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Mapping Experiences - O'Reilly Design Conference 2017

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This is my presentation from a tutorial at the O'Reilly Design Conference 2017 in San Francisco.

Published in: Design
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Mapping Experiences - O'Reilly Design Conference 2017

  1. 1. MAPPING EXPERIENCES
  2. 2. @JimKalbach
  3. 3. AGENDA 9:00 Overview 9:30 Initiate 10:15 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. Organization Individuals 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. STAKEHOLDER MAP
  24. 24. Focus
  25. 25. Scope
  26. 26. by nForm (CA)
  27. 27. Structure
  28. 28. Network
  29. 29. Emirates Journey Mapping Case Study: http://www.kendeo.com/industry/airline/emirates-study
  30. 30. STRUCTURES
  31. 31. The San Francisco Tourism Office (SFTO) 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 SFTO 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 SFTO 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, SFTO believes partnering with key service providers would improve the travel experience of visitors. SFTO 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 SFTO 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
  32. 32. Based on the scenario, address the 5 questions for getting started: 1. What is your POINT OF VIEW? (Whose experience and which experiences?) 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)
  33. 33. 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=
  34. 34. 2. INVESTIGATE: MAKE IT REAL
  35. 35. INVESTIGATE Gather existing sources Qualitative & quantitative 1
  36. 36. Interview internally Sketch experience Identify knowledge gaps Gather existing sources Qualitative & quantitative 1 2 INVESTIGATE
  37. 37. Interview internally Sketch experience Identify knowledge gaps Gather existing sources Qualitative & quantitative Interview externally Contextual interviews Surveys, quantitative data 1 2 3 INVESTIGATE
  38. 38. Who might you want to interview? Internal interview participants External interview participants _______________________________________________ _______________________________________________ _______________________________________________ _______________________________________________ _______________________________________________ EXERCISE 2: INTERVIEW PARTNERS (5 MINUTES)
  39. 39. 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)
  40. 40. 3. ILLUSTRATE: MAKE IT VISUAL
  41. 41. ANALYSE DATA
  42. 42. ANALYSE DATA
  43. 43. ANALYSE DATA – Short Way
  44. 44. 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”)
  45. 45. Consider different layouts
  46. 46. by nForm (CA)
  47. 47. CHRONOLOGY REPEAT BEHAVIOR VARIABLE ORDER ONGOING ALTERNATE FLOWS
  48. 48. www.businessmodelcreativity.net
  49. 49. Tourism in Rome
  50. 50. LAYOUT TYPES
  51. 51. 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
  52. 52. EXERCISE 4: ILLUSTRATE (30 MINUTES) In groups, create a draft diagram for the SFTO 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 • SFTO • Role + Activity • Goals
  53. 53. 4. ALIGN & ENVISION: MAKE IT ACTIONABLE
  54. 54. MAPMAKER > FACILITATOR
  55. 55. WORKSHOP
  56. 56. ASSESS
  57. 57. OPPORTUNITIES 1. Gaps 2. Weaknesses 3. Efficiencies 4. Competitors
  58. 58. Author Involvement Levels
  59. 59. ARTICULATE IDEAS
  60. 60. EVALUATE IDEAS
  61. 61. MAPPING WORKSHOP 1 DAY 2 DAYS 3 DAYS
  62. 62. “[Mapping] will add context to your project and highlight opportunities you may have otherwise missed.” DESIGN SPRINTS
  63. 63. EXPERIMENT
  64. 64. IDEAS ARE OVERRATED @JimKalbach
  65. 65. VALLEY OF DEATH @JimKalbach
  66. 66. BUSINESS VALUE EXPERIMENTS 5x5 Framework • 5 people • 5 days • 5 experiments • $5k • In 5 weeks (i.e., small bets…) @JimKalbach
  67. 67. EXAMPLE: SNAP SUPPORT
  68. 68. EXAMPLE: SNAP SUPPORT
  69. 69. EXAMPLE: SNAP SUPPORT
  70. 70. CONNECT THE DOTS
  71. 71. Danke schön! @JimKalbach Jim.Kalbach@Gmail.com www.experiencinginformation.com

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