1.
Crush CX with
Human-centered Design
Arik Abel
2:00-2:45 // Governors I
Twitter: @arikabel

2.
Warmer blanket story
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

3.
How might we
reduce the cost of
incubators for
3rd world hospitals?
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

4.
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

5.
How might we
create a baby-warming device
that helps parents in remote villages
give their dying infants a chance to survive?
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

6.
Heats up with boiling water
and keeps baby at the right
temperature for hours
$25 price point makes it
easy for a village to own and
share
Team has helped over
300,000 babies in 10 years
Embrace
Infant Warmer
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

7.
Takeaways from this presentation
Learn more
Embrace Innovations | embraceinnovations.com
Stanford d.School | dschool.stanford.edu
IDEO | ideo.com
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

8.
What is human-centered design
Today’s key takeaways
• Fundamentals of human-centered design
• 7 techniques to explore
• Resources to follow up on
• Inspiration to do something new
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

9.
A more beautiful question
Technique #1
Ask a more beautiful question
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

10.
A more beautiful question
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

11.
A more beautiful question
Human-centered design
a.k.a.
Design thinking

12.
Ask big questions: VR example and pictures
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

13.
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

14.
A more beautiful question
Technique #1
Ask a more beautiful question
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

15.
How might we engage and delight B2B
buyers with consumer-like experiences?

16.
How might we apply
engaging consumer experiences
to the B2B buyer journey?
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

17.
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

18.
A more beautiful question

19.
A more beautiful question
Technique #2
Interviews
Active listening
Contextual inquiry
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

20.
Tell me about the last time you brought in a new digital tool
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

21.
Problem theory: Finding, buying and owning business apps is hard
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

22.
How they solve these problems today
License tracking, cost
control and app audit
Visualizing tech stacks
Powerpoint
Excel
Visio
Adobe
(Or do nothing)
Okta/OneLogin
Citrix as a value add
LastPass
Browsers
Spreadsheets
Spreadsheets
Adaptive Insights
(FP&A)
MetaSaaS (SAM)
Cloud Access Security
Brokers (CASB)
Employee Monitoring
Consultants
Auditors
MSPs
(Or do nothing)
Teams up to
C-suite
Biz
owner,
C-suite
finance,
IT
Google
Social media
Peer referrals
Events
Vendor sales & mktg
Gartner/analysts
G2Crowd
Capterra
Influencers/blogs
MSPs/consultants
Digital service providers
Finding new apps
Teams up
to to C-
Suite and
procurement
Software knowledge
and collaboration
Vendor KB/customer success
Email
Spreadsheets
Cloud file shares
Camtasia
Confluence
Slack
Proj. mgmt tools
Zoom/conferencing
Intranet
Service desks
Consultants
Walk.me (on screen training)
LMS
(Or only in the minds of
people)
Teams &
tech ops
Who benefits
the most
Secure access
App delivery
Okta
Citrix/VMware
Workspace 365
(or do nothing)
IT
IT
End
users
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

23.
A more beautiful question
Technique #3
Paper prototyping
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

24.
A more beautiful question
Technique #4 - Outside Worlds
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

25.
A little background
VR experience
at Gartner
Symposium for
Unified Workspace
OCT
2016
Started
Design Thinking
@ Lenovo
SEPT
2017
SMB 1:1
Interviews
begin
OCT
2017
Sirius
Decisions
Summit
MAY
2018
Demand gen: all time high
Retention and close: all time low
Secured investment to pivot
Began applying human-centered design
A new
concept is born

26.
A more beautiful question
Our Old World: Digital Workspace

27.
A more beautiful question
This Outside World: Tech Stack

28.
First AirStack
paper prototype
Time to produce: 5 minutes
Included:
High level message
Conceptual diagram
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

29.
First AirStack
paper prototype
Learnings within 30 minutes:
Potential sales objections
Buyer, influencer and user
personas to test
Use cases and messaging
Potential features
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

30.
9 months of concept validation
Accepting early
customers
Feb 2019
First
AirStack
concept
May 2018
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

31.
A more beautiful question
Technique #5
Think aloud testing
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

32.
A more beautiful question
Technique #6
Buy a feature
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

33.
A more beautiful question
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

34.
LUMA Institute | luma-institute.com
Search “Luma Institute Handbook” “Luma Institute Cards”
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

35.
Other stuff we did to learn and iterate before there was a product
Quantitative surveys on pain points and audiences Voice of customer analysis from 20+ transcribed
recordings
Continuous 1:1 interviews across segments/personas Online user testing on website for voice of customer
feedback
Message testing w/ 2MM impressions Tradeshows armed with slideware and paper prototypes
for customer recruitment
Message testing website for customer recruitment Advisory panel of influencers and industry thought leaders
Think aloud testing user studies Built a contact list of 700 potential early customers
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

36.
Technique #7 Walk a Mile
• Sales, marketing, product,
UX, customer success
• Onsite visits, learning
company structure and how
the product fits in
• Help them roll out to learn
their pains and explore
solutions
• Do the work for them to
experience design
problems first hand
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

37.
Continuous learning and iteration
First 100
customers
First 1000
Cross the chasm
Accepting early
customers
Feb 2019
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf

38.
Takeaways & final thoughts
• Human-centered design = practice, not process
• Framing the right problem is key
• Draw, mockup, print out, record, video, transcribe, document,
analyze – everything
• Get concepts back in front of people quickly and often
• Plenty of resources to help: IDEO, LUMA, Stanford d.School,
books…

39.
Like what you saw?
Let’s talk
AirStack Access: airstack.com
Consulting: Linkedin/Twitter - Arik Abel