rapid techniques for mapping experiences
TRANSCRIPT
Rapid Techniques for Mapping Experiences
It’s The Journey And The Destination
@JimKalbach
@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 develops backwards, first concerning itself with the physical delivery of customer satisfaction. THEODORE LEVITT, 1960
“Marketing Myopia”
$
Successful strategy requires a reversal in thinking: start with the experience and figure out how to create value from there.
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. INITIATEEnsure 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. Use What will you do with the diagram?
a. FRAME THE EFFORT
b. DRAW THE CUSTOMER VALUE CHAIN
c. CREATE A TOUCHPOINT INVENTORY
MURAL.co
1. INITIATE
ACTIVITY TIMEa. Frame the effort 15 minutes
b. Draw the value chain 15-30 minutes
c. Create an inventory 1 hour
TOTAL < 2 hours
2. INVESTIGATE
Ground the experience in reality
1. Gather existing reports and studies
2. Conduct internal interviews
3. Conduct external interviews
2. INVESTIGATE
2. INVESTIGATE
ACTIVITY TIME
a. Review resources 2 hours
b. Internal interviews 2 hours
c. External interviews 4 hours
TOTAL 1+ day
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 TIMEa. Create proto-
personas 1 hour
b. Find Patterns 1-2 hour
c. Draft diagram 2-4 hours
TOTAL 4-8 hours
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 days
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
HOUR
S
RAPID MAPPING - DURATIONS
0
8
HOUR
S
RAPID MAPPING - DURATIONS
0
8
HOUR
S
“[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 together to find patterns and
innovate
MAPPING EXPERIENCES
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