Marie Girard Choppinet


Using Content Types to Map the Customer Journey

Content types can do wonders in helping you design and assess customer journeys. We'll put on our content architecture hats and take a closer look at our content blocks and how we can assemble them to build great content spaces. In this workshop, you will learn how to

  • Recognise a content type when you see one
  • Define a content type model
  • Map content types to stages of the customer journey and effectiveness metrics


Marie manages content strategy and architecture for IBM products. She leads unified content strategy efforts through focus on user experience, content audits, and collaboration across silos. She teaches technical communication 101 and information architecture at Paris Diderot University, and keep investigating how everything interrelates through the practice of yoga.