Mapping Experiences

Architecting Alignment

@JimKalbach

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

$

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

MICHAEL E. PORTERMARK R. KRAMER2011

CREATING SHARED VALUE

We’re witnessing a reversal in business thinking: start with the experience and figure out how to create value from there.1

BFD, Kalbach

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

CREATING SHARED VALUE

Visualize Value

Individuals

Individuals

Organization

Individuals

Organization

Value

“Value-centered design starts a story about an ideal interaction between an individual and an

organization and the benefits each realizes from that interaction.”

Jess McMullin, “Searching For The Center of Design,“ Boxes and Arrows

Customer Journey Maps

Experience Maps

Service Blueprints

Mental Model Diagrams

Ecosystem models

…

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

Experience Map

Individual

Organization

Interactions

Experience Map

Individual

Organization

Interactions

Mental Models

Mental Models

Individual

Organization

Interactions

Our aspirations should be more than ‘delight’: We help re-align the business perspective from inside-out to outside-in.2

What is an experience?

Point of View

Focus

Scope

Structure

Frame the Effort

1. Point of View

2. Focus

3. Scope

4. Structure

5. Use

ARCHITECT THE MAPPING EFFORT

CUSTOMER VALUE CHAIN

Focus

Scope

by nForm (CA)

Structure

Network

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

STRUCTURES

1. Empathize with users

2. Analyze abstract concepts

3. Organize information

4. Create visualizations

5. Communicate across teams

SKILLS NEEDED

Leverage your IA skills to define, organize and illustrate the experience for others to comprehend.3

Facilitation

CO-CREATION

CREATE & TEST ARTIFACTS

Visualize the story of value creation to facilitate conversations and become a grass roots leader. 4

Help shift the business

perspective

from inside-out to outside-in

by visualizing actual value

and become a strategic leader.

1234

Mock court photo

Mock court photo

Danke schön!

@JimKalbach

Jim.Kalbach@Gmail.com

www.experiencinginformation.com