We are witnessing a fundamental shift in the way businesses create and capture value. Competing today requires a whole new mental model of how the world works. But we are stuck in obsolete practices of management that optimise short term gains to maximise shareholder prices at the expense of long term value shared by employees and society as whole. Visualisations are a key tool that help organisations change their perspective and assume an outside-in view of their enterprise. Though no silver bullet, diagrams of various kinds seek to align people’s experiences with how businesses create and capture value. Such visualisations are already an implicit part of design practices. Thus my position seeks to reframe the existing contributions of designers in a new and constructive way, highlighting their strategic value. Visualising value leverages our design skills to give us more awareness, competency, and that proverbial seat at the table. This talk discusses some of the core principles of value alignment through visualisation, with examples from the field and practical advice offered throughout.

1. Visualizing Value
• We are witnessing a fundamental shift in the way businesses create and capture value. Competing
today requires a whole new mental model of how the world works. But we are stuck in obsolete
practices of management that optimise short term gains to maximise shareholder prices at the
expense of long term value shared by employees and society as whole.
• Visualisations are a key tool that help organisations change their perspective and assume an outside-
in view of their enterprise. Though no silver bullet, diagrams of various kinds seek to align people’s
experiences with how businesses create and capture value.
• Such visualisations are already an implicit part of design practices. Thus my position seeks to reframe
the existing contributions of designers in a new and constructive way, highlighting their strategic
value. Visualising value leverages our design skills to give us more awareness, competency, and that
proverbial seat at the table.
• This talk discusses some of the core principles of value alignment through visualisation, with
examples from the field and practical advice offered throughout.

2. @JimKalbach

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

4. 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

5. $

6. MICHAEL PORTER. “Creating Shared Value.” HBR (Jan 2011)
MICHAEL E. PORTER
MARK R. KRAMER
2011
CREATING SHARED VALUE

9. Future survival requires a reversal
in business thinking: start with the
experience and figure out how to
create value from there.

10. BFD, Kalbach

11. Figure out what your product is and
what your value chain is. Understand
where those things touch important
social needs and problems. If you’re in
financial services, let’s think about
‘saving’ or ‘buying a home’ – but in a way
that actually works for the consumer.
MICHAEL PORTER
CREATING SHARED VALUE

13. Visualize Value

14. Individuals

15. Individuals
Organization

16. Individuals
Organization
Value

17. Customer Journey Maps
Experience Maps
Service Blueprints
Mental Model Diagrams
Ecosystem models
…

18. Customer Journey Maps
Experience Maps
Service Blueprints
Mental Model Diagrams
Ecosystem models
…
Alignment Diagrams

19. Customer Journey Map

20. Individual
Customer Journey Map

21. Individual
Organization
Customer Journey Map

22. Individual
Organization
Interactions
Customer Journey Map

23. Experience Map

24. Individual
Organization
Interactions
Experience Map

26. Individual
Organization
Interactions

27. Mental Models

28. Mental Models
Individual
Organization
Interactions

29. The aspiration of Design should
be more than ‘delight’: We help
re-align the business perspective
by visualizing (actual) value.

30. Facilitation

32. Co-creation

33. Co-creation

34. Mapping experiences leverages
our design skills to become
facilitators and grass roots
strategic leaders.

35. Help reverse business thinking
by visualizing actual value
and become a strategic leader.
1
2
3

36. Mock court photo

37. Mock court photo

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