Embark on a journey of transformation, where every interaction matters.
🌟 Elevate your brand with meaningful experiences that resonate with your audience!
ABOUT
Principal
I’m Brian Walsh, principal for Structured Empathy. I provide training and consulting for customer and employee experience design, often beginning with journey mapping. I am a twin-degree professional engineer based in Toronto.
Please connect via my LinkedIn profile.
Background
From 2010 to 2017 at Oracle, I introduced thousands of people to customer experience design using journey mapping for our B2C & B2B “customers”. “Customer” in this case can refer to consumers, employees, donors, volunteers, students, citizens, suppliers and partners.
I have led 50+ multi-customer events, and facilitated custom engagements for 100+ organizations including DuPont, McDonald’s, Bosch, Cisco, Citibank, CIBC, Sun Life, Air Canada, Fairmont Hotels, Indigo, Pearson and the UN Refugee Agency. As a measure of the relevance of tis topic and my approach to it, I was voted best new speaker at the International Fundraising Congress in Amsterdam from about 50 candidates.
Customers
Since 2018 with my own consultancy, Structured Empathy, I have traveled to conduct engagements with several social impact organizations, including the UN Refugee Agency (Washington, London, Â Madrid, Copenhagen, Stockholm, Bonn, Rome, Beirut, Hong Kong, Seoul, Tokyo and Sydney), MSF (Barcelona), Save the Children (London), Resource Alliance (Amsterdam), World Animal Protection (Copenhagen), and others.Â
I have also guided several clients in Canada including Allianz, Capital One, Centennial Collage, Inertia Engineering, CMHC, York Region, and the Geneva Center for Autism.
Enhance Your Customer Journey
Transform experiences for all stakeholders
Our service focuses on understanding and mapping the customer journey, ensuring meaningful interactions that foster engagement and satisfaction across all touchpoints.
RESOURCES
Journey Mapping Materials
My materials are based on those I helped develop at Oracle. They are in the public domain. Here is a link to the material. This should be everything you need to get started. I’ve delivered numerous events with the material here. Please let me know if you need support. It’s what I do and I love doing it!
Video Links
We often begin our journey mapping sessions with a true story about Doug Dietz, a designer with GE Healthcare. It encapsulates the potential of using empathy to build better journeys for customers and others. Watch the original video here.
Books
There is a lot of excellent written material to review to better engage in design thinking, journey mapping, structured empathy, and human motivation. Here are some great books to review:
Articles
There is no shortage of material online discussing aspects of design thinking and journey mapping, and their impact:
Forrester, and
How a Lidl ad led to a Morrison’s retraction.
That last pair make a perfect example of how smart, well-meaning people making decisions in isolation from one another, and without considering the customer’s perspective, continue to squander time and money by delivering irrelevant experiences.
Next
I’m open to chat with anyone who has found this site. Feel free to reach out if you have any questions.
Thanks!
Brian
✓ Customer Insights | Experience Design
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