Journey Mapping: A New Approach to Extension Program Design and Evaluation

Abstract

With origins in service and human-centered design and customer experience, journey mapping is a research and evaluation method that allows users to visualize the journey a person or group takes while engaging in a service, program, or system. Using this method, individuals provide feedback on their experience, highlighting successes and challenges along the way. Minnesota Extension educators have utilized journey mapping in program design and evaluation contexts and have found great value in both. This article highlights three use cases which provide insight into lessons learned during the process and how Extension staff may use the tool in the future.