Develop a clear understanding of how innovation emerges in different organizational contexts, identify how companies uncover real user needs, and use GenAI tools to map user journeys, emotions, and friction points. In this course, you will learn how to move from abstract ideas to concrete user insights by applying the User Journey Mapping Method step by step.

By completing this course, you will be able to analyze how innovation is structured in both corporations and start‑ups, recognize how user needs are identified through observation and research, and build your own user journey maps to reveal hidden opportunities for innovation. You will also learn how to use GenAI as a thinking partner to enrich your analysis and explore alternative perspectives. What makes this course unique is its hands‑on, practice‑driven approach. Rather than focusing only on theory, you will progressively build your own journey map based on real-life situations, identify moments of friction, and reflect deeply on user experience. This practical methodology ensures you develop actionable skills directly applicable to product design, innovation projects, and user-centered thinking.