Design & illustration: Laura Weatherston

The Customer Experience team at Metrolinx was looking to develop a toolkit of icons that they could use to tell their customer journey experience stories visually. In this customer journey, Metrolinx wanted to highlight key insights such as needs, perceptions and expectations, filtered through 5 categories- senses, toolkit, process, synthesis and touchpoint.

While initially designed for internal use with journey mapping by the customer experience team, the icons also had to be recognizable to a broader range of stakeholders for use in presentations and publications, as well as offer the ability to later be used in public-facing Metrolinx projects.

In the end we landed on 28 icons to help to tell the broader Metrolinx customer story.