Mapping Experiences: Aligning for Business Value

If you want to create products and services that provide real value, you should first identify touchpoints—areas where business and customer needs intersect. This practical book shows you how. Using various mapping techniques from UX design, you’ll learn how to turn customer observations into actionable insight for product design.

Author Jim Kalbach, Principal UX Designer with Citrix, introduces you to the principles behind alignment diagrams—a class of deliverable also known as experience mapping—using several examples. You’ll learn how to visually map your existing customer experience, based on user research, and demonstrate how and where customer perspectives intersect with business goals.

Using alignment diagrams, you’ll not only be able to orchestrate business-customer touchpoints, but also gain stakeholder support for a product or service that provides value to both your business and your customers. This book is ideal for product managers, marketers, customer experience professionals, and designers.

Table of Contents

PART 1. Visualizing Value
CHAPTER 1. Introducing Alignment Diagrams
CHAPTER 2. Fundamentals of Mapping Experiences
CHAPTER 3. Visualizing Strategic Insight

PART 2. A General Process for Mapping
CHAPTER 4. Initiate: Starting a Mapping Project
CHAPTER 5. Investigate: Researching the Experience
CHAPTER 6. Illustrate: Drawing the Diagram
CHAPTER 7. Align: Designing Value
CHAPTER 8. Envisioning Future Experiences

PART 3. Types of Diagrams in Detail
CHAPTER 9. Service Blueprints
CHAPTER 10. Customer Journey Maps
CHAPTER 11. Experience Maps
CHAPTER 12. Mental Model Diagrams
CHAPTER 13. Spatial Maps and Ecosystem Models