Orchestrating Experiences (eBook)

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 Workshop0
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
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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