Designing Delightful Customer Experiences- D4D Approach -USID 2010

USID2010India FOUNDATION Design for Delight – Involving your Customers A presentation on Innovation & Design Exercise Facilitated by Intuit Pardha Saradhi Mantravadi

Design for Delight (D4D) MethodologyWhat is this Presentation about• Presentation on the D4D ‘PainStorm’ approach• Created by me to help in my talk on the process• Followed by our team in the Innovation JAM workshop• Facilitated by team members from Intuit• Conducted at USID 2010,Hyderabad from 18-20 Nov, 2010What it is not!• An authoritative representation of the D4D methodology• Detailed presentation of the approach

Design for Delight (D4D) MethodologyDesigning Delightful Customer Experiences

Design for Delight (D4D) MethodologyWhat does it take• Deep Customer Empathy• Go Broad, go narrow• Rapid experiments with customers(users)

Design Thinking – Identify Problems first!First, Identify the right problems Business Solution Domain Problem Domain Process View Platform Specific Platform Independent Model (PSM) Technology Model (PIM) Component View Logical View Design Analysis First, get this right!

Design for Delight (D4D) MethodologyInteract with Customers/Users• Conduct user interviews - Talk to customers• Ask the right questions• Listen carefully – take notes down• Observe expressions and body language• Look out for pain areas, challenges, breakdown scenarios

Design Thinking ApproachIdentify Key points• Customer Journeys• Not about our product• Focus on their experiences, expressions and emotions

Design Thinking ApproachIdentify Key points

Design Thinking ApproachMap Customer Journeys• Say < What they said >• Think < Thoughts >• Do < Tasks/activities >• Feel < Emotions >

Design for Delight (D4D) MethodologyTry to define problems• I am… < describe your customer/user >• I am trying to… < do a certain activity/task >• But… < I am facing a problem >• Because…< state the reasons >• Which makes me feel… < emotional aspect >

Design for Delight (D4D) MethodologyTry to define problems

Design for Delight (D4D) MethodologyProblem Statement (Example)

Design for Delight (D4D) MethodologyPrioritize the Problems• Classify the problems into 3 categories:  Maximum Impact problems  Must solve problems  Unsolved issues• Use color code to categorize the problems  Green  Red  Blue

Design for Delight (D4D) MethodologyPrioritize Problems (Example)

Design for Delight (D4D) MethodologyCustomer Evaluation• Invite and Involve customers/users to :  Evaluate the problems  Assert if the problems are indeed the real pain areas  Map them on the chart• Use the Dart-board Chart  How close/far the problems are to the customers’ pain areas  Pick up those that are closer to the center  Refine and rework those that are far from the center

Design for Delight (D4D) MethodologyCustomer Evaluation (Example)

Design for Delight (D4D) MethodologyStoryboarding• Create story boards for the critical problems• Individual story boards for each problem• Specify the following from the customer perspective:  Persona of customer/user < I am … >  Problems faced < I face the problems… >  Effects of the problem < Because of which… >  Emotional impact < so, I feel… >

Design for Delight (D4D) MethodologyStoryboarding

Design Thinking ApproachStoryboarding (Example)

Design for Delight (D4D) MethodologyKey Takeaways• Team work always works!• Innovation can come from ‘users’, not just from ‘us’ (Dev team)• Flexible approach not a creativity-stifling ‘process’• Need to put this into practice• Ask me later about the efficacy ! 

And the Credit goes to…Team members• Prabukarthik• Shrikant• Parth Siddharth• Satishkumar• Shankar• Pardha Saradhi

Its about People!Team Members

Its about People!Thank you, Catalysts (Intuit Team Members)!• Catalysts, Intuit team members facilitated the sessions• Moderated and helped us when we got stuck• Thank you very much!

Thank you Thank YouMail : pardhas@texavi.comMobile : +91 9819057757Twitter : @pardhasLinkedIn : pardhasaradhimantravadiBlog : http://texavi.com/blogWeb site : www.texavi.com

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Designing Delightful Customer Experiences- D4D Approach -USID 2010

by Texavi Innovative Solutions on Nov 30, 2010

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Designing Delightful Customer Experiences- D4D Approach -USID 2010 Presentation Transcript