Design Led Thinking WOrkshop

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Design - Led thinking workshop through Ai Group focusing on Customer Journey Mapping

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Design Led Thinking WOrkshop

  1. 1. DESIGN THINKING Member Services September 2015
  2. 2. Design thinking is a human centered and collaborative approach to problem solving, using a designed mindset to solve complex problems. Tim Brown (British Industrial Designer & President of IDEO)
  3. 3. • Member on-boarding process • Walk in our customers shoes • Look at the customer journey differently • Present a solution to Management 6 weeks from now • This is only the beginning … From Today A better process for members
  4. 4. DESIGN THINKING Learning Ideate Test empathise prototypeFoundation of a human- centered design process Necessary to Observe, Engage and Immerse. Chance to refine and improve solutions Define Empathy findings are unpacked and synthesised into compelling needs and insights Mode during the design process in which the focus lies on idea generation Getting ideas and explorations out of the head into the physical world
  5. 5. DESIGN THINKING empathise What is the Empathise Mode? Foundation of a human-centered design process Necessary to: Observe: View users and their behavior in the context of their lives Engage: Interact with and interview users through both scheduled and short “intercept” encounters Immerse: Experience what your user experiences
  6. 6. DESIGN THINKING define What is the Define Mode?  Empathy findings are unpacked and synthesised into compelling needs and insights  Mode of “focus” rather than “flaring”  Goals: develop a deep understanding of the users and the design space; come up with an individual statement or point of view  Point of view should be a guiding statement that focuses on specific users, and insights and needs  Understanding the meaningful challenge is fundamental to creating a successful solution
  7. 7. DESIGN THINKING ideate What is the Ideate Mode?  Mode during the design process in which the focus lies on idea generation  Represents process of “going wide” in terms of concepts and outcomes – mode of “flaring” rather than “focus”  Goal is to explore a wide solution space; a large quantity of ideas and a diversity among those ideas  From this depository of ideas prototypes can be built to test with users
  8. 8. DESIGN THINKING prototyping What is the Prototype Mode? • Getting ideas and explorations out of the head into the physical world • A prototype can be anything with a physical form: a wall of post-it notes, a role-playing activity, a space, an object, an interface, a storyboard • Keep prototypes rough and rapid to learn quickly and investigate a lot of different possibilities • Prototypes are most successful when people (design team, user, etc.) can experience and interact with them • What you learn from those interactions drive deeper empathy and shape successful solutions
  9. 9. DESIGN THINKING Test What is the Test Mode?  Chance to refine and improve solutions  Another iterative mode in which low-resolution artifacts are placed in the appropriate context of the user’s life  Prototype as if you know you’re right, but test as if you know you’re wrong!
  10. 10. DESIGN THINKING Design Thinking is the result of combining analytical thinking and intuitive thinking ANALYTICAL THINKING INTUITIVE THINKING DESIGN THINKING 100% RELIABILITY 100% VALIDITY50 / 50 MIX
  11. 11. DESIGN THINKING Design Thinking integrates business, technology and people INNOVATION TECHNOLGY FEASIBLE Can it be done? WORKFLOW VIABLE Does it matter in the organisation? PEOPLE DESIRABLE Do people want it? PATIENT AND FAMILY CENTERED CONTINUOS INSIGHTS AND ITERATIONS OPTIMISM MAKING IDEAS TANGIBLE EMPATHYBUILD TO THINK LEARN DEFINE IDEATE PROTOTYPE TEST
  12. 12. DESIGN THINKING Idea IMPLEMENTING USING APPLYING DESIGN THINKING IN ITERATIONS TO MONITOR (DATA) FOR NEW IDEAS/ISSUES Start proces s again Project management methodology Knowledge and prototype of the design thinking phaseEMPATHY Take the role of your end-user AWARENESS Know how to improve status quo ADAPTIVITY Learn from feedback and adapt KNOWLEDGE Define the challenge you face CREATIVITY Foster ideas
  13. 13. DESIGN THINKING Traditional vs. Design Thinking Flawless planning Avoid failure Rigorous analysis Presentations Arms' length customer research Periodic Thinking Enlightened trial & error Fail fast Rigorous testing Lightweight experiments Deep customer immersion Continuous Doing TRADITIONAL THINKING DESIGN THINKING
  14. 14. DESIGN THINKING Design Thinking integrates business, technology and people 10 WHAT IS? WHAT IF? WHAT WOWS? WHAT WORKS? Journey Mapping Value Chain Analysis Mind Mapping Brain- Storming Concept Development Assumption Testing Rapid Prototyping customer Co-Creation Learning Launch VISUALIZATION 72 3 4 5 6 8 9 1
  15. 15. DESIGN THINKING Design Thinking for Innovation 1 2 3 EMPATHY AND DEEP HUMAN UNDERSTANDING CONCEPT VISUALIZATION IDEATION PROTOTYPING AND USER EVALUATION STRATEGIC BUSINESS DESIGN
  16. 16. DESIGN THINKING Design Thinking Process  Project plan  Personals and stories  Research summary  Problem definition  Key insights  Design principles  Solutions  Low-fidelity prototypes  High-fidelity prototypes  Product Understand Point of viewObserve Ideate Prototype Test
  17. 17. CUSTOMER JOURNEY MAP Member Services 2015 empathis e
  18. 18. I don't believe people are looking for the meaning of life as much as they are looking for the experience of being alive. Joseph Campbell (Professor of Mythology) empathise
  19. 19. DEFINITON The Journey of the User The Experience Map is a strategic tool document and presents complex user interactions with a product or service. The journey of the customer is the center of it – including the starting and the end point as well as the fulfillment of the customer expectations. The composition of an Experience Map builds up knowledge and unity on all management and working levels. Moreover, a satisfying customer interaction and a better product experience is established.
  20. 20. ADDED VALUE Benefits of an Experience Map Evaluation Assess structural knowledge of customer experience / behavior of all channels tool Collective tool to display product experiences simplicity Follow customer insights in a simple and usable form development Develop toward customer- oriented thinking INNOVATION Identify areas of ideas and innovation
  21. 21. CUSTOMER JOURNEY MAP Main Components the TAKEAWAY The takeaway contains strategic insight and proposals which derive from the Experience Map and summarises detected obstacles and opportunities. THE LENS The lens is a filter which analyses the journey of the customer and summarizes it to the core experience; superior principles and key values are listed. Journey of the customer The journey of the customer is always individual and case-related. It should illustrate the most important points such as phase transitions and channel changes.
  22. 22. IMPLEMENTATION CUSTOMER JOURNEY MAP empathise
  23. 23. The first draft starts with the identification of interaction points and the drawing of a path. To mirror thoughts and emotions, interaction points show positive and negative signs. CUSTOMER JOURNEY MAP Step One
  24. 24. Next, emotions and thoughts are regarded more intensively with the aim to identify the underlying need. The qualitative information of the results are added as comments to the interaction points. Emotional conditions are depicted graphically. Also, quantitative information, such as statistical details find their place around the path. CUSTOMER JOURNEY MAP Step Two Potential member calls Ai Group Potential member receives access to a range of Free taster services Number goes through a double fwd and is not answered Potential member signs up to an entry level membership to gain access to more services
  25. 25. CUSTOMER JOURNEY MAP Emotional Conditions – Summarised Depiction MENTAL State UNPLEASANT PLEASANT MOOD SCALE EMOTION AS COLOR COMBINATION ANGRY IRRITADED SAD TENSE BORED NEUTRAL EXCITED CALM HAPPY CHEERFULL RELAXED
  26. 26. CUSTOMER JOURNEY MAP Step Three Now, the phases of interaction are identified by dividing interaction points into rational units.
  27. 27. CUSTOMER JOURNEY MAP Rising interest in a specific product or group of products attention Research of information on focused products Research The customer decides by means of specific criteria. decision The customer purchases the product via a specific channel. purchase Initial operation of the product and necessary steps First usage Daily, regular use of the product within the respective context Further usage Due to specific criteria, the product is defect or not used any longer. End of usage Disposal of the product and purchase of a replacement product, if required disposal Stage Touchpoint
  28. 28. CUSTOMER JOURNEY MAP Step Four Afterwards, the types of interaction between separate interaction points are determined and marked.
  29. 29. CUSTOMER JOURNEY MAP Fundamental Types of Interaction Direct connection One step leads directly to the next one. Bi-Directional connection One step leads to the next, but the user can also go back. controlled evaluation Use ranges between several possibilities within a closed and controlled surrounding. Open Exploration User ranges freely between several dependent and independent possibilities.
  30. 30. CUSTOMER JOURNEY MAP Step Five The last step is the evaluation of possibilities and obstacles for the customer: communicative Does the user need a specific content or specific essential information? Is it possible to improve the sorting of available information by means of their relevance for the customer? Interactional What prevents the customer from interacting? How can the interaction be improved?

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