EP050: Jim Kalbach on Designing Web Navigation and Mapping Experiences

By Tim Hamilton
Author, Speaker, Instructor Jim Kalbach

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 MURAL, a leading online whiteboard for digital collaboration. Previously, Jim has worked with large companies, such as Audi, SONY, Elsevier Science, Lexis Nexis, Citrix, and eBay, among others. Jim Kalbach authored #1 Amazon Business Development Bestseller, Mapping Experiences: A Guide to Creating Value Through Journeys, Blueprints, and Diagrams.

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Key Takeaways:

[1:05] Jim Kalbach never worried about what title was on his business card. His focus is on facilitating big-picture, strategic conversations.

[3:36] Jim marries the idea of design information architecture with visualizing strategy in Chapter Three of Mapping Experiences.

[5:46] Customer-centric thinking is a fundamental shift in the way business gets done.

[8:54] Business leaders can use customer journey mapping, or experience mapping, to create value.

[11:04] Blue Ocean Strategy gets to the core of why an organization exists, and what value they are creating.

[16:35] Organizations must look at strategy as a creative endeavour.

[23:36] Unpacking Clayton Christensen’s Jobs to Be Done framework.

[29:16] Jim Kalbach’s view of Jobs to Be Done has six dimensions and goes well beyond task analysis.

[34:03] With business strategy, deciding what you’re not going to do is as important as deciding what you are going to do.

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