Alignment DiagramsStrategic UX Deliverables<br />

James Kalbach <br />User Experience
Consultant LexisNexis<br />LIS Degree Rutgers University<br />

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

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

Alignment Diagrams<br />

Service Blueprints<br />Customer<br />Touchpoints<br />Business<br
/>

Customer Journey Map<br />Customer<br />Touchpoints<br
/>Business<br />

Workflows<br />Customer<br />Touchpoints<br />Business<br />

Mental Models<br />Customer<br />Touchpoints<br />Business<br
/>

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

Behaviour Matrix<br />Customer<br />Business<br />Touchpoints<br
/>

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

Spatial<br />

Customer<br />Business<br />

Summary<br />

Launch,<br />Sales<br />Business<br />Strategy<br />Implementation<br
/>Design<br />

BENEFITS<br />Common Understanding<br />Show Big
Picture<br />Create Value<br />Continuity in Vision<br />Enterprise Information Architecture<br />

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

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.<br />G. Lynn Shostack, <br />“Design Services that Deliver” <br />Harvard Business Review (1984) <br />http://www.flickr.com/photos/24443965@N08/2585609947/<br />

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.<br />1992<br />= Customer Value Package<br />

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

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

SKILLS<br />User Research<br />Analyze Abstract
Concepts<br />Organize Information<br />Visual Representations<br />Communicate Across Teams<br />

MORE INFO<br />Google: “Customer Journey
Mapping Resources on Web”<br />experiencinginformation.wordpress.com/2010/05/10/customer-journey-mapping-resources-on-the-web/ Read:<br />Mental Models (Indi Young)<br />Harvard Business Review<br />Ram Charan<br />Talk To Me<br />Try Diagramming<br />http://www.flickr.com/photos/24443965@N08/2585609947/<br />

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