Orchestrating Experiences. Chris Risdon

Chapter 7)—should be approached as tools to build empathy, inspire ideas, create alignment, and take action towards the same outcomes.

       You didn’t mention [insert tool here]. Does that mean I shouldn’t use it anymore?

      We are constantly adding, dropping, and modifying design methods in our own toolkits. Those presented in this book have proven to be predictably effective when designing for complex ecosystems with cross-functional teams. In some cases, these approaches may displace other things in your toolkit. We think you will find, however, that most will complement other methods and tools that you commonly use. We also hope the book inspires you to find or invent additional approaches to orchestrate experiences better.

       Does this take a lot of time?

      More complex design problems in large organizations require more time as a rule. However, you will find that the approaches we cover can be leveraged when you need to run fast and lean. For example, you can use portions of the example workshops (Chapters 2, 3, 5, 6, 7, and 8) to design small working sessions. Or you could use the ideation techniques (Chapter 8) within a small team.

       Isn’t this service design? (Or isn’t this just UX design or customer experience?)

      Yes! And no! We’ve intentionally approached this book as a synthesis of best practices, regardless of tribal affiliation. The service design, user experience, customer experience, and other communities have contributed to the growth of the orchestration mindset. And you’ll see us reference these practices and others (for example, see Chapters 1, 2, 7, and 10). At their heart, what they all have in common is human-centeredness. We will show you how to put it all together in action, regardless of whether you feel you’re doing user experience design, service design, interaction design, or [insert discipline here].

      CONTENTS

       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