July 2026
Intermediate to advanced
378 pages
10h 17m
English
Content preview from Mapping Experiences, 3rd Edition
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CHAPTER 10
CHAPTER 10. Journey Management: Orchestrating Experiences at Scale
In God we trust; all others must bring data.
IN THIS CHAPTER
- When collaborative mapping hits a wall
- Three layers: mapping, management, orchestration
- Journey management at enterprise scale
- When to use mapping versus management
- Experience as advantage
- Collaborative method for prioritizing insights and opportunities
In my first book, Designing Web Navigation, I discussed the principle of transitional volatility. David Danielson coined this term to describe the degree of reorientation a person experiences when moving from page to page on a website.* If there is too much volatility, they get lost in hyperspace.
The pattern consists of three phases: becoming accustomed to one location (habituate), forming an expectation about the next point (predict), and then adjusting to a new position (reorient). This cycle repeats with each interaction (Figure 10-1).
Figure 10-1. The basic pattern of transitional volatility can lead to inconsistent and unsatisfactory experiences.
We see a similar effect on a larger scale when individuals interact with organizations. Instead of page to page, they move from touchpoint to touchpoint. At each interaction there is a reorientation period, even if brief. When this reorientation is excessive, the experience feels disjointed and even frustrating.
High ...
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