Customers who have inconsistent experiences with products and services are understandably frustrated. But it's worse for organizations that can't pinpoint the causes of these problems because they're too focused on processes. This updated book shows your team how to use alignment diagrams to turn valuable customer observations into actionable insight. With this powerful technique, you can visually map existing customer experience and envision future solutions.
Designers, product and brand managers, marketing specialists, and business owners will discover how experience diagramming helps you determine where business goals and customer perspectives intersect. Armed with this insight, you can provide the people you serve with real value. Mapping experiences isn't just about product and service design; it's about understanding the human condition.
• Emphasize recent changes in business using the latest mapping techniques
• Create diagrams that account for multichannel experiences as well as ecosystem design
• Understand how facilitation is increasingly becoming part of mapping efforts, shifting the focus from a deliverable to actionability
• Explore ways to apply mapping of all kinds to noncommercial settings, such as helping victims of domestic violence
Author(s): James Kalbach
Edition: 2
Publisher: O'Reilly Media
Year: 2021
Language: English
Commentary: Vector PDF
Pages: 440
City: Sebastopol, CA
Tags: Data Visualization; User Experience; Storytelling; Communication
Contents
PREFACE
PART 1. Visualizing Value
CHAPTER 1. Visualizing Value: Aligning Outside-In
Modeling Experiences
Alignment Diagrams
Multiple Alignment
Focus on Aligning for Value
Principles of Alignment
Benefits of Alignment Diagramming
Case Study: Fighting Violent Extremism with Alignment Diagramming
CHAPTER 2. Fundamentals of Mapping Experiences
Frame the Mapping Effort
Identify Touchpoints
Case Study: Consumer Intervention Mapping—Designing Strategies for the Circular Economy
CHAPTER 3. Employee Experience: Aligning Inside
Employee Experience
Mapping the Employee Experience
Align the CX to the EX
Case Study: Aligning CX and EX for Strategy Building
CHAPTER 4. Visualizing Strategic Insight
A New Way of Seeing
Mapping Strategy
Case Study: Identifying Opportunities—Combining Mental Model Diagrams and Jobs to Be Done
PART 2. A General Process for Mapping
CHAPTER 5. Initiate: Starting a Mapping Project
Start a New Project
Decide on a Direction
What’s the Difference? Customer Journey Maps, Service Blueprints, and Experience Maps
Define the Effort
Putting It All Together: Which Techniques Are Needed When?
CHAPTER 6. Investigate: Make It Real
Review Existing Sources
Interview Within the Organization
Create a Draft Model
Conduct Research Externally
A Brief Guide to Interviewing
Analyze the Data
Quantitative Research
Case Study: Music Curation—User Research and Diagramming at Sonos
CHAPTER 7. Illustrate: Make It Visual
Lay Out the Diagram
Compile the Content
Design the Information
Showing Your Emotions
Tools and Software
Case Study: Mapping the Lab Test Experience
CHAPTER 8. Alignment Workshops: Find the Right Problem to Solve
Empathize
Business Origami
Envision
Evaluate
Case Study: Presumptive Design Aligns Teams on the Problem to Be Solved
Facilitating an Alignment Workshop
Case Study: Customer Journey Mapping Game
CHAPTER 9. Envisioning Future Experiences: Build the Right Solution
Run Experiments
Ideas Are Overrated
Design the New Experience with Maps
Aspire to Transform
Design Sprints
Case Study: Rapid Online Mapping and Design Workshop
PART 3. Primary Diagram Types in Detail
CHAPTER 10. Service Blueprints
Visualizing Services
Extending Service Blueprinting
Related Approaches
Elements of a Service Blueprint
Case Study: Facilitating Collaborative Sessions with Practical Service Blueprinting
CHAPTER 11. Customer Journey Maps
Customer Lifecycle Maps
Related Models
Elements of CJMs
Case Study: Value Story Mapping—An Alternative View to CJMs
CHAPTER 12. Experience Maps
Hybrid Experience Maps
Related Models
Elements of Experience Maps
Case Study: Mapping the Domestic Violence Journey
CHAPTER 13. Mental Model Diagrams
Diagramming Mental Models
Related Approaches
Elements of Mental Model Diagrams
Case Study: A Mental Model for a Forward-Thinking Insurance Company
CHAPTER 14. Ecosystem Models
Ecosystem Maps
Elements of Ecosystem Models
Case Study: Building a Service Ecosystem Map from the Ground Up
References
Index
