Mapping Experiences

Book description

Customers who have inconsistent, broken experiences with products and services are understandably frustrated. But it’s worse when people inside these companies can’t pinpoint the problem because they’re too focused on business processes. This practical book shows your company how to use alignment diagrams to turn valuable customer observations into actionable insight. With this unique tool, you can visually map your existing customer experience and envision future solutions.

Product and brand managers, marketing specialists, and business owners will learn how experience diagramming can help determine where business goals and customer perspectives intersect. Once you’re armed with this data, you can provide users with real value.

Mapping Experiences is divided into three parts:

  • Understand the underlying principles of diagramming, and discover how these diagrams can inform strategy
  • Learn how to create diagrams with the four iterative modes in the mapping process: setting up a mapping initiative, investigating the evidence, visualizing the process, and using diagrams in workshops and experiments
  • See key diagrams in action, including service blueprints, customer journey maps, experience maps, mental models, and spatial maps and ecosystem models

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Table of contents

    1. Aligning for Value
      1. Scope of This Book
      2. Book Outline
      3. About the Author
      4. Acknowledgments
  2. PART 1. Visualizing Value
    1. CHAPTER 1. Introducing Alignment Diagrams
      1. Alignment Diagrams
      2. Principles of Alignment
      3. Benefits
    2. CHAPTER 2. Fundamentals of Mapping Experiences
      1. Frame the Mapping Effort
      2. Identify Touchpoints
      3. Zero Moment of Truth
      4. Focus on Creating Value
      5. Identifying Opportunities: Combining Mental Model Diagrams and Jobs to Be Done
    3. CHAPTER 3. Visualizing Strategic Insight
      1. A New Way of Seeing
      2. Mapping Strategy
  3. PART 2. A General Process for Mapping
    1. CHAPTER 4. Initiate: Starting a Mapping Project
      1. Start a New Project
      2. Decide on a Direction
      3. How Many Diagrams Are Needed?
      4. What’s the Difference? Customer Journey Maps, Experience Maps, and Service Blueprints
      5. Define the Effort
    2. CHAPTER 5. Investigate: Researching the Experience
      1. Survey Existing Sources
      2. Interview Within the Organization
      3. Create a Draft Diagram
      4. A Brief Guide to Interviewing
      5. Conduct Research Externally
      6. Analyze the Data
      7. Quantitative Research
      8. Music Curation: User Research and Diagramming at Sonos
    3. CHAPTER 6. Illustrate: Drawing the Diagram
      1. Lay Out the Diagram
      2. Compile the Content
      3. Sankey Diagram
      4. Design the Information
      5. Showing Your Emotions
      6. Tools and Software
      7. Mapping the Lab Test Experience
    4. CHAPTER 7. Align: Designing Value
      1. Empathize
      2. Envision
      3. Evaluate
      4. Facilitating an Alignment Workshop
      5. Plan Experiments
      6. Rapid Online Mapping and Design Workshop
    5. CHAPTER 8. Envisioning Future Experiences
      1. Storyboards
      2. Scenarios
      3. Putting It All Together: Which Techniques Are Needed When?
      4. User Story Mapping
      5. Customer Journey Mapping Game
  4. PART 3. Types of Diagrams in Detail
    1. CHAPTER 9. Service Blueprints
      1. Visualizing Services
      2. Staying Lean
      3. Extending Service Blueprinting
      4. Elements of a Service Blueprint
      5. Expressive Service Blueprint
    2. CHAPTER 10. Customer Journey Maps
      1. Related Models
      2. Elements of CJMs
      3. Customer Journey Mapping in Practice
    3. CHAPTER 11. Experience Maps
      1. Maps of Experiences
      2. Related Models
      3. Elements of Experience Maps
      4. Workflow Diagrams at LexisNexis
    4. CHAPTER 12. Mental Model Diagrams
      1. Mental Model Diagrams
      2. Related Approaches
      3. Elements of Mental Model Diagrams
      4. A Forward-Thinking Insurance Company: Mental Model
    5. CHAPTER 13. Spatial Maps and Ecosystem Models
      1. Spatial Maps
      2. Elements of Spatial Maps and Ecosystem Models
      3. Gigamapping: Canadian Governance in the Digital Era
  5. Index

Product information

  • Title: Mapping Experiences
  • Author(s): Jim Kalbach
  • Release date: April 2016
  • Publisher(s): O'Reilly Media, Inc.
  • ISBN: 9781491923535