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Using Co-Design With Customers Slide 1 Using Co-Design With Customers Slide 2 Using Co-Design With Customers Slide 3 Using Co-Design With Customers Slide 4 Using Co-Design With Customers Slide 5 Using Co-Design With Customers Slide 6 Using Co-Design With Customers Slide 7 Using Co-Design With Customers Slide 8 Using Co-Design With Customers Slide 9 Using Co-Design With Customers Slide 10 Using Co-Design With Customers Slide 11 Using Co-Design With Customers Slide 12 Using Co-Design With Customers Slide 13 Using Co-Design With Customers Slide 14 Using Co-Design With Customers Slide 15 Using Co-Design With Customers Slide 16 Using Co-Design With Customers Slide 17
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Using Co-Design With Customers

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A talk by Principal Consultant Kristine Pitts at the Centre for Human Computer Interaction Open Day 2017.

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Using Co-Design With Customers

  1. 1. Using co-design with customers 1 ExperienceLab has been helping to drive innova2on, shape new products and services, and direct strategic thinking for innova2ve brands including the BBC, Amazon, Google, American Express and many more for more than forty years. Our team are skilled at gathering rich insights, based both on people’s real life experiences, as well as the views and preferences they express in a lab environment. A case study This document is commercial in confidence
  2. 2. CO-DESIGN with customers
  3. 3. Co-Design? 3 Image credit - Learning Layers hKp://learning-layers.eu/why-co-design-for-an-rd-project/
  4. 4. Involving customers in the design process 4 • But customers are not designers?? • Surely the concepts are informed by our in-depth research? • Don’t we need to thoroughly understand our customers first?
  5. 5. DISRUPTING the market
  6. 6. A challenger 6 • A mobile only bank • Target market iden2fied • Lots of money spent on market research • Had a long list of key concepts hKp://www.havenrm.com/challenger-banks/
  7. 7. Our challenge 7 • Wanted support with design and tes2ng of the mobile app • Not focusing on the end to end service • No contact with customers to date
  8. 8. Our approach 8 • Engage customers in the concept design phase hKps://www.retaildoc.com/blog/how-to-engage-retail-customers- begins-with-a-wow-moment
  9. 9. Co-design workshops
  10. 10. Understanding parGcipant behaviour 10 • How do they think/feel/relate to their mobile phone? • How do they think/feel/relate to their bank?
  11. 11. Day in the life of 11 • How does the mobile bank support you? • What can it do for you? • How does that fit with your life? • Why is that useful?
  12. 12. Introducing the Bank’s concepts 12 • What do you think? • How would it work for you? • Vote for favourites • How does it fit within your Day-in-the-life?
  13. 13. INFLUENCING investment
  14. 14. Key outcomes for the client 14 • First hand experience of their customer • Uncovered a previously ignored challenge • Refined their concepts • Priori2sed their concepts for development • Discovered new concept
  15. 15. In summary - Why co-design with customers 15 • Build understanding of how your high-level concepts can work for the customer • Uncover new concepts • Uncover key blockers that needs to be overcome before your concepts can work • Priori2se your development
  16. 16. Thank You!
  17. 17. Any QuesGons? 17 Kristine Pitts - Principal Consultant kristine.pitts@serco.com Telephone: 020 7421 6499 ExperienceLab is part of the interna2onal Serco Group of companies. © 2016 Serco Limited, All Rights Reserved Disclosure Pursuant to item 13 in our terms and condi2ons, this report and its findings are intended for the client organiza2on. Any other use of this material that is aKributed to Serco ExperienceLab, including delivery of excerpts, paraphrases, or edited versions to anyone not employed by the client organiza2on must be approved by us in wri2ng.

A talk by Principal Consultant Kristine Pitts at the Centre for Human Computer Interaction Open Day 2017.

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