This is my presentation from a tutorial at the O'Reilly Design Conference 2017 in San Francisco.

1. MAPPING EXPERIENCES

2. @JimKalbach

3. AGENDA
9:00 Overview
9:30 Initiate
10:15 Investigate
10:30 Break
10:45 Illustrate
11:45 Align & Envision
12:30 End

4. You’ve got to start with
the customer experience
and work back toward
the technology –
not the other
way around.
1997

7. VISUALIZE VALUE

9. Organization
Individuals
Value

10. Customer Journey Maps
Experience Maps
Service Blueprints
Mental Model Diagrams
Ecosystem models
…
ALIGNMENT DIAGRAMS

11. CUSTOMER JOURNEY MAP

12. Individual
CUSTOMER JOURNEY MAP

13. Individual
Organization
CUSTOMER JOURNEY MAP

14. Individual
Organization
Interactions
CUSTOMER JOURNEY MAP

15. EXPERIENCE MAP

16. Individual
Organization
Interactions
EXPERIENCE MAP

17. MENTAL MODELS

18. Individual
Organization
Interactions
MENTAL MODELS

19. Paul Kahn, “Information Architecture for the Web: Applied IA“ http://www.slideshare.net/pauldavidkahn/04-appled-ia
SPATIAL MAP

20. GENERAL PROCESS

21. “Visualizations don’t provide answers outright,
they foster conversations. Diagrams are
compelling artifacts that draw interest and
attention from others in the organization. They
are a means to engage others in discourse.”

22. 1. INITIATE: MAKE IT RELEVANT

23. What is the difference between:
Customer Journey Map
Experience Map
Service Blueprint
?

27. BREATH v DEPTH / FOCUS

30. 1. Point of View
2. Focus
3. Scope
4. Structure
5. Use
DEFINE THE MAPPING EFFORT

33. STAKEHOLDER MAP

34. Focus

36. Scope

37. by nForm (CA)

39. Structure

42. Network

43. Emirates Journey Mapping Case Study: http://www.kendeo.com/industry/airline/emirates-study

44. STRUCTURES

46. The San Francisco Tourism Office (SFTO) would like to improve the overall experience guests have when visiting the
city, particularly holiday travelers. They already have some ideas what to do, but need to see the big picture in order
to prioritize funding and to focus on areas that will have the most impact.
First, the SFTO is planning to significantly overhaul its website. The site has grown organically over the past decade,
and there are many complaints about finding information. In particular, the federated reservations system for hotels
is incomplete, outdated and hard to use.
Second, the SFTO wants to offer mobile services and apps for travelers. With so many options in the mobile arena,
they are not sure where the best place to start would be.
Finally, SFTO believes partnering with key service providers would improve the travel experience of visitors. SFTO
already has information kiosks in tourist areas, but they are looking to integrate more with partner services.
You work for a research agency specializing in experience mapping. The SFTO has hired you to investigate and
identify the most salient ways to bring the most value to visitors. They are also looking for new opportunities
previously overlooked. The insight they hope to gain will help structure a multi-year program for improvement.
SCENARIO

47. Based on the scenario, address the 5 questions for getting started:
1. What is your POINT OF VIEW? (Whose experience and which experiences?)
2. What is the SCOPE of the experience?
3. What elements will you FOCUS on?
4. How will STRUCTURE the diagram?
5. What will you USE the map for?
EXERCISE 1: INITIATE (20 minutes)

49. Five things businesses care about:
2. ALIGN TO BUSINESS GOALS
• Increase revenue
• Decrease cost
• Increase new business
• Increase existing business
• Increase shareholder value
Jared Spool: “UX means business” https://www.youtube.com/watch?v=hEyUe4q_pOk
Growth=

50. 2. INVESTIGATE: MAKE IT REAL

51. INVESTIGATE
Gather existing sources
Qualitative & quantitative
1

52. Interview internally
Sketch experience
Identify knowledge gaps
Gather existing sources
Qualitative & quantitative
1 2
INVESTIGATE

56. Interview internally
Sketch experience
Identify knowledge gaps
Gather existing sources
Qualitative & quantitative
Interview externally
Contextual interviews
Surveys, quantitative data
1 2 3
INVESTIGATE

57. Who might you want to interview?
Internal interview participants External interview participants
_______________________________________________
_______________________________________________
_______________________________________________
_______________________________________________
_______________________________________________
EXERCISE 2: INTERVIEW PARTNERS (5 MINUTES)

58. What themes or topics might you include in a guide for interviews
internally at the SFTO and externally with travellers?
Internal interview themes External interview themes
_______________________________________________
_______________________________________________
_______________________________________________
_______________________________________________
_______________________________________________
EXERCISE 3: INTERVIEW QUESTIONS (5 MINUTES)

59. 3. ILLUSTRATE: MAKE IT VISUAL

60. ANALYSE DATA

61. ANALYSE DATA

62. ANALYSE DATA – Short Way

63. Guideline Example 1 Example 2
Start with insights
Research cluster 1: People indicated they sometimes
hesitate and reconsider during the customer acquisition
phase because of our premium pricing model
Research cluster 2: There is a clear pain point around
deploying the solution, primarily due to lack of
necessary technical knowledge.
Use natural language
People reconsider when making a purchase because
they may be nervous or anxious about the high cost
Users struggle to install the software for the first time
if they don’t have the required technical skills
Keep voice consistent
I reconsider when making a purchase because I’m
anxious and nervous about the high cost
I struggle to install the software for the first time
because I don’t have the necessary technical skills.
Omit pronouns and
articles
Reconsider when making purchase due to anxiousness
and nervousness over high cost
Struggle to install software for first time without the
necessary technical skills.
Focus on the root
cause
Feel anxious and nervous when making purchase due to
high cost, and then reconsider
Struggle during installation due to lack of necessary
technical skills
Be concise
Feel anxious during purchase about cost, and then
reconsider
Struggle due to lack technical skills during installation
Use abbreviations
sparingly
“” Struggle due to lack of tech skills during installation
Rely on context of
map
anxious about cost
(In the cell for the column for “purchase” and row for
“feelings”)
Reconsider
(In the cell of a column for “purchase” and a row for
“actions”)
Struggle due to lack of tech skills
OR
Lack tech skills
(assuming a column for “installation” and a row for
“pain points”)

64. Consider different layouts

67. by nForm (CA)

68. CHRONOLOGY
REPEAT BEHAVIOR
VARIABLE ORDER
ONGOING
ALTERNATE FLOWS

70. www.businessmodelcreativity.net

72. Tourism in Rome

74. LAYOUT TYPES

75. CONSISTENT REPRESENTATION
TEXT
• Actions: Start each with a verb,
• Thoughts: Phrase as a question
• Feelings: Use adjectives
• Pain points: start each with a gerund
• Touchpoints: Use nouns
• Opportunities: Begin with verb of change,
e.g., increase the ease of installation
VISUAL
• Fit to space
• Font selection
• Color coding
• Icons and shapes

76. EXERCISE 4: ILLUSTRATE (30 MINUTES)
In groups, create a draft diagram for the SFTO scenario
Use the following phases
• Plan Trip
• Travel
• Arrive
• Stay
• Depart
• Return Home
• Visit Again
Include the following aspects
• Customer
• Actions
• Thoughts
• Feelings
• Pain points
• Touchpoints
• SFTO
• Role + Activity
• Goals

77. 4. ALIGN & ENVISION:
MAKE IT ACTIONABLE

78. MAPMAKER > FACILITATOR

79. WORKSHOP

80. ASSESS

81. OPPORTUNITIES
1. Gaps
2. Weaknesses
3. Efficiencies
4. Competitors

82. Author Involvement Levels

84. ARTICULATE IDEAS

85. EVALUATE IDEAS

86. MAPPING WORKSHOP
1 DAY 2 DAYS 3 DAYS

87. “[Mapping] will add
context to your
project and highlight
opportunities you
may have otherwise
missed.”
DESIGN SPRINTS

88. EXPERIMENT

89. IDEAS ARE OVERRATED
@JimKalbach

90. VALLEY OF DEATH
@JimKalbach

91. BUSINESS VALUE EXPERIMENTS
5x5 Framework
• 5 people
• 5 days
• 5 experiments
• $5k
• In 5 weeks
(i.e., small bets…)
@JimKalbach

92. EXAMPLE: SNAP SUPPORT

93. EXAMPLE: SNAP SUPPORT

94. EXAMPLE: SNAP SUPPORT

95. CONNECT THE DOTS

96. Danke schön!
@JimKalbach
Jim.Kalbach@Gmail.com
www.experiencinginformation.com