Mapping Experiences: From Insight to Action
6 likes1,131 views
This document outlines a process for mapping customer experiences. It involves 4 steps: 1) making the mapping relevant by defining its scope and purpose, 2) making it real through internal and external research to gather qualitative and quantitative data, 3) illustrating it visually by drafting diagrams, and 4) making it actionable by aligning stakeholders, envisioning improvements, and evaluating ideas through low-cost experiments. The overall goal is to start with understanding the customer experience in order to inform technology improvements.
Mapping Experiences: From Insight to Action
- 1. MAPPING EXPERIENCES From Insight to Action
- 2. @JimKalbach
- 3. You’ve got to start with the customer experience and work back toward the technology – not the other way around. 1997 @JimKalbach
- 4. @JimKalbach
- 5. @JimKalbach
- 8. “Diagrams are compelling documents that invite engagement by others.” @JimKalbach
- 9. @JimKalbach
- 10. 1. INITIATE Make it Relevant @JimKalbach
- 11. 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 - MAKE IT RELEVANT www.experiencinginformation.com @JimKalbach
- 12. STAKEHOLDER MAP
- 13. 2. INVESTIGATE Make it Real @JimKalbach
- 14. Gather existing sources • Qualitative • Quantitative 1 2. INVESTIGATE – MAKE IT REAL @JimKalbach
- 15. Research internally • Touchpoint inventory • Stakeholder interviews • Draft diagram Gather existing sources • Qualitative • Quantitative 1 2 2. INVESTIGATE – MAKE IT REAL @JimKalbach
- 16. SKETCH TOGETHER
- 17. Research internally • Touchpoint inventory • Stakeholder interviews • Draft diagram Gather existing sources • Qualitative • Quantitative Research externally • Contextual interviews • Surveys 1 2 3 2. INVESTIGATE – MAKE IT REAL @JimKalbach
- 18. 3. ILLUSTRATE Make it Visual @JimKalbach
- 19. GET OUT OF THE BUILDING
- 20. DRAFT A DIAGRAM
- 21. 3. ILLUSTRATE – MAKE IT VISUAL @JimKalbach
- 25. 4. ALIGN & ENVISION Make it Actionable @JimKalbach
- 30. @JimKalbach
- 32. BUSINESS VALUE EXPERIMENTS 5x5 Framework • 5 people • 5 days • 5 experiments • $5k • In 5 weeks (i.e., small bets…) @JimKalbach
- 36. “The conversation does not end with this workshop—it’s ongoing.” @JimKalbach
- 37. @JimKalbach