Redesigning journey map maintenance for a customer experience platform, with
an agentic AI layer that keeps content fresh without taking control away from the people who own it.
RoleUX Designer, Purdue UXD Experience Studio
TimelineJan 2026 to May 2026
Team8-person Purdue UX team
ToolsFigma, Usability Testing, Prototyping
Client and proprietary details have been withheld under NDA. This case study describes process,
decisions, and outcomes at a high level only.
The problem
Journey maps go stale. Nobody notices.
Journey maps are living documents that need to evolve as customer experiences change, products
update, and new data emerges. But on this platform, there was no system to alert users when their
content became outdated, personas aged out of date, insights no longer matched current metrics,
touchpoints drifted from reality.
Users relied on manual review and indirect signals to catch stale content, which led to
inefficiency, disconnected data, and eroding trust in the maps themselves.
Problem statement
How might we help journey map owners identify and address outdated content, so their maps stay
accurate, trustworthy, and actionable over time?
Who are the users
The client is a customer journey management platform that helps organizations understand their
customers by building, analyzing, and maintaining journey maps. The platform already supported
creation, analytics, and AI-assisted content generation, but maintaining those journeys over time
was a gap.
CX professionalsCustomer experience strategists and journey owners
Product managersUsing journey maps to align product decisions
Service designersMapping end-to-end service experiences
Conducted desk research, competitive analysis, and a heuristic evaluation against Nielsen's
10 usability heuristics on a competing platform, grounding our direction in real gaps rather
than assumptions.
02
Led 3 of 6 semi-structured interviews with real platform users, surfacing unmet needs, most
notably that users had no way to know when their content had gone out of date.
03
Translated research into a high-fidelity interactive prototype across multiple rounds of
iteration, from early concept sketches to a working agentic AI experience.
04
Helped synthesize findings across 6 usability tests, then presented design decisions and
rationale directly to the client's CEO and VP of Product.
The solution
An agentic AI maintenance agent
The final design introduces two complementary AI capabilities. Together they reduce manual
maintenance, improve visibility into outdated content, and keep users in control at every step.
Proactive · Agentic
Proactive monitoring agent
Always-on detection
Continuously monitors journey maps for signs of stale content before it compounds
Evidence-backed suggestions
Every flag comes with a clear rationale, not a black-box recommendation
User control
Approve, deny, or snooze, the agent assists but never overwrites
Reactive · Prompt AI
Reactive intelligence agent
Users told us they wanted to ask questions about their journey and get direct answers without
digging through data. This agent is fully reactive and user-initiated, letting people engage
with AI on their own terms through natural conversation linked to specific map elements.
AI & Technical Approach
Designed both the proactive monitoring agent and the reactive chat interface in Figma, then
wrote the prompt structures and evidence-based suggestion logic that made the AI's reasoning
visible instead of opaque. The goal throughout was an agent that assists without ever quietly
taking control away from the user.
FigmaPrompt EngineeringAgentic AI Design
Where it stands
Led designDirected end-to-end UX across an 8-person Purdue team
Validated with users6 usability tests synthesized into iterative design changes
Presented to leadershipDelivered findings and prototype directly to the CEO and VP of Product
Reflection
"Leading the sponsor meetings taught me more about translating design into
business value than any studio project could. When you're speaking to a CEO, 'it looks better'
isn't a reason, 'here's the trust we're rebuilding' is."
