Mapping Experiences 2nd Ed.

A Complete Guide to Customer Alignment Through Journeys, Blueprints & Diagrams

Jim Kalbach

Publisher: O'Reilly, 2021, 410 pages

ISBN: 978-1-492-077663-6

Keywords: Product Management

Last modified: Aug. 2, 2021, 11:18 p.m.

Customers who have inconsistent experiences with products and services are understandably frustrated. But it's worse for organizations that can't pinpoint the causes of these problems because they're too focused on processes. This updated book shows your team how to use alignment diagrams to turn valuable customer observations into actionable insight. With this powerful technique, you can visually map existing customer experience and envision future solutions.

Designers, product and brand managers, marketing specialists, and business owners will discover how experience diagramming helps you determine where business goals and customer perspectives intersect. Armed with this insight, you can provide the people you serve with real value. Mapping experiences isn't just about product and service design; it's about understanding the human condition.

  • Emphasize recent changes in business using the latest mapping techniques
  • Create diagrams that account for multichannel experiences as well as ecosystem design
  • Understand how facilitation is increasingly becoming part of mapping efforts, shifting the focus from a deliverable to actionability
  • Explore ways to apply mapping of all kinds to noncommercial settings, such as helping victims of domestic violence
  • Part 1: Visualizing Value
    1. Visualizing Value: Aligning Outside-In
      • Modeling Experiences
      • Alignment Diagrams
      • Multiple Alignment
      • Focus on Aligning for Value
      • Principles of Alignment
      • Benefits of Alignment Diagramming
      • Case Study: Fighting Violent Extremism with Alignment Diagramming
    2. Fundamentals of Mapping Experiences
      • Frame the Mapping Effort
      • Identify Touchpoints
      • Case Study: Consumer Intervention Mapping
    3. Employee Experience: Aligning Inside
      • Employee Experience
      • Mapping the Employee Experience
      • Align the CX to the EX
      • Case Study: Aligning CS and EX for Strategy Building
    4. Visualizing Strategic Insight
      • A New Way of Seeing
      • Mapping Strategy
      • Case Study: Identifying Opportunities — Combining mental Model Diagrams and Jobs to Be Done
  • Part 2: A General Process for Mapping
    1. Initiate: Starting a Mapping Project
      • Start a New Project
      • Decide on Direction
      • What's the Difference? CJMs, Service Blueprints, and Experience Maps
      • Define the Effort
      • Putting It All Together: Which Techniques Are Needed When?
    2. Investigate: Make It Real
      • Review Existing Sources
      • Interview Within the Organization
      • Create a Draft Model
      • Conduct Research Externally
      • A Brief Guide to Interviewing
      • Analyze the Data
      • Quantitative Research
      • Case Study: Music Curation — User Research and Diagramming at Sonos
    3. Illustrate: Make It Visual
      • Lay Out the Diagram
      • Compile the Content
      • Design the Information
      • Showing Your Emotions
      • Tools and Software
      • Case Study: Mapping the Lab Test Experience
    4. Alignment Workshops: Find the Right Problem to Solve
      • Empathize
      • Business Origami
      • Envision
      • Evaluate
      • Case Study: Presumptive Design Aligns Teams on the Problem to Be Solved
      • Facilitating an Alignment Workshop
      • Case Study: Customer Journey Mapping Game
    5. Envisioning Future Experiences: Build the Right Solution
      • Run Experiments
      • Ideas Are Overrated
      • Design the New Experience with Maps
      • Aspire to Transform
      • Design Sprints
      • Case Study: Rapid Online Mapping and Design Workshop
  • Part 3: Primary Diagram Types in Detail
    1. Service Blueprints
      • Visualizing Services
      • Extending Service Blueprinting
      • Related Approaches
      • Elements of a Service Blueprint
      • Case Study: Facilitating Collaborative
      • Sessions with Practical Service Blueprinting
    2. Customer Journey Maps
      • Customer Lifecycle Maps
      • Related Models
      • Elements of CJMs
      • Case Study: Value Story Mapping — An Alternative View to CJMs
    3. Experience Maps
      • Hybrid Experience Maps
      • Related Models
      • Elements of Experience Maps
      • Case Study: Mapping the Domestic Violence Journey
    4. Mental Model Diagrams
      • Diagramming Mental Models
      • Related Approaches
      • Elements of Mental Model Diagrams
      • Case Study: A Mental Model for a Forward-Thinking Insurance Company
    5. Ecosystem Models
      • Ecosystems Maps
      • Elements of Ecosystem Models
      • Case Study: Building a Service Ecosystem Map from the Ground Up