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Interact London 2015: Jim Kalbach - Visualising Value


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Visualising Value


We are witnessing a fundamental shift in the way businesses create and capture value. Competing today requires a whole new mental model of how the world works. But we are stuck in obsolete practices of management that optimise short term gains to maximise shareholder prices at the expense of long term value shared by employees and society as whole.

Visualisations are a key tool that help organisations change their perspective and assume an outside-in view of their enterprise. Though no silver bullet, diagrams of various kinds seek to align people’s experiences with how businesses create and capture value.

Such visualisations are already an implicit part of design practices. Thus my position seeks to reframe the existing contributions of designers in a new and constructive way, highlighting their strategic value. Visualising value leverages our design skills to give us more awareness, competency, and that proverbial seat at the table.

This talk discusses some of the core principles of value alignment through visualisation, with examples from the field and practical advice offered throughout.

Published in: Design
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Interact London 2015: Jim Kalbach - Visualising Value

  1. 1. @JimKalbach
  2. 2. You’ve got to start with the customer experience and work back toward the technology – not the other way around. 1997
  3. 3. 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
  4. 4. $
  6. 6. Future survival requires a reversal in business thinking: start with the experience and figure out how to create value from there.
  7. 7. BFD, Kalbach
  8. 8. 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 CREATING SHARED VALUE
  9. 9. Visualize Value
  10. 10. Individuals
  11. 11. Individuals Organization
  12. 12. Individuals Organization Value
  13. 13. Customer Journey Maps Experience Maps Service Blueprints Mental Model Diagrams Ecosystem models …
  14. 14. Customer Journey Maps Experience Maps Service Blueprints Mental Model Diagrams Ecosystem models … Alignment Diagrams
  15. 15. Customer Journey Map
  16. 16. Individual Customer Journey Map
  17. 17. Individual Organization Customer Journey Map
  18. 18. Individual Organization Interactions Customer Journey Map
  19. 19. Experience Map
  20. 20. Individual Organization Interactions Experience Map
  21. 21. Individual Organization Interactions
  22. 22. Mental Models
  23. 23. Mental Models Individual Organization Interactions
  24. 24. The aspiration of Design should be more than ‘delight’: We help re-align the business perspective by visualizing (actual) value.
  25. 25. Facilitation
  26. 26. Co-creation
  27. 27. Co-creation
  28. 28. Mapping experiences leverages our design skills to become facilitators and grass roots strategic leaders.
  29. 29. Help reverse business thinking by visualizing actual value and become a strategic leader. 1 2 3
  30. 30. Mock court photo
  31. 31. Mock court photo
  32. 32. Danke schön! @JimKalbach