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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)  http://www.flickr.com/photos/24443965@N08/2585609947/
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 http://www.flickr.com/photos/24443965@N08/2585609947/
Thank You James.Kalbach@Gmail.com www.experiencinginformation.com http://www.flickr.com/photos/24443965@N08/2585609947/

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James kalbach alignment diagrams euro ia 2010

  • 2. James Kalbach User Experience Consultant LexisNexis LIS Degree Rutgers University
  • 3. 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!)
  • 4. 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
  • 6. Service Blueprints Customer Touchpoints Business
  • 7. Customer Journey Map Customer Touchpoints Business
  • 9. Mental Models Customer Touchpoints Business
  • 10. A mental model helps you visualize how your business strategy looks compared to the existing user experience.
  • 11. Behaviour Matrix Customer Business Touchpoints
  • 12. Isometric Maps Paul Kahn, “Information Architecture for the Web: Applied IA“ http://www.slideshare.net/pauldavidkahn/04-appled-ia
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  • 21. Launch, Sales Business Strategy Implementation Design
  • 22.
  • 23. BENEFITS Common Understanding Show Big Picture Create Value Continuity in Vision Enterprise Information Architecture
  • 24. ARGUMENTS Business Complexity Cross-channel Experiences Differentiation Innovation Growth http://www.flickr.com/photos/24443965@N08/2585609947/
  • 25. 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) http://www.flickr.com/photos/24443965@N08/2585609947/
  • 26. 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
  • 27. …work backwards from the needs… What The Customer Wants You To Know (2007) Ram Charan
  • 28. Align (Customers + Business) = Value Create explicit, visual representations: Service Blueprints Customer Journey Maps Workflows Mental Models Behaviour Matrix Isometric Diagrams Inform Business Strategy
  • 29. SKILLS User Research Analyze Abstract Concepts Organize Information Visual Representations Communicate Across Teams
  • 30. 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 http://www.flickr.com/photos/24443965@N08/2585609947/
  • 31. Thank You James.Kalbach@Gmail.com www.experiencinginformation.com http://www.flickr.com/photos/24443965@N08/2585609947/