mapping experiences: from insight to action
TRANSCRIPT
MAPPING EXPERIENCES
@JimKalbach
AGENDA
14:00 Alignment
14:30 Exercise
15:00 Experiments
Discussion
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”
$
MICHAEL PORTER. “Creating Shared Value.” HBR (Jan 2011)
MICHAEL E. PORTERMARK R. KRAMER
CREATING SHARED VALUE
We’re witnessing a shift in the
way businesses think: start with
the experience and figure out how
to create value from there.
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
SHARED VALUE
VISUALIZE VALUE
“People don‘t read“ – Gülgün Kayim
Individuals
Organization
Value
• Customer Journey Maps
• Experience Maps
• Service Blueprints
• Mental Model Diagrams
• Ecosystem models
• …
ALIGNMENT DIAGRAMS
CUSTOMER JOURNEY MAP
Individual
CUSTOMER JOURNEY MAP
Individual
Organization
CUSTOMER JOURNEY MAP
Individual
Organization
Interactions
CUSTOMER JOURNEY MAP
Individual
Organization
Interactions
MENTAL MODELS
Individual
Organization
Interactions
MENTAL MODELS
NEED FOR MODELS
We can use our design skills to
help organizations shift their
mindsets from the inside-out
to outside-in
GENERAL PROCESS
INITIATE
What is an experience
WHAT IS AN EXPERIENCE?
Holistic Personal Situational
Point of View
Focus
Scope
Structure
Frame the Effort
1. Point of View
2. Focus
3. Scope
4. Structure
5. Use
DEFINE THE MAPPING EFFORT
STAKEHOLDERS
Focus
Scope
by nForm (CA)
STAKEHOLDERS
Structure
Network
Emirates Journey Mapping Case Study: http://www.kendeo.com/industry/airline/emirates-study
STRUCTURES
In groups, create a draft diagram for the experience of a conference (e.g., DMI), so that the organizers can understand the event.
• Point of view
• Scope
• Focus
• Structure
Use a non-table-like structure
EXERCISE: DRAFT DIAGRAM (20 minutes)
1. Point of view – whose experiences? unit of analysis?
2. Scope – where do you begin and end?
3. Focus – which aspects are highlighted?
4. Structure – how will you arrange elements?
5. Use – what will you do with the diagram?
DEFINE THE EFFORT
ALIGN
Diagrams are compelling documents that invite
engagement by others.
ENGAGE OTHERS
It’s better that teams first have the same knowledge and
than new knowledge.
SHARED REALITY
CO-CREATION
EMPATHIZE
ENVISION
ENVISION
EVALUATE
SPRINTS
“[Mapping] will add
context to your project
and highlight
opportunities you may
have otherwise missed.”
CONNECT RESEARCH WITH
IDEAS ARE OVERRATED
IDEAS ARE OVERRATED
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]
EXAMPLE: SNAP SUPPORT
EXAMPLE: SNAP SUPPORT
Move the measure of progress
from shipping products and
launching services to learning.
Write a hypothesis on an idea that your team sees as
an opportunity based on your map.
EXERCISE: HYPOTHESIS
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]
