Mapping experiences:

from insight to action

#UTwebinar

@UserTestingJim Kalbach

Head of Customer Success

MURAL

2016 goals

1. Provide more UX resources to UX professionals.

2. Improve brand consistency.

3. Improve “International” UXPA.

User Experience Professionals

Association (UXPA)Monthly webinars

User Experience Magazine The Journal of Usability Studies

Visit www.uxpa.org for more info about the conference, webinars, and other UX resources!

Annual Conference in Toronto, CanadaJune 5 – 8, 2017

uxpa2017.org

@JimKalbach

AGENDA

• Background on mapping experiences

• Gathering insight for a map

• Putting the diagram to use

You’ve got to start with

the customer experience

and work back toward

the technology –

not the other

way around.

1997

@JimKalbach

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 in “Marketing Myopia”

@JimKalbach

$

@JimKalbach

@JimKalbach

@JimKalbach

We’re witnessing a shift in the

way business works: start with the

experience and figure out how to

create value from there.

@JimKalbach

Individuals

@JimKalbach

Individuals

Organization

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Individuals

Organization

Value

@JimKalbach

• Customer Journey Maps

• Experience Maps

• Service Blueprints

• Mental Model Diagrams

• Ecosystem models

• …

ALIGNMENT DIAGRAMS

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CUSTOMER JOURNEY MAP

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Individual

CUSTOMER JOURNEY MAP

@JimKalbach

Individual

Organization

CUSTOMER JOURNEY MAP

@JimKalbach

Individual

Organization

Interactions

CUSTOMER JOURNEY MAP

@JimKalbach

EXPERIENCE MAP

Individual

Organization

Interactions

EXPERIENCE MAP

@JimKalbach

Individual

Organization

Interactions

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MENTAL MODELS

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Individual

Organization

Interactions

MENTAL MODELS

@JimKalbach

Visualize insight to help

organizations shift their

mindsets from the inside-

out to outside-in

@JimKalbach

GENERAL PROCESS

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GENERAL PROCESS

2 4

@JimKalbach

1. What is your point of view?

2. What is the scope?

3. Where will you focus?

4. How will you structure information?

5. How will you use the map?

1. INITIATE

www.experiencinginformation.com

@JimKalbach

2. INVESTIGATE

Gather existing sources

• Qualitative

• Quantitative

1

2. INVESTIGATE

@JimKalbach

Research internally

• Touchpoint inventory

• Stakeholder interviews

• Draft diagram

Gather existing sources

• Qualitative

• Quantitative

1 2

2. INVESTIGATE

@JimKalbach

@JimKalbach

STAKEHOLDER INTERVIEWS

@JimKalbach

DRAFT MAP WORKSHOP

@JimKalbach

Research internally

• Touchpoint inventory

• Stakeholder interviews

• Draft diagram

Gather existing sources

• Qualitative

• Quantitative

Research externally

• Contextual interviews

• Surveys

1 2 3

2. INVESTIGATE

@JimKalbach

ANALYSE DATA

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ANALYSE DATA

Ground insights in reality by

looking at various sources of

information and running

activities that involve others.

@JimKalbach

4. ALIGN & ENVISION

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“Diagrams are compelling documents that invite

engagement by others.”

@JimKalbach

WORKSHOP

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EMPATHIZE

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ENVISION

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EVALUATE

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DESIGN SPRINTS

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IDEAS ARE OVERRATED

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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].

@JimKalbach

“The conversation does not end with this

workshop—it’s ongoing.”

@JimKalbach

Go from generating ideas to

experiments for organizational

learning. Follow through and

tie activities together.

@JimKalbach

Help shift business thinking by

visualizing value from the outside-in

based on grounded investigation, and

follow through with experiments.

1234

THANK YOU!THANK YOU!THANK YOU!THANK YOU!

@JimKalbach

www.experiencinginformation.com

www.mural.co

UPCOMING EVENTSUPCOMING EVENTSUPCOMING EVENTSUPCOMING EVENTS

Free Webinar

“Rapid Techniques for Mapping Experiences“July 13 at 9:00 PT / 12 noon ETbit.ly/rapidmap

UX Week in SF

“Mapping Experiences WorkshopAugust 10 & August 11www.uxweek.com

Questions?

Find Jim’s book, Mapping Experiences, , , ,

on Amazon and at O’Reilly Media.

Questions about UserTesting?

Email adam@usertesting.com

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