Mapping Customer Experiences: From Insight to Action

Visualizations are a key tool that help organizations change their perspective. Though no silver bullet, mapping experiences diagrams seek to align customers’ experiences with how businesses operate. You are surely familiarly with things like customer journey maps, service blueprint, experience maps, and more.

Designers are well-suited for creating such complex diagrams. Producing them requires empathy for customers, the ability to organize a wealth of information, and visual storytelling skills. But our job goes beyond map making. To gain strategic alignment, we also have to be facilitators, communicators, and ultimately strategic players within organizations. It is our job to tie efforts together and go beyond just delivering concepts. It is up to us to also give our organizations a better basis for making business decisions.

Key takeaways of this presentation:
• A critical look at mapping experiences
• How to align teams around the experience
• How to turn insight into action

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