Collaborate workshop

Jim Kalbach head shot

Mapping Experiences: Aligning for business value

One-day workshop with Jim Kalbach

12 November 2015 | Arnolfini | 10am - 4pm

Building a better mousetrap will not guarantee success any more. Products and services are increasingly interconnected, fundamentally altering how value is created. Ecosystems are the new competitive advantage. The winners will be determined by how well their offerings fit with each other and, more importantly, how well they fit into people’s lives in a meaningful way.

Understanding the dynamics of the user’s experience is the first step in creating solutions that provide value. The use of systematic, visual representations exposes previously unseen opportunities for growth. Called “alignment diagrams,” this category of diagram gives businesses strategic clarity based on the user experience.

Alignment diagrams have two parts: one capturing human behaviour and the other reflecting relevant aspects of the organisation. The overlap of these parts reveals the interaction between the two. By visually aligning experiences, providers are better able to highlight the points where value is created.

This workshop will show you how to turn customer insight into actionable intelligence. Together, we’ll discuss the principles of value alignment and review many diagram examples. Through hands-on exercises, you’ll be able to apply some of the principles in practice. At the end of the session you should have the confidence to embark on a diagraming effort and be able to evangelise them.

Course Outline:
• Introduction to alignment diagrams
• Initiating a diagramming project
• Conducting research and creating the map
• Strategically aligning teams with experience maps

After this course should be able to:
• Understand the strategic principles of value alignment
• Distinguish between different diagram types and select the most appropriate ones
• Lead conversations about creating value and informing strategic decisions

This event is limited to 20 places 

Jim Kalbach is a noted author, speaker, and instructor in user experience design, information architecture, and strategy. He is currently the Head of Consulting and Education with Previously, Jim has worked with large companies, such as Audi, SONY, Elsevier Science, Lexis Nexis, Citrix, and eBay, among others.

Before returning to the US in 2013 after living for fifteen years in Germany, Jim was the co-founder of the European Information Architecture conferences. He also co-founded the IA Konferenz series in Germany.

Jim plays jazz bass in jam sessions and combos in Jersey City, where his currently lives. In 2007, Jim published his first book, Designing Web Navigation (O’Reilly). His second book, Mapping Experiences (O'Reilly), is due out in 2015.

He blogs at and tweets at @jimkalbach