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MAPPING EXPERIENCES
@JimKalbach
AGENDA
8:30 Overview
9:00 Initiate
10:00 Investigate
10:30 Break
10:45 Illustrate
11:45 Align & Envision
12:30 End
You’ve got to start with
the customer experience
and work back toward
the technology –
not the other
way around.
1997
VISUALIZE VALUE
Individuals
Organization
Value
Customer Journey Maps
Experience Maps
Service Blueprints
Mental Model Diagrams
Ecosystem models
…
ALIGNMENT DIAGRAMS
CUSTOMER JOURNEY MAP
Individual
CUSTOMER JOURNEY MAP
Individual
Organization
CUSTOMER JOURNEY MAP
Individual
Organization
Interactions
CUSTOMER JOURNEY MAP
EXPERIENCE MAP
Individual
Organization
Interactions
EXPERIENCE MAP
MENTAL MODELS
Individual
Organization
Interactions
MENTAL MODELS
Paul Kahn, “Information Architecture for the Web: Applied IA“ http://www.slideshare.net/pauldavidkahn/04-appled-ia
SPATIAL...
GENERAL PROCESS
“Visualizations don’t provide answers outright,
they foster conversations. Diagrams are
compelling artifacts that draw int...
1. INITIATE: MAKE IT RELEVANT
What is the difference between:
Customer Journey Map
Experience Map
Service Blueprint
?
BREATH v DEPTH / FOCUS
1. Point of View
2. Focus
3. Scope
4. Structure
5. Use
DEFINE THE MAPPING EFFORT
CUSTOMER VALUE CHAIN
Focus
Scope
by nForm (CA)
The Vancouver Tourism Office (VTO) would like to improve the overall experience guests have when visiting the city,
partic...
Based on the scenario, address the 5 questions for getting started:
1. What is your POINT OF VIEW?
1. Whose experience?
2....
Based on the scenario, address the 5 questions for getting started:
1. What is your POINT OF VIEW?
2. What is the SCOPE of...
Five things businesses care about:
2. ALIGN TO BUSINESS GOALS
• Increase revenue
• Decrease cost
• Increase new business
•...
2. INVESTIGATE: MAKE IT REAL
INVESTIGATE
Gather existing sources
Qualitative & quantitative
1
Interview internally
Sketch experience
Identify knowledge gaps
Gather existing sources
Qualitative & quantitative
1 2
INVE...
Interview internally
Sketch experience
Identify knowledge gaps
Gather existing sources
Qualitative & quantitative
Intervie...
Who might you want to interview?
Internal interview participants External interview participants
_________________________...
What themes or topics might you include in a guide for interviews
internally at the SFTO and externally with travellers?
I...
3. ILLUSTRATE: MAKE IT VISUAL
ANALYSE DATA
Text coding software,
e.g., MaxQDA
ANALYSE DATA
ANALYSE DATA – Short Way
ANALYSE DATA – Short Way
Guideline Example 1 Example 2
Start with insights
Research cluster 1: People indicated they sometimes
hesitate and reconsi...
Consider different layouts
by nForm (CA)
www.businessmodelcreativity.net
Network
Tourism in Rome
Emirates Journey Mapping Case Study: http://www.kendeo.com/industry/airline/emirates-study
LAYOUT TYPES
CONSISTENT REPRESENTATION
TEXT
•Actions: Start each with a verb,
•Thoughts: Phrase as a question
•Feelings: Use adjectives...
CHRONOLOGY
REPEAT BEHAVIOR
VARIABLE ORDER
ONGOING
ALTERNATE FLOWS
EXERCISE 4: ILLUSTRATE (30 MINUTES)
In groups, create a draft diagram for the VTO scenario
Use the following phases
•Plan ...
4. ALIGN & ENVISION:
MAKE IT ACTIONABLE
“Diagrams are compelling
documents that invite
engagement by others.”
MAPMAKER > FACILITATOR
WORKSHOP
ASSESS
OPPORTUNITIES
1. Gaps
2. Weaknesses
3. Efficiencies
4. Competitors
Author Involvement Levels
CO-CREATION
ARTICULATE IDEAS
EVALUATE IDEAS
RAPID MAPPING
1 DAY 2 DAYS 3 DAYS
WORK RAPIDLY
0
8
HOURS
RAPID MAPPING
“[Mapping] will add
context to your
project and highlight
opportunities you
may have otherwise
missed.”
DESIGN SPRINTS
EXPERIMENT
“The objective is not just
to create a diagram, but to
develop solutions
together as a team.”
IDEAS ARE OVERRATED
@JimKalbach
VALLEY OF DEATH
@JimKalbach
BUSINESS VALUE EXPERIMENTS
5x5 Framework
•5 people
•5 days
•5 experiments
•$5k
•In 5 weeks
(i.e., small bets…)
@JimKalbach
EXAMPLE: SNAP SUPPORT
EXAMPLE: SNAP SUPPORT
EXAMPLE: SNAP SUPPORT
EXAMPLE
“Peace is waged with sticky notes“
Danke schön!
@JimKalbach
Jim.Kalbach@Gmail.com
www.experiencinginformation.com
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
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Mapping Experiences - Workshop Presentation

These are my slides from my mapping experiences workshops at the O'Reilly Design Conference and from the IA Summit

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Mapping Experiences - Workshop Presentation

  1. 1. MAPPING EXPERIENCES
  2. 2. @JimKalbach
  3. 3. AGENDA 8:30 Overview 9:00 Initiate 10:00 Investigate 10:30 Break 10:45 Illustrate 11:45 Align & Envision 12:30 End
  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. VISUALIZE VALUE
  6. 6. Individuals Organization Value
  7. 7. Customer Journey Maps Experience Maps Service Blueprints Mental Model Diagrams Ecosystem models … ALIGNMENT DIAGRAMS
  8. 8. CUSTOMER JOURNEY MAP
  9. 9. Individual CUSTOMER JOURNEY MAP
  10. 10. Individual Organization CUSTOMER JOURNEY MAP
  11. 11. Individual Organization Interactions CUSTOMER JOURNEY MAP
  12. 12. EXPERIENCE MAP
  13. 13. Individual Organization Interactions EXPERIENCE MAP
  14. 14. MENTAL MODELS
  15. 15. Individual Organization Interactions MENTAL MODELS
  16. 16. Paul Kahn, “Information Architecture for the Web: Applied IA“ http://www.slideshare.net/pauldavidkahn/04-appled-ia SPATIAL MAP
  17. 17. GENERAL PROCESS
  18. 18. “Visualizations don’t provide answers outright, they foster conversations. Diagrams are compelling artifacts that draw interest and attention from others in the organization. They are a means to engage others in discourse.”
  19. 19. 1. INITIATE: MAKE IT RELEVANT
  20. 20. What is the difference between: Customer Journey Map Experience Map Service Blueprint ?
  21. 21. BREATH v DEPTH / FOCUS
  22. 22. 1. Point of View 2. Focus 3. Scope 4. Structure 5. Use DEFINE THE MAPPING EFFORT
  23. 23. CUSTOMER VALUE CHAIN
  24. 24. Focus
  25. 25. Scope
  26. 26. by nForm (CA)
  27. 27. The Vancouver Tourism Office (VTO) would like to improve the overall experience guests have when visiting the city, particularly holiday travelers. They already have some ideas what to do, but need to see the big picture in order to prioritize funding and to focus on areas that will have the most impact. First, the VTO is planning to significantly overhaul its website. The site has grown organically over the past decade, and there are many complaints about finding information. In particular, the federated reservations system for hotels is incomplete, outdated and hard to use. Second, the VTO wants to offer mobile services and apps for travelers. With so many options in the mobile arena, they are not sure where the best place to start would be. Finally, VTO believes partnering with key service providers would improve the travel experience of visitors. VTO already has information kiosks in tourist areas, but they are looking to integrate more with partner services. You work for a research agency specializing in experience mapping. The VTO has hired you to investigate and identify the most salient ways to bring the most value to visitors. They are also looking for new opportunities previously overlooked. The insight they hope to gain will help structure a multi-year program for improvement. SCENARIO
  28. 28. Based on the scenario, address the 5 questions for getting started: 1. What is your POINT OF VIEW? 1. Whose experience? 2. Which experience 2. What is the SCOPE of the experience? 3. What elements will you FOCUS on? EXERCISE 1: INITIATE (20 minutes)
  29. 29. Based on the scenario, address the 5 questions for getting started: 1. What is your POINT OF VIEW? 2. What is the SCOPE of the experience? 3. What elements will you FOCUS on? 4. How will STRUCTURE the diagram? 5. What will you USE the map for? EXERCISE 1: INITIATE (20 minutes)
  30. 30. Five things businesses care about: 2. ALIGN TO BUSINESS GOALS • Increase revenue • Decrease cost • Increase new business • Increase existing business • Increase shareholder value Jared Spool: “UX means business” https://www.youtube.com/watch?v=hEyUe4q_pOk Growth=
  31. 31. 2. INVESTIGATE: MAKE IT REAL
  32. 32. INVESTIGATE Gather existing sources Qualitative & quantitative 1
  33. 33. Interview internally Sketch experience Identify knowledge gaps Gather existing sources Qualitative & quantitative 1 2 INVESTIGATE
  34. 34. Interview internally Sketch experience Identify knowledge gaps Gather existing sources Qualitative & quantitative Interview externally Contextual interviews Surveys, quantitative data 1 2 3 INVESTIGATE
  35. 35. Who might you want to interview? Internal interview participants External interview participants ______________________________________________ ______________________________________________ ______________________________________________ ______________________________________________ ______________________________________________ _____ EXERCISE 2: INTERVIEW PARTNERS (5 MINUTES)
  36. 36. What themes or topics might you include in a guide for interviews internally at the SFTO and externally with travellers? Internal interview themes External interview themes ______________________________________________ ______________________________________________ ______________________________________________ ______________________________________________ ______________________________________________ _____ EXERCISE 3: INTERVIEW QUESTIONS (5 MINUTES)
  37. 37. 3. ILLUSTRATE: MAKE IT VISUAL
  38. 38. ANALYSE DATA
  39. 39. Text coding software, e.g., MaxQDA ANALYSE DATA
  40. 40. ANALYSE DATA – Short Way
  41. 41. ANALYSE DATA – Short Way
  42. 42. Guideline Example 1 Example 2 Start with insights Research cluster 1: People indicated they sometimes hesitate and reconsider during the customer acquisition phase because of our premium pricing model Research cluster 2: There is a clear pain point around deploying the solution, primarily due to lack of necessary technical knowledge. Use natural language People reconsider when making a purchase because they may be nervous or anxious about the high cost Users struggle to install the software for the first time if they don’t have the required technical skills Keep voice consistent I reconsider when making a purchase because I’m anxious and nervous about the high cost I struggle to install the software for the first time because I don’t have the necessary technical skills. Omit pronouns and articles Reconsider when making purchase due to anxiousness and nervousness over high cost Struggle to install software for first time without the necessary technical skills. Focus on the root cause Feel anxious and nervous when making purchase due to high cost, and then reconsider Struggle during installation due to lack of necessary technical skills Be concise Feel anxious during purchase about cost, and then reconsider Struggle due to lack technical skills during installation Use abbreviations sparingly “” Struggle due to lack of tech skills during installation Rely on context of map anxious about cost (In the cell for the column for “purchase” and row for “feelings”) Reconsider (In the cell of a column for “purchase” and a row for “actions”) Struggle due to lack of tech skills OR Lack tech skills (assuming a column for “installation” and a row for “pain points”)
  43. 43. Consider different layouts
  44. 44. by nForm (CA)
  45. 45. www.businessmodelcreativity.net
  46. 46. Network
  47. 47. Tourism in Rome
  48. 48. Emirates Journey Mapping Case Study: http://www.kendeo.com/industry/airline/emirates-study
  49. 49. LAYOUT TYPES
  50. 50. CONSISTENT REPRESENTATION TEXT •Actions: Start each with a verb, •Thoughts: Phrase as a question •Feelings: Use adjectives •Pain points: start each with a gerund •Touchpoints: Use nouns •Opportunities: Begin with verb of change, e.g., increase the ease of installation VISUAL •Fit to space •Font selection •Color coding •Icons and shapes
  51. 51. CHRONOLOGY REPEAT BEHAVIOR VARIABLE ORDER ONGOING ALTERNATE FLOWS
  52. 52. EXERCISE 4: ILLUSTRATE (30 MINUTES) In groups, create a draft diagram for the VTO scenario Use the following phases •Plan Trip •Travel •Arrive •Stay •Depart •Return Home •Visit Again Include the following aspects •Customer • Actions • Thoughts • Feelings • Pain points •Touchpoints •VTO • Role + Activity • Goals
  53. 53. 4. ALIGN & ENVISION: MAKE IT ACTIONABLE
  54. 54. “Diagrams are compelling documents that invite engagement by others.”
  55. 55. MAPMAKER > FACILITATOR
  56. 56. WORKSHOP
  57. 57. ASSESS
  58. 58. OPPORTUNITIES 1. Gaps 2. Weaknesses 3. Efficiencies 4. Competitors
  59. 59. Author Involvement Levels
  60. 60. CO-CREATION
  61. 61. ARTICULATE IDEAS
  62. 62. EVALUATE IDEAS
  63. 63. RAPID MAPPING 1 DAY 2 DAYS 3 DAYS
  64. 64. WORK RAPIDLY
  65. 65. 0 8 HOURS RAPID MAPPING
  66. 66. “[Mapping] will add context to your project and highlight opportunities you may have otherwise missed.” DESIGN SPRINTS
  67. 67. EXPERIMENT
  68. 68. “The objective is not just to create a diagram, but to develop solutions together as a team.”
  69. 69. IDEAS ARE OVERRATED @JimKalbach
  70. 70. VALLEY OF DEATH @JimKalbach
  71. 71. BUSINESS VALUE EXPERIMENTS 5x5 Framework •5 people •5 days •5 experiments •$5k •In 5 weeks (i.e., small bets…) @JimKalbach
  72. 72. EXAMPLE: SNAP SUPPORT
  73. 73. EXAMPLE: SNAP SUPPORT
  74. 74. EXAMPLE: SNAP SUPPORT
  75. 75. EXAMPLE “Peace is waged with sticky notes“
  76. 76. Danke schön! @JimKalbach Jim.Kalbach@Gmail.com www.experiencinginformation.com
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These are my slides from my mapping experiences workshops at the O'Reilly Design Conference and from the IA Summit

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