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.
Product and brand managers, marketing specialists, and business owners will learn how experience diagramming can help determine where business goals and customer perspectives intersect. Once you’re armed with this data, you can provide users with real value.
Mapping Experiences is divided into three parts:
Understand the underlying principles of diagramming, and discover how these diagrams can inform strategy
Learn how to create diagrams with the four iterative modes in the mapping process: setting up a mapping initiative, investigating the evidence, visualizing the process, and using diagrams in workshops and experiments
See key diagrams in action, including service blueprints, customer journey maps, experience maps, mental models, and spatial maps and ecosystem models
Most Helpful Customer Reviews
It is a comprehensive review of the topic and all aspects to consider in ...as the title says "Mapping Experiences" from customer journey maps and beyond. covers everything from how to write an project proposal for one to what software to use including collaborative software. My only criticism is that it is hard to see the examples in detail to fully understand. But in the end it is not about copying the examples, but how to create your own for what you need and all the choices and processes that go with defining what that is.
"Mapping Experiences" is a thoughtful, intentional work on mapping experiences to ensure stakeholder alignment and to create an actionable launching pad to strategy and design. If you're involved in design projects, definitely read this book!
Mr. Kalbach provides a holistic tutorial on why and how to map the experiences of the people who use your product or service. His writing is very practical, succinct, and informational. Not only will you learn a lot by reading his words but you'll enjoy it in the process.
Excellent! No other resource provides such a thorough and thoughtful overview of the many kinds of experience maps and related visual models. I consider this the new bible of visual experience mapping. As someone who has been deep into both customer experience from a marketing perspective and UX research and design, I would recommend this to anyone in who wants to add these visual tools to their toolbox and actually understand when, where, how, for who, and why to use them. Highly recommended.
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