MAPPING EXPERIENCES

@JimKalbach

AGENDA

14:00 Alignment

14:30 Exercise

15:00 Experiments

Discussion

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”

$

MICHAEL PORTER. “Creating Shared Value.” HBR (Jan 2011)

MICHAEL E. PORTERMARK R. KRAMER

CREATING SHARED VALUE

We’re witnessing a shift in the

way businesses think: start with

the experience and figure out how

to create value from there.

Figure out what your product is and

what your value chain is. Understand

where those things touch important

social needs and problems. If you’re in

financial services, let’s think about

‘saving’ or ‘buying a home’ – but in a way

that actually works for the consumer.MICHAEL PORTER

SHARED VALUE

VISUALIZE VALUE

“People don‘t read“ – Gülgün Kayim

Individuals

Organization

Value

• Customer Journey Maps

• Experience Maps

• Service Blueprints

• Mental Model Diagrams

• Ecosystem models

• …

ALIGNMENT DIAGRAMS

CUSTOMER JOURNEY MAP

Individual

CUSTOMER JOURNEY MAP

Individual

Organization

CUSTOMER JOURNEY MAP

Individual

Organization

Interactions

CUSTOMER JOURNEY MAP

Individual

Organization

Interactions

MENTAL MODELS

Individual

Organization

Interactions

MENTAL MODELS

NEED FOR MODELS

We can use our design skills to

help organizations shift their

mindsets from the inside-out

to outside-in

GENERAL PROCESS

INITIATE

What is an experience

WHAT IS AN EXPERIENCE?

Holistic Personal Situational

Point of View

Focus

Scope

Structure

Frame the Effort

1. Point of View

2. Focus

3. Scope

4. Structure

5. Use

DEFINE THE MAPPING EFFORT

STAKEHOLDERS

Focus

Scope

by nForm (CA)

STAKEHOLDERS

Structure

Network

Emirates Journey Mapping Case Study: http://www.kendeo.com/industry/airline/emirates-study

STRUCTURES

In groups, create a draft diagram for the experience of a conference (e.g., DMI), so that the organizers can understand the event.

• Point of view

• Scope

• Focus

• Structure

Use a non-table-like structure

EXERCISE: DRAFT DIAGRAM (20 minutes)

1. Point of view – whose experiences? unit of analysis?

2. Scope – where do you begin and end?

3. Focus – which aspects are highlighted?

4. Structure – how will you arrange elements?

5. Use – what will you do with the diagram?

DEFINE THE EFFORT

ALIGN

Diagrams are compelling documents that invite

engagement by others.

ENGAGE OTHERS

It’s better that teams first have the same knowledge and

than new knowledge.

SHARED REALITY

CO-CREATION

EMPATHIZE

ENVISION

ENVISION

EVALUATE

SPRINTS

“[Mapping] will add

context to your project

and highlight

opportunities you may

have otherwise missed.”

CONNECT RESEARCH WITH

IDEAS ARE OVERRATED

IDEAS ARE OVERRATED

HYPOTHESES

We believe providing [individual, customer, user]

with this [feature, solution, service]

will result in this [desired outcome].

We will know this when we see [measurable result]

EXAMPLE: SNAP SUPPORT

EXAMPLE: SNAP SUPPORT

Move the measure of progress

from shipping products and

launching services to learning.

Write a hypothesis on an idea that your team sees as

an opportunity based on your map.

EXERCISE: HYPOTHESIS

We believe providing [individual, customer, user]with this [feature, solution, service]will result in this [desired outcome].We will know this when we see [measurable result]

Danke schön!

@JimKalbach

Jim.Kalbach@Gmail.com

www.experiencinginformation.com