Mapping Experiences: A Complete Guide to Creating Value through Journeys, Blueprints, and Diagrams

by Jim Kalbach

The advice is clear: don’t force people to bridge gaps of your offering.

Frame the Mapping Effort

The term experience defies precise definition. Still, we can point to some common

it’s a dreadful few minutes of nausea.

Harry Beck created his iconic map of the London Underground

Though disruptive at a critical moment—the point at which a person is posting a tweet—many people actually felt an emotional connection to the fail whale. Twitter turned a potentially negative moment of truth into something positive.

Visually map out the steps customers take to achieve an outcome.

Social value refers to the interaction among people, emphasizing lifestyle and social awareness. For instance, Skype in the Classroom is a program aimed at inspiring students with prominent speakers who lecture from remote locations.

As a result, many people assume the technique is nothing more than task analysis or a list of use cases. This is a fallacy.

Socially, the digital lock also fulfills the jobs of letting invited guests in and out as desired.

The objective is not a push, it’s a pull.

The prevailing methods of segmentation that budding managers learn in business schools and then practice in the marketing departments of good companies are actually a key reason that new product innovation has become a gamble in which the odds of winning are horrifyingly low. There is a better way to think about market segmentation and new product innovation. The structure of a market, seen from the customers’ point of view, is very simple: They just need to get things done, as Ted Levitt said. When people find themselves needing to get a job done, they essentially hire products to do that job for them.

Your interviews should not be a questionnaire but rather guided discussions with participants.

participants on location, in the context of their experiences.

Plan on conducting four to six interviews per segment are needed.

preparing, conducting the interview, debriefing, and analyzing the data.

screener

отборочная анкета (Wulfson);перлюстратор (someone who reads personal material, such as letters, to ensure compliance with censorship requirements or to gather informationLiv Bliss); интервьюер (Artjaazz)

Incentives

Магарыч

Research in pairs—no more than two people at a time.

Then, use a qualitative text analysis tool to comb through the transcribed texts—for instance, MaxQDA,

Для QDA есть еще много тулзов

Hugh Beyer and Karen Holtzblatt. Contextual Design

Читай

Guidelines for formatting content based on a fictitious example of a customer journey map for a software company.

Robert Bringhurst, The Elements of Typographic Style, version 3.2

Интересно

Pieter Desmet, Designing Emotions

Интересно

Joel Katz, Designing Information (Wiley,

Интересно

InVision,

Быстрое создание прототипа

Get feedback on your ideas as quickly as possible, even during the workshop.

Usertesting.com.

Сайт быстрого тестового отзыва пользователей на продукт

Proto-personas > Experience map > Storyboards Proto-personas > Design map

Типовые шаги

This example of an expressive service blueprint depicts an encounter with an ophthalmologist.

Отличный пример. История из жизни.

The customer journey canvas created by Marc Stickdorn and Jakob Schneider is a variation of the typical CJM.

Шаблон

Customer lifecycles look at the overall relationship to a brand. Customer

Разница фаз между жизненным циклом, схемы пути и чертежом сервиса