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MAPPING EXPERIENCES
From Insight to Action
@JimKalbach
You’ve got to start with
the customer experience
and work back toward
the technology –
not the other
way around.
1997
@Jim...
@JimKalbach
@JimKalbach
CUSTOMER JOURNEY MAP
“Diagrams are compelling
documents that invite
engagement by others.”
@JimKalbach
@JimKalbach
1. INITIATE
Make it Relevant
@JimKalbach
1. What is your point of view?
2. What is the scope?
3. Where will you focus?
4. How will you structure information?
5. Ho...
STAKEHOLDER MAP
2. INVESTIGATE
Make it Real
@JimKalbach
Gather existing sources
• Qualitative
• Quantitative
1
2. INVESTIGATE – MAKE IT REAL
@JimKalbach
Research internally
• Touchpoint inventory
• Stakeholder interviews
• Draft diagram
Gather existing sources
• Qualitative
...
SKETCH TOGETHER
Research internally
• Touchpoint inventory
• Stakeholder interviews
• Draft diagram
Gather existing sources
• Qualitative
...
3. ILLUSTRATE
Make it Visual
@JimKalbach
GET OUT OF THE BUILDING
DRAFT A DIAGRAM
3. ILLUSTRATE – MAKE IT VISUAL
@JimKalbach
4. ALIGN & ENVISION
Make it Actionable
@JimKalbach
EMPATHIZE
@JimKalbach
ENVISION
@JimKalbach
EVALUATE
@JimKalbach
IDEAS ARE OVERRATED
@JimKalbach
@JimKalbach
VALLEY OF DEATH
@JimKalbach
BUSINESS VALUE EXPERIMENTS
5x5 Framework
• 5 people
• 5 days
• 5 experiments
• $5k
• In 5 weeks
(i.e., small bets…)
@JimKa...
“The conversation does
not end with this
workshop—it’s ongoing.”
@JimKalbach
@JimKalbach
THANK YOU!
@JimKalbach
www.experiencinginformation.com
www.mural.co
DESIGN SPRINTS
@JimKalbach
Mapping Experiences: From Insight to Action
Mapping Experiences: From Insight to Action
Mapping Experiences: From Insight to Action
Mapping Experiences: From Insight to Action
Mapping Experiences: From Insight to Action
Mapping Experiences: From Insight to Action
Mapping Experiences: From Insight to Action
Mapping Experiences: From Insight to Action
Mapping Experiences: From Insight to Action
Mapping Experiences: From Insight to Action
Mapping Experiences: From Insight to Action
Mapping Experiences: From Insight to Action
Mapping Experiences: From Insight to Action
Mapping Experiences: From Insight to Action
Mapping Experiences: From Insight to Action
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Mapping Experiences: From Insight to Action

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A talk given at the Digital Product Design meet up in NYC

Veröffentlicht in: Design

Mapping Experiences: From Insight to Action

  1. 1. MAPPING EXPERIENCES From Insight to Action
  2. 2. @JimKalbach
  3. 3. You’ve got to start with the customer experience and work back toward the technology – not the other way around. 1997 @JimKalbach
  4. 4. @JimKalbach
  5. 5. @JimKalbach
  6. 6. CUSTOMER JOURNEY MAP
  7. 7. “Diagrams are compelling documents that invite engagement by others.” @JimKalbach
  8. 8. @JimKalbach
  9. 9. 1. INITIATE Make it Relevant @JimKalbach
  10. 10. 1. What is your point of view? 2. What is the scope? 3. Where will you focus? 4. How will you structure information? 5. How will you use the map? 1. INITIATE - MAKE IT RELEVANT www.experiencinginformation.com @JimKalbach
  11. 11. STAKEHOLDER MAP
  12. 12. 2. INVESTIGATE Make it Real @JimKalbach
  13. 13. Gather existing sources • Qualitative • Quantitative 1 2. INVESTIGATE – MAKE IT REAL @JimKalbach
  14. 14. Research internally • Touchpoint inventory • Stakeholder interviews • Draft diagram Gather existing sources • Qualitative • Quantitative 1 2 2. INVESTIGATE – MAKE IT REAL @JimKalbach
  15. 15. SKETCH TOGETHER
  16. 16. Research internally • Touchpoint inventory • Stakeholder interviews • Draft diagram Gather existing sources • Qualitative • Quantitative Research externally • Contextual interviews • Surveys 1 2 3 2. INVESTIGATE – MAKE IT REAL @JimKalbach
  17. 17. 3. ILLUSTRATE Make it Visual @JimKalbach
  18. 18. GET OUT OF THE BUILDING
  19. 19. DRAFT A DIAGRAM
  20. 20. 3. ILLUSTRATE – MAKE IT VISUAL @JimKalbach
  21. 21. 4. ALIGN & ENVISION Make it Actionable @JimKalbach
  22. 22. EMPATHIZE @JimKalbach
  23. 23. ENVISION @JimKalbach
  24. 24. EVALUATE @JimKalbach
  25. 25. IDEAS ARE OVERRATED @JimKalbach
  26. 26. @JimKalbach
  27. 27. VALLEY OF DEATH @JimKalbach
  28. 28. BUSINESS VALUE EXPERIMENTS 5x5 Framework • 5 people • 5 days • 5 experiments • $5k • In 5 weeks (i.e., small bets…) @JimKalbach
  29. 29. “The conversation does not end with this workshop—it’s ongoing.” @JimKalbach
  30. 30. @JimKalbach
  31. 31. THANK YOU! @JimKalbach www.experiencinginformation.com www.mural.co
  32. 32. DESIGN SPRINTS @JimKalbach

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