Visualization is about using images. It’s not about drawing; it’s about visual thinking. It  pushes us beyond using words or language alone. It is a way of unlocking a different part  of our brains that allows us to think nonverbally and that managers might not normally  use.

Journey mapping (or experience mapping) is an ethnographic research method that  focuses on tracing the customer’s “journey” as he or she interacts with an organization  while in the process of receiving a service, with special attention to emotional highs and  lows. Experience mapping is used with the objective of identifying needs that customers  are often unable to articulate

Mind mapping is used to represent how ideas or other items are linked to a central idea  and to each other. Mind maps are used to generate, visualize, structure and classify  ideas to look for patterns and insights that provide key design criteria. We do this by  displaying the data and asking people to cluster them in ways that allow themes and  patterns to emerge. To succeed, mind mapping must be a team sport.

Rapid prototyping techniques allow us to make abstract new ideas tangible to potential  partners and customers. These include storyboarding, user scenarios, experience  journeys and business concept illustrations — all of which encourage deep involvement  by important stakeholders to provide feedback.


Visualization is about using images . It ’s not about drawing ; it ’s about visual thinking . It pushes us beyond using words or language alone . It is a way of unlocking a different part of our brains that allows us to think nonverbally and that managers might not normally use . Journey mapping ( or experience mapping ) is an ethnographic research method that focuses on tracing the customer ’s “ journey ” as he or she interacts with an organization while in the process of receiving a service , with special attention to emotional highs and lows . Experience mapping is used with the objective of identifying needs that customers are often unable to articulate Mind mapping is used to represent how ideas or other items are linked to a central idea and to each other . Mind maps are used to generate , visualize , structure and classify ideas to look for patterns and insights that provide key design criteria . We do this by displaying the data and asking people to cluster them in ways that allow themes and patterns to emerge . To succeed , mind mapping must be a team sport . Rapid prototyping techniques allow us to make abstract new ideas tangible to potential partners and customers . These include storyboarding , user scenarios , experience journeys and business concept illustrations — all of which encourage deep involvement by important stakeholders to provide feedback .