Workshop: Mapping Experiences with Jim Kalbach

  • 13 Nov 2017
  • 8:30 AM - 5:00 PM
  • James B. Hunt Library, Duke Energy Hall B, 1070 Partners Way, Raleigh, NC 27606
  • 1


  • If you are a LexisNexis employee, please contact Jason Broughton for the registration code. 12 spots available.
  • If you are an NC State student, please contact Ben Watson for the registration code. 15 spots available.
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Mapping Experiences: From Insight to Action

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.

Course Outline

  • 9:00 Core concepts of mapping
  • 9:30 Initiate – Make it Relevant
    There is no right or wrong way to approach mapping, only appropriate or not appropriate. This segment will show you the primary questions to ask to start a project and ensure it’s relevant to the organization.
  • 10:00 Exercise 1 - Based on a scenario, you’ll work on concepts presented in this segment
  • 10:45 Break
  • 11:00 Investigate – Make it Real
    A maps are not just made up. They should be based on real world insights. In this section you’ll find out 3 key types of information to investigate and how to base your diagram in reality.
  • 12:00 Exercise 2 – We’ll work with the aspects of gathering insights and how to interview
  • 12:30 Lunch
  • 1:30 Illustrate – Make it Visual
    Visualizations are compelling artifacts that foster engagement from others. You’ll find out how to take your insights and assembly them together in a meaningful, impactful diagram.
  • 2:30 Exercise 3 – In groups, we’ll create a draft diagram and discuss them
  • 3:15 Break
  • 3:30 Align & Envision – Make it Actionable
    Creating a map is a means to an end. The ultimate goal is to engage stakeholders in a conversation about future solutions. You’ll learn some of the ways to put your insights and your visualization to work.
  • 4:15 Exercise 4 – Working in groups, we’ll try some of the techniques discussed
  • 4:45 Conclusion and final words
  • 5:00 End

By the end of this hands-on workshop, you’ll understand:

  • How to frame a mapping effort so it’s relevant to your stakeholders’ needs
  • Ground a diagram in reality through systematic investigation
  • How to best represent and structure information into a diagram
  • Why and when to use experience mapping in your teams and organizations

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

Parking (if needed) is available for $10/day. We recommend parking in the Poulton Paylot. More parking information.

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