CHAPTER 2. Fundamentals of Mapping Experiences
âThe purpose of visualization is insight, not pictures.â
IN THIS CHAPTER
- Framing the mapping effort
- Moments of truth
- Value creation
- Case Study: Identifying Opportunities: Combining Mental Model Diagrams and Jobs to Be Done
In my first book, Designing Web Navigation, I discuss the principle of transitional volatility. First described by David Danielson in 2003, transitional volatility is the degree of reorientation a person experiences when moving from page to page in a website. If there is too much volatility, they get lost in hyperspace.
Figure 2-1 shows this pattern of interaction. Itâs a sequence of becoming accustomed to one location (habituate), forming an expectation about the next point (predict), and then adjusting to a new position (reorient). The pattern then repeats.
We see the same thing happening on a larger scale when individuals interact with an organization. Instead of page to page, they move from touchpoint to touchpoint. At each interaction there is a reorientation period, even if brief. If there is too much reorientation at each touchpoint, the experience feels disjointed.
A high degree of transitional volatility arises from an inconsistency ...