mapping experiences: from insight to action
TRANSCRIPT
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MAPPING EXPERIENCES
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@JimKalbach
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AGENDA
14:00 Alignment
14:30 Exercise
15:00 Experiments
Discussion
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You’ve got to start with
the customer experience
and work back toward
the technology –
not the other
way around.1997
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An industry begins with the
customer and his needs, not with a
patent, a raw material, or a selling
skill…The industry develops
backwards, first concerning itself
with the physical delivery of
customer satisfaction.
THEODORE LEVITT, 1960
“Marketing Myopia”
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$
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MICHAEL PORTER. “Creating Shared Value.” HBR (Jan 2011)
MICHAEL E. PORTERMARK R. KRAMER
CREATING SHARED VALUE
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We’re witnessing a shift in the
way businesses think: start with
the experience and figure out how
to create value from there.
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Figure out what your product is and
what your value chain is. Understand
where those things touch important
social needs and problems. If you’re in
financial services, let’s think about
‘saving’ or ‘buying a home’ – but in a way
that actually works for the consumer.MICHAEL PORTER
SHARED VALUE
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VISUALIZE VALUE
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“People don‘t read“ – Gülgün Kayim
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Individuals
Organization
Value
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• Customer Journey Maps
• Experience Maps
• Service Blueprints
• Mental Model Diagrams
• Ecosystem models
• …
ALIGNMENT DIAGRAMS
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CUSTOMER JOURNEY MAP
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Individual
CUSTOMER JOURNEY MAP
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Individual
Organization
CUSTOMER JOURNEY MAP
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Individual
Organization
Interactions
CUSTOMER JOURNEY MAP
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Individual
Organization
Interactions
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MENTAL MODELS
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Individual
Organization
Interactions
MENTAL MODELS
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NEED FOR MODELS
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We can use our design skills to
help organizations shift their
mindsets from the inside-out
to outside-in
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GENERAL PROCESS
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INITIATE
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What is an experience
WHAT IS AN EXPERIENCE?
Holistic Personal Situational
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Point of View
Focus
Scope
Structure
Frame the Effort
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1. Point of View
2. Focus
3. Scope
4. Structure
5. Use
DEFINE THE MAPPING EFFORT
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STAKEHOLDERS
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Focus
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Scope
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by nForm (CA)
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STAKEHOLDERS
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Structure
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Network
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Emirates Journey Mapping Case Study: http://www.kendeo.com/industry/airline/emirates-study
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STRUCTURES
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In groups, create a draft diagram for the experience of a conference (e.g., DMI), so that the organizers can understand the event.
• Point of view
• Scope
• Focus
• Structure
Use a non-table-like structure
EXERCISE: DRAFT DIAGRAM (20 minutes)
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1. Point of view – whose experiences? unit of analysis?
2. Scope – where do you begin and end?
3. Focus – which aspects are highlighted?
4. Structure – how will you arrange elements?
5. Use – what will you do with the diagram?
DEFINE THE EFFORT
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ALIGN
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Diagrams are compelling documents that invite
engagement by others.
ENGAGE OTHERS
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It’s better that teams first have the same knowledge and
than new knowledge.
SHARED REALITY
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CO-CREATION
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EMPATHIZE
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ENVISION
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ENVISION
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EVALUATE
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SPRINTS
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“[Mapping] will add
context to your project
and highlight
opportunities you may
have otherwise missed.”
CONNECT RESEARCH WITH
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IDEAS ARE OVERRATED
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IDEAS ARE OVERRATED
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HYPOTHESES
We believe providing [individual, customer, user]
with this [feature, solution, service]
will result in this [desired outcome].
We will know this when we see [measurable result]
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EXAMPLE: SNAP SUPPORT
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EXAMPLE: SNAP SUPPORT
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Move the measure of progress
from shipping products and
launching services to learning.
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Write a hypothesis on an idea that your team sees as
an opportunity based on your map.
EXERCISE: HYPOTHESIS
We believe providing [individual, customer, user]with this [feature, solution, service]will result in this [desired outcome].We will know this when we see [measurable result]
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