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 project
Select an appropriate diagram type
Conduct user research
Identify different touchpoint types
Format your information and create your diagram
Create an action plan with a pitch to stakeholders
Jim 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).