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Mapping Experiences

A Complete Guide to Creating Value through Journeys, Blueprints, and Diagrams

Paperback Engels 2016 9781491923535
Verwachte levertijd ongeveer 8 werkdagen

Samenvatting

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

Specificaties

ISBN13:9781491923535
Rubriek:Marketing
Taal:Engels
Bindwijze:paperback
Aantal pagina's:384
Uitgever:O'Reilly
Verschijningsdatum:13-5-2016

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Over James Kalbach

Jim Kalbach is a noted author, speaker, and instructor in user experience design, information architecture, and strategy. He is currently the Head of Customer Success at MURAL, a leading visual online workspace for remote collaboration. Jim has worked with large companies, such as eBay, Audi, SONY, Elsevier Science, LexisNexis, and Citrix. Before returning to the U.S. in 2013 after living for fifteen years in Germany, Jim was the co-founder of the European Information Architecture conferences. He also co-founded the IA Konferenz series in Germany. Jim plays jazz bass in jam sessions and combos in Jersey City, where his currently lives. In 2007 Jim published his first full-length book with O’Reilly, Designing Web Navigation. His second book, Mapping Experiences (O’Reilly) was published in 2016. He blogs at experiencinginformation.com and tweets under @jimkalbach.

Andere boeken door James Kalbach

Inhoudsopgave

Preface

Part 1: Visualizing Value
1. Introducing Alignment Diagrams
Alignment Diagrams
Principles of Alignment
Benefits

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

3. A New Way of Seeing
Mapping Strategy

Part 2: A General Process for Mapping
4. ’Initiate: Starting a Mapping Project
Start a New Project
Decide on a Direction
How Many Diagrams Are Needed?
What’s the Difference? Customer Journey Maps, Experience Maps, and Service Blueprints
Define the Effort

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
Music Curation: User Research and Diagramming at Sonos

6. Illustrate: Drawing the Diagram
Lay Out the Diagram
Compile the Content
Sankey Diagram
Design the Information
Showing Your Emotions
Tools and Software
Mapping the Lab Test Experience

7. Align: Designing Value
Empathize
Envision
Evaluate
Facilitating an Alignment Workshop
Plan Experiments
Rapid Online Mapping and Design Workshop

8. Envisioning Future Experiences
Storyboards
Scenarios
Putting It All Together: Which Techniques Are Needed When?
User Story Mapping
Customer Journey Mapping Game

Part 3: Types of Diagrams in Detail
9. Service Blueprints
Visualizing Services
Staying Lean
Extending Service Blueprinting
Elements of a Service Blueprint
Expressive Service Blueprint

10. Customer Journey Maps
Related Models
Elements of CJMs
Customer Journey Mapping in Practice

11. Experience Maps
Maps of Experiences
Related Models
Elements of Experience Maps
Workflow Diagrams at LexisNexis

12. Mental Model Diagrams
Mental Model Diagrams
Related Approaches
Elements of Mental Model Diagrams
A Forward-Thinking Insurance Company: Mental Model

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

Index

Managementboek TOP 5

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