Madrid, Spain
Fernando Ortiz Ehmann
Chief Strategy Officer at Saffron Brand Consultants
IxDF Certificate of Completion
Journey Mapping
The Interaction Design Foundation (IxDF) hereby certifies that the IxDF Course Certificate (ID #e0e7f5fa-c49c-4f9a-a9e5-7165cfbf720e) has been conferred upon Fernando Ortiz Ehmann in formal recognition of completing evidence-based curricula taught by industry leaders, to the standards established by the IxDF Educational Codex. View Course Curriculum.
This document serves as the official record of the above credential. Third parties may reference the certificate ID to verify its authenticity. The Interaction Design Foundation maintains permanent records of all credentials issued.
Verified Competencies Demonstrated by Fernando Ortiz Ehmann
By completing this curriculum to the standards of the IxDF Educational Codex, Fernando Ortiz Ehmann has demonstrated mastery of how to:
- Produce experience maps, customer journey maps, and service blueprints that uncover product expansion opportunities, expose friction in the customer experience, identify high-value touchpoints, and connect customer-facing experience to backstage operations.
- Select the right type of journey map for the business problem at hand.
- Run journey mapping projects efficiently by choosing the right process for the situation (Map It Last, Map In the Middle, or Rapid Mapping) based on the depth of insight needed, time restrictions, and which stakeholders are available.
- Read and critically evaluate journey maps at three levels of sophistication to interpret existing artifacts, judge their accuracy, and improve them for stronger decision-making.
- Conduct both problem space and solution space research to ground design decisions in either fresh market opportunities or validated customer pain points.
- Plan and run journey mapping workshops end-to-end, including specific facilitation techniques like dot voting, Roman consensus, and prioritization matrices for turning insights into prioritized action.
- Facilitate Perspective Grid workshops that turn raw research and diverse stakeholder input into a structured, story-driven foundation for design strategy.
- Diagnose the gap between current and ideal customer experiences and translate that gap into a documented list of specific opportunities for improvement.
- Strengthen journey maps with narrative elements, qualitative and quantitative data, and visual artifacts.
- Convert design ideas into structured experiments with SMART goals, clear hypotheses, and measurable success criteria, enabling fast learning and reducing the risk of low-value "zombie" projects.
- Use personas effectively to build team empathy and decision-making alignment.
- Build lightweight prototypes and run hallway tests to validate ideas.
- Drive internal alignment by coordinating cross-functional teams, and external alignment by ensuring products and services match real customer needs.
- Navigate organizational politics during journey mapping.
- Keep journey maps alive as living documents: assign data owners, refresh maps after each experiment, and let new findings feed the next cycle of work.
Certificate Verification
Share this permanent link to verify the authenticity of this credential:
https://ixdf.org/members/fernando-ortiz-ehmann/certificate/course/e0e7f5fa-c49c-4f9a-a9e5-7165cfbf720e
Certificates Earned
by Fernando Ortiz Ehmann
IxDF Course Certificates are awarded to Fernando Ortiz Ehmann in formal recognition of completing evidence-based curricula taught by industry leaders, to the standards established by the IxDF Educational Codex.
Certificates Earned
by Fernando Ortiz Ehmann
IxDF Course Certificates are awarded to Fernando Ortiz Ehmann in formal recognition of completing evidence-based curricula taught by industry leaders, to the standards established by the IxDF Educational Codex.
Service Design: How to Design Integrated Service Experiences
View Certificate
Journey Mapping
View Certificate
User Experience: The Beginner's Guide
View Certificate
IxDF Membership Certificate
This IxDF Membership Certificate (ID #mc_SDm2Pmp0P) has been issued to Fernando Ortiz Ehmann in formal recognition of their membership of the Interaction Design Foundation (IxDF).
The authenticity of this membership certificate can be verified on this permanent link.