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Mapping experiences:
from insight to action
#UTwebinar
@UserTesting
Jim Kalbach
Head of Customer Success
MURAL
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
@JimKalbach
AGENDA
• Background on mapping experiences
• Gathering insight for a map
• Putting the diagram to use
You’ve got to start with
the customer experience
and work back toward
the technology –
not the other
way around.
1997
@JimKalbach
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
$
@JimKalbach
@JimKalbach
@JimKalbach
We’re witnessing a shift in the
way business works: start with the
experience and figure out how to
create value from there.
@JimKalbach
Individuals
@JimKalbach
Individuals
Organization
@JimKalbach
Individuals
Organization
Value
@JimKalbach
• Customer Journey Maps
• Experience Maps
• Service Blueprints
• Mental Model Diagrams
• Ecosystem models
• …
ALIGNMENT DIAGRAMS
@JimKalbach
CUSTOMER JOURNEY MAP
@JimKalbach
Individual
CUSTOMER JOURNEY MAP
@JimKalbach
Individual
Organization
CUSTOMER JOURNEY MAP
@JimKalbach
Individual
Organization
Interactions
CUSTOMER JOURNEY MAP
@JimKalbach
EXPERIENCE MAP
Individual
Organization
Interactions
EXPERIENCE MAP
@JimKalbach
Individual
Organization
Interactions
@JimKalbach
MENTAL MODELS
@JimKalbach
Individual
Organization
Interactions
MENTAL MODELS
@JimKalbach
Visualize insight to help
organizations shift their
mindsets from the inside-
out to outside-in
@JimKalbach
GENERAL PROCESS
@JimKalbach
GENERAL PROCESS
2 4
@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. How will you use the map?
1. INITIATE
www.experiencinginformation.com
@JimKalbach
2. INVESTIGATE
Gather existing sources
• Qualitative
• Quantitative
1
2. INVESTIGATE
@JimKalbach
Research internally
• Touchpoint inventory
• Stakeholder interviews
• Draft diagram
Gather existing sources
• Qualitative
• Quantitative
1 2
2. INVESTIGATE
@JimKalbach
UserTesting Webinar - Mapping experiences: from insight to Action
@JimKalbach
STAKEHOLDER INTERVIEWS
@JimKalbach
DRAFT MAP WORKSHOP
@JimKalbach
Research internally
• Touchpoint inventory
• Stakeholder interviews
• Draft diagram
Gather existing sources
• Qualitative
• Quantitative
Research externally
• Contextual interviews
• Surveys
1 2 3
2. INVESTIGATE
@JimKalbach
ANALYSE DATA
@JimKalbach
ANALYSE DATA
Ground insights in reality by
looking at various sources of
information and running
activities that involve others.
@JimKalbach
4. ALIGN & ENVISION
@JimKalbach
“Diagrams are compelling
documents that invite
engagement by others.”
@JimKalbach
WORKSHOP
@JimKalbach
EMPATHIZE
@JimKalbach
ENVISION
@JimKalbach
EVALUATE
@JimKalbach
DESIGN SPRINTS
@JimKalbach
IDEAS ARE OVERRATED
@JimKalbach
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
“The conversation does
not end with this
workshop—it’s ongoing.”
@JimKalbach
Go from generating ideas to
experiments for organizational
learning. Follow through and
tie activities together.
@JimKalbach
Help shift business thinking by
visualizing value from the outside-in
based on grounded investigation, and
follow through with experiments.
1
2
3
4
THANK YOU!THANK YOU!THANK YOU!THANK YOU!
@JimKalbach
www.experiencinginformation.com
www.mural.co
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
Questions?
Find Jim’s book, Mapping Experiences,,,,
on Amazon and at O’Reilly Media.
Questions about UserTesting?
Email adam@usertesting.com
#UTwebinar
UserTesting Webinar - Mapping experiences: from insight to Action

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