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


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This is the presentation I used to deliver my talk at the USID 2010 Conference in Hyderabad on 20-Nov, 2010. It was based on the Design Thinking exercise facilitated by the Intuit team. The …

This is the presentation I used to deliver my talk at the USID 2010 Conference in Hyderabad on 20-Nov, 2010. It was based on the Design Thinking exercise facilitated by the Intuit team. The presentation was created using the photographs and artifacts created by our team during the workshop.

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  • 1. Design for Delight – Involving your Customers A presentation on Innovation & Design Exercise Facilitated by Intuit Pardha Saradhi Mantravadi USID2010 India FOUNDATION
  • 2. Design for Delight (D4D) Methodology • 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, 2010 What is this Presentation about What it is not! • An authoritative representation of the D4D methodology • Detailed presentation of the approach
  • 3. Designing Delightful Customer Experiences Design for Delight (D4D) Methodology
  • 4. Design for Delight (D4D) Methodology • Deep Customer Empathy • Go Broad, go narrow • Rapid experiments with customers(users) What does it take
  • 5. Design Thinking – Identify Problems first! Technology Business Component View Logical View Process View Problem Domain Platform Independent Model (PIM) Analysis Solution Domain Platform Specific Model (PSM) Design First, get this right! First, Identify the right problems
  • 6. • 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 Interact with Customers/Users Design for Delight (D4D) Methodology
  • 7. Design Thinking Approach • Customer Journeys • Not about our product • Focus on their experiences, expressions and emotions Identify Key points
  • 8. Design Thinking Approach Identify Key points
  • 9. Design Thinking Approach • Say < What they said > • Think < Thoughts > • Do < Tasks/activities > • Feel < Emotions > Map Customer Journeys
  • 10. Try 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) Methodology
  • 11. Try to define problems Design for Delight (D4D) Methodology
  • 12. Problem Statement (Example) Design for Delight (D4D) Methodology
  • 13. Prioritize 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) Methodology
  • 14. Prioritize Problems (Example) Design for Delight (D4D) Methodology
  • 15. Customer 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) Methodology
  • 16. Customer Evaluation (Example) Design for Delight (D4D) Methodology
  • 17. Customer Evaluation (Example) Design for Delight (D4D) Methodology
  • 18. Storyboarding • 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) Methodology
  • 19. Storyboarding Design for Delight (D4D) Methodology
  • 20. Design Thinking Approach Storyboarding (Example)
  • 21. Design Thinking Approach Storyboarding (Example)
  • 22. • 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 !  Key Takeaways Design for Delight (D4D) Methodology
  • 23. And the Credit goes to… • Prabukarthik • Shrikant • Parth Siddharth • Satishkumar • Shankar • Pardha Saradhi Team members
  • 24. Its about People! Team Members
  • 25. 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!
  • 26. Thank You Mail : Mobile : +91 9819057757 Twitter : @pardhas LinkedIn : pardhasaradhimantravadi Blog : Web site : Thank you