The document discusses a field study on customer insights, revealing that customers are more patient when queues move quickly and they feel well-treated. It introduces a proposed SMS token service to improve the queue experience and emphasizes the importance of applying design thinking to create innovative solutions. Facilitators Vinay Dabholkar and Raghu Kolli lead the initiative, with insights from various participants on the benefits of redesigning processes through user-focused design.

1. Vinay
Dabholkar,
Ph.D.
Raghu
Kolli
President,
Catalign
Innova5on
Consul5ng
Director,
Innova5on
Workshops

2. Empathy:
Field
study

3. Customer
Insights
People
didn’t
mind
wai5ng,
if
queue
moved
faster,
and
were
treated
well
at
the
end
of
the
wait.
When there are fewer customers, the service delivery was quick and
efficient and surplus staff could have provided extra services.
Customers increasingly relied on a person guiding them where to go or
what to do next inspite of signs.
Even a well equipped counter could not serve well because the queue
system was dysfunctional.

4. Challenge
Defini5on

5. Idea5on

6. Prototyping

7. Tes5ng
“The
experience
will
be
wonderful
if
such
a
system
was
implemented.
I
will
feel
relaxed
and
grab
a
chai
instead
of
wai5ng
here.
”
-­‐
Mr.
Gowda
“The
experience
will
be
nice.
No
need
to
wait
in
the
queue
and
will
feel
relaxed.”
-­‐
Mr.
Narayana
“Will
help
me
be
present
at
the
counter
on
5me.”
-­‐
Mr.
Syed
Ismail

8. Result
SMS Token Service
Your
token
no
is
22.
Currently
serving
no
7.
You
will
be
no5fed
when
there
are
only
two
more
before
your
turn.
Next step:
Strategy and Pilot

9. Design
Thinkers

10. What
we
Learned
• “I am going to put myself in the user’s shoes while designing solutions;
prototype possible designs and give options to the Users to choose.”
- Srinivas
• “It will help me in re engineering and redesigning processes/ providing
Innovative and simpler business solutions before Migrations.” - Krishna
• DT will help me in structured thinking, ideating plus implementing by
prototyping and testing. It helps in scanning the core problem area with
respect to people, process and technology and perform a complete radical
thinking so we arrive at new school of ideas. So think better and make
others think better too. –Veera
• “Good learning experience on solution validation in reality” - Jay
• “It is very important to make sure that our ideas are not constrained by our
goals, whenever we apply design thinking to our work” - Koel

11. FACILITATORS
Vinay Dabholkar Ph.D
President, Catalign Innovation Consulting
M: +91 994 575 7913
vinay@catalign.com
www.catalign.com
Raghu Kolli
Director, Innovation Workshops
+91 988 659 5252
raghu@innovationworkshops.in
www.linkedin.com/in/kolli
©2012