NOVEMBER 11-15, 2019

NOVEMBER 11-15, 2019
Official Conference of the
International Institute of Business Analysis 


Wednesday, November 8, 2017

4:50 pm – 5:50 pm | Presentation | Room: Java 1 & 2

Metro Maps as a Way to Visualize Customer Journeys

Presented by: Mechteld de Hooge


In my presentation I will show and elaborate a method we developed for visualizing customer journeys through a theme or a product of an organization. To remain at the experience and perception of a broad audience (at least all the people in the organization) we used a simple and known way to visualize a journey: metro maps. The advantage of such an image is that it contains so called ‘stations’ on which passengers can skip the stations that are not necessary for them. The stations are phrased as customers questions or customers actions and always start as follows: ‘I want  to know’ or ‘I want to do’. This method gives us the opportunity to plot on these stations the following: Information channels, action channels, business output, knowledge, business processes and all sorts of data (e.g. contact data, customer experience data).  Start of a Journey (which can be led over various lines) is almost always a life event, like: becoming of age.

Learning Objectives:

  • How to visualize customer journeys
  • Thinking and acting from a customer's perspective
  • Plotting data, knowledge an processes on a customer journey

Event Trail(s)



 Mechteld de Hooge

Mechteld de Hooge

Business Rules Analyst
Dienst Uitvoering Onderwijs (Dutch Ministery of Education)

Mechteld de Hooge works at DUO; A governmental organization of the Dutch Ministry of Education, Culture and Science. She has been working there for over 26 years in customer services, as a policy advisor, as a business rules analyst, but since 2015 she has focused her interest at Customer processes. She developed a readable and new method to visualize customer journeys on witch one can plot customer information products, business processes, business rules and customer data. This method proved to be successful in communicating with the whole business, but also in communicating with customers.

Mechteld's 2017 Presentations:

  1. Metro Maps as a Way to Visualize Customer Journeys
    Wednesday, November 8, 2017 (4:50 pm – 5:50 pm)

Building Business Capability is the only conference that provides insight into Business Analysis, Business Architecture, Business Process, Business Rules, Business Decisions, and Business Strategy & Transformation toward the pursuit of business excellence.



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