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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. The Product Dilemma
∎ What do we build?
∎ In what order do we build?
∎ How do we build?

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. 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. Map/Diagram Types
Image Source: KALBACH, JAMES. MAPPING EXPERIENCES. SHROFF Publishers & DISTR, 2016.

6. Experience Maps
Mapping Experiences

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. 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. OK BUT!
WHAT IS EXPERIENCE
MAPPING REALLY?

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. Stages Stages
TASK FLOWS TASK FLOWS TASK FLOWS
TOUCHPOINTS TOUCHPOINTS TOUCHPOINTS TOUCHPOINTS
OPERATIONS
Experience Map Skeleton
IDENTIFYING PAIN POINTS
IDENTIFYING OPPORTUNITIES

12. Having a Lab TestHaving a Lab Test
Stage 1
Task
Stage 1
Task
Stage 3
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Stage 2
Task
Thoughts
Task Task TaskTaskTask Task Task TaskTaskTask Task Task
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Scenario
Stages
Alternative Path
Backstage Process
Tasks Emotions
Touchpoint
Persona
Experience Map Construction - Details

13. Examples

14. https://miro.com/blog/customer-journey/#.WFRE3qIrIUH

15. W
e’re
m
oving
Installtim
es
are
vague

19. https://uxplanet.org/journey-mapping-is-key-to-gaining-empathy-1da5b

20. 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

21. Case Study – Complex and Catastrophic Case Manager

22. Case Study – Complex and Catastrophic Case
Manager
https://www.mcg.com/blog/2018/10/11/case-management-week/

23. Step 1:
Understand
the current
business
workflows
© Copyright 2019 HealthEdge

24. Step 2 – User Research and Empathize
© Copyright 2019 HealthEdge

25. Step 2 – Analyze Research and Develop Personas
© Copyright 2019 HealthEdge

26. Scenario: Case Management Direct Life Cycle
Step 3 – Chart out Journey/Experience
© Copyright 2019 HealthEdge

28. q Workflows meeting
mental models of
users
q Apt Visual Design
and Usability
q Apt Information
Architecture
© Copyright 2019 HealthEdge

29. Case Study – My Tesla Buying Experience

30. bit.ly/2ZrZ62y
My Tesla
Buying
Experience

31. Lets try it!

32. Having a Lab TestHaving a Lab Test
Stage 1
Task
Stage 1
Task
Stage 3
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consectetur
adipiscing elit.
Cras nec
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consectetur
adipiscing elit.
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dolor sit amet,
consectetur
adipiscing elit.
Cras nec
Stage 2
Task
Thoughts
Task Task TaskTaskTask Task Task TaskTaskTask Task Task
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consectetur
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Cras nec
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dolor sit amet,
consectetur
adipiscing elit.
Cras nec
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dolor sit amet,
consectetur
adipiscing elit.
Cras nec
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dolor sit amet,
consectetur
adipiscing elit.
Cras nec
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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?

33. Q & A!
@kd_singh
www.linkedin.com/in/kanwaldeep
kanwaldeep@gmail.com
kdsingharneja.com