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Rapid Techniques for
Mapping Experiences
It’s The Journey And The Destination
@JimKalbach
Jim.Kalbach@Gmail.com
@JimKalbach
• Core Concepts of Mapping Experiences
• Process for a Rapid Mapping Effort
• Q&A
AGENDA
You've got to start
with the customer
experience and work
back toward the
technology –
not the other
way around.
1997
An industry begins with
the customer and his
needs, not with a patent, a
raw material, or a selling
skill…The industry
dev...
$
Successful strategy requires a
reversal in thinking: start with
the experience and figure out
how to create value from the...
What is an experience
WHAT IS AN EXPERIENCE?
Holistic Personal Situational
Created by Chris Risdon of Adaptive Path
Erik Berkman (author of Designing Mobile Interfaces)
Jeff Patton, User Story Mapping
Individuals
Organization
Value
VALUE ALIGNMENT
Customer Journey Maps
Experience Maps
Service Blueprints
Mental Model Diagrams
User Story Maps
….
ALIGNMENT DIAGRAMS
Customer Journey Map
Individual
Customer Journey Map
Individual
Organization
Customer Journey Map
Individual
Organization
Interactions
Customer Journey Map
Mental Models
Indi Young, Mental Models
Mental Models
Customer
Organization
Interactions
Indi Young, Mental Models
User Story Map
Individual
Organization
Interactions
User Story Map
“Diagrams are compelling
documents that invite
engagement by others.”
MAPPING EFFORT
MAPPING EFFORT
How long does it take?
1. INITIATE
Ensure the effort is relevant to the organization
1. Point of view Whose experiences? Which?
2. Scope Where does it begin and end?
3. Focus Which aspects are included?
4. U...
b. DRAW THE CUSTOMER VALUE CHAIN
c. CREATE A TOUCHPOINT INVENTORY
MURAL.co
1. INITIATE
ACTIVITY TIME
a. Frame the effort 15 minutes
b. Draw the value chain 15-30 minutes
c. Create an inventory 1 ho...
2. INVESTIGATE
Ground the experience in reality
1. Gather existing reports and studies
1. Conduct internal interviews
1. Conduct external interviews
2. INVESTIGATE
2. INVESTIGATE
ACTIVITY TIME
a. Review resources 2 hours
b. Internal interviews 2 hours
c. External interviews 4 hours
TOT...
3. ILLUSTRATE
Visualize the experience for a common understanding
a. CREATE PROTO-PERSONAS
b. FIND PATTERNS
b. FIND PATTERNS
http://indiyoung.com/the-lightening-quick-method/
c. DRAFT DIAGRAM
SONOS Music Curation Model, by Amber Brown
3. ILLUSTRATE
ACTIVITY TIME
a. Create proto-personas 1 hour
b. Find Patterns 1-2 hour
c. Draft diagram 2-4 hours
TOTAL 4-8...
4. ALIGN & ENVISION
Work together to innovate
“The objective is not just
to create a diagram, but to
develop solutions
together as a team.”
a. HOLD A WORKShOP
b. ENVISION & EVALUATE
4. ALIGN & ENVISION
ACTIVITY TIME
a. Hold a workshop 4 hours
b. Envision the future 4 hours
c. Evaluate 4 hours
TOTAL ~1.5...
EXAMPLE: MURAL
EXAMPLE: MURAL
EXAMPLE: MURAL
Existing
EXAMPLE: MURAL
Existing
Future
EXAMPLE: MURAL
Existing
Future
Plan
EXAMPLE: MURAL
RAPID MAPPING - DURATIONS
RAPID MAPPING - DURATIONS
0
8
HOURS
RAPID MAPPING - DURATIONS
0
8
HOURS
RAPID MAPPING - DURATIONS
0
8
HOURS
“[Mapping] will add
context to your project and
highlight opportunities
you may have otherwise
missed.”
DESIGN SPRINTS
• Ensure the effort is relevant to the org
• Ground the experience in reality
• Visualize for common understanding
• Work ...
Danke schön!
@JimKalbach
Jim.Kalbach@Gmail.com
www.experiencinginformation.com
WORKShOP
“Creating a diagram is not the
ultimate goal. Rather, it is a
means to engage others in your
organization in a discourse. ”
Created by Effective UI
Service Blueprints
Rapid Techniques for Mapping Experiences
Rapid Techniques for Mapping Experiences
Rapid Techniques for Mapping Experiences
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Rapid Techniques for Mapping Experiences

Understanding your customer's experience is the first step in creating solutions that provide value. The use of systematic, visual representations can expose previously unseen opportunities for growth. Called experience maps (among other related terms), these diagrams provides valuable business insight.

However, many people associate mapping experience with heavy upfront research. This need not be the case at all. In fact, diagrams can be co-created by team members in a matter of days.

Once complete, experience maps provide a big picture that you can align subsequent activities to, including user story mapping, design sprints, content planning, and more.

In this webcast you will learn:

The value of experience mapping and how you get results quick.
The key factors of a solid mapping effort, which still apply even in rapid creation situations.

Rapid Techniques for Mapping Experiences

  1. 1. Rapid Techniques for Mapping Experiences It’s The Journey And The Destination @JimKalbach Jim.Kalbach@Gmail.com
  2. 2. @JimKalbach
  3. 3. • Core Concepts of Mapping Experiences • Process for a Rapid Mapping Effort • Q&A AGENDA
  4. 4. You've got to start with the customer experience and work back toward the technology – not the other way around. 1997
  5. 5. An industry begins with the customer and his needs, not with a patent, a raw material, or a selling skill…The industry develops backwards, first concerning itself with the physical delivery of customer satisfaction. THEODORE LEVITT, 1960 “Marketing Myopia”
  6. 6. $
  7. 7. Successful strategy requires a reversal in thinking: start with the experience and figure out how to create value from there.
  8. 8. What is an experience WHAT IS AN EXPERIENCE? Holistic Personal Situational
  9. 9. Created by Chris Risdon of Adaptive Path
  10. 10. Erik Berkman (author of Designing Mobile Interfaces)
  11. 11. Jeff Patton, User Story Mapping
  12. 12. Individuals Organization Value VALUE ALIGNMENT
  13. 13. Customer Journey Maps Experience Maps Service Blueprints Mental Model Diagrams User Story Maps …. ALIGNMENT DIAGRAMS
  14. 14. Customer Journey Map
  15. 15. Individual Customer Journey Map
  16. 16. Individual Organization Customer Journey Map
  17. 17. Individual Organization Interactions Customer Journey Map
  18. 18. Mental Models Indi Young, Mental Models
  19. 19. Mental Models Customer Organization Interactions Indi Young, Mental Models
  20. 20. User Story Map
  21. 21. Individual Organization Interactions User Story Map
  22. 22. “Diagrams are compelling documents that invite engagement by others.”
  23. 23. MAPPING EFFORT
  24. 24. MAPPING EFFORT How long does it take?
  25. 25. 1. INITIATE Ensure the effort is relevant to the organization
  26. 26. 1. Point of view Whose experiences? Which? 2. Scope Where does it begin and end? 3. Focus Which aspects are included? 4. Use What will you do with the diagram? a. FRAME THE EFFORT
  27. 27. b. DRAW THE CUSTOMER VALUE CHAIN
  28. 28. c. CREATE A TOUCHPOINT INVENTORY MURAL.co
  29. 29. 1. INITIATE ACTIVITY TIME a. Frame the effort 15 minutes b. Draw the value chain 15-30 minutes c. Create an inventory 1 hour TOTAL < 2 hours
  30. 30. 2. INVESTIGATE Ground the experience in reality
  31. 31. 1. Gather existing reports and studies 1. Conduct internal interviews 1. Conduct external interviews 2. INVESTIGATE
  32. 32. 2. INVESTIGATE ACTIVITY TIME a. Review resources 2 hours b. Internal interviews 2 hours c. External interviews 4 hours TOTAL 1+ day
  33. 33. 3. ILLUSTRATE Visualize the experience for a common understanding
  34. 34. a. CREATE PROTO-PERSONAS
  35. 35. b. FIND PATTERNS
  36. 36. b. FIND PATTERNS http://indiyoung.com/the-lightening-quick-method/
  37. 37. c. DRAFT DIAGRAM SONOS Music Curation Model, by Amber Brown
  38. 38. 3. ILLUSTRATE ACTIVITY TIME a. Create proto-personas 1 hour b. Find Patterns 1-2 hour c. Draft diagram 2-4 hours TOTAL 4-8 hours
  39. 39. 4. ALIGN & ENVISION Work together to innovate
  40. 40. “The objective is not just to create a diagram, but to develop solutions together as a team.”
  41. 41. a. HOLD A WORKShOP
  42. 42. b. ENVISION & EVALUATE
  43. 43. 4. ALIGN & ENVISION ACTIVITY TIME a. Hold a workshop 4 hours b. Envision the future 4 hours c. Evaluate 4 hours TOTAL ~1.5 days
  44. 44. EXAMPLE: MURAL
  45. 45. EXAMPLE: MURAL
  46. 46. EXAMPLE: MURAL
  47. 47. Existing EXAMPLE: MURAL
  48. 48. Existing Future EXAMPLE: MURAL
  49. 49. Existing Future Plan EXAMPLE: MURAL
  50. 50. RAPID MAPPING - DURATIONS
  51. 51. RAPID MAPPING - DURATIONS 0 8 HOURS
  52. 52. RAPID MAPPING - DURATIONS 0 8 HOURS
  53. 53. RAPID MAPPING - DURATIONS 0 8 HOURS
  54. 54. “[Mapping] will add context to your project and highlight opportunities you may have otherwise missed.” DESIGN SPRINTS
  55. 55. • Ensure the effort is relevant to the org • Ground the experience in reality • Visualize for common understanding • Work together to find patterns and innovate MAPPING EXPERIENCES
  56. 56. Danke schön! @JimKalbach Jim.Kalbach@Gmail.com www.experiencinginformation.com
  57. 57. WORKShOP
  58. 58. “Creating a diagram is not the ultimate goal. Rather, it is a means to engage others in your organization in a discourse. ”
  59. 59. Created by Effective UI
  60. 60. Service Blueprints

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Understanding your customer's experience is the first step in creating solutions that provide value. The use of systematic, visual representations can expose previously unseen opportunities for growth. Called experience maps (among other related terms), these diagrams provides valuable business insight. However, many people associate mapping experience with heavy upfront research. This need not be the case at all. In fact, diagrams can be co-created by team members in a matter of days. Once complete, experience maps provide a big picture that you can align subsequent activities to, including user story mapping, design sprints, content planning, and more. In this webcast you will learn: The value of experience mapping and how you get results quick. The key factors of a solid mapping effort, which still apply even in rapid creation situations.

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