CHAPTER 1
CHAPTER 1. Visualizing Value: Aligning Outside-In
“You’ve got to start with the customer experience and work back toward the technology.”
IN THIS CHAPTER
- Introduction to alignment diagrams
- Value-centered design
- Principles and benefits of mapping
- Case study: Fighting violent extremism with alignment diagramming
People expect some benefit when they use the products and services an organization provides. They want to get a job done, solve a problem, or experience an emotion. If they then perceive this benefit as valuable, they’ll give something in return—money, time, or attention.
To be successful, organizations need to capture some worth from their offerings. They need to earn profit, maximize reach, or improve their image. Value creation is bidirectional.
But how do we locate the source of value in such a relationship? Simply put, value creation lies at the intersection of human interaction with the provider of a service. It’s where the experiences of individuals in a given market intersect with the offerings of an organization (Figure 1-1).
FIGURE 1-1. Value lies at the intersection of individuals and the offering of an organization.
A number of years ago, I was struggling to determine what type of diagram to use on a project: a customer journey map, mental model diagram, service blueprint, or something else. After some comparison of several ...
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