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Mapping Experiences: A Complete Guide to Activating Customer-Centered Collaboration
It's not the map. It's the mapping. Organizations struggle to improve customer experiences when they focus on...
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It's not the map. It's the mapping.
Organizations struggle to improve customer experiences when they focus on internal processes over people's needs. Visualizing experiences helps teams gain an outside-in view of the business, but maps alone don't provide magic answers. The real value is in mapping as a process: the conversations, analysis, and activation that turn insights into action. As data and speed increase in the age of AI, teams need a clear way to focus and align. Mapping Experiences puts the customer at the center of team collaboration.
A practical guide for teams, this book teaches how to use alignment diagrams to drive organizational change. Customer experience, UX, product, brand, marketing, and business leaders all shape what customers encounter. Mapping aligns business goals with customer needs across functions to deliver value. It's not just about surface--level optimization--it's about understanding people and building the capability to act on that insight.
This updated third edition shows how experience mapping evolved from a niche design practice to a core capability. Plus, it adds guidance for using mapping at scale to drive transformation across organizations. New content covers trends reshaping the field:
- Customer-centered collaboration throughout the mapping process, with expanded guidance on facilitating team activities
- Chapters on enterprise challenges, including journey orchestration, employee experience, and strategy
- Case studies showing mapping applications beyond commercial contexts
Author: Jim Kalbach
Publisher: O'Reilly Media
Published: 08/18/2026
Pages: 376
Binding Type: Paperback
Weight: 2.05lbs
Size: 9.25h x 8.00w x 1.03d
ISBN: 9798341672291
About the Author
Kalbach, Jim: - Jim Kalbach is a noted author, speaker, and instructor in innovation, design, and the future of work. He is currently Chief Evangelist at Mural, a leading online whiteboard. He previously worked in various design and innovation consulting roles for large companies, such as eBay, SONY, IBM, EY, LexisNexis, and Citrix.
Jim is the author of several books: Designing Web Navigation (O'Reilly, 2007), Mapping Experiences, 2nd Ed. (O'Reilly, 2020), and The Jobs To Be Done Playbook (Rosenfeld, 2020). In 2023 he co-authored Collaborative Intelligence (Wiley, 2023) with Mariano Battan. Jim is also the Co-founder and Principal at the JTBD Toolkit, an online resource with learning, training, and content.
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