Contents
CHAPTER 1. Visualizing Value: Aligning Outside-In...3
Modeling Experiences 4
Alignment Diagrams 5
Multiple Alignment 12
Focus on Aligning for Value 15
Principles of Alignment 18
Benefits of Alignment Diagramming 19
Case Study: Fighting Violent Extremism with Alignment Diagramming 24
CHAPTER 2. Fundamentals of Mapping Experiences 31
Frame the Mapping Effort 32
Identify Touchpoints 42
Case Study: Consumer Intervention Mapping 48
CHAPTER 3. Employee Experience: Aligning Inside 57
Employee Experience 58
Mapping the Employee Experience 60
Align the CX to the EX 64
Case Study: Aligning CX and EX for Strategy Building 76
CHAPTER 4. Visualizing Strategic Insight 81
A New Way of Seeing 82
Mapping Strategy 94
Case Study: Identifying Opportunities—Combining Mental Model Diagrams and Jobs to Be Done 109
CHAPTER 5. Initiate: Starting a Mapping Project 119
Start a New Project 120
Decide on a Direction 124
What’s the Difference? CJMs, Service Blueprints, and Experience Maps 132
Define the Effort 136
Putting It All Together: Which Techniques Are Needed When? 139
CHAPTER 6. Investigate: Make It Real 143
Review Existing Sources 144
Interview Within the Organization 148
Create a Draft Model 151
Conduct Research Externally 153
A Brief Guide to Interviewing 159
Analyze the Data 161
Quantitative Research 164
Case Study: Music Curation—User Research and Diagramming at Sonos 168
CHAPTER 7. Illustrate: Make It Visual 173
Lay Out the Diagram 175
Compile the Content 178
Design the Information 182
Showing Your Emotions 191
Tools and Software 194
Case Study: Mapping the Lab Test Experience 199
CHAPTER 8. Alignment Workshops: Find the Right Problem to Solve 207
Empathize 208
Business Origami 210
Envision 214
Evaluate 218
Case Study: Presumptive Design Aligns Teams on the Problem to Be Solved 223
Facilitating an Alignment Workshop 225
Case Study: Customer Journey Mapping Game 231
CHAPTER 9. Envisioning Future Experiences: Build the Right Solution 237
Run Experiments 238
Ideas Are Overrated 240
Design the New Experience with Maps 243
Aspire to Transform 247
Design Sprints 256
Case Study: Rapid Online Mapping and Design Workshop 258
CHAPTER 10. Service Blueprints 265
Visualizing Services 266
Extending Service Blueprinting 270
Related Approaches 273
Elements of a Service Blueprint 279
Case Study: Facilitating Collaborative Sessions with Practical Service Blueprinting 282
CHAPTER 11. Customer Journey Maps 287
Customer Lifecycle Maps 292
Related Models 296
Elements of CJMs 299
Case Study: Value Story Mapping—An Alternative View to CJMs 303
CHAPTER 12. Experience Maps 311
Hybrid Experience Maps 315
Related Models 319
Elements of Experience Maps 332
Case Study: Mapping the Domestic Violence Journey 334
CHAPTER 13. Mental Model Diagrams 339
Diagramming Mental Models 341
Related Approaches 348
Elements of Mental Model Diagrams 352
Case Study: A Mental Model for a Forward-Thinking Insurance Company 354
CHAPTER 14. Ecosystem Models 367
Ecosystem Maps 368
Elements of Ecosystem Models 380
Case Study: Building a Service Ecosystem Map from the Ground Up 382
References 389
Index 399