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Mapping Experiences

Book Description

Customers who have inconsistent, broken experiences with products and services are understandably frustrated. But it’s worse when people inside these companies can’t pinpoint the problem because they’re too focused on business processes. This practical book shows your company how to use alignment diagrams to turn valuable customer observations into actionable insight. With this unique tool, you can visually map your existing customer experience and envision future solutions.

Table of Contents

  1. Dedication
  2. Special Upgrade Offer
  3. Praise for Mapping Experiences
  4. Preface
    1. Aligning for Value
    2. Scope of This Book
      1. What This Book Is Not About
      2. Audience for This Book
      3. A Note on the Diagrams
      4. Rapid Techniques
    3. Book Outline
      1. Part 1: Visualizing Value
      2. Part 2: A General Process for Mapping
      3. Part 3: Types of Diagrams in Detail
    4. About the Author
    5. Acknowledgments
  5. I. Visualizing Value
    1. 1. Introducing Alignment Diagrams
      1. Alignment Diagrams
        1. 1. Service Blueprints
        2. 2. Customer Journey Maps
        3. 3. Experience Maps
        4. 4. Mental Model Diagrams
        5. 5. Spatial Maps
      2. Benefits
        1. Alignment diagrams help build empathy
        2. Alignment diagrams provide a common “big picture”
        3. Alignment diagrams break down silos
        4. Alignment diagrams bring focus
        5. Alignment diagrams reveal opportunities
        6. Alignment diagrams enjoy longevity
      3. Summary
      4. Further Reading
      5. Diagram and Image Credits
    2. 2. Fundamentals of Mapping Experiences
      1. Frame the Mapping Effort
        1. Point of View
        2. Scope
        3. Focus
        4. Structure
        5. Use
      2. Identify Touchpoints
        1. Moments of Truth
      3. Focus on Creating Value
        1. Jobs to Be Done
      4. Summary
      5. Further Reading
      6. Diagram and Image Credits
    3. 3. Visualizing Strategic Insight
      1. A New Way of Seeing
        1. 1. Reframe Competition
        2. 2. Create Shared Value
        3. 3. Reimagine Value Delivery
        4. 4. Organize for Innovation
      2. Mapping Strategy
        1. Strategy Map
        2. Strategy Canvas
        3. Strategy Blueprint
        4. Business Model Canvas
          1. Value Proposition Canvas
      3. Summary
      4. Further Reading
      5. Diagram and Image Credits
  6. II. A General Process for Mapping
    1. 4. Initiate: Starting a Mapping Project
      1. Start a New Project
        1. Determine the Level of Formality
        2. Convince Decision Makers
          1. Know the objections
          2. Provide evidence
          3. Find a champion
          4. Run a pilot effort
          5. Create a pitch
      2. Decide on a Direction
        1. Identify the Organization’s Strategy and Objectives
        2. Determine Which Experiences to Map
        3. Create Personas
          1. Proto-personas
        4. Select Diagram Type
      3. Define the Effort
        1. Estimate Duration
        2. Assess Resources
        3. Estimate Costs
        4. Write a Proposal
      4. Summary
      5. Further Reading
      6. Diagram and Image Credits
    2. 5. Investigate: Researching the Experience
      1. Survey Existing Sources
        1. Consolidate Findings
        2. Make Conclusions
      2. Interview Within the Organization
        1. Conduct Interviews
      3. Create a Draft Diagram
        1. Touchpoint Inventory
      4. Conduct Research Externally
        1. Field Research
          1. Prepare
          2. Parts of an interview
          3. 1. Greet the participant
          4. 2. Conduct the interview
          5. 3. Make observations
          6. 4. Conclude
        2. Debrief
      5. Analyze the Data
        1. Informal analysis
        2. Formal analysis
      6. Quantitative Research
      7. Summary
      8. Further Reading
      9. Diagram and Image Credits
    3. 6. Illustrate: Drawing the Diagram
      1. Lay Out the Diagram
        1. Displaying Chronology
      2. Compile the Content
        1. Qualitative Information
          1. Format the content
        2. Quantitative Information
        3. Example Diagram: Prototype Version
      3. Design the Information
        1. Typography
        2. Graphic Elements
          1. Show relationships with lines
          2. Convey information with color
          3. Add icons for efficiency
        3. Visual Hierarchy
        4. Example Diagram: Final Design
      4. Tools and Software
        1. Desktop software
        2. Web-Based Tools
        3. Formatting and Printing
      5. Summary
      6. Further Reading
      7. Diagram and Image Credits
    4. 7. Align: Designing Value
      1. Empathize
        1. Understand
        2. Assess
        3. Identify Opportunities
      2. Envision
        1. Ideate
          1. 1. Remove Barriers
          2. 2. Challenge Industry Assumptions
          3. 3. Aspire to transform
      3. Evaluate
        1. Prioritize
        2. Articulate
        3. Test
      4. Plan Experiments
      5. Summary
      6. Further Reading
      7. Diagram and Image Credits
    5. 8. Envisioning Future Experiences
      1. Storyboards
      2. Scenarios
        1. Storylines
        2. Design Maps
      3. User Story Mapping
      4. Further Reading
      5. Diagram and Image Credits
  7. III. Types of Diagrams in Detail
    1. 9. Service Blueprints
      1. Visualizing Services
      2. Staying Lean
        1. Lean Consumption
      3. Extending Service Blueprinting
      4. Elements of a Service Blueprint
      5. Further Reading
      6. Diagram and Image Credits
    2. 10. Customer Journey Maps
      1. Customer Lifecycle Maps
      2. Related Models
        1. The Conversion Funnel
      3. Elements of CJMs
      4. Further Reading
      5. Diagram and Image Credits
    3. 11. Experience Maps
      1. Maps of Experiences
      2. Related Models
        1. Jobs Maps
        2. Workflow Diagrams
      3. Elements of Experience Maps
      4. Further Reading
      5. Diagram and Image Credits
    4. 12. Mental Model Diagrams
      1. Mental Model Diagrams
        1. Combing the Transcripts
        2. Rapid Mental Model Method
        3. From Construct to Structure
      2. Related Approaches
      3. Elements of Mental Model Diagrams
      4. Further Reading
      5. Diagram and Image Credits
    5. 13. Spatial Maps and Ecosystem Models
      1. Spatial Maps
        1. Isometric Projections
        2. Ecosystem Models
      2. Elements of Spatial Maps and Ecosystem Models
      3. Further Reading
      4. Diagram and Image Credits
  8. References
  9. A. O’reilly®: Mapping Experiences
  10. Index
  11. About the Author
  12. Special Upgrade Offer
  13. Copyright