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
-
•
Former violent extremists often experience deep guilt and depression after leaving hate groups, making reintegration emotionally challenging.
-
•
No former extremists independently seek involvement in countering violent extremism; they are almost always approached by someone else.
-
•
Empathy and design thinking tools like experience mapping can be effectively applied to complex social issues beyond software design.
-
•
Arno McAlys, a former white supremacist leader, transformed through small moments of human kindness and the birth of his daughter.
-
•
Collaboration between former extremists like Arno and victims’ families like Partip Galaka can foster powerful reconciliation and shared purpose.
-
•
Youth service and mentorship programs, such as those by Serve to Unite, help keep young people out of hate groups by providing purpose.
-
•
Mapping the experience of former extremists reveals a journey from guilt to atonement rather than forgiveness or forgetting.
-
•
Designers’ ability to spot patterns and listen empathetically is critical for understanding complex human behavioral journeys.
-
•
Countering violent extremism focuses on counter-narratives and community engagement rather than armed conflict.
-
•
Including former extremists in CVE organizations leverages unique perspectives that can better explain and prevent hate-driven violence.
Notable Quotes
"That’s not who you are. You’re better than that."
"I feel like I helped to create the environment that that came from, so I certainly have responsibility."
"Forgiveness is not about forgetting or just getting over something, it’s about making a mission out of it."
"Our relationship is like a genuine brotherhood. We hang out almost every day."
"Most former extremists don’t come up with the idea of involvement themselves, somebody always approaches them."
"The journey is from guilt to atonement—not necessarily forgiveness—but being integrated into society."
"Experience mapping brought a new understanding that helped us draw former extremists into peace efforts."
"We as designers are expert pattern finders and observers of human behavior, which is key in this work."
"What we do can potentially be bigger than optimizing conversion rates; it can help build a more peaceful world."
"Waging peace with sticky notes is a metaphor for how small design tools can contribute to huge social change."
Or choose a question:
More Videos
"There’s no faking it with this crowd."
Doug PowellClosing Keynote: Design at Scale
November 8, 2018
"Matching researchers by language and culture makes children more comfortable and improves consent."
Mila Kuznetsova Lucy DentonHow Lessons Learned from Our Youngest Users Can Help Us Evolve our Practices
March 9, 2022
"The mayor wanted to shrink the neighborly bonds that the city was known for by investing in a 2030 living Monument of collaboration and community."
Sarah GallimoreInspire Progress with Artifacts from the Future
November 18, 2022
"We never compromise on the business goals, but how we achieve them can be flexible and pragmatic."
Lada Gorlenko Sharbani Dhar Sébastien Malo Rob Mitzel Ivana Ng Michal Anne RogondinoTheme 1: Discussion
January 8, 2024
"Nobody can predict where we’re going, but we can choose to shape the future."
Alnie FigueroaThe Future of Design Operations: Transforming Our Craft
September 10, 2025
"If you measure an infinite number of customers, every change would be statistically significant, but not every change would be meaningful."
Landon BarnesAre My Research Findings Actually Meaningful?
March 10, 2022
"We have the Big C and the Little C: our external customers and our salespeople using the tools every day."
Emily EagleCan't Rewind: Radio and Retail
June 3, 2019
"Legacy applications linger because changing them is risk-ridden and a major undertaking."
Malini RaoLessons Learned from a 4-year Product Re-platforming Journey
June 9, 2021
"I learned to be relentless about prioritization and to hone in on specific details and use cases."
Asia HoePartnering with Product: A Journey from Junior to Senior Design
November 29, 2023
