mapping experiences wiad richmond
TRANSCRIPT
Mapping Experiences
Architecting Alignment
@JimKalbach
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
$
MICHAEL PORTER. “Creating Shared Value.” HBR (Jan 2011)
MICHAEL E. PORTERMARK R. KRAMER2011
CREATING SHARED VALUE
We’re witnessing a reversal in business thinking: start with the experience and figure out how to create value from there.1
BFD, Kalbach
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
CREATING SHARED VALUE
Visualize Value
Individuals
Individuals
Organization
Individuals
Organization
Value
“Value-centered design starts a story about an ideal interaction between an individual and an
organization and the benefits each realizes from that interaction.”
Jess McMullin, “Searching For The Center of Design,“ Boxes and Arrows
Customer Journey Maps
Experience Maps
Service Blueprints
Mental Model Diagrams
Ecosystem models
…
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
Experience Map
Individual
Organization
Interactions
Experience Map
Individual
Organization
Interactions
Mental Models
Mental Models
Individual
Organization
Interactions
Our aspirations should be more than ‘delight’: We help re-align the business perspective from inside-out to outside-in.2
What is an experience?
Point of View
Focus
Scope
Structure
Frame the Effort
1. Point of View
2. Focus
3. Scope
4. Structure
5. Use
ARCHITECT THE MAPPING EFFORT
CUSTOMER VALUE CHAIN
Focus
Scope
by nForm (CA)
Structure
Network
Emirates Journey Mapping Case Study: http://www.kendeo.com/industry/airline/emirates-study
STRUCTURES
1. Empathize with users
2. Analyze abstract concepts
3. Organize information
4. Create visualizations
5. Communicate across teams
SKILLS NEEDED
Leverage your IA skills to define, organize and illustrate the experience for others to comprehend.3
Facilitation
CO-CREATION
CREATE & TEST ARTIFACTS
Visualize the story of value creation to facilitate conversations and become a grass roots leader. 4
Help shift the business
perspective
from inside-out to outside-in
by visualizing actual value
and become a strategic leader.
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Mock court photo
Mock court photo
