The document describes experience mapping, a collaborative product design activity used to identify challenges and opportunities in a known customer experience. It involves service design techniques like service blueprinting and modeling the current ("as-is") experience versus a proposed ("to-be") experience. The activity is best done before large experience design projects, with domain experts, product managers, designers, and developers, and takes at least two hours. It maps customer and system activities and touchpoints over time to generate potential solutions and a new experience map.

1. Experience Mapping
A Collaborative Product Design Activity

2. Why

3. Identify challenges &
opportunities in a known
experience

4. What

5. Service Design

6. Service Blueprinting

7. As-Is, To-Be Modeling

8. A graph of activities
over time

9. Then overlaid with other
interesting information

10. Like customer sentiment
or steps in a funnel

11. When

12. Before starting a large
experience design
project

13. After customer
interviews &
collaborative personas

14. When the experience is
known

15. When you have at least
2 hours in a room
together

16. Who

17. Domain experts and
product stakeholders

18. Product Managers,
Designers & Developers

19. About 6 people

20. How

21. Identify roles

22. Agree on start & end
and take the happy path

23. Add cards focusing on
use cases & integrations,
not screens &
implementation

24. Triggers
Customer A
Customer B
Concierge
Admin
Software

25. Then

26. Ideate potential
solutions

27. Create a “to-be”
experience map

28. Turn it into a story map

29. Create a domain model

30. Externalize

31. Continuously define,
validate, design, build,
ship & test

32. Example

33. Q&A

34. Thanks!
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