by James Kalbach | Publisher: O'Reilly Media, Inc. | Release Date: November 2014 | ISBN: 9781491915356

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 video workshop shows you how. Using various mapping techniques from UX design, you'll learn how to turn customer observations into actionable insight for product design.Host 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.Through several exercises, you'll learn how to:Initiate a projectSelect an appropriate diagram typeConduct user researchIdentify different touchpoint typesFormat your information and create your diagramCreate an action plan with a pitch to stakeholdersJim Kalbach is a speaker, writer, and instructor on user experience, information architecture, and business design. During his years in Germany, he helped found local UX groups in Hamburg, and organized conferences throughout the country and elsewhere in Europe. Jim is the author of Designing Web Navigation (O'Reilly).

1. Introduction to Experience Mapping 00:08:21
2. Principles of Alignment 00:16:01
3. Initiate: Starting A Mapping Project 00:22:44
4. Investigate: Understanding Users and Businesses 00:22:46
5. Illustrate: Drawing The Map 00:27:16
6. Align: Creating Value 00:22:46
7. A Closer Look at Touchpoints 00:27:42
8. Extending The Technique 00:19:34
9. Evangelizing Experience Mapping 00:17:24
10. Summary 00:07:42