interact london 2015: jim kalbach - visualising value
TRANSCRIPT
@JimKalbach
You’ve got to start with
the customer experience
and work back toward
the technology –
not the other
way around.
1997
An industry begins with the
customer and his needs, not with a
patent, a raw material, or a selling
skill…The industry develops
backwards, first concerning itself
with the physical delivery of
customer satisfaction.
THEODORE LEVITT, 1960
$
MICHAEL PORTER. “Creating Shared Value.” HBR (Jan 2011)
MICHAEL E. PORTER
MARK R. KRAMER
2011
CREATING SHARED VALUE
Future survival requires a reversal
in business thinking: start with the
experience and figure out how to
create value from there.
BFD, Kalbach
Figure out what your product is and
what your value chain is. Understand
where those things touch important
social needs and problems. If you’re in
financial services, let’s think about
‘saving’ or ‘buying a home’ – but in a way
that actually works for the consumer.MICHAEL PORTER
CREATING SHARED VALUE
Visualize Value
Individuals
Individuals
Organization
Individuals
Organization
Value
Customer Journey Maps
Experience Maps
Service Blueprints
Mental Model Diagrams
Ecosystem models
…
Customer Journey Maps
Experience Maps
Service Blueprints
Mental Model Diagrams
Ecosystem models
…
Alignment Diagrams
Customer Journey Map
Individual
Customer Journey Map
Individual
Organization
Customer Journey Map
Individual
Organization
Interactions
Customer Journey Map
Experience Map
Individual
Organization
Interactions
Experience Map
Individual
Organization
Interactions
Mental Models
Mental Models
Individual
Organization
Interactions
The aspiration of Design should
be more than ‘delight’: We help
re-align the business perspective
by visualizing (actual) value.
Facilitation
Co-creation
Co-creation
Mapping experiences leverages
our design skills to become
facilitators and grass roots
strategic leaders.
Help reverse business thinking
by visualizing actual value
and become a strategic leader.
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Mock court photo
Mock court photo
