Prepare to Design the Future
March 19–20, 2017: Training
March 20–22, 2017: Tutorials & Conference
San Francisco, CA

Mapping experiences: From insight to action

Jim Kalbach (MURAL)
9:00am–12:30pm Monday, March 20, 2017
Technology, tools, and process
Location: California West
Level: Intermediate
Average rating: ***..
(3.92, 12 ratings)

Who is this presentation for?

  • UX and design leaders
  • Customer experience, marketing, and branding professionals

Prerequisite knowledge

  • A solid understanding of UX and design, with some practical experience in those fields

What you'll learn

  • Gain an overview of mapping experiences and understand why it’s important
  • Learn a comprehensive framework to approach mapping efforts
  • Discover how to effectively use diagrams in your organization


We are witnessing a shift in the way businesses create value. Competing today requires a new mental model of how the world works, but we are stuck in obsolete practices of management that optimize short-term gains at the expense of long-term value.

Visualizations are key tools for helping organizations change their perspective. You’re surely familiarly with things like customer-journey maps, service blueprints, and experience maps. Though no silver bullet, diagrams seek to align customers’ experiences with how businesses operate.

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 the designer’s job goes beyond map making. To gain strategic alignment, designers also have to be facilitators, communicators, and, ultimately, strategic players within organizations. Visualizations help engage others and reach consensus around actions that aspire to have transformational impact on customers.

James Kalbach discusses the principles of value alignment through diagrams, sharing examples and practical advice and offering guidance on mapping experiences as well as how to become grass-roots strategic players.

Photo of Jim Kalbach

Jim Kalbach


Jim Kalbach is the head of customer success at MURAL, a leading online digital whiteboard. Jim is a noted author, speaker, and instructor in user experience design, information architecture, and strategy. He has worked as a UX designer for a number of large companies, including eBay, Audi, Sony, Elsevier Science, LexisNexis, and Citrix. Jim is the author of Designing Web Navigation and Mapping Experiences, both from O’Reilly, and was a cofounder of the European Information Architecture conferences and the IA Konferenz series in Germany. He blogs at You can find him playing jazz bass in jam sessions and combos in his hometown of Jersey City.

Comments on this page are now closed.


Picture of André Morrow
04/06/2017 3:27am PDT

Hi Tim,

I’ve forwarded your concern to our customer service and video teams. Please send me your e-mail so that we can follow-up. My e-mail is



Tim Goddard |
04/05/2017 5:01pm PDT

wouldnt let me view any of the slides or watch any video even after registration. disappointed

Picture of Jim Kalbach
03/20/2017 1:48pm PDT

Hi everyone!

Here are my sldies from the session:

Eric Wienke | UX DESIGNER
03/20/2017 9:42am PDT

Where can I find the slides from today’s tutorial?