Summary
Framing a user experience map is tricky, as we have to determine what to show from research, as well as what to leave out. How do we determine the best approach to structure and organize our maps and will design have a greater impact beyond a commercial setting? That’s what Jim Kalbach, author of Mapping Experiences, pondered when an organization dedicated to countering violent extremism approached him to facilitate a journey mapping workshop. In this talk, Jim shares his story of applying design thinking techniques and experience mapping to a very real-world problem: hate. He will explore the parallels between dealing with people caught up in business organizational silos and those emerging from violent extremist factions. Each group, whether in a business setting or not, will have their own language, tools, methods and perspectives. Jim will share his approach to communicating through design with these tricky questions to both C-Level executives to ex-violent extremists.
Key Insights
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Arno McAlys transitioned from hate to inclusion through personal experiences and pivotal interactions.
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His transformation was gradual and sparked by small moments rather than a single event.
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The birth of his daughter played a crucial role in his desire to change and seek a better life.
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Encounters with marginalized individuals challenged his beliefs and revealed his prejudices.
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Serve to Unite emphasizes service and engagement as methods to prevent youth from embracing hate.
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Personal responsibility and guilt for past actions are common themes among former extremists.
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The partnership between Arno and Partip Galaka illustrates the power of understanding and forgiveness.
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Narratives of forgiveness can help former extremists reintegrate into society.
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Empathy and understanding are critical in countering violent extremism.
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Experiential mapping can provide insights into the journeys of former violent extremists.
Notable Quotes
"When you're doing user research, build rapport, that's really good advice."
"There were lots of reasons for his transformation, not the least of which was the birth of his daughter."
"He started to tell the story about going into a McDonald's and confronting a black woman behind the counter."
"Small things like that build up in his head and he eventually changed because small moments matter."
"Arno tries to keep people out of hate groups, giving them purpose to stay away from hate."
"He helps people get out of hate groups, those reaching out to him ask, how did you do it?"
"Their relationship is like a genuine brotherhood, we've been walking together."
"Forgiveness was definitely not about forgetting, it's trying to make a mission out of it."
"What we do can potentially be bigger than optimizing conversion rates."
"The work that you are all doing is a big important step toward a society where all people are valued and included."
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