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Mapping Experiences by James Kalbach

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PART 1

PART 1. Visualizing Value

I’ve seen it over and over again: organizations get wrapped up in their own processes and forget to look at the markets they serve. Operational efficiency is prioritized over customer satisfaction. Many simply don’t know what their customers go through.

But we’re witnessing a shift of Copernican* proportions: nowadays, customers don’t revolve around the business; rather, the businesses must figure out how they fit into the lives of their customers. This requires a shift in mindset.

Part 1 covers some of the fundamental aspects of the mapping process.

Alignment diagrams, introduced in Chapter 1, are a category of diagram that reorients organizations. They help move from an inside-out view of the market to an outside-in perspective.

Chapter 2 deals with the overall approach to mapping experiences. Although the concept of experience is slippery, there is a systematic way to capture an experience in a diagram.

Diagrams not only help design better experiences, they also inform strategy. Chapter 3 looks at how alignment diagrams point to new opportunities. They represent a new way of seeing the market, your organization, and your strategy.

* E.g., Denning, Steve. “Why Building a Better Mousetrap Doesn’t Work Anymore,” Forbes (Feb 2014). http://onforb.es/1SzZdPZ

The above diagram is a blank model for a multichannel experience map created by ...

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