Podcasts about mapping experiences

Justin is joined by Jim Kalbach - author, speaker, and leading voice in strategy and innovation - to demystify Jobs to Be Done (JTBD), a powerful framework that's still underutilized in the marketing world. Jim explains how JTBD moves beyond traditional product thinking by focusing on the core outcomes customers seek to achieve, whether in daily life or professional settings. He shares actionable ways JTBD can drive innovation, align cross-functional teams, and sharpen customer focus.Whether you're in marketing, product, or leadership, this conversation will help you rethink how your organization defines value - from the customer's perspective.Guest BioJim Kalbach is a noted author, speaker, and instructor in innovation, design, and the future of work. He is currently Chief Evangelist at Mural, the leading online whiteboard.Jim is the author of several books: Designing Web Navigation (O'Reilly, 2007), Mapping Experiences, 2nd Ed. (O'Reilly, 2020), and The Jobs To Be Done Playbook (Rosenfeld, 2020). In 2023 he co-authored Collaborative Intelligence (Wiley, 2023) with Mariano Battan. Jim is also the Co-founder and Principal at the JTBD Toolkit, an online resource with learning, training, and content.TakeawaysJTBD helps organizations uncover what customers really want to achieve - not just what products do.Success lies in separating your solution from the customer's actual goal.Understanding unmet needs can create more resonant marketing and better product-market fit.JTBD can foster cross-functional alignment with a shared language across product, marketing, and sales.The core "job" customers want to complete remains timeless, even as technology changes.Chapters00:00 Welcome and Introduction to Jim Kalbach 01:04 What is Jobs To Be Done? 02:07 The Drill vs. the Hole Analogy 03:45 Why Focusing on Jobs Unlocks Innovation 05:52 The Role of Time in B2B Buyer Behavior 08:00 Timeless Nature of Customer Jobs 09:51 Fixing the Agency Pitch Problem with JTBD 11:20 The Power of Diagnosing Unmet Needs 13:25 Creating Cross-Team Alignment Through Shared Language 16:04 Building JTBD as an Organizational Muscle 17:28 Jim's Writing Process and Book Journey 21:18 Collaborating with Practitioners and the JTBD Toolkit 24:32 Why Teaching Sharpened Jim's Expertise 26:00 Where to Learn More: JTBD Toolkit & LinkedIn 27:14 Closing Thoughts and Sign-off⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Jim on LinkedIn here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Justin on LinkedIn here⁠

Episode web page: https://bit.ly/4d2nCOx ----------------------- Got a question? Want to recommend a guest? Or do you want to tell me how the show can be better?  Send me a voice message via email at podcast@usertesting.com ----------------------- In this episode, UserTesting's Lija Hogan sits down with Jim Kalbach, Chief Evangelist at Mural and author of The Jobs to Be Done Playbook, to discuss how the “Jobs to Be Done” framework can transform UX and business strategy in today's growth-focused world. Jim unpacks how this mindset helps teams align around real customer needs and bridge the gap between design and business outcomes. He also shares insights on leveraging AI as a tool to enhance—not replace—human-centered research. Jim reflects on his career journey, his passion for experience mapping, and how reframing UX from a cost-saving function to a growth driver can earn teams greater influence in their organizations. Plus, he explains why empathy shouldn't stop at the customer—UX teams need to understand their business stakeholders just as deeply. Key takeaways: The evolution of jobs to be done from boardroom strategy to everyday design practice Why UX teams need to speak the language of business—and how the word “growth” can open doors How to gain executive buy-in by aligning with business goals and showing proof of impact Tips for using AI to support jobs-to-be-done research and scale customer insights The future of UX: creating more human-centric organizations by democratizing research mindsets Resources & Links: Connect with Jim Kalback on LinkedIn Jim's JTBD Playbook and Mapping Experiences books Mural Connect with Lija Hogan on LinkedIn Learn more about Insights Unlocked: usertesting.com/podcast

On the podcast today, I had a bit of a fangirl moment. I'm talking to Jim Kalbach, the Chief Evangelist at MURAL and the author of Mapping Experiences. This book has greatly impacted me, and I'm excited to share this conversation with you. We will discuss aligning your marketing and offers around your customers' needs. We will cover why it's important, the role that empathy plays, and how to create a framework that makes the whole process easier.  Jim made me finally stop thinking I sucked at marketing. Instead, I started looking at my emotional intelligence and empathy as strengths instead of weaknesses, which was a game-changer. Let's dive in. Get your Revenue Goal Calculator - https://theboldleadershiprevolution.com/revenue-goal-calculator or Text Revenue to 415-528-7403. Join the waitlist for The Bold Profit Academy - https://theboldleadershiprevolution.com/the-bold-profit-academy  

Jim Kalbach wrote the book on the jobs to be done research methodology (JTBD). Jim argues persuasively, that JTBD is way more than a tool for understanding what customers really want from a product. When used right, it can be the organizing principle that gets every part of a company pointing in the same direction, all towards satisfying customer needs. In this episode, Dart and Jim discuss:- Applying the Jobs to Be Done theory and methodology to business- Understanding and identifying the unmet needs of a marketplace - Promoting innovation by focusing on problems, not solutions- Jobs to Be Done in HR to find the right work for employees- Social, emotional, and differential factors that affect product market fit- Developing product lines to meet different circumstances- The Jobs to Be Done tools that help teams align their focus- And more…Jim Kalbach is an author, speaker, and instructor in innovation, design, and the future of work. After consulting for large companies such as eBay, Audi, Sony, and Citrix, Jim became Co-Founder and Principal at the JTBD (Jobs to Be Done) Toolkit, an online resource with learning, training, and content on human-centered business. He is also the current Chief Evangelist at Mural, the leading online whiteboard.Jim lived in Germany for 15 years, where he founded the European Information Architecture conferences and the leading UX design event, IA Konferenz. In 2013, he moved back to the United States and wrote Mapping Experiences and The Jobs to Be Done Playbook, among other publications. He is also the former editor of Boxes and Arrows and a former advisory board member of the Information Architecture Institute.Resources Mentioned:The Jobs To Be Done Playbook, by Jim Kalbach: https://www.amazon.com/Jobs-Be-Done-Playbook-Organization/dp/1933820683Mapping Experiences, by Jim Kalbach: https://www.amazon.com/Mapping-Experiences-Complete-Creating-Blueprints/dp/1491923539 Jobs to Be Done toolkit: https://www.jtbdtoolkit.com/The Experience Economy, by Joseph Pine: https://www.amazon.com/Experience-Economy-New-Preface-Authors/dp/1633697975Connect with Jim:LinkedIn: https://www.linkedin.com/in/kalbach/www.JTBDtoolkit.com 

Jim Kalbach shares insights from jazz into collaboration, how experience maps help us navigate design, and why Jobs To Be Done deserves our attention. Highlights include: Why do we confuse ideas with innovation? What does it mean to have ‘big ears' and how is that useful? How do you manage challenges to your recommendations? What gets in the way of effective collaboration? How can Jobs To Be Done help to find the right problems to fix? ====== Who is Jim Kalbach? Jim is the Chief Evangelist and VP of Customer Experience at MURAL, the world's leading digital whiteboard.  Prior to joining MURAL, Jim was a Principal UX Consultant at Citrix Online, and he has also worked in numerous consulting roles for other large companies such, as eBay, SONY, LexisNexis and Razorfish Germany. Somehow, on top of all this, Jim found the time to write three critically acclaimed books: The first, Designing Web Navigation, was published in 2007, followed by Mapping Experiences in 2016 and, most recently, The Jobs To Be Done Playbook in 2020.   While working in Europe, where he spent the first 15 years of his career, Jim co-founded the popular European Information Architecture conferences as well as the leading UX event in Germany - the IA Konferenz.  He has also previously served on the advisory board of the Information Architecture Institute and as an editor for Boxes and Arrows, the popular online journal for user experience, and has graced the stage at TedX, UX Brighton, Enterprise UX, and UX STRAT. ====== Find Jim here: LinkedIn: https://www.linkedin.com/in/kalbach/ Twitter: https://twitter.com/jimkalbach Website: https://experiencinginformation.com/  Jim's books: The Jobs To Be Done Playbook: Align Your Markets, Organization, and Strategy Around Customer Needs -  https://amzn.to/3vwdoky Mapping Experiences: A Complete Guide to Creating Value through Journeys, Blueprints, and Diagrams - https://amzn.to/3G9lZ1s Designing Web Navigation: Optimizing the User Experience -  https://amzn.to/3IfGah9  ====== Liked what you heard and want to hear more? Subscribe and support the show by leaving a review on Apple Podcasts (or wherever you listen). Follow us on our other social channels for more great Brave UX content! YouTube: https://www.youtube.com/TheSpaceInBetween/ LinkedIn: https://www.linkedin.com/company/the-space-in-between/ Instagram: https://www.instagram.com/thespaceinbetw__n/ ====== Hosted by Brendan Jarvis: LinkedIn: https://www.linkedin.com/in/brendanjarvis/ Website: https://thespaceinbetween.co.nz/ Twitter: https://twitter.com/brendanjarvis/

Welcome back to part two of our interview with Jim Kalbach. Hop on in, and let's continue our conversations from part one. Missed the previous episode? See below for links to the show. Jim Kalbach is an author, speaker, and instructor in design. Jim has authored the books Designing Web Navigation, Mapping Experiences, and the most recent one, The Jobs To Be Done Playbook, which we will be talking about in this episode. Jim is currently the Chief Evangelist at MURAL, the leading online whiteboard. He is responsible for advocating for imagination work, remote collaboration, creative teamwork, design thinking, and more. Main Takeaways: ● How to apply Jim's recipe for successful innovations ● The Jobs To Be Done Playbook is a tool that's not for everyone ● How they are utilizing Jobs To Be Done at MURAL Be sure to check out full show notes at https://innovationmeetsleadership.com/resources or click "Episode Website" below. To learn more about Jim, you can follow him on LinkedIn and Twitter: @kalbach, or Head on over to or head on over to https://experiencinginformation.com/. Learn more about the Jobs To Be Done Toolkit at https://www.jtbdtoolkit.com/. These are proven solutions to advance your innovation process. Check out our website  innovationmeetsleadership.com or connect with us on Instagram or Facebook @innovationmeetsleadership.  Don't forget to subscribe and leave a 5-star review. Let's go transform something! --- Send in a voice message: https://anchor.fm/natalie-born/message Support this podcast: https://anchor.fm/natalie-born/support

Jim Kalbach is an author, speaker, and instructor in design. Jim has authored the books Designing Web Navigation, Mapping Experiences, and the most recent one, The Jobs To Be Done Playbook, which we will be talking about in this episode. Jim is currently the Chief Evangelist at MURAL, the leading online whiteboard. He is responsible for advocating for imagination work, remote collaboration, creative teamwork, design thinking, and more. Main Takeaways: ● Explanation of The Jobs To Be Done Playbook ● Customer-centric companies are 60% more profitable than companies that focus on the customer ● How Outcome-Driven Innovation differs from other methods of innovation ● Find the unmet market needs before the market finds them ● Why Job Maps are important Be sure to check out full show notes at https://innovationmeetsleadership.com/resources or click "Episode Website" below. You can follow Jim on LinkedIn @kalbach, Twitter @jimkalbach, or https://www.jtbdtoolkit.com. To learn more about MURAL, visit their website at https://www.mural.co/ These are proven solutions to advance your leadership and innovation process. Check out our website innovationmeetsleadership.com or connect with us on Instagram or Facebook @innovationmeetsleadership Don't forget to subscribe and leave a 5-star review. Let's go transform something! --- Send in a voice message: https://anchor.fm/natalie-born/message Support this podcast: https://anchor.fm/natalie-born/support

Continuing the recent theme of having authors from the recently published "Top 10 books that each CX leader should read " by Qualtrics, today's guest is none other than Jim Kalbach, the author of "Mapping Experiences - A complete guide to customer alignment through journeys, blueprint, and diagrams".   With real passion and enthusiasm, Jim explains the importance that mapping plays in today's world, how important it is that all departments are involved in creating maps and how it is possible to map employment engagement to customer engagement, driving up both key metrics.

Ben & Jay talk to Jim Kalbach, Head of Customer Experience at MURAL and author of The Jobs To Be Done Playbook, Mapping Experiences, and Designing Web Navigation.  Jim shares his perspective on Jobs To Be Done as a mindset, how an organization can start using it, and how it can influence various aspects of the organization.  Since the episode was recorded, Jim has also launched a new Jobs To Be Done learning platform, JTBD Toolkit.  Jim also has a web site, Experiencing Information, where you can learn more about him and book office hours.  Stick around after the discussion for a special musical treat courtesy of Jim!See Jim discuss customer journey mapping as compared to job mapping through the lens of the chicken crossing the road.All Things Twitter:Jim KalbachJTBD ToolkitA Sherpa's Guide to InnovationBen TingeyJay GerhartSupport the show (https://healthpodcastnetwork.com/)

In the Power of Ten podcast, Andy Polaine talks to guests from a broad range of disciplines about the intersection of design, technology, psychology, organisations, culture and society. The show looks at how design operates at many levels and in many forms, from thoughtful detail through organisational transformation to the changes in society and the world. My guest in this episode is Jim Kalbach (https://www.linkedin.com/in/kalbach/) , an author, speaker, and instructor in design, customer experience, and strategy. Jim has worked with many large companies and is currently Head of Customer Experience at MURAL (https://mural.co/) , the leading online whiteboard. He is the author of Designing Web Navigation (http://www.amazon.com/Designing-Web-Navigation-Optimizing-Experience/dp/0596528108/ref=sr_1_1?ie=UTF8&qid=1314717308&sr=8-1) , Mapping Experiences (http://shop.oreilly.com/product/0636920038870.do) and, most recently, the Jobs to be Done playbook (https://rosenfeldmedia.com/books/jobs-to-be-done-book/) . Show Links Jim’s website, Experiencing Information (https://experiencinginformation.com/) Jim Kalbach on LinkedIn (https://www.linkedin.com/in/kalbach/) Jim on Twitter (https://twitter.com/JimKalbach) The Jobs to be Done playbook (https://rosenfeldmedia.com/books/jobs-to-be-done-book/) Designing Web Navigation (http://www.amazon.com/Designing-Web-Navigation-Optimizing-Experience/dp/0596528108/) Mapping Experiences (http://shop.oreilly.com/product/0636920038870.do) MURAL (https://mural.co/) This episode's links and notes (https://www.polaine.com/podcasts/power-of-ten/jim-kalbach-jobs-to-be-done/) Doctor’s Note newsletter (https://pln.me/nws) Andy on Twitter (https://twitter.com/apolaine) Andy on LinkedIn (https://linkedin.com/in/andypolaine) Polaine.com (https://www.polaine.com/) Get in touch! (https://www.polaine.com/contact) (https://www.polaine.com/)

รีวิวหนังสือ Mapping Experiences หนังสือเล่มนี้เป็นเรื่องของ UX หรือ User Experience ที่ผู้เขียนได้รวบรวมรูปแบบของแผนภาพแล้วเรียกว่า Alignment diagram เพื่อให้สมาชิกในทีมสื่อสารกันและไม่ให้เกิดการทำงานแบบไซโลในองค์กร ผู้เขียนได้อธิบายถึงการผนวกการวิจัยผู้บริโภคกับแผนภาพ วิธีการสร้างแผนภาพ การทำ Workshop และตัวอย่างแผนภาพในบริบทต่าง ๆ เช่น Customer Journey Map, Service Blueprint, Mental Map และ Experience Map --- Send in a voice message: https://anchor.fm/sakol/message

Buckle in, ladies and gentlemen, for some straight talk about the future of work, the nature of the universe and the power of changing systems to change behavior. Today I'm sharing a deep and rambling conversation I had a few months back with Aaron Dignan, author of Brave New Work and founder of the Ready, an org transformation partner to companies like Airbnb, Edelman and charity: water. He is a cofounder of responsive.org, an amazing community of like-minded transformation professionals. If you haven't checked out their conference, it's great. I co-facilitated some sessions there last year and I can highly recommend it. You should also check out the episode I had recently on asking better questions with Robin Zander, who hosts the conference. http://theconversationfactory.com/podcast/2019/4/23/robin-p-zander-asking-better-questions I owe a debt of gratitude to Aaron. It was his OS Canvas, published in 2016 on Medium, that got me thinking differently about my own work in Conversation Design and led me to develop my own Conversation OS Canvas. His OS Canvas clarified and simplified a complex domain of thinking – organizational change – into (then) just nine factors. In the book it's evolved into 12 helpful prompts to provoke clear thinking and to accelerate powerful conversations about how to change the way we work – if you are willing to create the time and space for the conversation. Aaron doesn't pull any punches – as he says, “the way we work is badly broken and a century old”. And he figures that “a six year old could design a good org, you just have to ask the socratic questions.” His OS Canvas can help you start the conversation about changing the way you work in your org and his excellent book will help you dive deep into principles, practices and stories for each element of the OS. You'll find in the show notes some deep-dives on the two core principles of org design from the book. The first principle is being complexity Conscious. The second is being people positive. For more on complexity – dig into Cynefin (which is not spelled the way it sounds). And for more on people positivity, there's a link to Theory X vs Theory Y, a very helpful mental model in management theory. Another powerful idea that I want to highlight is Aaron's suggestion that we all have our own “system of operating” or “a way of being in the world” which is “made up of assumptions and principles and practices and norms and patterns of behavior and it's coded into the system.”  Aaron goes on to say that “people are chameleons and people are highly sensitive to the culture and environment they're in. And the system, the aquarium, the container tells us a lot about how we're supposed to show up. And over time it can even beat us into submission. And so we have to change the system and that's hard to do when we're reinforcing things that we ourselves didn't even create,” From my own work on conversation design, it's very clear to me that communication is held in a space, or transmitted through an interface – the air, the internet, a whiteboard. The space your culture happens in is one very key component of how to shift your culture. Check out my episode with Elliot of Brightspot Strategy for more on changing conversations through changing spaces: http://theconversationfactory.com/podcast/2017/7/24/elliot-felix-of-brightspot-strategy-on-changing-conversations-through-changing-spaces Changing your physical space is easy compared with shifting power and distributing authority more thoughtfully in your organization. To do that, we need to shift not just our org structures, but our own OS:  we need more leaders who can show up as facilitators and coaches rather than order-givers. And that takes, as Aaron points out, a brave mindset.  If you want to become a more facilitative leader of innovation and change in your company, you should definitely apply before August to the first cohort of the 12-week Innovation Leadership Accelerator I'm co-hosting with Jay Melone from New Haircut, a leader in Design Sprint Training. It kicks off in NYC with a 2-day workshop in September, runs for 12 weeks of remote coaching and closes with another 2-day workshop. We'll have several amazing guest coaches during the program – a few of which have been wonderful guests on this very show: Jim Kalbach, author of Mapping Experiences and head of Customer Success at Mural and Bree Groff, Principle at SY Partners and former CEO of change consultancy NOBL. http://theconversationfactory.com/podcast/2018/2/5/jim-kalbach-gets-teams-to-map-experiences http://theconversationfactory.com/podcast/season-three/bree-groff-grief-and-change Show Notes The OS Canvas Medium post that started it all for me: https://medium.com/the-ready/the-os-canvas-8253ac249f53 The Ready https://theready.com/ Brave New Work https://www.bravenewwork.com/ Complexity Conscious: Cynefin https://en.wikipedia.org/wiki/Cynefin_framework Being people positive: Theory X vs Theory Y https://en.wikipedia.org/wiki/Theory_X_and_Theory_Y Capitalism needs to be reformed: https://www.cnbc.com/video/2019/04/05/capitalism-needs-to-be-reformed-warns-billionare-ray-dalio.html The Lake Wobegon Effect https://en.wikipedia.org/wiki/Lake_Wobegon Game Frame https://www.amazon.com/Game-Frame-Using-Strategy-Success/dp/B0054U5EHA The Four Sons as four personalities at work in us:  https://reformjudaism.org/jewish-holidays/passover/which-four-children-are-you MECE https://en.wikipedia.org/wiki/MECE_principle Fish and Water:  https://www.goodreads.com/quotes/97082-there-are-these-two-young-fish-swimming-along-and-they The Finger and the Moon: https://fakebuddhaquotes.com/i-am-a-finger-pointing-to-the-moon-dont-look-at-me-look-at-the-moon/ also from Amelie! https://www.goodreads.com/quotes/tag/am%C3%A9lie Zen Flesh, Zen Bones https://www.amazon.com/Zen-Flesh-Bones-Collection-Writings/dp/0804831866 Agile https://agilemanifesto.org/ Open Source Agility: http://theconversationfactory.com/podcast/2017/6/23/dan-mezick-on-agile-as-an-invitation-to-a-game The Heart of Agile  http://theconversationfactory.com/podcast/2017/7/19/alistair-cockburn-on-the-heart-of-agile-jazz-dialog-and-guest-leadership Lean https://www.lean.org/WhatsLean/Principles.cfm Open https://opensource.com/open-organization Information Radiators http://www.agileadvice.com/2005/05/10/bookreviews/information-radiators/ Asking better questions: http://theconversationfactory.com/podcast/2019/4/23/robin-p-zander-asking-better-questions Loss in Change:  http://theconversationfactory.com/podcast/season-three/bree-groff-grief-and-change Mapping experiences: http://theconversationfactory.com/podcast/2018/2/5/jim-kalbach-gets-teams-to-map-experiences  

Jim Kalbach is a noted author, speaker, and instructor in user experience design, information architecture, and strategy. He is currently the Head of Customer Success at MURAL, a leading visual online workspace for remote collaboration. Jim has worked with large companies, such as eBay, Audi, SONY, Elsevier Science, LexisNexis, and Citrix. Jim lived in Germany for 15 years before returning to the US in 2013. While there, he co-founded the European Information Architecture conferences, as well as the IA Konferenz. Jim is widely know for his book, "Mapping Experiences: A Complete Guide to Creating Value through Journeys, Blueprints, and Diagrams" Follow Worthix on LinkedIn: https://www.linkedin.com/in/worthix/ Follow Worthix on Twitter: @worthix Follow Mary Drumond on LinkedIn: https://www.linkedin.com/in/marydrumond/ Follow Mary Drumond on Twitter: @drumondmary Follow Jim Kalbach on LinkedIn: https://www.linkedin.com/in/kalbach/ Follow Jim Kalbach on Twitter: @JimKalbach Get Jim Kalbach's book, "Mapping Experiences" on Amazon

Janine Pawson is a Senior CX Design Lead at Australia’s NBN Co. She’s an expert at creating service blueprints to help companies understand the interactions they have with their customers. In this episode you’ll learn about the importance of a service blueprint, how it fits into the arsenal of a great CX pro, and how to actually create one for your business.   Resources mentioned: Mapping Experiences (book), by James Kalbach Realtime Board (example) Learning Space Toolkit (example) Service Blueprint (Wikipedia) Nielsen Norman Group (definition)   Key takeaways (starts at 26:43): Learning from in person workshops is valuable. Don’t interview people for a service blueprint, involve them in the creation process. You don’t need to be an expert, start mapping a service blueprint out on paper. Use visual displays to make information easier to digest. Service blueprints can help you build empathy around the customer experience.

Today I talk with Jim Kalbach, author of Mapping Experiences, an amazing resource for anyone who wants to help a group of people gain alignment..alignment on what's actually happening in their organization, with their customers, and alignment on where to go next. This season, I'm investigating ideas and tools around thinking alone and thinking together. Thinking together matters because whenever we meet, it's a chance to make a choice...and if our thinking is habitual, based on power dynamics or just plain haphazard, the choices we make will be habitual and haphazard! Great facilitators help groups of people think together in amazing ways...Jim is an ace facilitator and I'm thrilled to talk with him today! If you want to see our faces, there is a video in YouTube of our conversation. As Jim said (to my heart's delight) It's not the map, it's the conversation *about* the map that creates real change. The map is just a durable artifact of the conversation, and lasts longer, communicates better, than a report or slide deck. It's also something people build together, so it gains power from the IKEA effect...people love what they invest time in. We also talked about the powerful draw the idea of "mapping" has for people: It's like asking for a name brand mustard! He got a call from an amazing organization called Hedayah way out in Dubai to do a mapping workshop for former radical extremists to talk about their journeys out of radicalization and into helping others. He Had to figure out *where* in the long journey of the extremist's experience the work needed to be focused...and we talk about how he got it wrong and how it got it right. Some key takeways from our conversation are in the show notes on the conversation factory.com:   1. The Map Frames the Narrative,  but leave it incomplete, creating  a  lean forward Conversation This is one really interesting takeaway from our conversation: Jim is very intentional about how much to do *with* the group, live and in person and how much to build *for* them, through research and his own reflective  process. Leaving it incomplete helps people enter into the world of the map and make it their own. Showing a perfect artifact is *not* the point of these tools. He sees it as a proposal, an opening to the conversation, like a first offer in a negotiation. 2. Alignment is not Groupthink: Breaking the team up helps them work together honestly Jim calls these maps he makes "alignment diagrams" because they help the team see the same world. But the time spent with people in the room isn't about getting everyone to agree on your map, it's about getting everyone's perspectives out and up on the wall and rebuilding the map to match everyone's understanding, knowledge and experience 3. Where to play, how to win: Focus on a portion of the map for clearer insights Hendauah asked him to come to Dubai and bring together former gang bangers, white supremacists and Al Qaida members to talk about and map their experiences. T here's a long arc of that experience...and the organization wanted the focus on a particular *moment* in the journey: Not the radicalization journey, not the de-radicalization journey...but the journey of those who choose to help de-radicalize others. Figuring that focus out took a lot of conversation with his partners in Dubai. The more specific you are about your journey "moment" the more clear your work can be...you can zoom in on what's really crucial...and situate that moment in a larger arc. 4. Map the workshop experience, manage the energy Find an arc and a flow for your mapping workshop: Just like your customers have experiences that you can map, you can map the experience of the team as you think about how they will enter into the workshop, what the flow of energy will be...and always have a plan B: keeping things moving along. Jim talks about shifting the energy and activities between introspective, conversational and game-based.   We also talk about remote workshopping and more!   Links and notes mapping experiences https://www.amazon.com/Mapping-Experiences-Complete-Creating-Blueprints/dp/1491923539 Hedayah: The NGO Jim worked with to map the experiences of violent extremists http://www.hedayah.ae/ this book isn't just about software, it's about any challenge with people: brand, customer experiences, social challenges the hero's journey https://en.wikipedia.org/wiki/Hero%27s_journey star wars and the hero's journey (a fun episode of the ted radio hour) https://www.npr.org/programs/ted-radio-hour/458496650/the-heros-journey being thoughtful about who to bring along with you on the pre-work interviews it's not the diagram, it's the process of building the diagram The chronology of the experience phases  follows a certain logic (although arbitrary), along with tracking Doing/Thinking/Feeling at each moment The 5 Es of Experience Design: A handy frame (two articles I've written about it on medium: https://medium.com/@dastillman/the-5es-and-6ps-experience-inventory-a-conversation-guide-849696b5dc70 https://medium.com/@dastillman/facilitation-means-designing-conversations-24bac966076e Have a Goal at the end of the map, use Verbs Shout out to GameStorming: Looking at Game Mechanics to get teams to work together better http://gamestorming.com To get the team to read the map, get the team to give themselves (ie, their company) a letter grade at each moment in the map How do you keep the momentum of the conversation going? The Map can be the compact, compelling artifact that keeps the thread of the conversation going: A touchstone How can you get from the map to an experiment? Remote can work with the right tools, enough focus and time: Don't try to replicate the in-person experience...but a mapping workshop is a good reason to get a geographically spread out team together. Mural.com is a great tool for this, but you *must* rethink your methods, cycle through your participants and break exercises into much smaller chunks of 3-10 minutes. To get remote to work, weave multiple tools together to give people a multi-tasking mindset *on the workshop*...using chat, surveys, mural and other tools. The remote design thinking workshop with Glenn Fajardo and Kal Joffres with the D.School. https://dschool.stanford.edu/classes/long-distance-design Don 't have mixed remote/located teams: different paces of communication make it very hard The experience map can become a container for the interviews, empathy and notes as the workshop progresses.            

Jim Kalbach, the Head of Customer Success at MURAL, and the author of Mapping Experiences, a book about how visual diagrams and blueprints can help companies optimize their customer experience, joins Kristen to discuss how MURAL maps their customer journey. Jim also shares his advice for companies that want to adopt visual approaches for their processes and customer experiences! There's lots to adopt from this one!

Can UX mapping transform someone’s life? Jim Kalbach, Head of Customer Success at Mural and author of “Mapping Experiences,” pondered this question when a global counter-terrorism organization approached him to facilitate a workshop in Abu Dhabi. The users were former violent extremists turned activists against terrorism. Jim chats with Lou about how this mapping experiences translates to social impact. Read Jim’s work on his blog: https://experiencinginformation.com/ Follow Jim Kalbach on Twitter: https://twitter.com/JimKalbach Follow Rosenfeld Media: https://twitter.com/rosenfeldmedia

We often talk in terms of silos in organizations, where information isn’t readily shared and communication leaves something to be desired. Another way to think of a team who is heads-down working on the overall journey is to imagine swim lanes. Each department is so focused on their own part of the experience that they might not be fully aware of each step a user has to go through to complete the journey. In this episode, Conor Ward, Head of UX and Design at Centrica & British Gas, tells a story of how mapping out the journey to acquiring a quote for boiler insurance revealed some unexpected insights. Jim Kalbach, author of Mapping Experiences, also joins the podcast to share his expertise on the subject of journey mapping.

Jim Kalbach is a noted author, speaker, and instructor in user experience design, information architecture, and strategy. He is currently the Head of Consulting and Education with MURAL, a leading online whiteboard for digital collaboration. Previously, Jim has worked with large companies, such as Audi, SONY, Elsevier Science, Lexis Nexis, Citrix, and eBay, among others. Jim Kalbach authored #1 Amazon Business Development Bestseller, Mapping Experiences: A Guide to Creating Value Through Journeys, Blueprints, and Diagrams.   Key Takeaways: [1:05] Jim Kalbach never worried about what title was on his business card. His focus is on facilitating big-picture, strategic conversations. [3:36] Jim marries the idea of design information architecture with visualizing strategy in Chapter Three of Mapping Experiences. [5:46] Customer-centric thinking is a fundamental shift in the way business gets done. [8:54] Business leaders can use customer journey mapping, or experience mapping, to create a visualization. [11:04] Blue Ocean Strategy gets to the core of why an organization exists, and what value they are creating. [16:35] Organizations must look at strategy as a creative endeavour. [23:36] Unpacking Clayton Christensen's Jobs to Be Done framework. [29:16] Jim Kalbach’s view of Jobs to Be Done has six dimensions and goes well beyond task analysis. [34:03] With business strategy, deciding what you're not going to do is as important as deciding what you are going to do.   Mentioned in This Episode: Mapping Experiences: A Guide to Creating Value Through Journeys, Blueprints, and Diagrams, by Jim Kalbach Experiencing Information @jimkalbach on Twitter Praxent @PraxentSoftware on Twitter

The O’Reilly Design Podcast: Collective alignment, shared value, and design thinking.In this week’s Design Podcast, I sit down with Jim Kalbach, designer, instructor, and author of Mapping Experiences. We talk about the relationship between design and design thinking, how to get started with mapping experiences, and the notion of shared value as a strategic competitive advantage.Here are a few highlights from our conversation: Mapping experiences: The great aligner The strategic function of the activity of mapping experience that I focus on in my book, is about helping organizations to really see the world differently through the eyes of the customer to the degree possible. That's just one tool that helps us do that. It's not a silver bullet, and there's other things that people do, like personas and other types of research, and other types of activity, so I think it fits in with a range of things that we're doing to help us understand the complexity of end-to-end experiences. How is that value perceived by the customers? Sometimes the value that we think we're creating isn't perceived that way. It's really about that outside-in perspective. It starts by aligning to the outside, toward the customer perspective. That's a collective alignment. It doesn't matter if there’s one user researcher, one business stakeholder who has that perspective. Is the team aligned? I talk about two levels of alignment in the book. That one is aligning the perspective toward the customer, but then it's getting on the same page as a team. … I think there are five questions that you need to ask. I recently just wrote a blog post on this. ... The five questions are, what's your point of view? What's the scope? What's the focus? How are you going to structure the information? How are you going to put it to use? Design vs. design thinking Design thinking is not what designers do. I always say, 'Designers design.' Design thinking is a way to apply that type of thinking to other problems, so we use design thinking to solve business problems, or we use design thinking to solve marketing problems, right? Obviously, we use that to solve service design challenges as well. What design thinking does, in my opinion, is it kind of demystifies that magic wand that they think designers have. Designers feel comfortable with uncertainty, I think—you have to be to be a designer, because you don't know what you're going to end up with at the end of the day. To some people, that's kind of scary, and I think what design thinking does is it gives them a framework to feel comfortable. To say, 'It's okay if you don't know the answer. We're going to show you a way that you can consistently get an answer, even if you don't know what that outcome is before you get started.' Shared value: Doing good while turning a profit Shared value is a concept that Michael Porter, the famous strategist, Harvard Business Review professor, literally wrote all of the classic volumes on business strategy. The concept of shared value is something that he pioneered, I think it was 2012; it was articulated in a landmark article in the Harvard Business Review called “Creating Shared Value.” He's thinking about, what's the next thing? What he's saying is companies aren't solely about maximizing profit anymore: it's about maximizing profit and contributing something back to society. He's saying that's where companies are leaving money on the table. It's actually a strategic and a business move—he's saying that we have to not only think about the products and the services that we deliver and what the competitive advantage of those are, but also how are we creating those? Who are we partnering with? What are the materials that we're sourcing with? What's the environmental and educational and societal impact of the way that we do business? You can turn that into a competitive advantage. … I think this idea of moving from shareholder value, maximizing your bottom line, to shared value, how do we maximize the bottom line and contribute back to society—I think that's just a fascinating movement.

The O’Reilly Design Podcast: Collective alignment, shared value, and design thinking.In this week’s Design Podcast, I sit down with Jim Kalbach, designer, instructor, and author of Mapping Experiences. We talk about the relationship between design and design thinking, how to get started with mapping experiences, and the notion of shared value as a strategic competitive advantage.Here are a few highlights from our conversation: Mapping experiences: The great aligner The strategic function of the activity of mapping experience that I focus on in my book, is about helping organizations to really see the world differently through the eyes of the customer to the degree possible. That's just one tool that helps us do that. It's not a silver bullet, and there's other things that people do, like personas and other types of research, and other types of activity, so I think it fits in with a range of things that we're doing to help us understand the complexity of end-to-end experiences. How is that value perceived by the customers? Sometimes the value that we think we're creating isn't perceived that way. It's really about that outside-in perspective. It starts by aligning to the outside, toward the customer perspective. That's a collective alignment. It doesn't matter if there’s one user researcher, one business stakeholder who has that perspective. Is the team aligned? I talk about two levels of alignment in the book. That one is aligning the perspective toward the customer, but then it's getting on the same page as a team. … I think there are five questions that you need to ask. I recently just wrote a blog post on this. ... The five questions are, what's your point of view? What's the scope? What's the focus? How are you going to structure the information? How are you going to put it to use? Design vs. design thinking Design thinking is not what designers do. I always say, 'Designers design.' Design thinking is a way to apply that type of thinking to other problems, so we use design thinking to solve business problems, or we use design thinking to solve marketing problems, right? Obviously, we use that to solve service design challenges as well. What design thinking does, in my opinion, is it kind of demystifies that magic wand that they think designers have. Designers feel comfortable with uncertainty, I think—you have to be to be a designer, because you don't know what you're going to end up with at the end of the day. To some people, that's kind of scary, and I think what design thinking does is it gives them a framework to feel comfortable. To say, 'It's okay if you don't know the answer. We're going to show you a way that you can consistently get an answer, even if you don't know what that outcome is before you get started.' Shared value: Doing good while turning a profit Shared value is a concept that Michael Porter, the famous strategist, Harvard Business Review professor, literally wrote all of the classic volumes on business strategy. The concept of shared value is something that he pioneered, I think it was 2012; it was articulated in a landmark article in the Harvard Business Review called “Creating Shared Value.” He's thinking about, what's the next thing? What he's saying is companies aren't solely about maximizing profit anymore: it's about maximizing profit and contributing something back to society. He's saying that's where companies are leaving money on the table. It's actually a strategic and a business move—he's saying that we have to not only think about the products and the services that we deliver and what the competitive advantage of those are, but also how are we creating those? Who are we partnering with? What are the materials that we're sourcing with? What's the environmental and educational and societal impact of the way that we do business? You can turn that into a competitive advantage. … I think this idea of moving from shareholder value, maximizing your bottom line, to shared value, how do we maximize the bottom line and contribute back to society—I think that's just a fascinating movement.

How often do we look at the actions, thoughts and feelings of learners over time to better understand what they experience while they are working, using a learning management system, taking a course or seeking support and help? In this episode, I interview Jim Kalbach, author of Mapping Experiences: A Complete Guide to Creating Value through Journeys, Blueprints, and Diagrams. Jim entered the design world as an information architect and has worked in various design-related consulting roles for large companies, such as eBay, Audi, SONY, Elsevier Science, LexisNexis, and Citrix. He is currently Head of Customer Success at MURAL.  WE DISCUSS: What a user experience map is and what it can include How to categorize and diagram actions, thoughts and feelings How to identify a user's feelings during an experience How experience maps foster important conversations How Jim got interested in experience maps Aligning experiences to the organization Choosing the right map for the problem Using constraints to understand a problem: point of view, scope and focus Five phase process for mapping Maps for learning experience design Tools for creating user experience maps Mental model maps TIME: 32 minutes RATE: Rate this podcast in iTunes TRANSCRIPT: Download the [Download not found]. RESOURCES: Mapping Experiences by Jim Kalbach Experiencing Information: Jim's website MURAL: Cool collaboration tool and where Jim works Touchpoint Dashboard: Customer journey management software Get smarter about online learning with articles, tips and resources delivered to your Inbox once a month. (function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = "//forms.aweber.com/form/66/775275066.js"; fjs.parentNode.insertBefore(js, fjs); }(document, "script", "aweber-wjs-v9wwc4idc"));