INTRODUCING ALIGNMENT DIAGRAMS
Alignment Diagrams
Principles of Alignment
Benefits
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
VISUALIZING STRATEGIC INSIGHT
A New Way of Seeing
Mapping Strategy
A General Process for Mapping
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
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
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
ALIGN: DESIGNING VALUE
Empathize
Envision
Evaluate
Facilitating an Alignment Workshop
Plan Experiments
Rapid Online Mapping and Design Workshop
ENVISIONING FUTURE EXPERIENCES
Storyboards
Scenarios
Putting It All Together: Which Techniques Are Needed When?
User Story Mapping
Customer Journey Mapping Game
Types of Diagrams in Detail
SERVICE BLUEPRINTS
Visualizing Services
Staying Lean
Extending Service Blueprinting
Elements of a Service Blueprint
Expressive Service Blueprint
CUSTOMER JOURNEY MAPS
Related Models
Elements of CJMs
Customer Journey Mapping in Practice
EXPERIENCE MAPS
Maps of Experiences
Related Models
Elements of Experience Maps
Workflow Diagrams at LexisNexis
MENTAL MODEL DIAGRAMS
Mental Model Diagrams
Related Approaches
Elements of Mental Model Diagrams
A Forward-Thinking Insurance Company: Mental Model SPATIAL MAPS AND ECOSYSTEM MODELS
Spatial Maps
Elements of Spatial Maps and Ecosystem Models
Gigamapping: Canadian Governance in the Digital Era
Resumen
Los clientes que tienen experiencias incongruentes y rotas con productos y servicios son comprensiblemente frustrados. Pero es peor cuando la gente dentro de estas empresas no puede identificar el problema porque están demasiado centrados en los procesos de negocio. Este libro práctico muestra a su empresa cómo utilizar diagramas de alineación para convertir las valiosas observaciones de los clientes en información útil. Con esta herramienta única, puede visualizar visualmente su experiencia de cliente existente e imaginar soluciones futuras.
Los gerentes de productos y marcas, especialistas en marketing y dueños de negocios aprenderán cómo la diagramación de experiencias puede ayudar a determinar dónde se intersectan las metas de negocio y las perspectivas de los clientes. Una vez que esté armado con estos datos, puede proporcionar a los usuarios un valor real.
