Mapping Experiences WIAD Richmond
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Transcript of Mapping Experiences WIAD Richmond
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Mapping Experiences
Architecting Alignment
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@JimKalbach
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You’ve got to start with the customer
experience and work back toward the
technology – not the other
way around.1997
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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
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$
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MICHAEL PORTER. “Creating Shared Value.” HBR (Jan 2011)
MICHAEL E. PORTERMARK R. KRAMER2011
CREATING SHARED VALUE
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We’re witnessing a reversal in business thinking: start with the experience and figure out how to create value from there.1
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BFD, Kalbach
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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
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Visualize Value
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Individuals
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Individuals
Organization
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Individuals
Organization
Value
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“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
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Customer Journey Maps
Experience Maps
Service Blueprints
Mental Model Diagrams
Ecosystem models
…
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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
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Individual
Organization
Customer Journey Map
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Individual
Organization
Interactions
Customer Journey Map
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Experience Map
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Individual
Organization
Interactions
Experience Map
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Individual
Organization
Interactions
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Mental Models
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Mental Models
Individual
Organization
Interactions
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Our aspirations should be more than ‘delight’: We help re-align the business perspective from inside-out to outside-in.2
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What is an experience?
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Point of View
Focus
Scope
Structure
Frame the Effort
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1. Point of View
2. Focus
3. Scope
4. Structure
5. Use
ARCHITECT THE MAPPING EFFORT
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CUSTOMER VALUE CHAIN
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Focus
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Scope
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by nForm (CA)
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Structure
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Network
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Emirates Journey Mapping Case Study: http://www.kendeo.com/industry/airline/emirates-study
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STRUCTURES
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1. Empathize with users
2. Analyze abstract concepts
3. Organize information
4. Create visualizations
5. Communicate across teams
SKILLS NEEDED
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Leverage your IA skills to define, organize and illustrate the experience for others to comprehend.3
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Facilitation
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CO-CREATION
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CREATE & TEST ARTIFACTS
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Visualize the story of value creation to facilitate conversations and become a grass roots leader. 4
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Help shift the business
perspective
from inside-out to outside-in
by visualizing actual value
and become a strategic leader.
1234
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Mock court photo
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Mock court photo