Mapping The User Experience

Identifying the touchpoints between customer and businesses is the first step in creating products and services that provide real value. The use of visual representations exposes new opportunities for improvement and growth. Called ‘alignment diagrams’, this class of deliverable gives businesses strategic focus in creating solutions with impact.

This workshop will show you had to turn customer observations into actionable insight for the design of products and services through the use of alignment diagrams.

Thursday 27 September, 14:00-18:00

Register through the Euro IA site.

Course Outline

  • Overview and background to alignment diagrams
  • Examples and elements of alignment diagrams
  • Principles and process for the alignment technique
  • Detailed focus on types of alignment diagrams:
    • Experience Maps
    • Mental Model Diagrams
  • Using alignment diagrams on the job


This course is intended for anyone involved in design and marketing activities that seek to map the customer or user experience for the purpose of improving products, services and communication. This includes designers, user experience specialists, and product managers, as well as marketers and others dealing with product and service provision.


Here’s what other participants in this workshop have said about the course:

“The workshop “Alignment Diagrams” with Jim Kalbach was a lot of fun and, through practice-oriented exercises and examples, very hands-on. Alignment Diagrams are certaintly an interesting way to communicate with clients, both in strategic project direction and in carrying projects out. I’m going to share this information my colleagues, for sure.” – Anja Mayr, Interactive Tools.

“Thank you very much for the workshop yesterday. It was really insightful and has changed the way I see and will use alignment diagrams in the future. I look forward to sharing my new perspective with my collegues at Bunnyfoot” – Dr Luis Santa-Maria, Consultant, Bunnyfoot.

“James took (what I previously felt was) a nebulous concept and gave it a sensible and practical background. He then walked us through, with lots of tips, how you to do it and how to deliver it to a client. After the day’s workshop I felt confident that if I apply this tool, I will get value from the outcome.” – Paul Coombs Head of UX Adfonic Ltd
Register through the Euro IA site.

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