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153- Experience Maps: Essential Tool in Product Innovation Strategies

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ProductCamp Boston is the world's largest and most exciting crowd-sourced one-day event for product people. It's organized by and for product managers, product marketers and entrepreneurs, so attendees get the most out of the day.

Attendees learn about and discuss topics in product management and product marketing, product discovery, product development & design, go-to-market, product strategy and lifecycle management, and product management 101, startups, and career development.

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153- Experience Maps: Essential Tool in Product Innovation Strategies

  1. 1. KD Singh Arneja Experience Maps: Essential tool in Product Innovation Strategies @kd_singh www.linkedin.com/in/kanwaldeep kanwaldeep@gmail.com kdsingharneja.com
  2. 2. The Product Dilemma ∎ What do we build? ∎ In what order do we build? ∎ How do we build?
  3. 3. Value Creation / Realization https://www.thrillist.com/drink/nation/best-coffee-drinks-starbucks-menu https://dc.eater.com/2018/7/19/17590310/starbucks-signing-store-american-sign-language-dc Customer Organization
  4. 4. Value Alignment Diagrams ∎ Customer Journey Maps ∎ Service Blueprint ∎ Experience Map ∎ Mental Model Map ∎ Spatial Maps Image Source: KALBACH, JAMES. MAPPING EXPERIENCES. SHROFF Publishers & DISTR, 2016. Principles of Alignment: q Completeness q Multiplicity q Interaction q Visualization q Validity
  5. 5. Map/Diagram Types Image Source: KALBACH, JAMES. MAPPING EXPERIENCES. SHROFF Publishers & DISTR, 2016.
  6. 6. Experience Maps Mapping Experiences
  7. 7. EXPERIENCE a visual or graphic interpretation of the overall story from an individual's perspective of their relationship with an organization, service, product or brand, over time or across channels MAPPING
  8. 8. Why Map Experiences? ∎ Empathize with customers ∎ Ascertain Big Picture for Organizational understanding ∎ Audit overall experience of product(s) or services(s) ∎ Innovation with experience strategy ∎ Brand new products ∎ Refine business flows and reduce complexity ∎ Remove silos, pain points and build on opportunities ∎ Reveal unique selling point (USP) of the business ∎ Improve Customer Experience > Better NPS > Higher ROI
  9. 9. OK BUT! WHAT IS EXPERIENCE MAPPING REALLY?
  10. 10. Experience Mapping ∎ Visualize phases/stages a persona goes through your scenario(s) ∎ Demarcates aspects of business or operations ∎ Situationally understand tasks in each stage ∎ What touchpoints/interfaces do they interact with, if any? ∎ What emotions pains / joy they feel at every stage? ∎ What are the back stage processes and alternative paths? ∎ What opportunities are arise to alleviate pains / increase joy?
  11. 11. Stages Stages TASK FLOWS TASK FLOWS TASK FLOWS TOUCHPOINTS TOUCHPOINTS TOUCHPOINTS TOUCHPOINTS OPERATIONS Experience Map Skeleton IDENTIFYING PAIN POINTS IDENTIFYING OPPORTUNITIES
  12. 12. Having a Lab TestHaving a Lab Test Stage 1 Task Stage 1 Task Stage 3 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras nec Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras nec Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras nec Stage 2 Task Thoughts Task Task TaskTaskTask Task Task TaskTaskTask Task Task Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras nec Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras nec Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras nec Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras nec Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras nec Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras nec Scenario Stages Alternative Path Backstage Process Tasks Emotions Touchpoint Persona Experience Map Construction - Details
  13. 13. Examples
  14. 14. https://miro.com/blog/customer-journey/#.WFRE3qIrIUH
  15. 15. W e’re m oving Installtim es are vague
  16. 16. https://uxplanet.org/journey-mapping-is-key-to-gaining-empathy-1da5b
  17. 17. Kano Value vs Risk Value vs Cost https://foldingburritos.com/product-prioritization-techniques/ https://uxplanet.org/journey-mapping-is-key-to-gaining-empathy-1da5b54655e1 Product Backlog Experience Maps to Product Backlog
  18. 18. Case Study – Complex and Catastrophic Case Manager
  19. 19. Case Study – Complex and Catastrophic Case Manager https://www.mcg.com/blog/2018/10/11/case-management-week/
  20. 20. Step 1: Understand the current business workflows © Copyright 2019 HealthEdge
  21. 21. Step 2 – User Research and Empathize © Copyright 2019 HealthEdge
  22. 22. Step 2 – Analyze Research and Develop Personas © Copyright 2019 HealthEdge
  23. 23. Scenario: Case Management Direct Life Cycle Step 3 – Chart out Journey/Experience © Copyright 2019 HealthEdge
  24. 24. q Workflows meeting mental models of users q Apt Visual Design and Usability q Apt Information Architecture © Copyright 2019 HealthEdge
  25. 25. Case Study – My Tesla Buying Experience
  26. 26. bit.ly/2ZrZ62y My Tesla Buying Experience
  27. 27. Lets try it!
  28. 28. Having a Lab TestHaving a Lab Test Stage 1 Task Stage 1 Task Stage 3 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras nec Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras nec Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras nec Stage 2 Task Thoughts Task Task TaskTaskTask Task Task TaskTaskTask Task Task Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras nec Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras nec Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras nec Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras nec Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras nec Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras nec Scenario Stages Alternative Path Backstage Process Tasks Emotions Touchpoint Persona @kd_singh | kanwaldeep@gmail.com Experience Map Construction - Details People, things, places Who is the actor? Doing what? Feeling what? Overall goal? Journey Name? Diversions? What user does not see?
  29. 29. Q & A! @kd_singh www.linkedin.com/in/kanwaldeep kanwaldeep@gmail.com kdsingharneja.com

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