Customer Journey Mapping is a tool that is typically related to service design or usability topics. However, as business models around software products evolve to include more service offerings, and human-centric design becomes the norm in the software industry, journey maps are steadily entering the toolbox of Product Managers to enable them gather insight of the end-to-end persona experience, and plan targeted product enhancements to improve it.

Zornitsa Nikolova is a co-founder and managing partner of Leanify Ltd. – a company focused on Lean and Agile training, mentoring, and coaching. Zornitsa has an extensive experience in software product development both in large enterprises and at startups. Currently, she works as a trainer and a coach with companies and individuals who are looking to apply agile approaches to product development. In addition to her consulting practice, Zornitsa is engaging with startups as a co-founder and mentor. She teaches classes in Agile software development and Scrum at the Software University in Bulgaria. Before her career as a trainer and coach, she worked at SAP as a development manager and before that as a Product Owner. Zornitsa holds an MA in International Relations, EMBA from Cotrugli Business School, and she is a Certified Scrum ProductOwner (with Scrum Alliance), a Professional Scrum ProductOwner (with Scrum.org), and an Associated Certified Coach (with the International Coach Federation).