James kalbach alignment diagrams euro ia 2010

Alignment DiagramsStrategic UX Deliverables

James Kalbach
User Experience Consultant LexisNexis
LIS Degree Rutgers University

USERS
(damn it!)
T
E
C
H
N
O
L
O
G
Y
(gotta have it)
C
O
N
T
E
N
T
(it‘s king)
Value
BUSINESS
(stupid!)

Here‘s Jess
“Value-centered design starts a story about an ideal interaction between an individual and an organization and the benefits each realizes from that interaction.”
Jess McMullin, “Searching For The Center of Design,“ Boxes and Arrows

Alignment Diagrams

Service Blueprints
Customer
Touchpoints
Business

Customer Journey Map
Customer
Touchpoints
Business

Workflows
Customer
Touchpoints
Business

Mental Models
Customer
Touchpoints
Business

A mental model helps you visualize how your business strategy looks compared to the existing user experience.

Behaviour Matrix
Customer
Business
Touchpoints

Isometric Maps
Paul Kahn, “Information Architecture for the Web: Applied IA“ http://www.slideshare.net/pauldavidkahn/04-appled-ia

Spatial

Customer
Business

Summary

Launch,
Sales
Business
Strategy
Implementation
Design

BENEFITS
Common Understanding
Show Big Picture
Create Value
Continuity in Vision
Enterprise Information Architecture

ARGUMENTS
Business Complexity
Cross-channel Experiences
Differentiation
Innovation
Growth
http://www.flickr.com/photos/24443965@N08/2585609947/

The root of most service problems is, in fact, lack of systematic design and control. The use of a blueprint can help a service developer not only to identify problems ahead of time but also to see the potential for new market opportunities.
G. Lynn Shostack,
“Design Services that Deliver”
Harvard Business Review (1984)

If we‘re talking about a “service-driven,“ “customer-focused“ organization, we‘ve got to design the operation to work that way. … It must involve the way we conceive of the total product.
1992
= Customer Value Package

…work backwards from the needs…
What The Customer Wants You To Know (2007)
Ram Charan

Align (Customers + Business) = Value
Create explicit, visual representations:
Service Blueprints
Customer Journey Maps
Workflows
Mental Models
Behaviour Matrix
Isometric Diagrams
Inform Business Strategy

SKILLS
User Research
Analyze Abstract Concepts
Organize Information
Visual Representations
Communicate Across Teams

MORE INFO
Google: “Customer Journey Mapping Resources on Web”
experiencinginformation.wordpress.com/2010/05/10/customer-journey-mapping-resources-on-the-web/ Read:
Mental Models (Indi Young)
Harvard Business Review
Ram Charan
Talk To Me
Try Diagramming

Thank You
James.Kalbach@Gmail.com
www.experiencinginformation.com

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James kalbach alignment diagrams euro ia 2010

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