CHAPTER 8. Envisioning Future Experiences
âIf you donât know where you are going, any road will get you there.â
IN THIS CHAPTER
- Storyboards, scenarios, and storylines
- Design maps and user story maps
- Business model canvas and value proposition canvas
- Case Study: Customer Journey Mapping Game
In the preface, I urged you to empathize with the people you serve. The advice is clear: view your offering from the outside-in rather than the inside-out.
But itâs important to first develop empathy before conceiving new solutions. Distinguish gaining empathy from applying empathy, a point Indi Young makes in her book Practical Empathy (Rosenfeld Media, 2015). She writes:
You canât apply empathy until youâve developed it by listening deeply to a person...People try to act empatheticâto take someoneâs perspective, to walk in his shoesâwithout first taking time to develop empathy.
Iâve experienced this trap in the past. At a prior company I worked for, for example, a small team spent two months behind closed doors developing a new concept that helped people plan events. They had virtually no contact with potential customers.
To anyone who had already gained empathy for the target users it was clear this solution had serious flaws. It didnât address actual user needs, and it didnât match their mental model. Despite the teamâs passion, the concept was doomed from the outset. They would have better spent their time developing empathy ...