UID:
kobvindex_INT0002950
Format:
xix, 359 pages
,
colour illustrations
,
19 x 23.5 cm
Edition:
1st edition, 9th release
ISBN:
9781491923535
,
1491923539
Content:
"Customers who have inconsistent, broken experiences with products and services are understandably frustrated. But it's worse when people inside these companies can't pinpoint the problem because they're too focused on business processes. This practical book shows your company how to use alignment diagrams to turn valuable customer observations into actionable insight. With this unique tool, you can visually map your existing customer experience and envision future solutions. Product and brand managers, marketing specialists, and business owners will learn how experience diagramming can help determine where business goals and customer perspectives intersect. Once you're armed with this data, you can provide users with real value. Mapping Experiences is divided into three parts: * Understand the underlying principles of diagramming, and discover how these diagrams can inform strategy * Learn how to create diagrams with the four iterative modes in the mapping process: setting up a mapping initiative, investigating the evidence, visualizing the process, and using diagrams in workshops and experiments * See key diagrams in action, including service blueprints, customer journey maps, experience maps, mental models, and spatial maps and ecosystem models."
Content:
"If you want to create products and services that provide real value, you should first identify touchpoints--areas where business and customer needs intersect. This practical book shows you how. Using various mapping techniques from UX design, you'll learn how to turn customer observations into actionable insight for product design.Author Jim Kalbach, Principal UX Designer with Citrix, introduces you to the principles behind alignment diagrams--a class of deliverable also known as experience mapping--using several examples. You'll learn how to visually map your existing customer experience, based on user research, and demonstrate how and where customer perspectives intersect with business goals.Using alignment diagrams, you'll not only be able to orchestrate business-customer touchpoints, but also gain stakeholder support for a product or service that provides value to both your business and your customers. This book is ideal for product managers, marketers, customer experience professionals, and designers."
Note:
EDITORIAL NOTE: originally published: 2016
,
VISUALIZING VALUE : Introducing alignment diagrams ; Fundamentals of mapping experiences ; Visualizing strategic insight -- A GENERAL PROCESS FOR MAPPING : Initiate : starting a mapping project ; Investigate : researching the experience ; Illustrate : drawing the diagram ; Align : designing value ; Envisioning future experiences -- TYPES OF DIAGRAMS IN DETAIL : Service blueprints ; Customer journey maps ; Experience maps ; Mental model diagrams ; Spatial maps and ecosystem models
Language:
English
Keywords:
Handbooks and manuals
Bookmarklink
