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Mapping Experiences

A Complete Guide to Activating Customer-Centered Collaboration

By: Jim Kalbach

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eText | 15 July 2026 | Edition Number 3

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Published: 12th February 2021

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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