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Experience mapping - from visualizing value to taking action

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Jim Kalbach shares his knowledge and experience in the customer mapping space prior to the launch of his book Mapping Experiences. We were honoured to have him cover the the steps to help reverse business thinking by visualizing actual value to arrive at human-centered concepts that are market validated.

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Experience mapping - from visualizing value to taking action

  1. 1. FROM VISUALIZING VALUE TO TAKING ACTION
  2. 2. @JimKalbach
  3. 3. You’ve got to start with the customer experience and work back toward the technology – not the other way around. 1997
  4. 4. 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
  5. 5. $
  6. 6. MICHAEL PORTER. “Creating Shared Value.” HBR (Jan 2011) MICHAEL E. PORTER MARK R. KRAMER 2011 CREATING SHARED VALUE
  7. 7. Survival requires a reversal in business thinking: start with the experience and figure out how to create value from there.
  8. 8. BFD, Kalbach
  9. 9. “Companies … remain trapped in an outdated approach to value creation. They continue to view value creation narrowly, optimizing short-term financial performance in a bubble while missing the most important customer needs.” MICHAEL PORTER CREATING SHARED VALUE
  10. 10. “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
  11. 11. VISUALIZE VALUE
  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. EXPERIENCE MAP
  19. 19. Individual Organization Interactions EXPERIENCE MAP
  20. 20. Individual Organization Interactions
  21. 21. MENTAL MODELS
  22. 22. Individual Organization Interactions MENTAL MODELS
  23. 23. Paul Kahn, “Information Architecture for the Web: Applied IA“ http://www.slideshare.net/pauldavidkahn/04-appled-ia SPATIAL MAP
  24. 24. The aspiration of Design should be more than ‘delight’: We help re-align the business perspective by visualizing (actual) value.
  25. 25. GENERAL PROCESS
  26. 26. FACILITATION
  27. 27. COLLABORATE
  28. 28. COLLABORATE
  29. 29. Mapping experiences leverages our design skills to become facilitators and grass roots leaders in the organization.
  30. 30. IDEAS ARE OVERRATED Ideas should not be the measure of progress.
  31. 31. Experiments are different than prototype testing.
  32. 32. 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]
  33. 33. TEST MARKET FIT • Concierge Service • Wizard of Oz • Fake Storefront • Out of Stock • High Hurdles Go beyond opinion and self reporting research.
  34. 34. MVP Instead, think of MVP as the shortest path to validated learning. “MVP, despite the name, is not about creating minimal products.” http://www.startuplessonslearned.com/2009/08/minimum-viable-product-guide.html Eric Reis, The Lean Startup
  35. 35. EXAMPLE: SNAP SUPPORT
  36. 36. EXAMPLE: SNAP SUPPORT
  37. 37. SENSE AND RESPOND
  38. 38. SENSE AND RESPOND
  39. 39. Shift your measure of progress from generating and testing ideas to validated learning about your riskiest assumptions.
  40. 40. Help reverse business thinking by visualizing actual value to arrive at human-centered concepts that are market validated. 1 2 3 4
  41. 41. Mock court photo
  42. 42. Mock court photo
  43. 43. Danke schön! @JimKalbach Jim.Kalbach@Gmail.com www.experiencinginformation.com

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