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From Insight to Action: Mapping Experiences for Team Alignment
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Jim Kalbach

Head of Customer Success, MURAL











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Session Description:


We are witnessing a fundamental shift in how organiza tions create and capture value. Competing today requires a new mental model of how businesses work. But we are stuck in obsolete practices that optimize short term gains at the expense of long term value shared.


Visualizations are a key tool that help organizations compile insight from a variety of sources and make sense of it. Though no silver bullet, diagrams of various kinds help change perspective inside-out to outside-in. You’re 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 mapmaking. To gain strategic alignment, we also have to be facilitators, communicators, and ultimately strategic players within organizations. Visualizations help us engage others and reach consensus around actions that aspire to have transformational impact on customers.


In this session, we’ll take a critical look at various types of mapping activities, how to frame efforts appropriately, and how to gain better team alignment.





Jim Kalbach is a noted author, speaker, and instructor in user experience design, information architecture, and strategy. He is currently the Head of Customer Success at MURAL, a leading online digital whiteboard. Jim has worked as a design leader with large companies, such as eBay, Audi, SONY, Elsevier Science, LexisNexis, and Citrix. Jim plays jazz bass in jam sessions and combos in Jersey City, where his currently lives. In 2007 Jim published his first full-length book, Designing Web Navigation (O’Reilly). His second book, Mapping Experiences (O’Reilly) was release in 2016. He blogs at and tweets under @jimkalbach.




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10/7/2018 » 10/9/2018
dmi: Design Leadership Conference

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