rapid techniques for mapping experiences

Rapid Techniques for Mapping Experiences

It’s The Journey And The Destination

@JimKalbach

Jim.Kalbach@Gmail.com

@JimKalbach

• Core Concepts of Mapping Experiences

• Process for a Rapid Mapping Effort

• Q&A

AGENDA

You've got to start with the customer

experience and work back toward

the technology – not the other

way around.1997

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

“Marketing Myopia”

$

Successful strategy requires a reversal in thinking: start with the experience and figure out how to create value from there.

What is an experience

WHAT IS AN EXPERIENCE?

Holistic Personal Situational

Created by Chris Risdon of Adaptive Path

Erik Berkman (author of Designing Mobile Interfaces)

Jeff Patton, User Story Mapping

Individuals

Organization

Value

VALUE ALIGNMENT

Customer Journey Maps

Experience Maps

Service Blueprints

Mental Model Diagrams

User Story Maps

….

ALIGNMENT DIAGRAMS

Customer Journey Map

Individual

Customer Journey Map

Individual

Organization

Customer Journey Map

Individual

Organization

Interactions

Customer Journey Map

Mental Models

Indi Young, Mental Models

Mental Models

Customer

Organization

Interactions

Indi Young, Mental Models

User Story Map

Individual

Organization

Interactions

User Story Map

“Diagrams are compelling documents that invite engagement

by others.”

MAPPING EFFORT

MAPPING EFFORT

How long does it take?

1. INITIATEEnsure the effort is relevant to the organization

1. Point of view Whose experiences? Which?

2. Scope Where does it begin and end?

3. Focus Which aspects are included?

4. Use What will you do with the diagram?

a. FRAME THE EFFORT

b. DRAW THE CUSTOMER VALUE CHAIN

c. CREATE A TOUCHPOINT INVENTORY

MURAL.co

1. INITIATE

ACTIVITY TIMEa. Frame the effort 15 minutes

b. Draw the value chain 15-30 minutes

c. Create an inventory 1 hour

TOTAL < 2 hours

2. INVESTIGATE

Ground the experience in reality

1. Gather existing reports and studies

2. Conduct internal interviews

3. Conduct external interviews

2. INVESTIGATE

2. INVESTIGATE

ACTIVITY TIME

a. Review resources 2 hours

b. Internal interviews 2 hours

c. External interviews 4 hours

TOTAL 1+ day

3. ILLUSTRATE

Visualize the experience for a common understanding

a. CREATE PROTO-PERSONAS

b. FIND PATTERNS

b. FIND PATTERNS

http://indiyoung.com/the-lightening-quick-method/

c. DRAFT DIAGRAM

SONOS Music Curation Model, by Amber Brown

3. ILLUSTRATE

ACTIVITY TIMEa. Create proto-

personas 1 hour

b. Find Patterns 1-2 hour

c. Draft diagram 2-4 hours

TOTAL 4-8 hours

4. ALIGN & ENVISION

Work together to innovate

“The objective is not just to create a diagram, but to

develop solutions together as a team.”

a. HOLD A WORKShOP

b. ENVISION & EVALUATE

4. ALIGN & ENVISION

ACTIVITY TIME

a. Hold a workshop 4 hours

b. Envision the future 4 hours

c. Evaluate 4 hours

TOTAL ~1.5 days

EXAMPLE: MURAL

EXAMPLE: MURAL

EXAMPLE: MURAL

Existing

EXAMPLE: MURAL

Existing

Future

EXAMPLE: MURAL

Existing

Future

Plan

EXAMPLE: MURAL

RAPID MAPPING - DURATIONS

RAPID MAPPING - DURATIONS

0

8

HOUR

S

RAPID MAPPING - DURATIONS

0

8

HOUR

S

RAPID MAPPING - DURATIONS

0

8

HOUR

S

“[Mapping] will add context to your project and highlight opportunities you may have otherwise missed.”

DESIGN SPRINTS

• Ensure the effort is relevant to the org• Ground the experience in reality• Visualize for common understanding• Work together to find patterns and

innovate

MAPPING EXPERIENCES

Danke schön!

@JimKalbach

Jim.Kalbach@Gmail.com

www.experiencinginformation.com

WORKShOP

“Creating a diagram is not the ultimate goal. Rather, it is a means to engage others

in your organization in a discourse. ”

Created by Effective UI

Service Blueprints