Locating Value with Alignment Diagrams
JIM KALBACH   Principal UX Strategist   USEEDS°°   Rutgers University USA   Designing Web Navigation   @jameskalbach   www...
USERS                     SS                                       EY                 “Damn it!“            RS            ...
“Value-centered design starts a story aboutan ideal interaction between an individualand an organization and the benefits ...
Alignment Diagrams• Customer Experience Maps• Service Blueprints• Mental Model Diagrams• Isometric Maps
Customer Experience Map                           Customer                          Touchpoints                           ...
Service Blueprints                      Customer                     Touchpoints                      Business
Mental Models                 Customer                Touchpoints                 Business
Isometric Maps  PAUL KAHN, “Information Architecture for the Web: Applied IA“ http://www.slideshare.net/pauldavidkahn/04-a...
Story         Interaction      Individuals         Organization Experience                                           Goals...
The Business Model Canvas   Back Stage:                Front Strage:    Business                    Customer    Processes ...
The Business Model Canvas   “A business model describes the   rationale of how an organization   creates, delivers, and ca...
Create             Perceivewww.businessmodelalchemist.com/2012/01/the-customer-value-canvas-v-0-8.htmlUSEEDS° user centred...
Alignment Diagrams  describe how usersperceive value and show organizations how to create and deliver it.
Shared Value              “Companies … remain trapped in              an outdated approach to value              creation....
Shared Value              “Figure out what your product is              and what your value chain is.              Underst...
Danke schön© USEEDS° GmbH | Friedrichstr. 209 | 10969 Berlin            Tel.: +49 (0)30 340 6005-0      ron.hofer@useeds.d...
Find Out More                                “Locating Value with Alignment Diagrams,“ by James                           ...
USEEDS° :: Locating Value with Alignment Diagrams - James Kalbach
USEEDS° :: Locating Value with Alignment Diagrams - James Kalbach
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USEEDS° :: Locating Value with Alignment Diagrams - James Kalbach

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Strategic and tactical projects within any organization often involve the resolution of business and customer perspectives: the business focuses on maximizing a target market’s profits and potential for growth; customer-centered design focuses on maximizing the value of a service to the customer.
Instead of seeing the different points of view as one position trying to overwhelm or eliminate the other, we should seek to map them and find their overlap. Illustrating this intersection reveals where value is created for both the business and for the customers.
In this presentation, I propose the term “alignment diagrams” to describe the class of diagrams that visualize touchpoints between a customer and a business to expose mutual value creation. Such diagrams are implicitly part of the current design practice. Examples include customer journey maps, mental model diagrams, experience maps and workflow diagrams. Thus my definition of alignment diagrams is not a new technique, but rather recognition of how various techniques can be seen in a new and constructive way.
The presentation therefore focuses on the principles behind alignment diagrams that distinguish this type of document for others. I will also present concrete tools and approaches for mapping value creation based on these principles, as well as show many examples. In the end, the alignment technique supports the increasing importance of design disciplines in business success. What's more, aligning for value points to a new perspective for designers: value-centered design.

Published in: Design, Business, Technology

USEEDS° :: Locating Value with Alignment Diagrams - James Kalbach

  1. 1. Locating Value with Alignment Diagrams
  2. 2. JIM KALBACH Principal UX Strategist USEEDS°° Rutgers University USA Designing Web Navigation @jameskalbach www.ExperiencingInformation.com 2
  3. 3. USERS SS EY “Damn it!“ RS VTE Value C IM E BUSINESS S “It‘s the bottom line, stupid““Gotta have it“ “Content is king“
  4. 4. “Value-centered design starts a story aboutan ideal interaction between an individualand an organization and the benefits each realizes from that interaction.” JESS MCMULLIN. “Searching For The Center of Design,“ Boxes and Arrows
  5. 5. Alignment Diagrams• Customer Experience Maps• Service Blueprints• Mental Model Diagrams• Isometric Maps
  6. 6. Customer Experience Map Customer Touchpoints Business
  7. 7. Service Blueprints Customer Touchpoints Business
  8. 8. Mental Models Customer Touchpoints Business
  9. 9. Isometric Maps PAUL KAHN, “Information Architecture for the Web: Applied IA“ http://www.slideshare.net/pauldavidkahn/04-appled-ia
  10. 10. Story Interaction Individuals Organization Experience Goals, feelings, Customer facing Chronological Touchpoints moments of truth, Map roles, Service pain points Service Chronological Line of Stages, artefacts Front-line, back- Blueprint Interaction office Mental Hierarchical Center Line Tasks, intent, Support, features Model feelings Isometric Spatial Overlays Content usage, Data systems, Map categories departmentshttp://experiencinginformation.wordpress.com/2012/01/04/principles-of-alignment-diagrams
  11. 11. The Business Model Canvas Back Stage: Front Strage: Business Customer Processes Facing Business Customer 13
  12. 12. The Business Model Canvas “A business model describes the rationale of how an organization creates, delivers, and captures value.“ - ALEXANDER OSTERWALDER 14
  13. 13. Create Perceivewww.businessmodelalchemist.com/2012/01/the-customer-value-canvas-v-0-8.htmlUSEEDS° user centred thinking 15
  14. 14. Alignment Diagrams describe how usersperceive value and show organizations how to create and deliver it.
  15. 15. Shared Value “Companies … remain trapped in an outdated approach to value creation. They continue to view value creation narrowly, optimizing short-term financial performance in a bubble while missing the most important customer needs.”MICHAEL PORTER. “Creating Shared Value.” HBR (Jan 2011)
  16. 16. Shared Value “Figure out what your product is and what your value chain is. Understand where those things touch important social needs and problems. If you’re in financial services, let’s think about ‘saving’ or ‘buying a home’ -- but in a way that actually works for the consumer.MICHAEL PORTER. “Creating Shared Value.” HBR (Jan 2011)
  17. 17. Danke schön© USEEDS° GmbH | Friedrichstr. 209 | 10969 Berlin Tel.: +49 (0)30 340 6005-0 ron.hofer@useeds.de l www.useeds.de 19
  18. 18. Find Out More “Locating Value with Alignment Diagrams,“ by James Kalbach & Paul Kahn, PJIM (2011). “Alignment Diagrams“ by James Kalbach, Boxes and Arrows (2011). www.ExperiencingInformation.com www.uxtogo.com USEEDS° is hiring!USEEDS° user centred thinking

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