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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Former extremists rarely reengage with CVE efforts on their own; they often need to be approached by others to get involved.
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Small, compassionate interactions—like a black woman at McDonald's affirming Arno’s worth—can catalyze profound personal transformation.
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Experience mapping and UX techniques can be effectively applied outside software design, even to complex social issues like violent extremism reintegration.
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The integration phase for former extremists is marked by intense guilt, depression, and sometimes suicidal ideation before they find purpose.
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Forgiveness in this context is not about forgetting but about turning pain into mission and drawing strength from it.
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Forming genuine relationships built on trust, like the brotherhood between Arno and Partip, can help heal the wounds caused by hate.
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Using narratives and storytelling helps communicate the complex journeys of former extremists to policymakers and NGOs effectively.
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Stakeholder mapping revealed the critical roles of religious figures, family, NGOs, and law enforcement in the reintegration process.
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Former extremists bring unique insights into extremist mindsets, making them invaluable mentors in CVE programs.
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Empathy and deep listening, key UX skills, are essential when engaging with people affected by violent extremism.
Notable Quotes
"That’s not who you are. You’re better than that."
"Forgiveness is not simply about just getting over something, but trying to make a mission out of it."
"I feel like I helped to create the environment that that came from, and I certainly have responsibility for what he ended up doing."
"We go to lunch almost every day. He watches our kids, he babysits. Our relationship is like a genuine brotherhood."
"Small things like that build up in his head and he eventually changed because small moments matter."
"How do formerers, after they get out, decide to get involved? None of them came to that idea themselves. Somebody always approached them."
"Experience mapping really takes it beyond just putting stuff in shopping carts and elevates what you guys are doing to become an asset to build a more peaceful world."
"The mapping exercise was really one of communications, facilitating a narrative between formerers and NGOs."
"If you stick with it, if you stick with it, you can see the benefits. You can feel proud again and atonement."
"A sticky note is kind of a metaphor for our work. Can we do more than that? Waging Peace with Sticky Notes."
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