Mapping experiences : a guide to creating value through journeys, blueprints and diagrams /
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...
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| Format: | Book |
| Language: | English |
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Sebastopol, CA :
O'Reilly Media Inc.,
2016.
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Table of Contents:
- Preface : Aligning for value
- Part 1. Visualizing value : Introducing alignment diagrams : Alignment diagrams ; Principles of alignment ; Benefits
- Fundamentals of mapping experiences : Frame the mapping effort ; Identify touch points ; Zero moment of truth ; Focus on creating value ; Identifying opportunities: combining mental model diagrams and jobs to be done
- Visualizing strategic insight : A new way of seeing ; Mapping strategy
- Part 2. A general process for mapping : Initiate: starting a mapping project : Start a new project ; Decide on a direction ; How many diagrams are needed? ; What's the difference?: Customer journey ; Maps, experience maps and service blueprints ; Define the effort
- Investigate: researching the experience : Survey existing sources ; Interview withing the organization ; Create a draft diagram ; A brief guide to interviewing ; Conduct research externally ; Analyze the data ; Quantitative research ; Music curation: user research and diagramming at Sonos
- Illustrate: drawing the diagram : Lay out the diagram ; Compile the content ; Sankey diagram ; Design the information ; Showing your emotions ; Tools and software ; Mapping the lab test experience
- Align: designing value : Empathize ; Envision ; Evaluate ; Facilitating an alignment workshop ; Plan experiments ; Rapid online mapping and design workshop
- Envisioning future experiences : Storyboards ; Scenarios ; Putting it all together: which techniques are needed when? ; User story mapping ; Customer journey mapping game
- Part 3. Types of diagrams in detail : Service blueprints : Visualizing services ; Staying lean ; Extending service blueprinting ; Elements of a service blueprint ; Expressive service blueprint
- Customer journey maps : Related models ; Elements of CJMs ; Customer journey mapping in practice
- Experience maps : Maps of experiences ; Related models ; Elements of experience maps ; Workflow diagrams at LexisNexis
- Mental model diagrams : Mental model diagrams ; Related approaches ; Elements of mental model diagrams ; A forward-thinking insurance company: mental model
- Spatial maps and ecosystem models : Spatial maps ; Elements of spatial maps and ecosystem models ; Canadian governance in the digital era.