Business strategy is evolving into a more inclusive, customer-centric practice that incorporates creative, as well as analytical, teams. Designers are on the forefront of these changes and can broaden their role from researchers and creative professionals to facilitators and leaders who change the purpose and place of design in an organization.
Designers have many tools that they can draw from to align cross-functional teams and stakeholders to a singular vision for a product or strategy. 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. Get practical advice on how mapping experiences can lead to strategic conversations in your organization. This workshop will give you confidence and inspiration to start your own mapping effort.
By the end of this hands-on workshop, you’ll understand:
This training is for UX designers, product managers, or marketing and branding specialists and others seeking to help your organization become more customer-centric.
About the Instructor
Jim Kalbach is a noted author, speaker, and instructor in user experience design, information architecture, and strategy. He is currently head of Customer Success at MURAL, the leading online whiteboard. Jim has worked with large companies such as eBay, Audi, Sony, Elsevier Science, LexisNexis, and Citrix. He has worked on several projects with O’Reilly, including two books: Designing Web Navigation (2007) and Mapping Experiences (2016), which focuses on the role of visualizations in strategy and innovation.
North Carolina State University
James B. Hunt Library
Duke Energy Hall B
1070 Partners Way, Raleigh, NC 27606
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