Why Contextual Data is Essential to Journey Mapping (and how to get it)

Journey mapping is a vital way to surface a user's struggles, delights, and touchpoints for teams and stakeholders.

But an effective journey map can't be built on assumptions.

Customer journey maps must be informed by the actual experiences of customers. That requires contextual data, collected from the feedback of real people.

Join ShopRunner Design Research Lead Autumn Schultz as she shares her experience using dscout to create customer-centric journey maps fueled by contextual data.

Stream the recording now! 

Meet Your Speakers


Autumn Schultz
Design Research Lead, ShopRunner

Autumn is passionate about people, products, and design. She currently leads Design Research at ShopRunner exploring retail’s biggest challenges and drives customer-centric solutions. Autumn has been a part of the Chicago tech community for several years and has worked for companies of all sizes, most notably Trunk Club, Orbitz, and Belly.


Ben Wiedmaier
Product Evangelist, dscout

Ben is the product evangelist at dscout, where he spreads the “good news” of contextual research, helps customers understand how to get the most from dscout, and impersonates everyone in the office. He has a doctorate in communication studies from Arizona State University, studying “nonverbal courtship signals”, a.k.a. flirting. No, he doesn’t have dating advice for you.

Viewers Can Expect To Learn...
  • When organizations should create journey maps
  • What kind of questions and data make for an effective customer journey map
  • How Autumn used dscout to inform ShopRunner's customer journey mapping
  • Strategies for engaging key stakeholders across business divisions with your journey map

Stream the recording!