Building a better mousetrap does guarantee success anymore. Products and services are increasingly interconnected. Ecosystems are the new competitive advantage. The winners will be determined by how well their offerings fit with each other and how well they fit into people’s lives. The use of systematic, visual representations exposes previously unseen opportunities for improvement and for growth across channels and touchpoints. Broadly, the term “mapping experiences” describes a range of such visualizations. You’ve probably already encountered one of the many approaches already in practice – customer journey mapping, service blueprints, experience maps, mental model diagrams, etc. For sure, IAs are well-suited for architecting such complex diagrams. Creating them requires empathy, organization, and visual storytelling skills. But our job as IAs goes beyond mapmaking. We have to also assume the role of facilitator and aspire to become grassroots strategic players. Engaging others in conversation and gaining strategic alignment are the ultimate goals. It’s not about the “map,” rather the activity of “mapping” that’s important.

1. Mapping Experiences
Architecting Alignment

2. @JimKalbach

3. You’ve got to start with
the customer experience
and work back toward
the technology –
not the other
way around.
1997

4. 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

5. $

6. MICHAEL PORTER. “Creating Shared Value.” HBR (Jan 2011)
MICHAEL E.
PORTER
MARK R. KRAMER
2011
CREATING SHARED VALUE

9. We’re witnessing a reversal in
business thinking: start with the
experience and figure out how to
create value from there.1

10. BFD, Kalbach

11. 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
CREATING SHARED VALUE

13. Visualize Value

14. Individuals

15. Individuals
Organization

16. Individuals
Organization
Value

17. “Value-centered design starts a story about an ideal
interaction between an individual and an organization
and the benefits each realizes from that interaction.”
Jess McMullin, “Searching For The Center of Design,“ Boxes and Arrows

18. Customer Journey Maps
Experience Maps
Service Blueprints
Mental Model Diagrams
Ecosystem models
…

19. Customer Journey Maps
Experience Maps
Service Blueprints
Mental Model Diagrams
Ecosystem models
…
Alignment Diagrams

20. Customer Journey Map

21. Individual
Customer Journey Map

22. Individual
Organization
Customer Journey Map

23. Individual
Organization
Interactions
Customer Journey Map

24. Experience Map

25. Individual
Organization
Interactions
Experience Map

27. Individual
Organization
Interactions

28. Mental Models

29. Mental Models
Individual
Organization
Interactions

30. Our aspirations should be more
than ‘delight’: We help re-align
the business perspective from
inside-out to outside-in.2

31. What is an experience?

32. Point of View
Focus
Scope
Structure
Frame the Effort

33. 1. Point of View
2. Focus
3. Scope
4. Structure
5. Use
ARCHITECT THE MAPPING EFFORT

36. CUSTOMER VALUE CHAIN

37. Focus

39. Scope

40. by nForm (CA)

42. Structure

45. Network

46. Emirates Journey Mapping Case Study: http://www.kendeo.com/industry/airline/emirates-study

47. STRUCTURES

48. 1. Empathize with users
2. Analyze abstract concepts
3. Organize information
4. Create visualizations
5. Communicate across teams
SKILLS NEEDED

49. Leverage your IA skills to
define, organize and illustrate
the experience for others to
comprehend.3

50. Facilitation

52. CO-CREATION

53. CREATE & TEST ARTIFACTS

54. Visualize the story of value
creation to facilitate
conversations and become
a grass roots leader.4

55. Help shift the business perspective
from inside-out to outside-in
by visualizing actual value
and become a strategic leader.
1
2
3
4

56. Mock court photo

57. Mock court photo

58. Danke schön!
@JimKalbach
Jim.Kalbach@Gmail.com
www.experiencinginformation.com