Understanding your customer's experience is the first step in creating solutions that provide value. The use of systematic, visual representations can expose previously unseen opportunities for growth. Called experience maps (among other related terms), these diagrams provides valuable business insight. However, many people associate mapping experience with heavy upfront research. This need not be the case at all. In fact, diagrams can be co-created by team members in a matter of days. Once complete, experience maps provide a big picture that you can align subsequent activities to, including user story mapping, design sprints, content planning, and more. In this webcast you will learn: The value of experience mapping and how you get results quick. The key factors of a solid mapping effort, which still apply even in rapid creation situations.

1. Rapid Techniques for
Mapping Experiences
It’s The Journey And The Destination
@JimKalbach
Jim.Kalbach@Gmail.com

2. @JimKalbach

3. • Core Concepts of Mapping Experiences
• Process for a Rapid Mapping Effort
• Q&A
AGENDA

4. You've got to start
with the customer
experience and work
back toward the
technology –
not the other
way around.
1997

5. 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”

6. $

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

10. What is an experience
WHAT IS AN EXPERIENCE?
Holistic Personal Situational

11. Created by Chris Risdon of Adaptive Path

12. Erik Berkman (author of Designing Mobile Interfaces)

13. Jeff Patton, User Story Mapping

14. Individuals
Organization
Value
VALUE ALIGNMENT

15. Customer Journey Maps
Experience Maps
Service Blueprints
Mental Model Diagrams
User Story Maps
….
ALIGNMENT DIAGRAMS

16. Customer Journey Map

17. Individual
Customer Journey Map

18. Individual
Organization
Customer Journey Map

19. Individual
Organization
Interactions
Customer Journey Map

20. Mental Models
Indi Young, Mental Models

21. Mental Models
Customer
Organization
Interactions
Indi Young, Mental Models

22. User Story Map

23. Individual
Organization
Interactions
User Story Map

25. “Diagrams are compelling
documents that invite
engagement by others.”

26. MAPPING EFFORT

27. MAPPING EFFORT
How long does it take?

28. 1. INITIATE
Ensure the effort is relevant to the organization

29. 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

30. b. DRAW THE CUSTOMER VALUE CHAIN

31. c. CREATE A TOUCHPOINT INVENTORY
MURAL.co

32. 1. INITIATE
ACTIVITY TIME
a. Frame the effort 15 minutes
b. Draw the value chain 15-30 minutes
c. Create an inventory 1 hour
TOTAL < 2 hours

33. 2. INVESTIGATE
Ground the experience in reality

34. 1. Gather existing reports and studies
1. Conduct internal interviews
1. Conduct external interviews
2. INVESTIGATE

35. 2. INVESTIGATE
ACTIVITY TIME
a. Review resources 2 hours
b. Internal interviews 2 hours
c. External interviews 4 hours
TOTAL 1+ day

36. 3. ILLUSTRATE
Visualize the experience for a common understanding

37. a. CREATE PROTO-PERSONAS

38. b. FIND PATTERNS

39. b. FIND PATTERNS
http://indiyoung.com/the-lightening-quick-method/

40. c. DRAFT DIAGRAM
SONOS Music Curation Model, by Amber Brown

41. 3. ILLUSTRATE
ACTIVITY TIME
a. Create proto-personas 1 hour
b. Find Patterns 1-2 hour
c. Draft diagram 2-4 hours
TOTAL 4-8 hours

42. 4. ALIGN & ENVISION
Work together to innovate

43. “The objective is not just
to create a diagram, but to
develop solutions
together as a team.”

44. a. HOLD A WORKShOP

45. b. ENVISION & EVALUATE

46. 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

47. EXAMPLE: MURAL

48. EXAMPLE: MURAL

49. EXAMPLE: MURAL

50. Existing
EXAMPLE: MURAL

51. Existing
Future
EXAMPLE: MURAL

52. Existing
Future
Plan
EXAMPLE: MURAL

53. RAPID MAPPING - DURATIONS

54. RAPID MAPPING - DURATIONS
0
8
HOURS

55. RAPID MAPPING - DURATIONS
0
8
HOURS

56. RAPID MAPPING - DURATIONS
0
8
HOURS

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

58. • 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

59. Danke schön!
@JimKalbach
Jim.Kalbach@Gmail.com
www.experiencinginformation.com

60. WORKShOP

61. “Creating a diagram is not the
ultimate goal. Rather, it is a
means to engage others in your
organization in a discourse. ”

62. Created by Effective UI

63. Service Blueprints