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.

1. Mapping experiences:
from insight to action
#UTwebinar
@UserTesting
Jim Kalbach
Head of Customer Success
MURAL

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

3. @JimKalbach

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

7. $
@JimKalbach

8. @JimKalbach

9. @JimKalbach

10. We’re witnessing a shift in the
way business works: start with the
experience and figure out how to
create value from there.
@JimKalbach

11. Individuals
@JimKalbach

12. Individuals
Organization
@JimKalbach

13. Individuals
Organization
Value
@JimKalbach

14. • Customer Journey Maps
• Experience Maps
• Service Blueprints
• Mental Model Diagrams
• Ecosystem models
• …
ALIGNMENT DIAGRAMS
@JimKalbach

15. CUSTOMER JOURNEY MAP
@JimKalbach

16. Individual
CUSTOMER JOURNEY MAP
@JimKalbach

17. Individual
Organization
CUSTOMER JOURNEY MAP
@JimKalbach

18. Individual
Organization
Interactions
CUSTOMER JOURNEY MAP
@JimKalbach

19. EXPERIENCE MAP

20. Individual
Organization
Interactions
EXPERIENCE MAP

21. @JimKalbach

22. Individual
Organization
Interactions
@JimKalbach

23. MENTAL MODELS
@JimKalbach

24. Individual
Organization
Interactions
MENTAL MODELS
@JimKalbach

25. Visualize insight to help
organizations shift their
mindsets from the inside-
out to outside-in
@JimKalbach

26. GENERAL PROCESS
@JimKalbach

27. GENERAL PROCESS
2 4
@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

29. 2. INVESTIGATE

30. Gather existing sources
• Qualitative
• Quantitative
1
2. INVESTIGATE
@JimKalbach

31. Research internally
• Touchpoint inventory
• Stakeholder interviews
• Draft diagram
Gather existing sources
• Qualitative
• Quantitative
1 2
2. INVESTIGATE
@JimKalbach

33. @JimKalbach

34. STAKEHOLDER INTERVIEWS
@JimKalbach

35. DRAFT MAP WORKSHOP
@JimKalbach

36. Research internally
• Touchpoint inventory
• Stakeholder interviews
• Draft diagram
Gather existing sources
• Qualitative
• Quantitative
Research externally
• Contextual interviews
• Surveys
1 2 3
2. INVESTIGATE
@JimKalbach

37. ANALYSE DATA
@JimKalbach

38. ANALYSE DATA

39. Ground insights in reality by
looking at various sources of
information and running
activities that involve others.
@JimKalbach

40. 4. ALIGN & ENVISION
@JimKalbach

41. “Diagrams are compelling
documents that invite
engagement by others.”
@JimKalbach

42. WORKSHOP
@JimKalbach

43. EMPATHIZE
@JimKalbach

44. ENVISION
@JimKalbach

45. EVALUATE
@JimKalbach

46. DESIGN SPRINTS
@JimKalbach

47. IDEAS ARE OVERRATED
@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

49. “The conversation does
not end with this
workshop—it’s ongoing.”
@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

52. THANK YOU!THANK YOU!THANK YOU!THANK YOU!
@JimKalbach
www.experiencinginformation.com
www.mural.co

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