Footnotes

Chapter 2

1 This is mostly true. Indirect touchpoints—such as word of mouth—are important to consider and influence. They are the exception, however, not the rule.

2 In some circles, this framework is called a service blueprint. In our usage, a service blueprint includes both customer touchpoints and operational elements to deliver an end-to-end experience across channels (see Chapters 3, “Exploring Ecosystems,” and 9).

3 There are many frameworks you can leverage to help you deconstruct the physical environment. For example, the widely used AEIOU method captures ethnographic observations in five categories: actions, environments, interactions, objects, and users.

Chapter 3

1 J. F. Moore, “Predators and Prey: A New Ecology of Competition,” Harvard Business Review, 71, no. 3 (1993): 75–86.

2 J. F. Moore, The Death of Competition—Leadership and Strategy in the Age of Business Ecosystems (New York: HarperCollins, 1996), 12.

3 Inspired in part by: J. F. Moore, The Death of Competition—Leadership and Strategy in the Age of Business Ecosystems (New York: HarperCollins, 1996), 63.

4 Lowe’s case study on Pinterest: business.pinterest.com/en/success-stories/lowes

5 Tip of the hat to Maria Cordell and Ayla Newhouse for advancing this method at Adaptive Path.

6 Jess tells the story behind his approach to origami here: www.citizenexperience.org/2010/04/30/business-origami

7 Jamin Hegeman, Head of Design at Capital One Financial Services, coined this variation of the method.

Chapter 4

1 See the work of Daniel Kahneman, specifically, the peak-end rule.

2 Net Promoter Score (NPS), developed by Fred Reichheld, Bain & Company, and Satmetrix, is a widely used methodology intended to measure customer loyalty. Grappling with NPS and its fans in marketing comes with the territory when orchestrating experiences. For a thoughtful critical analysis, see “Net Promoter Score Considered Harmful (and What UX Professionals Can Do About It)” by Jared Spool, https://blog.usejournal.com/net-promoter-score-considered-harmful-and-what-ux-professionals-can-do-about-it-fe7a132f4430

Chapter 5

1 Please see Steve Portigal’s book, Interviewing Users (New York: Rosenfeld Media, 2013), for great advice on how to get the most out of your research conversations with people.

2 A recruiting screener outlines the criteria for what types of people you want to participate in your study. It typically includes demographic, attitudinal and behavioral requirements, and the type of customer relationship with your product or service.

3 This rule of thumb is based on both experience and best practices in qualitative research within the design community. See Sarah Elsie Baker and Rosalind Edwards’ excellent paper on this topic: blog.soton.ac.uk/dissertation/files/2013/09/how_many_interviews.pdf

4 A great resource on research synthesis is John Kolko’s Exposing the Magic of Design: A Practitioner’s Guide to the Methods and Theory of Synthesis (Oxford: Oxford University Press, 2011).

5 A tip of the hat to all the talented visual and communication designers we have worked with who could write a whole book themselves on best practices in designing experience maps. They get a big “thank you!” in the acknowledgments.

Chapter 7

1 Morgan Brown, “Airbnb: The Growth Story You Didn’t Know,” growthhackers/growth-studies/Airbnb

2 Charles Eames said this better than we could ever dream to: “Here is one of the effective keys to the Design problem: the ability of the Designer to recognize as many of the constraints as possible . . . Each problem has its own particular list.” As quoted in: “Qu’est ce que le design?” interview of Charles Eames by Mmn. L Aic. Answers at the Musee des Arts Decoratifs, Palais de Louvre.

3 In defining these categories, we were inspired by the three horizons framework advocated for in The Alchemy of Growth and popularized by McKinsey & Company. See: “Enduring Ideas: The Three Horizons of Growth,” www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/enduring-ideas-the-three-horizons-of-growth

4 Brandon Schauer, “Serious Service Sag,” adaptivepath.org/ideas/serious-service-sag/

5 Jessi Hempel, “The UberEats Standalone App Has Nothing to Do with Rides,” www.wired.com/2015/12/ubereats-is-ubers-first-app-thats-not-about-rides

6 GK VanPatter of Humantific documents the origins and open source status of this approach at www.humantific.com/who-owns-how-might-we/

7 MoSCoW is a requirements prioritization method that can easily be extended to opportunities. For more, see en.wikipedia.org/wiki/MoSCoW_method

8 Ulwick’s full approach is highly quantitative, but we’re hacking it to create a collaborative workshop approach. See Chapter 3 in Anthony W. Ulwick, What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services (New York: McGraw-Hill, 2005).

9 Modified from Ulwick, What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services.

Chapter 8

1 See O. Goldenberg and J. Wiley, “Quality, Conformity, and Conflict: Questioning the Assumptions of Osborn’s Brainstorming Technique,” Journal of Problem Solving, 3, no. 2 (2011): 96–118.

2 C. J. Limb and A. R. Braun, “Neural Substrates of Spontaneous Musical Performance: An fMRI Study of Jazz Improvisation,” PLoS ONE 3, no. 2 (2008): e1679. doi:10.1371/journal.pone.0001679

3 Colin M. Fisher and Teresa M. Amabile, “Creativity, Improvisation, and Organizations,” in The Routledge Companion to Creativity, ed. Tudor Rickards, Mark A. Runco, and Susan Moger (Oxford, U.K.: Routledge, 2009).

4 Tip of the hat to Jamin Hegeman who many of these tips originated with during our work together at Adaptive Path.

5 This method was a favorite at Adaptive Path and taught as part of our design strategy course. David Gray has a great walkthrough of a similar approach—the Impact Effort Matrix—in this video: www.youtube.com/watch?v=_grj-UKUAVM

Chapter 9

1 G. Hamel and C. K. Prahalad, Competing for the Future (Boston: Harvard Business School Press, 1996).

2 U.S. Army, The Operations Process, (ADRP 5-0. Washington DC, Army Publishing Directorate, 2012). https://fas.org/irp/doddir/army/adrp5_0.pdf

3 Ibid.

4 H. Monarth, “The Irresistible Power of Storytelling as a Strategic Business Tool,” hbr.org digital article, March 11, 2014. Accessed 25 September 2014, from: https://hbr.org/2014/03/the-irresistible-power-of-storytelling-as-a-strategic-business-tool

5 Anthony Ha, “Brian Chesky Explains How Snow White Pointed the Way to Airbnb’s Future,” TechCrunch. Accessed December 16, 2016. https://techcrunch.com/2012/07/18/airbnb-brian-chesky-snow-white/

6 Nathan Blecharczyk, “Visualizing the Customer Experience,” Sequoia (website), https://www.sequoiacap.com/article/visualizing-customer-experience/

7 One good resource: Guide to Service Blueprinting by Nick Remis and the Adaptive Path Team at Capital One. You can download it for free here: https://medium.com/capitalonedesign/download-our-guide-to-service-blueprinting-d70bb2717ddf

8 John B. Robinson, “Futures Under Glass: A Recipe for People Who Hate to Predict Futures,” Futures 22, no. 8 (1990): 820–842.

9 Matthew Milan has been inspired by the “big backcasting” of Robinson and simplified it as a facilitated workshop session for information architecture. https://www.slideshare.net/mmilan/backcasting-101-final-public

Chapter 10

1 We highly recommend Dan Saffer’s book, Microinteractions: Full Color Edition: Designing with Details (Sebastapol, CA: O’Reilly, 2014).

2 As of this date, you can view this video on YouTube at www.youtube.com/watch?v=szr0ezLyQHY

3 More on the early Palm Pilot experience prototype: www.wired.com/1999/10/the-philosophy-of-the-handheld/

Chapter 11

1 See the work Dan Kahneman and his peak-end rule. http://www.vwl.tuwien.ac.at/hanappi/TEI/momentsfull.pdf

2 For a good analysis of the value behind this trend, see David C. Edelman and Marc Singer, “Competing on Customer Journeys,” Harvard Business Review, November 2015, https://hbr.org/2015/11/competing-on-customer-journeys

3 This example is inspired by the work of Maria Cordell, Bryn Bowman, and their project team at Adaptive Path.

4 Adaptive Path’s Guide to Service Blueprinting is available to download online at https://medium.com/capitalonedesign/download-our-guide-to-service-blueprinting-d70bb2717ddf

5 We highly recommend Indi Young’s Practical Empathy (New York: Rosenfeld Media, 2015).

6 Anne Lamott, Bird by Bird: Some Instructions on Writing and Life (New York: Anchor Books, 1995), 18–19.