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Mapping Experiences

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

Paperback Engels 2021 9781492076636
Verkooppositie 4560
Op voorraad | Op werkdagen voor 21:00 uur besteld, volgende dag in huis

Samenvatting

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

Specificaties

ISBN13:9781492076636
Taal:Engels
Bindwijze:paperback
Aantal pagina's:410
Uitgever:O'Reilly
Druk:2
Verschijningsdatum:28-2-2021
Hoofdrubriek:Marketing

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
CHAPTER 1. Visualizing Value: Aligning Outside-In
Modeling Experiences
Alignment Diagrams
Multiple Alignment
Focus on Aligning for Value
Principles of Alignment
Benefits of Alignment Diagramming
Fighting Violent Extremism with Alignment Diagramming

CHAPTER 2. Fundamentals of Mapping Experiences
Frame the Mapping Effort
Identify Touchpoints
Consumer Intervention Mapping—Designing Strategies for the Circular Economy

CHAPTER 3. Employee Experience: Aligning Inside
Employee Experience
Mapping the Employee Experience
Align the CX to the EX
Aligning CX and EX for Strategy Building

CHAPTER 4. Visualizing Strategic Insight
A New Way of Seeing
Mapping Strategy
Identifying Opportunities—Combining Mental Model ­Diagrams and Jobs to Be Done

PART 2. A General Process for Mapping
CHAPTER 5. Initiate: Starting a Mapping Project
Start a New Project
Decide on a Direction
What’s the Difference? Customer Journey Maps, Service ­Blueprints, and Experience Maps
Define the Effort
Putting It All Together: Which Techniques Are Needed When?

CHAPTER 6. 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
Music Curation—User Research and Diagramming at Sonos

CHAPTER 7. Illustrate: Make It Visual
Lay Out the Diagram
Compile the Content
Design the Information
Showing Your Emotions
Tools and Software
Mapping the Lab Test Experience

CHAPTER 8. Alignment Workshops: Find the Right Problem to Solve
Empathize
Business Origami
Envision
Evaluate
Presumptive Design Aligns Teams on the Problem to Be Solved
Facilitating an Alignment ­Workshop
Customer Journey Mapping Game

CHAPTER 9. Envisioning Future Experiences: Build the Right Solution
Run Experiments
Ideas Are Overrated
Design the New Experience with Maps
Aspire to Transform
Design Sprints
Rapid Online Mapping and Design Workshop

PART 3. Primary Diagram Types in Detail
CHAPTER 10. Service Blueprints
Visualizing Services
Extending Service Blueprinting
Related Approaches
Elements of a Service Blueprint
Facilitating Collaborative Sessions with ­Practical Service Blueprinting

CHAPTER 11. Customer Journey Maps
Customer Lifecycle Maps
Related Models
Elements of CJMs
Value Story Mapping—An Alternative View to CJMs

CHAPTER 12. Experience Maps
Hybrid Experience Maps
Related Models
Elements of Experience Maps
Mapping the Domestic Violence Journey

CHAPTER 13. Mental Model Diagrams
Diagramming Mental Models
Related Approaches
Elements of Mental Model ­Diagrams
A Mental Model for a Forward-Thinking Insurance Company

CHAPTER 14. Ecosystem Models
Ecosystem Maps
Elements of Ecosystem Models
Building a Service Ecosystem Map from the Ground Up

References

Index

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