Rapid Techniques for Mapping Experiences
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The document outlines rapid techniques for mapping customer experiences, emphasizing a reverse approach that starts with understanding customer needs before integrating technology. It details a structured process for mapping, including initiating efforts, gathering real-world insights, visualizing experiences, and collaborating for innovation. The goal is to enhance organizational understanding and engagement rather than simply creating diagrams.
![“[Mapping] will add
context to your project and
highlight opportunities
you may have otherwise
missed.”
DESIGN SPRINTS](https://image.slidesharecdn.com/rapidtechniquesformappingexperiences-160210192533/85/Rapid-Techniques-for-Mapping-Experiences-57-320.jpg)
Rapid Techniques for Mapping Experiences
- 1. Rapid Techniques for Mapping Experiences It’s The Journey And The Destination @JimKalbach Jim.Kalbach@Gmail.com
- 2. @JimKalbach
- 3. • Core Concepts of Mapping Experiences • Process for a Rapid Mapping Effort • Q&A AGENDA
- 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. Successful strategy requires a reversal in thinking: start with the experience and figure out how to create value from there.
- 10. What is an experience WHAT IS AN EXPERIENCE? Holistic Personal Situational
- 11. Created by Chris Risdon of Adaptive Path
- 12. Erik Berkman (author of Designing Mobile Interfaces)
- 13. Jeff Patton, User Story Mapping
- 15. Customer Journey Maps Experience Maps Service Blueprints Mental Model Diagrams User Story Maps …. ALIGNMENT DIAGRAMS
- 20. Mental Models Indi Young, Mental Models
- 21. Mental Models Customer Organization Interactions Indi Young, Mental Models
- 22. User Story Map
- 25. “Diagrams are compelling documents that invite engagement by others.”
- 26. MAPPING EFFORT
- 27. MAPPING EFFORT How long does it take?
- 28. 1. INITIATE Ensure the effort is relevant to the organization
- 29. 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
- 30. b. DRAW THE CUSTOMER VALUE CHAIN
- 31. c. CREATE A TOUCHPOINT INVENTORY MURAL.co
- 32. 1. INITIATE ACTIVITY TIME a. Frame the effort 15 minutes b. Draw the value chain 15-30 minutes c. Create an inventory 1 hour TOTAL < 2 hours
- 33. 2. INVESTIGATE Ground the experience in reality
- 34. 1. Gather existing reports and studies 1. Conduct internal interviews 1. Conduct external interviews 2. INVESTIGATE
- 35. 2. INVESTIGATE ACTIVITY TIME a. Review resources 2 hours b. Internal interviews 2 hours c. External interviews 4 hours TOTAL 1+ day
- 36. 3. ILLUSTRATE Visualize the experience for a common understanding
- 38. b. FIND PATTERNS
- 40. c. DRAFT DIAGRAM SONOS Music Curation Model, by Amber Brown
- 41. 3. ILLUSTRATE ACTIVITY TIME a. Create proto-personas 1 hour b. Find Patterns 1-2 hour c. Draft diagram 2-4 hours TOTAL 4-8 hours
- 42. 4. ALIGN & ENVISION Work together to innovate
- 43. “The objective is not just to create a diagram, but to develop solutions together as a team.”
- 44. a. HOLD A WORKShOP
- 45. b. ENVISION & EVALUATE
- 46. 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
- 47. EXAMPLE: MURAL
- 48. EXAMPLE: MURAL
- 49. EXAMPLE: MURAL
- 53. RAPID MAPPING - DURATIONS
- 54. RAPID MAPPING - DURATIONS 0 8 HOURS
- 55. RAPID MAPPING - DURATIONS 0 8 HOURS
- 56. RAPID MAPPING - DURATIONS 0 8 HOURS
- 57. “[Mapping] will add context to your project and highlight opportunities you may have otherwise missed.” DESIGN SPRINTS
- 58. • 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
- 60. WORKShOP
- 61. “Creating a diagram is not the ultimate goal. Rather, it is a means to engage others in your organization in a discourse. ”
- 62. Created by Effective UI