Mapping experiences is often the best way to organize qualitative data you gathered through Discovery Interviews, Focus Groups, Empathy Mapping, etc. Consider that as well as the great foundation you have developed in Modules 1 – 2 Design Thinking as you address this week's post.

You are a business analyst working for StitchFix (Links to an external site.) - your Director of Strategy asked you to develop a customer journey map of current StitchFix customers who are single women, between 25-35 and have an annual income of $70,000-$120,000 USD. You remind her that in order to do an accurate journey map, you have to do some data gathering. She agrees to interviews.

For your primary post, knowing that the questions are the qualitative data to build a (current state) customer journey map, how will you structure your data gathering? What types of questions will you ask? How will you tailor the questions to ensure you are collecting the right data to complete the journey map? Consider the map to begin at Awareness and continue through Loyalty/Advocacy.