Mapping experiences: from insight to action

  • Who this is for

    This course is intended for anyone involved in design and marketing activities that seek to map the customer or user experience for the purpose of improving products, services and communication. This includes designers, user experience specialists, and product managers, as well as marketers and others dealing with product and service provision. The course is intended for participants with an intermediate knowledge of mapping and customer-facing work.

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    Why this course

    Few organizations deliberately want to create bad experiences for the people they serve. Yet we see even the best-intentioned organizations doing it all the time. Bad product and service experience are the rule rather than the exception.

    The fundamental problem is one of alignment: organizations are out of sync with what the people they serve actually experience. Misalignment impacts the entire enterprise: teams lack a common purpose, solutions are built that are detached from reality, there is a focus on technology rather than experience, and strategy is shortsighted.

    What you’ll learn

    Visualizations are a key device to break down siloed thinking. A diagram of the individual’s experience serves as a tangible model for the teams to rally around. More importantly, visualizations allow the viewer to grasp interlocking relationships at once.

    But 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. Visualizations point to opportunities and serve as springboards into innovation.

    This course will show you how to turn customer observations into actionable insight for the design of products and services through the use of alignment diagrams.

    After this course, you should be able to:

    • Understand the strategic principles of value alignment
    • Distinguish between different diagram types and select the most appropriate ones for your particular situation
    • Facilitate meaningful conversations about creating value and informing strategic decisions in your organization

    How the day will go

    PART 1

    • Map your users’ experience with a proven process
    • Explore mapping techniques, including journey maps, service blueprints, and workflow models
    • Facilitate each phase of your mapping project: initiating, investigating, illustrating, and applying
    • Define your map’s point of view, scope, focus, structure, and intended use

    PART 2

    • Inform your experience map with a data-driven investigation phase
    • Establish the best research strategy for collecting real-world insights
    • Aggregate data through existing studies and interviews with users and internal experts
    • Find patterns across your user base by analyzing your qualitative data

    PART 3

    • Illustrate a compelling visualization filled with your users’ data
    • Discover the ins-and-outs of translating user data into illustrations
    • Assemble your data in a meaningful and chronological timeline
    • Integrate color, lines, shapes, and icons to communicate user behaviors and emotions

    PART 4

    • Engage stakeholders in data-driven conversations about product solutions
    • Learn powerful techniques for communicating an experience map to stakeholders
    • Explore how to integrate alignment diagrams into all design projects
    • Put your visualization to work by brainstorming future solutions