Mapping Experiences

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