The document summarizes Jim Kalbach's webinar on mapping experiences. Kalbach discusses how experience mapping can help organizations shift from an inside-out to an outside-in mindset by visualizing the customer experience. He outlines the general process for experience mapping, which includes initiating a map, investigating through stakeholder interviews and data analysis, aligning stakeholders in a workshop, and following through with experiments. The goal is to help organizations learn about customer value and needs in order to improve business strategies and solutions.
2. 2016 goals
1. Provide more UX resources to
UX professionals.
2. Improve brand consistency.
3. Improve “International” UXPA.
User Experience Professionals
Association (UXPA)
Monthly webinars
User Experience Magazine
The Journal of Usability Studies
Visit www.uxpa.org for more info about the
conference, webinars, and other UX resources!
Annual Conference in
Toronto, Canada
June 5 – 8, 2017
uxpa2017.org
4. AGENDA
• Background on mapping experiences
• Gathering insight for a map
• Putting the diagram to use
5. You’ve got to start with
the customer experience
and work back toward
the technology –
not the other
way around.
1997
@JimKalbach
6. 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 in “Marketing Myopia”
@JimKalbach
28. 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
www.experiencinginformation.com
@JimKalbach
48. 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].
@JimKalbach
50. Go from generating ideas to
experiments for organizational
learning. Follow through and
tie activities together.
@JimKalbach
51. Help shift business thinking by
visualizing value from the outside-in
based on grounded investigation, and
follow through with experiments.
1
2
3
4
53. UPCOMING EVENTSUPCOMING EVENTSUPCOMING EVENTSUPCOMING EVENTS
Free Webinar
“Rapid Techniques for Mapping Experiences“
July 13 at 9:00 PT / 12 noon ET
bit.ly/rapidmap
UX Week in SF
“Mapping Experiences Workshop
August 10 & August 11
www.uxweek.com
54. Questions?
Find Jim’s book, Mapping Experiences,,,,
on Amazon and at O’Reilly Media.
Questions about UserTesting?
Email adam@usertesting.com
#UTwebinar