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Rapid Techniques for Mapping Experiences

Understanding your customer's experience is the first step in creating solutions that provide value. The use of systematic, visual representations can expose previously unseen opportunities for growth. Called experience maps (among other related terms), these diagrams provides valuable business insight.

However, many people associate mapping experience with heavy upfront research. This need not be the case at all. In fact, diagrams can be co-created by team members in a matter of days.

Once complete, experience maps provide a big picture that you can align subsequent activities to, including user story mapping, design sprints, content planning, and more.

In this webcast you will learn:

The value of experience mapping and how you get results quick.
The key factors of a solid mapping effort, which still apply even in rapid creation situations.

Rapid Techniques for Mapping Experiences

  1. 1. Rapid Techniques for Mapping Experiences It’s The Journey And The Destination @JimKalbach Jim.Kalbach@Gmail.com
  2. 2. @JimKalbach
  3. 3. • Core Concepts of Mapping Experiences • Process for a Rapid Mapping Effort • Q&A AGENDA
  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. Successful strategy requires a reversal in thinking: start with the experience and figure out how to create value from there.
  8. 8. What is an experience WHAT IS AN EXPERIENCE? Holistic Personal Situational
  9. 9. Created by Chris Risdon of Adaptive Path
  10. 10. Erik Berkman (author of Designing Mobile Interfaces)
  11. 11. Jeff Patton, User Story Mapping
  12. 12. Individuals Organization Value VALUE ALIGNMENT
  13. 13. Customer Journey Maps Experience Maps Service Blueprints Mental Model Diagrams User Story Maps …. 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. Mental Models Indi Young, Mental Models
  19. 19. Mental Models Customer Organization Interactions Indi Young, Mental Models
  20. 20. User Story Map
  21. 21. Individual Organization Interactions User Story Map
  22. 22. “Diagrams are compelling documents that invite engagement by others.”
  23. 23. MAPPING EFFORT
  24. 24. MAPPING EFFORT How long does it take?
  25. 25. 1. INITIATE Ensure the effort is relevant to the organization
  26. 26. 1. Point of view Whose experiences? Which? 2. Scope Where does it begin and end? 3. Focus Which aspects are included? 4. Use What will you do with the diagram? a. FRAME THE EFFORT
  27. 27. b. DRAW THE CUSTOMER VALUE CHAIN
  28. 28. c. CREATE A TOUCHPOINT INVENTORY MURAL.co
  29. 29. 1. INITIATE ACTIVITY TIME a. Frame the effort 15 minutes b. Draw the value chain 15-30 minutes c. Create an inventory 1 hour TOTAL < 2 hours
  30. 30. 2. INVESTIGATE Ground the experience in reality
  31. 31. 1. Gather existing reports and studies 1. Conduct internal interviews 1. Conduct external interviews 2. INVESTIGATE
  32. 32. 2. INVESTIGATE ACTIVITY TIME a. Review resources 2 hours b. Internal interviews 2 hours c. External interviews 4 hours TOTAL 1+ day
  33. 33. 3. ILLUSTRATE Visualize the experience for a common understanding
  34. 34. a. CREATE PROTO-PERSONAS
  35. 35. b. FIND PATTERNS
  36. 36. b. FIND PATTERNS http://indiyoung.com/the-lightening-quick-method/
  37. 37. c. DRAFT DIAGRAM SONOS Music Curation Model, by Amber Brown
  38. 38. 3. ILLUSTRATE ACTIVITY TIME a. Create proto-personas 1 hour b. Find Patterns 1-2 hour c. Draft diagram 2-4 hours TOTAL 4-8 hours
  39. 39. 4. ALIGN & ENVISION Work together to innovate
  40. 40. “The objective is not just to create a diagram, but to develop solutions together as a team.”
  41. 41. a. HOLD A WORKShOP
  42. 42. b. ENVISION & EVALUATE
  43. 43. 4. ALIGN & ENVISION ACTIVITY TIME a. Hold a workshop 4 hours b. Envision the future 4 hours c. Evaluate 4 hours TOTAL ~1.5 days
  44. 44. EXAMPLE: MURAL
  45. 45. EXAMPLE: MURAL
  46. 46. EXAMPLE: MURAL
  47. 47. Existing EXAMPLE: MURAL
  48. 48. Existing Future EXAMPLE: MURAL
  49. 49. Existing Future Plan EXAMPLE: MURAL
  50. 50. RAPID MAPPING - DURATIONS
  51. 51. RAPID MAPPING - DURATIONS 0 8 HOURS
  52. 52. RAPID MAPPING - DURATIONS 0 8 HOURS
  53. 53. RAPID MAPPING - DURATIONS 0 8 HOURS
  54. 54. “[Mapping] will add context to your project and highlight opportunities you may have otherwise missed.” DESIGN SPRINTS
  55. 55. • Ensure the effort is relevant to the org • Ground the experience in reality • Visualize for common understanding • Work together to find patterns and innovate MAPPING EXPERIENCES
  56. 56. Danke schön! @JimKalbach Jim.Kalbach@Gmail.com www.experiencinginformation.com
  57. 57. WORKShOP
  58. 58. “Creating a diagram is not the ultimate goal. Rather, it is a means to engage others in your organization in a discourse. ”
  59. 59. Created by Effective UI
  60. 60. Service Blueprints

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