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Mapping Experiences: From Insight To Action

Presentation given at DMI Amsterdam in 2016

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Mapping Experiences: From Insight To Action

  1. 1. MAPPING EXPERIENCES
  2. 2. @JimKalbach
  3. 3. AGENDA 14:00 Alignment 14:30 Exercise 15:00 Experiments Discussion
  4. 4. You’ve got to start with the customer experience and work back toward the technology – not the other way around. 1997
  5. 5. An industry begins with the customer and his needs, not with a patent, a raw material, or a selling skill…The industry develops backwards, first concerning itself with the physical delivery of customer satisfaction. THEODORE LEVITT, 1960 “Marketing Myopia”
  6. 6. $
  7. 7. MICHAEL PORTER. “Creating Shared Value.” HBR (Jan 2011) MICHAEL E. PORTER MARK R. KRAMER CREATING SHARED VALUE
  8. 8. We’re witnessing a shift in the way businesses think: start with the experience and figure out how to create value from there.
  9. 9. 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 SHARED VALUE
  10. 10. VISUALIZE VALUE
  11. 11. “People don‘t read“ – Gülgün Kayim
  12. 12. Individuals Organization Value
  13. 13. • Customer Journey Maps • Experience Maps • Service Blueprints • Mental Model Diagrams • Ecosystem models • … ALIGNMENT DIAGRAMS
  14. 14. CUSTOMER JOURNEY MAP
  15. 15. Individual CUSTOMER JOURNEY MAP
  16. 16. Individual Organization CUSTOMER JOURNEY MAP
  17. 17. Individual Organization Interactions CUSTOMER JOURNEY MAP
  18. 18. Individual Organization Interactions
  19. 19. MENTAL MODELS
  20. 20. Individual Organization Interactions MENTAL MODELS
  21. 21. NEED FOR MODELS
  22. 22. We can use our design skills to help organizations shift their mindsets from the inside-out to outside-in
  23. 23. GENERAL PROCESS
  24. 24. INITIATE
  25. 25. What is an experience WHAT IS AN EXPERIENCE? Holistic Personal Situational
  26. 26. Point of View Focus Scope Structure Frame the Effort
  27. 27. 1. Point of View 2. Focus 3. Scope 4. Structure 5. Use DEFINE THE MAPPING EFFORT
  28. 28. STAKEHOLDERS
  29. 29. Focus
  30. 30. Scope
  31. 31. by nForm (CA)
  32. 32. STAKEHOLDERS
  33. 33. Structure
  34. 34. Network
  35. 35. Emirates Journey Mapping Case Study: http://www.kendeo.com/industry/airline/emirates-study
  36. 36. STRUCTURES
  37. 37. In groups, create a draft diagram for the experience of a conference (e.g., DMI), so that the organizers can understand the event. • Point of view • Scope • Focus • Structure Use a non-table-like structure EXERCISE: DRAFT DIAGRAM (20 minutes)
  38. 38. 1. Point of view – whose experiences? unit of analysis? 2. Scope – where do you begin and end? 3. Focus – which aspects are highlighted? 4. Structure – how will you arrange elements? 5. Use – what will you do with the diagram? DEFINE THE EFFORT
  39. 39. ALIGN
  40. 40. Diagrams are compelling documents that invite engagement by others. ENGAGE OTHERS
  41. 41. It’s better that teams first have the same knowledge and than new knowledge. SHARED REALITY
  42. 42. CO-CREATION
  43. 43. EMPATHIZE
  44. 44. ENVISION
  45. 45. ENVISION
  46. 46. EVALUATE
  47. 47. SPRINTS
  48. 48. “[Mapping] will add context to your project and highlight opportunities you may have otherwise missed.” CONNECT RESEARCH WITH
  49. 49. IDEAS ARE OVERRATED
  50. 50. IDEAS ARE OVERRATED
  51. 51. HYPOTHESES We believe providing [individual, customer, user] with this [feature, solution, service] will result in this [desired outcome]. We will know this when we see [measurable result]
  52. 52. EXAMPLE: SNAP SUPPORT
  53. 53. EXAMPLE: SNAP SUPPORT
  54. 54. Move the measure of progress from shipping products and launching services to learning.
  55. 55. Write a hypothesis on an idea that your team sees as an opportunity based on your map. EXERCISE: HYPOTHESIS We believe providing [individual, customer, user] with this [feature, solution, service] will result in this [desired outcome]. We will know this when we see [measurable result]
  56. 56. Danke schön! @JimKalbach Jim.Kalbach@Gmail.com www.experiencinginformation.com

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