Given the rise in demand for online, graduate degree programs there is a need to guide program planning and evaluation professionals within institutions of higher education to utilize continuous quality improvement (CQI) strategies. Using principles of design thinking and CQI, the purpose of this case study was to describe a CQI project that sought to develop a better understanding of adult students’ experience progressing through their plan of study in an online doctoral program. As part of the CQI project, value stream mapping (VSM) was used to gain visibility and perspective on the actions required by faculty and staff to guide students through their plan of study. The VSM process provided information that led to conversations that furthered the CQI efforts and led to changes in the adult education program that would benefit all students. Improvement processes that lead to better quality and more positive experiences for users are valuable. This case study demonstrates the processes, challenges, lessons, and future directions in the use of VSM to better understand online graduate programs designed for adult learners. •In adult graduate education, faculty and staff who plan programming want suitable curricular and student support initiatives.•Case study research can provide descriptions of appropriate quality improvement practices to inform decisions about adult education planning.•Value stream mapping was used to make visible what was hidden about the student experience for faculty and staff to consider.•Adult students’ experiences in graduate school can be confusing, therefore communicating in the right way at the right time is important.•Consideration of equity, effectiveness, and empathy for students, as well as faculty and staff, are also needed to support high-quality graduate education.