find your friction and trust gaps
Pinpoint exactly where customers hesitate, get confused, or lose confidence, and what’s missing that would help them take the next step.
8. Turn your map into a priority action list
Leave with a short list of the highest-impact changes to your customer journey, ranked by where to start.
9. From workflow to conversion
Tie it all together and see how a cleaner customer journey directly supports trust, action, and business outcomes.
10. Final Q&A and open discussion
Bring your questions, real examples, and edge cases. This is the room to work through anything that didn’t quite fit your situation.
Ginny Delaitre
Founder & Marketing Systems Consultant at VDS DigitalGinny Delaitre is an award-winning marketing and UX professional with 13+ years of experience across digital marketing, user experience, content strategy, and web development. She is the creator of UX Marketing©️, a user-first methodology that helps businesses build clearer, more trustworthy marketing systems. Based in Northern Virginia, Ginny has worked with small businesses, startups, and tech organizations to improve visibility, strengthen customer journeys, and turn scattered marketing into a more consistent system.
Who Should Attend?
- Marketers and strategists who own or influence how a brand reaches and converts customers (marketing managers, digital marketers, content strategists, consultants, founders)
- Experience and product professionals who shape what customers encounter after the first click (UX designers, product managers, UX researchers, product designers)
- Revenue-adjacent teams who work closest to the conversion moment (customer success, customer experience, sales enablement, startup operators)
Pre-requisites
Participants should come prepared with one real brand, company, product, or service in mind to use as their working example during the session.
The example should be established enough that there is already something to sell, such as a defined service, product, offer, program, or customer-facing experience. Participants do not need a perfect marketing strategy or a complete customer journey already mapped, but they should have a basic understanding of:
- What the business offers.
- Who the offer is for.
- Where customers currently discover or interact with the brand.
- What action the business wants customers to take.
This session is best suited for participants working with an existing offer. It is not designed for projects that are still deciding what they will sell, who they will serve, or whether there is a product or service to bring to market. In that case, participants would need earlier-stage business strategy, positioning, or product-market fit work before customer journey mapping would be useful.
The focus of this session is on building a practical UX Marketing Workflow for an existing offer, so participants can map how customers move from awareness to trust, action, and follow-up.
What’s Included?
- 2 hours of live instruction starting at 10:00 a.m. CT
- Interactive Q&A
- Tips and best practices
- Access to recording and resources for three months