Design Thinking @ Mobile Monday

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Welche Potentiale bietet das mobile Internet dem stationären Handel? Am 18.3.2013 durfte ich diese spannende Frage mit Axel Hoehnke und Jens Nitzschke im Rahmen einer Mobile Monday Veranstaltung diskutieren.

Mobiles Internet im Smartphone - always on, anywhere
Der stationäre Handel steht unter Druck: Die Innenstadtmieten steigen, die Umsätze stagnieren, Filialnetze werden zurückgebaut. Auf der anderen Seite werben Online-Händler, vor allem Amazon, dem stationären Handel immer größere Teile der Kundschaft ab. Internet-Zugangsgeräte wie Desktop-Rechner, Laptops oder iPads werden gern zuhause genutzt, um damit bequem vom Schreibtisch oder Sofa aus einzukaufen. Aufgrund ihrer Größe sind sie allerdings nur eingeschränkt für die Unterwegs-Situation geeignet.
Seit das Handy sich zum Smartphone gemausert und dem mobilen Internet Tor und Tür geöffnet hat, löst sich die strikte Teilung zwischen “unterwegs” und “zuhause” stetig auf. Always on, anywhere - als einziges Internet-Zugangsgerät ist das Smartphone-Handy - ähnlich wie Hausschlüssel und Geldbörse - unser ständiger Wegbegleiter. Überdies ist es ständig angeschaltet und mit dem Internet verbunden. Es weiß daher auch immer, wo wir gerade sind. Dadurch bildet das Smartphone ein attraktives Brückenmedium zwischen Online- und stationärem Handel und öffnet den Weg zu innovativen Cross-Channel-Strategien.

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Design Thinking @ Mobile Monday

  1. 1. High Noon on The High StreetThe Connected Consumer and the Future of Local ShoppingHow Design Thinking and Service Design are helping companiesto develop engaging cross-channel solutions.Mobile Monday Hamburg18.3.2013
  2. 2. Profile Jens Otto Lange Workshop Faciliation, Design Thinking, Agile Projects PO Network Communications Design Online 2
  3. 3. Picture: nekousa / photocase.com Picture: Jens Otto Lange The missing link Home Highstreet Seite 3
  4. 4. Always on, anywhere Keys? Purse? Phone? Seite 4
  5. 5. Conversations along the purchase process Turn silos ofCustomers departements ... Perceive Select Buy Get Help Recommend Customer JourneyRetailer Marketing Products Sales / POS Service Social Media Information Technology
  6. 6. Conversations along the purchase process ... into a pipeline,Customers supported by IT Perceive Select Buy Get Help Recommend Customer JourneyRetailer Marketing Products Sales / POS Service Social Media Information Technology
  7. 7. Challenge = Collaboration Digital Innovation Marketing Products, ServicesCustomer Social Media Touchpoints Hybride product service bundles online/offline Brand cross-functional collaboration Needs Sales / POS IT/Development
  8. 8. Innovation is fuzzy B Innovation A Knowledge work fuzzy goals Efficient production new = unknown Business process intuitive experiential predictable goals well-known analytical Causal chainA B Credits: Dave Gray, Sunni Brown, James Macanufo: Gamestorming 8
  9. 9. Apply designer‘s mind set to your workDesign ThinkingUser-focus Innovation methodresearchco-createvisualizeprototypeversioning
  10. 10. Design Thinking integrates perspectives Human values usable, desirable Business Technology viable feasible
  11. 11. Key elements of Design Thinking Team Creativity Process Space Seite 11
  12. 12. Creative process model of Design Thinking Explore the Find and select Test problem space ideas ideas „Point of View“ Theme understand Problem co-create Vision build PrototypeContent level Start as a group, end up as a teamExperience level © Jens Otto Lange, Thomas Stegmann 2011
  13. 13. User research•  Needs•  Feelings•  Qualitative research•  Inspiration•  Extrem users•  Interview•  Observe 13
  14. 14. Building user personas 14
  15. 15. Co-create with your team
  16. 16. Design Thinking guides agile developmentWhat? How?Design Thinking Agile Development 16
  17. 17. Prototype
  18. 18. Prototype: paper prototype („Pretotype“) Picture: Jens Otto18 Lange
  19. 19. Prototype: object Picture: Jens Otto19 Seite Lange
  20. 20. Prototype: role play Picture: Jens Otto Lange 20
  21. 21. Prototype: concept map 21 Picture: Service Design Berlin
  22. 22. Prototype: Doing, not Talking Think with your hands Make to shape Explain Ideas Test Ideas
  23. 23. Design Thinking in a nutshell User focus Co-creative teamwork Visualize tion Seperate idea Time constraints nt from judgeme Versioning Prototyping Variable workspace Warm-up‘s 23
  24. 24. Jens Otto Lange enables Digital InnovationMarke ting &Produ Sales ct Ma nagemCusto ent mer S ervice Marketing Innovation Workshops Projects Trainings Service Innovation Produkt Innovation nDesig elopm ent evPro duct D ITInte rnet &
  25. 25. Digital Innovation Facilitator - ServicesHow do we develop a strong How do we scope our How do we implement How do we communicateand supportive vision? vision for implementation? our vision with developers? our vision? Design Service Agile Project Innovation Thinking Design Planning Communication Focus on Customers and UsersCertified Industrial Certified DiplomDesign Thinker Designer Scrum Product Owner KommunikationswirtWorkshopsCo-Innovation Lab User Epics & Stories Sprint Zero Co-Messaging LabTrainings Scrum Product OwnerCreative Process Facilitator Digital Service Planner Communication Planner for MarketingProjects Project ManagementInnovation Process Design Service Design Concepts Content & Branding Product Owner Network Implementation partners Guppy Design
  26. 26. www.jensottolange.deThank youDigital Innovation Facilitator•  Workshops•  Trainings•  Projects@jensottolange

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