Mapping Experiences: From Insight To Action
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This document discusses mapping customer experiences. It begins with an agenda that includes alignment, exercises, and experiments. Several quotes are provided that discuss starting with customer needs rather than technology or other internal factors. Different types of maps are mentioned as ways to visualize and understand customer value, including customer journey maps, experience maps, and ecosystem models. The document provides guidance on defining a mapping effort, including determining the point of view, focus, scope, and structure. It suggests engaging stakeholders and using the maps to create shared understanding and inform ideas. Exercises are included for attendees to draft maps of a conference experience and generate hypotheses.
![“[Mapping] will add
context to your project
and highlight
opportunities you may
have otherwise missed.”
CONNECT RESEARCH WITH](https://image.slidesharecdn.com/mappingexperiencesdmipresentation-160711023429/85/Mapping-Experiences-From-Insight-To-Action-59-320.jpg)
![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]](https://image.slidesharecdn.com/mappingexperiencesdmipresentation-160711023429/85/Mapping-Experiences-From-Insight-To-Action-62-320.jpg)
![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]](https://image.slidesharecdn.com/mappingexperiencesdmipresentation-160711023429/85/Mapping-Experiences-From-Insight-To-Action-68-320.jpg)
Mapping Experiences: From Insight To Action
- 2. @JimKalbach
- 3. AGENDA 14:00 Alignment 14:30 Exercise 15:00 Experiments Discussion
- 4. You’ve got to start with the customer experience and work back toward the technology – not the other way around. 1997
- 5. 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”
- 6. $
- 7. MICHAEL PORTER. “Creating Shared Value.” HBR (Jan 2011) MICHAEL E. PORTER MARK R. KRAMER CREATING SHARED VALUE
- 10. We’re witnessing a shift in the way businesses think: start with the experience and figure out how to create value from there.
- 11. 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
- 12. VISUALIZE VALUE
- 13. “People don‘t read“ – Gülgün Kayim
- 15. • Customer Journey Maps • Experience Maps • Service Blueprints • Mental Model Diagrams • Ecosystem models • … ALIGNMENT DIAGRAMS
- 22. MENTAL MODELS
- 24. NEED FOR MODELS
- 25. We can use our design skills to help organizations shift their mindsets from the inside-out to outside-in
- 26. GENERAL PROCESS
- 27. INITIATE
- 28. What is an experience WHAT IS AN EXPERIENCE? Holistic Personal Situational
- 29. Point of View Focus Scope Structure Frame the Effort
- 30. 1. Point of View 2. Focus 3. Scope 4. Structure 5. Use DEFINE THE MAPPING EFFORT
- 33. STAKEHOLDERS
- 34. Focus
- 36. Scope
- 37. by nForm (CA)
- 39. STAKEHOLDERS
- 40. Structure
- 43. Network
- 44. Emirates Journey Mapping Case Study: http://www.kendeo.com/industry/airline/emirates-study
- 45. STRUCTURES
- 46. 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)
- 47. 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
- 48. ALIGN
- 50. Diagrams are compelling documents that invite engagement by others. ENGAGE OTHERS
- 51. It’s better that teams first have the same knowledge and than new knowledge. SHARED REALITY
- 52. CO-CREATION
- 53. EMPATHIZE
- 54. ENVISION
- 55. ENVISION
- 56. EVALUATE
- 58. SPRINTS
- 59. “[Mapping] will add context to your project and highlight opportunities you may have otherwise missed.” CONNECT RESEARCH WITH
- 62. 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]
- 67. Move the measure of progress from shipping products and launching services to learning.
- 68. 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]