Mapping Experiences: A Guide to Creating Value through Journeys, Blueprints, and Diagrams (Paperback)

James Kalbach

Mapping Experiences: A Guide to Creating Value through Journeys, Blueprints, and Diagrams (Paperback)

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商品描述

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

商品描述(中文翻譯)

顧客對產品和服務有不一致、破碎的體驗時，可以理解他們會感到沮喪。但當公司內部的人們過於關注業務流程而無法找出問題時，情況就更糟了。這本實用書向您展示了如何使用對齊圖表將有價值的顧客觀察轉化為可行的洞察力。通過這個獨特的工具，您可以將現有的顧客體驗進行視覺化映射，並設想未來的解決方案。

產品和品牌經理、市場專家和企業主將學習如何使用體驗圖表來確定業務目標和顧客觀點的交集。一旦您掌握了這些數據，就可以為用戶提供真正的價值。

《體驗映射》分為三個部分：

- 了解圖表的基本原則，並了解這些圖表如何指導戰略
- 學習如何在映射過程的四個迭代模式中創建圖表：設置映射計劃、調查證據、視覺化過程以及在研討會和實驗中使用圖表
- 查看關鍵圖表的實際應用，包括服務藍圖、顧客旅程地圖、體驗地圖、心智模型以及空間地圖和生態系統模型。

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