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by James Kalbach
Mapping Experiences
PREFACE
Aligning for Value
Scope of This Book
Book Outline
About the Author
Acknowledgments
PART 1. Visualizing Value
CHAPTER 1. Introducing Alignment Diagrams
Alignment Diagrams
Principles of Alignment
Benefits
CHAPTER 2. Fundamentals of Mapping Experiences
Frame the Mapping Effort
Identify Touchpoints
Zero Moment of Truth
Focus on Creating Value
Identifying Opportunities: Combining Mental Model Diagrams and Jobs to Be Done
CHAPTER 3. Visualizing Strategic Insight
A New Way of Seeing
Mapping Strategy
PART 2. A General Process for Mapping
CHAPTER 4. 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
CHAPTER 5. Investigate: Researching the Experience
Survey Existing Sources
Interview Within 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
CHAPTER 6. 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
CHAPTER 7. Align: Designing Value
Empathize
Envision
Evaluate
Facilitating an Alignment Workshop
Plan Experiments
Rapid Online Mapping and Design Workshop
CHAPTER 8. 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
CHAPTER 9. Service Blueprints
Visualizing Services
Staying Lean
Extending Service Blueprinting
Elements of a Service Blueprint
Expressive Service Blueprint
CHAPTER 10. Customer Journey Maps
Related Models
Elements of CJMs
Customer Journey Mapping in Practice
CHAPTER 11. Experience Maps
Maps of Experiences
Related Models
Elements of Experience Maps
Workflow Diagrams at LexisNexis
CHAPTER 12. Mental Model Diagrams
Mental Model Diagrams
Related Approaches
Elements of Mental Model Diagrams
A Forward-Thinking Insurance Company: Mental Model
CHAPTER 13. Spatial Maps and Ecosystem Models
Spatial Maps
Elements of Spatial Maps and Ecosystem Models
Gigamapping: Canadian Governance in the Digital Era
Index
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