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Crush CX with
Human-centered Design
Arik Abel
2:00-2:45 // Governors I
Twitter: @arikabel
Warmer blanket story
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
How might we
reduce the cost of
incubators for
3rd world hospitals?
Arik Abel | @arikabel Crush CX with Human-Centered Des...
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
How might we
create a baby-warming device
that helps parents in remote villages
give their dying infants a chance to survi...
Heats up with boiling water
and keeps baby at the right
temperature for hours
$25 price point makes it
easy for a village ...
Takeaways from this presentation
Learn more
Embrace Innovations | embraceinnovations.com
Stanford d.School | dschool.stanf...
What is human-centered design
Today’s key takeaways
• Fundamentals of human-centered design
• 7 techniques to explore
• Re...
A more beautiful question
Technique #1
Ask a more beautiful question
Arik Abel | @arikabel Crush CX with Human-Centered De...
A more beautiful question
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
A more beautiful question
Human-centered design
a.k.a.
Design thinking
Ask big questions: VR example and pictures
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
A more beautiful question
Technique #1
Ask a more beautiful question
Arik Abel | @arikabel Crush CX with Human-Centered De...
How might we engage and delight B2B
buyers with consumer-like experiences?
How might we apply
engaging consumer experiences
to the B2B buyer journey?
Arik Abel | @arikabel Crush CX with Human-Cente...
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
A more beautiful question
A more beautiful question
Technique #2
Interviews
Active listening
Contextual inquiry
Arik Abel | @arikabel Crush CX with ...
Tell me about the last time you brought in a new digital tool
Arik Abel | @arikabel Crush CX with Human-Centered Design #h...
Problem theory: Finding, buying and owning business apps is hard
Arik Abel | @arikabel Crush CX with Human-Centered Design...
How they solve these problems today
License tracking, cost
control and app audit
Visualizing tech stacks
Powerpoint
Excel
...
A more beautiful question
Technique #3
Paper prototyping
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5c...
A more beautiful question
Technique #4 - Outside Worlds
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5co...
A little background
VR experience
at Gartner
Symposium for
Unified Workspace
OCT
2016
Started
Design Thinking
@ Lenovo
SEP...
A more beautiful question
Our Old World: Digital Workspace
A more beautiful question
This Outside World: Tech Stack
First AirStack
paper prototype
Time to produce: 5 minutes
Included:
High level message
Conceptual diagram
Arik Abel | @ari...
First AirStack
paper prototype
Learnings within 30 minutes:
Potential sales objections
Buyer, influencer and user
personas...
9 months of concept validation
Accepting early
customers
Feb 2019
First
AirStack
concept
May 2018
Arik Abel | @arikabel Cr...
A more beautiful question
Technique #5
Think aloud testing
Arik Abel | @arikabel Crush CX with Human-Centered Design #high...
A more beautiful question
Technique #6
Buy a feature
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
A more beautiful question
Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
LUMA Institute | luma-institute.com
Search “Luma Institute Handbook” “Luma Institute Cards”
Arik Abel | @arikabel Crush CX...
Other stuff we did to learn and iterate before there was a product
Quantitative surveys on pain points and audiences Voice...
Technique #7 Walk a Mile
• Sales, marketing, product,
UX, customer success
• Onsite visits, learning
company structure and...
Continuous learning and iteration
First 100
customers
First 1000
Cross the chasm
Accepting early
customers
Feb 2019
Arik A...
Takeaways & final thoughts
• Human-centered design = practice, not process
• Framing the right problem is key
• Draw, mock...
Like what you saw?
Let’s talk
AirStack Access: airstack.com
Consulting: Linkedin/Twitter - Arik Abel
Crush CX with Human-Centered Design
Crush CX with Human-Centered Design
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Crush CX with Human-Centered Design

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Human-centered design aka design thinking is a practice of understanding human behavior and needs, and using techniques like qualitative research, prototyping, rapid iteration, proof of concept, marketing testing, among others. Applying human-centered design to customer experience initiatives can be very powerful.

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Crush CX with Human-Centered Design

  1. 1. Crush CX with Human-centered Design Arik Abel 2:00-2:45 // Governors I Twitter: @arikabel
  2. 2. Warmer blanket story Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
  3. 3. How might we reduce the cost of incubators for 3rd world hospitals? Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
  4. 4. Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
  5. 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. 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. 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. 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. 9. A more beautiful question Technique #1 Ask a more beautiful question Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
  10. 10. A more beautiful question Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
  11. 11. A more beautiful question Human-centered design a.k.a. Design thinking
  12. 12. Ask big questions: VR example and pictures Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
  13. 13. Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
  14. 14. A more beautiful question Technique #1 Ask a more beautiful question Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
  15. 15. How might we engage and delight B2B buyers with consumer-like experiences?
  16. 16. How might we apply engaging consumer experiences to the B2B buyer journey? Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
  17. 17. Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
  18. 18. A more beautiful question
  19. 19. A more beautiful question Technique #2 Interviews Active listening Contextual inquiry Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
  20. 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. 21. Problem theory: Finding, buying and owning business apps is hard Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
  22. 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. 23. A more beautiful question Technique #3 Paper prototyping Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
  24. 24. A more beautiful question Technique #4 - Outside Worlds Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
  25. 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. 26. A more beautiful question Our Old World: Digital Workspace
  27. 27. A more beautiful question This Outside World: Tech Stack
  28. 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. 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. 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. 31. A more beautiful question Technique #5 Think aloud testing Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
  32. 32. A more beautiful question Technique #6 Buy a feature Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
  33. 33. A more beautiful question Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
  34. 34. LUMA Institute | luma-institute.com Search “Luma Institute Handbook” “Luma Institute Cards” Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf
  35. 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. 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. 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. 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. 39. Like what you saw? Let’s talk AirStack Access: airstack.com Consulting: Linkedin/Twitter - Arik Abel

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