A quick intro to experience mapping
Experience mapping helps organizations see themselves from the outside in, rather than the inside out.
![Projection mapping](https://www.oreilly.com/content/wp-content/uploads/sites/2/2020/01/projection_mapping_pakistan_4_crop-c7a9535be34b8bd7d5e346d0db2b3c5b.jpg)
In this video segment, James Kalbach introduces the concept of experience mapping. The experience someone has when interacting with a service, company, or brand is abstract and invisible. Modeling their actions, thoughts, and feelings provides new insight into improvements and opportunities.