How can you measure the quality of the experience people are having with your service or your brand? Not just on a single channel but on all channels? How do you know what drives people & what their ‘moments of truth’ are? How do you identify opportunities from that? In order to tackle these questions we use a customised version of the Adaptive Path's Experience Mapping method. In the presentation we’ll show why Experience Mapping is a useful tool for us at IceMobile. We will also show how to create it and how to make sure it is actionable. (for everyone, not just the ux'ers & researchers) Also, we’ll exemplify Experience Mapping with a couple of different project cases in which we used this method.