Products and services are increasingly interconnected. Ecosystems are the new competitive advantage. The winners will be determined by how well their offerings fit with each other and how well they fit into people’s lives.

The use of systematic, visual representations exposes previously unseen opportunities for improvement and for growth. You’ve may have encountered some of the various approaches already in use – customer journey maps, service blueprints, experience maps, and more. 

This workshop introduces the concept of “alignment diagrams,” a category of diagram that includes a range of visual tools to inform strategy. You’ll learn fundamental principles of mapping and have the chance to apply them in hands-on exercises.

Course Outline

-Core concepts of mapping -  To start, you’ll get solid understanding of mapping experiences and the role the practice can play in organizations.
-Initiating a project – Before beginning, it’s important to frame a diagraming effort properly. This includes determining the perspective, focus, and scope, among other things.
-Conducting research – Maps of experiences aren’t made in isolation, rather based on research. In this section, you’ll learn how to translate observations and insights into a diagram.
-Creating an illustration – Visualizing experiences is powerful – it’s what brings teams together and gives them a common vision. In this section, you’ll learn the fundamental aspects diagramming.  
-Strategic alignment – In the end, it’s not the “map” but the activity of “mapping” that’s most important. To conclude the day, you’ll find out how facilitating conversations is the key to a successful mapping effort.

This workshop is suited for designers, product managers, marketing specialists, and business leaders looking to understand how to better get an overview of the customer experience. The course assumes some familiarity with product or service design and/or customer experience management, though that is not a prerequisite.