Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

UserTesting Webinar - Mapping experiences: from insight to Action

Visualization diagrams are a key tool that help organizations compile business insights from a variety of sources and translate them into a universally-understandable format. Producing these diagrams requires empathy for customers, the ability to organize a wealth of information, and visual storytelling skills. In this webinar, Jim guides you in his tried-and-tested methods to create value through journeys, blueprints, and diagrams.

UserTesting Webinar - Mapping experiences: from insight to Action

  1. 1. Mapping experiences: from insight to action #UTwebinar @UserTesting Jim Kalbach Head of Customer Success MURAL
  2. 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. 3. @JimKalbach
  4. 4. AGENDA • Background on mapping experiences • Gathering insight for a map • Putting the diagram to use
  5. 5. You’ve got to start with the customer experience and work back toward the technology – not the other way around. 1997 @JimKalbach
  6. 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. 7. $ @JimKalbach
  8. 8. @JimKalbach
  9. 9. @JimKalbach
  10. 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. 11. Individuals @JimKalbach
  12. 12. Individuals Organization @JimKalbach
  13. 13. Individuals Organization Value @JimKalbach
  14. 14. • Customer Journey Maps • Experience Maps • Service Blueprints • Mental Model Diagrams • Ecosystem models • … ALIGNMENT DIAGRAMS @JimKalbach
  15. 15. CUSTOMER JOURNEY MAP @JimKalbach
  16. 16. Individual CUSTOMER JOURNEY MAP @JimKalbach
  17. 17. Individual Organization CUSTOMER JOURNEY MAP @JimKalbach
  18. 18. Individual Organization Interactions CUSTOMER JOURNEY MAP @JimKalbach
  19. 19. EXPERIENCE MAP
  20. 20. Individual Organization Interactions EXPERIENCE MAP
  21. 21. @JimKalbach
  22. 22. Individual Organization Interactions @JimKalbach
  23. 23. MENTAL MODELS @JimKalbach
  24. 24. Individual Organization Interactions MENTAL MODELS @JimKalbach
  25. 25. Visualize insight to help organizations shift their mindsets from the inside- out to outside-in @JimKalbach
  26. 26. GENERAL PROCESS @JimKalbach
  27. 27. GENERAL PROCESS 2 4 @JimKalbach
  28. 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. 29. 2. INVESTIGATE
  30. 30. Gather existing sources • Qualitative • Quantitative 1 2. INVESTIGATE @JimKalbach
  31. 31. Research internally • Touchpoint inventory • Stakeholder interviews • Draft diagram Gather existing sources • Qualitative • Quantitative 1 2 2. INVESTIGATE @JimKalbach
  32. 32. @JimKalbach
  33. 33. STAKEHOLDER INTERVIEWS @JimKalbach
  34. 34. DRAFT MAP WORKSHOP @JimKalbach
  35. 35. Research internally • Touchpoint inventory • Stakeholder interviews • Draft diagram Gather existing sources • Qualitative • Quantitative Research externally • Contextual interviews • Surveys 1 2 3 2. INVESTIGATE @JimKalbach
  36. 36. ANALYSE DATA @JimKalbach
  37. 37. ANALYSE DATA
  38. 38. Ground insights in reality by looking at various sources of information and running activities that involve others. @JimKalbach
  39. 39. 4. ALIGN & ENVISION @JimKalbach
  40. 40. “Diagrams are compelling documents that invite engagement by others.” @JimKalbach
  41. 41. WORKSHOP @JimKalbach
  42. 42. EMPATHIZE @JimKalbach
  43. 43. ENVISION @JimKalbach
  44. 44. EVALUATE @JimKalbach
  45. 45. DESIGN SPRINTS @JimKalbach
  46. 46. IDEAS ARE OVERRATED @JimKalbach
  47. 47. 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
  48. 48. “The conversation does not end with this workshop—it’s ongoing.” @JimKalbach
  49. 49. Go from generating ideas to experiments for organizational learning. Follow through and tie activities together. @JimKalbach
  50. 50. Help shift business thinking by visualizing value from the outside-in based on grounded investigation, and follow through with experiments. 1 2 3 4
  51. 51. THANK YOU!THANK YOU!THANK YOU!THANK YOU! @JimKalbach www.experiencinginformation.com www.mural.co
  52. 52. 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
  53. 53. Questions? Find Jim’s book, Mapping Experiences,,,, on Amazon and at O’Reilly Media. Questions about UserTesting? Email adam@usertesting.com #UTwebinar

    Be the first to comment

    Login to see the comments

  • benvvautier

    Jun. 30, 2016
  • sniukas

    Jul. 1, 2016
  • maximedelavergne

    Jul. 1, 2016

Visualization diagrams are a key tool that help organizations compile business insights from a variety of sources and translate them into a universally-understandable format. Producing these diagrams requires empathy for customers, the ability to organize a wealth of information, and visual storytelling skills. In this webinar, Jim guides you in his tried-and-tested methods to create value through journeys, blueprints, and diagrams.

Views

Total views

941

On Slideshare

0

From embeds

0

Number of embeds

3

Actions

Downloads

33

Shares

0

Comments

0

Likes

3

×