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How to Use This Book

Frequently Asked Questions

Foreword

Introduction

PART I: A COMMON FOUNDATION

CHAPTER 1 Understanding Channels

From Theory to Reality

Structured by Channels

Channels Don’t Exist in Isolation

Channels Reflect Interactions, Information, and Context

Channels Support the Moment

Changing the Channel-Centric Mindset

Coda

CHAPTER 2 Pinning Down Touchpoints

A Unifying Approach

Two Helpful Frameworks

Identifying Your Touchpoints

Cataloging and Communicating Your Touchpoints

Coda

CHAPTER 2 WORKSHOP Touchpoint Inventory

Workshop Objectives

Example Pitch to Participants (and Their Managers)

Agenda

Preparing for the Workshop

Running the Workshop

After the Workshop

CHAPTER 3 Exploring Ecosystems

From Business to Experience Ecosystems

Unpacking an Experience Ecosystem

Ecosystem Mapping Tips

Using an Ecosystem Map as a Tool

Other Sensemaking Approaches

Coda

CHAPTER 3 WORKSHOP Landscape Alignment

Workshop Objectives

Example Pitch to Participants (and Their Managers)

Agenda

Preparing for the Workshop

Running the Workshop

After the Workshop

CHAPTER 4 Orienting Around Journeys

What Is a Journey?

Journeys Are Made of Moments

There Are Many Types of Journeys

Journeys Are Valuable to Everyone

Journey: The Hub of Empathy and Understanding

Unpacking End-to-End Experiences

Getting Started with Journeys

Coda

PART II: INSIGHTS AND POSSIBILITIES

CHAPTER 5 Mapping Experiences

What’s an Experience Map?

Mapping with Confidence

Learning Your Customers’ Stories

Making Sense of What You Learned

Communicating What Matters

Coda

CHAPTER 5 WORKSHOP Experience Mapping

Workshop Objectives

Agenda

Preparing for the Workshop

Running the Workshop

After the Workshop

CHAPTER 6 Defining Experience Principles

A Common DNA

Playing Together

Identifying Draft Principles

Crafting for Adoption and Impact

Coda

CHAPTER 6 WORKSHOP Experience Principles Refinement

Workshop Objectives

Agenda

Preparing for the Workshop

Running the Workshop

After the Workshop

CHAPTER 7 Identifying Opportunities

Opportunities Are Not Solutions

What Is an Opportunity?

Opportunities, Intent, and Timing

Communicating Opportunities

Coda

CHAPTER 7 WORKSHOP Opportunity Identification and Prioritization

Workshop Objectives

Example Pitch to Participants

Agenda

Preparing for the Workshop

Running the Workshop

After the Workshop

PART III: VISION AND ACTION

CHAPTER 8 Generating and Evaluating Ideas

Leading the Hunt for Ideas

Structure and Focus

Inputs and Constraints

Expression and Form

Evaluation and Prioritization

Coda

CHAPTER 8 WORKSHOP From Ideas to Narratives

Workshop Objectives

Agenda

Preparing for the Workshop

Running the Workshop

After the Workshop

CHAPTER 9 Crafting a Tangible Vision

The Importance of Intent

Defining Your Vision

Charting Your Course

Coda

CHAPTER 10 Designing the Moment

Prototyping Options

The Prototype Value Proposition

Putting It Together

Coda

CHAPTER 11 Taking Up the Baton

Embrace Your Context

Orchestrate Change

Start with You

Take It from Here

Index

Acknowledgments

About the Authors