User Journeys of Cash + Entrepreneurship Participants: A journey mapping case study from Colombia

The VenEsperanza Consortium’s latest report showcases the real experiences of participants who received cash assistance and complementary entrepreneurship programming though journey mapping. Inspired by human-centered design, journey mapping aims to understand diverse users’ needs, behaviors, and experiences and to document their stories as they progress through the program — from first learning about their eligibility, through various program milestones, to several months post-graduation.

This research aims to provide a deeper understanding of participants’ thoughts, hopes, and concerns and explores how differences in demographic characteristics, household composition, and contextual factors may affect their journeys. Such learnings support iterative adaptation of program implementation and inform the development of effective solutions to best respond to user’s unique needs, expectations, challenges, and desires. This report provides evidence-based recommendations and insights to enhance participant experiences and amplify positive outcomes in humanitarian cash + entrepreneurship programming.