
Mapping Experiences
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Content
- Intro
- Contents
- PREFACE
- PART 1. Visualizing Value
- CHAPTER 1. Visualizing Value: Aligning Outside-In
- Modeling Experiences
- Alignment Diagrams
- Multiple Alignment
- Focus on Aligning for Value
- Principles of Alignment
- Benefits of Alignment Diagramming
- Case Study: Fighting Violent Extremism with Alignment Diagramming
- CHAPTER 2. Fundamentals of Mapping Experiences
- Frame the Mapping Effort
- Identify Touchpoints
- Case Study: Consumer Intervention Mapping-Designing Strategies for the Circular Economy
- CHAPTER 3. Employee Experience: Aligning Inside
- Employee Experience
- Mapping the Employee Experience
- Align the CX to the EX
- Case Study: Aligning CX and EX for Strategy Building
- CHAPTER 4. Visualizing Strategic Insight
- A New Way of Seeing
- Mapping Strategy
- Case Study: Identifying Opportunities-Combining Mental Model Diagrams and Jobs to Be Done
- PART 2. A General Process for Mapping
- CHAPTER 5. Initiate: Starting a Mapping Project
- Start a New Project
- Decide on a Direction
- What's the Difference? Customer Journey Maps, Service Blueprints, and Experience Maps
- Define the Effort
- Putting It All Together: Which Techniques Are Needed When?
- CHAPTER 6. Investigate: Make It Real
- Review Existing Sources
- Interview Within the Organization
- Create a Draft Model
- Conduct Research Externally
- A Brief Guide to Interviewing
- Analyze the Data
- Quantitative Research
- Case Study: Music Curation-User Research and Diagramming at Sonos
- CHAPTER 7. Illustrate: Make It Visual
- Lay Out the Diagram
- Compile the Content
- Design the Information
- Showing Your Emotions
- Tools and Software
- Case Study: Mapping the Lab Test Experience
- CHAPTER 8. Alignment Workshops: Find the Right Problem to Solve
- Empathize
- Business Origami
- Envision
- Evaluate
- Case Study: Presumptive Design Aligns Teams on the Problem to Be Solved
- Facilitating an Alignment Workshop
- Case Study: Customer Journey Mapping Game
- CHAPTER 9. Envisioning Future Experiences: Build the Right Solution
- Run Experiments
- Ideas Are Overrated
- Design the New Experience with Maps
- Aspire to Transform
- Design Sprints
- Case Study: Rapid Online Mapping and Design Workshop
- PART 3. Primary Diagram Types in Detail
- CHAPTER 10. Service Blueprints
- Visualizing Services
- Extending Service Blueprinting
- Related Approaches
- Elements of a Service Blueprint
- Case Study: Facilitating Collaborative Sessions with Practical Service Blueprinting
- CHAPTER 11. Customer Journey Maps
- Customer Lifecycle Maps
- Related Models
- Elements of CJMs
- Case Study: Value Story Mapping-An Alternative View to CJMs
- CHAPTER 12. Experience Maps
- Hybrid Experience Maps
- Related Models
- Elements of Experience Maps
- Case Study: Mapping the Domestic Violence Journey
- CHAPTER 13. Mental Model Diagrams
- Diagramming Mental Models
- Related Approaches
- Elements of Mental Model Diagrams
- Case Study: A Mental Model for a Forward-Thinking Insurance Company
- CHAPTER 14. Ecosystem Models
- Ecosystem Maps
- Elements of Ecosystem Models
- Case Study: Building a Service Ecosystem Map from the Ground Up
- References
- Index
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