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Mapping Experiences A Complete Guide to Creating Value through Journeys Blueprints and Diagrams 1st Edition by James Kalbach 1491923539 9781491923535

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ISBN 10: 1491923539

ISBN 13: 9781491923535

Author: James Kalbach

Customers who have inconsistent, broken experiences with products and services are understandably frustrated. But it’s worse when people inside these companies can’t pinpoint the problem because they’re too focused on business processes. This practical book shows your company how to use alignment diagrams to turn valuable customer observations into actionable insight. With this unique tool, you can visually map your existing customer experience and envision future solutions.

Product and brand managers, marketing specialists, and business owners will learn how experience diagramming can help determine where business goals and customer perspectives intersect. Once you’re armed with this data, you can provide users with real value.

Mapping Experiences is divided into three parts:

  • Understand the underlying principles of diagramming, and discover how these diagrams can inform strategy
  • Learn how to create diagrams with the four iterative modes in the mapping process: setting up a mapping initiative, investigating the evidence, visualizing the process, and using diagrams in workshops and experiments
  • See key diagrams in action, including service blueprints, customer journey maps, experience maps, mental models, and spatial maps and ecosystem models

Mapping Experiences A Complete Guide to Creating Value through Journeys Blueprints and Diagrams 1st Table of contents:

 

PART 1. Visualizing Value

  • CHAPTER 1. Introducing Alignment Diagrams

    • Alignment Diagrams
    • Principles of Alignment
    • Benefits

  • CHAPTER 2. Fundamentals of Mapping Experiences

    • Frame the Mapping Effort
    • Identify Touchpoints
    • Zero Moment of Truth
    • Focus on Creating Value
    • Identifying Opportunities: Combining Mental Model Diagrams and Jobs to Be Done

  • CHAPTER 3. Visualizing Strategic Insight

    • A New Way of Seeing
    • Mapping Strategy

PART 2. A General Process for Mapping

  • CHAPTER 4. Initiate: Starting a Mapping Project

    • Start a New Project
    • Decide on a Direction
    • How Many Diagrams Are Needed?
    • Differences: Customer Journey Maps, Experience Maps, and Service Blueprints
    • Define the Effort

  • CHAPTER 5. Investigate: Researching the Experience

    • Survey Existing Sources
    • Interview Within the Organization
    • Create a Draft Diagram
    • A Brief Guide to Interviewing
    • Conduct Research Externally
    • Analyze the Data
    • Quantitative Research
    • Case Study: Music Curation, User Research, and Diagramming at Sonos

  • CHAPTER 6. Illustrate: Drawing the Diagram

    • Lay Out the Diagram
    • Compile the Content
    • Sankey Diagram
    • Design the Information
    • Showing Your Emotions
    • Tools and Software
    • Case Study: Mapping the Lab Test Experience

  • CHAPTER 7. Align: Designing Value

    • Empathize
    • Envision
    • Evaluate
    • Facilitating an Alignment Workshop
    • Plan Experiments
    • Rapid Online Mapping and Design Workshop

  • CHAPTER 8. Envisioning Future Experiences

    • Storyboards
    • Scenarios
    • Combining Techniques: When to Use What
    • User Story Mapping
    • Customer Journey Mapping Game

PART 3. Types of Diagrams in Detail

  • CHAPTER 9. Service Blueprints

    • Visualizing Services
    • Staying Lean
    • Extending Service Blueprinting
    • Elements of a Service Blueprint
    • Expressive Service Blueprint

  • CHAPTER 10. Customer Journey Maps

    • Related Models
    • Elements of Customer Journey Maps (CJMs)
    • Customer Journey Mapping in Practice

  • CHAPTER 11. Experience Maps

    • Maps of Experiences
    • Related Models
    • Elements of Experience Maps
    • Case Study: Workflow Diagrams at LexisNexis

  • CHAPTER 12. Mental Model Diagrams

    • Mental Model Diagrams
    • Related Approaches
    • Elements of Mental Model Diagrams
    • Case Study: A Forward-Thinking Insurance Company

  • CHAPTER 13. Spatial Maps and Ecosystem Models

    • Spatial Maps
    • Elements of Spatial Maps and Ecosystem Models
    • Gigamapping: Canadian Governance in the Digital Era

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