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SAP: Jennifer Ford

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This interactive workshop will introduce you to the “Design Thinking” methodology, pioneered by Stanford University’s distinguished Design School. Participants will form into groups and employ Design Thinking to map an actual customer journey – from persona identification, to charting customer interactions and expectations, to experience mapping. Uncover how customers want to be treated across their journey – and identify key areas for improvement. This hands-on session will push you to think out of the box to more successfully adapt to, attract, and engage today’s savvy B2B buyers and capitalize on digital growth opportunities.

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SAP: Jennifer Ford

  1. 1. Design Thinking – Not just for Development! Jennifer Ford Design Thinking Lead Presales, SAP N. America
  2. 2. © 2014 SAP AG. All rights reserved. 2 Introductions o Introduce yourself (use 3 Post its): (10 minutes) o 1 post it with your name/where you were born: o 1 post it with where you would travel if you were given a free ticket: o 1 post it with a super power:
  3. 3. © 2014 SAP AG. All rights reserved. 3 Introductions o Introduce yourself (use 3 Post its): (10 minutes) o 1 post it with your name/where you were born: o 1 post it with where you would travel if you were given a free ticket: o 1 post it with a super power: Jennifer Ford Dearborn, MI Alaska Teleport
  4. 4. © 2014 SAP AG. All rights reserved. 4 Created the Walkman & owned most of the music Why didn’t Sony invent the iPod?
  5. 5. © 2014 SAP AG. All rights reserved. 5 Sony’s Silo Structure & Culture Imaging Products & Solutions (IP&S) Game Mobile Products & Communications (MP&C) Pictures Financial Services Devices All Other Home Entertainment & Sound (HE&S) Music
  6. 6. © 2014 SAP AG. All rights reserved. 6 WHAT MADE APPLE SUCCESSFUL?
  7. 7. © 2014 SAP AG. All rights reserved. 7 Apple’s Focus Apple didn’t have the best designers Apple didn’t have the most designers Apple had a culture that focused on one thing
  8. 8. © 2014 SAP AG. All rights reserved. 8 “You’ve got to start with the customer experience and work backwards to the technology.” – Steve Jobs 1997
  9. 9. © 2014 SAP AG. All rights reserved. 9
  10. 10. © 2014 SAP AG. All rights reserved. 10
  11. 11. © 2014 SAP AG. All rights reserved. 11 WHAT 3 THINGS DO SUCCESSFUL INNOVATIVE PRODUCTS/SERVICES/EXPERIENCES HAVE IN COMMON?
  12. 12. © 2014 SAP AG. All rights reserved. 12 FeasibilityViability Desirability
  13. 13. © 2014 SAP AG. All rights reserved. 13 WHAT IS DESIGN THINKING?
  14. 14. © 2014 SAP AG. All rights reserved. 14 DESIGN THINKING IS A HUMAN-CENTERED METHOD FOR SOLVING COMPLEX PROBLEMS & CREATING NEW IDEAS
  15. 15. © 2014 SAP AG. All rights reserved. 15 Ingredients of Design Thinking SpacePeople Innovation + + Approach
  16. 16. © 2014 SAP AG. All rights reserved. 16 It’s About People
  17. 17. © 2014 SAP AG. All rights reserved. 17 Interdisciplinary Teams / Different Minds & Skillsets
  18. 18. © 2014 SAP AG. All rights reserved. 18 It’s About Space
  19. 19. © 2014 SAP AG. All rights reserved. 19 It’s About the Approach
  20. 20. © 2014 SAP AG. All rights reserved. 20 Design Thinking Steps Understand Observe Synthesize Implement Deploy Test ValidateIdeate Prototype DISCOVER DESIGN DELIVER
  21. 21. © 2014 SAP AG. All rights reserved. 21 Persona’s Are…  Fictional characters created to represent user types based on REAL DATA.  Useful in considering the goals, desires, and limitations of the users to help guide design decisions.  A way to put a personal human face on otherwise abstract data about people. Your persona description may include:  Name and picture  Demographics (age, education)  Needs and tasks  Goals , Motivations, and aspirations  Challenges  Tools & Communication
  22. 22. © 2014 SAP AG. All rights reserved. 22 Customer Journey Map (Today’s experience) For your Persona, go through the actions of their day within the context provided (journey map). Consider all interactions. Mindset: What are they thinking? Worst moments, Best moments, Missing experiences. Actions: Walk through the experience in their shoes Touchpoints: Interactions with people, places or things during the experience Pain Points: What makes these actions difficult? Output: Create a list of opportunities & pain points we must solve for this Persona
  23. 23. © 2014 SAP AG. All rights reserved. 23 Problem Statement/Vignette Scenarios Per Table: CTO - High Tech (Hansen Lieu) Head of Commerce/Digital - CPG (Mo Hosain) CMO - Branded Retailer (Harlan Stein) Head of Sales - Construction Supply (Linda Schrum) Head of Procurement - Agribusiness (David Stover) Executive Responsibility: Information technology strategy, operations, and business-unit support Executive Responsibility: Driving online & mobile customer growth, share of wallet, and profitability Executive Responsibility: Driving image (brand) and traffic (revenue) through initiatives focused on creating stunning digital and physical campaigns Executive Responsibility: Planning, execution, and performance of sales and customer relationship management teams Executive Responsibility: Planning and execution of direct and indirect purchasing, negotiations, and performance of the procurement team Problem Statement: The number of new patents filed by the team per month has dropped precipitously, speed of new product introductions has slowed, competition is eroding sales and margins and internal IT and product development processes are stagnant and rife with escalations. The CIO needs a way to re- energise the technology development and solution delivery teams in order to get back to the innovative, quick, and profitable successes of the past. Problem Statement: The consumerisation of B2B use-cases continues and the need to create capabilities that make it as easy for our commercial customers to buy from us as it is for them to buy as consumers is the new normal. Our sales force is enabled but adoption and usage is at an all- time low. The Chief Digital Officer needs a way to create and deliver new experiences for both associates AND customers in order to drive online and mobile customer growth. Problem Statement: The lack of data visibility needed to understand consumer intentions, and the inability to target millenials and new customer segments is inhibiting marketing campaigns, return on marketing expense, and customer intelligence efforts to broaden brand appeal to a more profitable consumer base. The Chief Marketing Officer needs a way to profitably extend brand reach in order to create more personalized, consistent, and relevant experiences with a new and more profitable consumer base. Problem Statement: Mobile pricing and order taking for on-site representatives to generate new business and the real-time ability to accurately describe, position, and offer new product and service introductions into existing accounts. The Head of Sales needs a way to up-skill and improve productivity of sales personnel without disrupting the flow of business in order to un-tether sales teams and create improved customer awareness of new products amid providing real-time, onsite pricing and promotions for existing products. Problem Statement: Lack of access to benchmarking and real-time commodities market pricing to ensure profitable and timely procurement, fulfillment, and forfeitures activities is inhibiting the ability to accurately place forward buys, price grain futures contracts, and execute the procurement function in a consistent efficient manner. The Head of Procurement needs a way to improve business intelligence and in order to deliver optimal direct and indirect buys, price optimization, deeper supplier relationships, and more efficient and profitable 3rd party relationships.
  24. 24. © 2014 SAP AG. All rights reserved. 24 Viability Check Does the solution provide substantial business value? • Is it technically feasible? • Bring Value to customer? • Align to business goals? • What are your priorities…. where do we focus First?
  25. 25. © 2014 SAP AG. All rights reserved. 25 Icons
  26. 26. © 2014 SAP AG. All rights reserved. 26 Text Holders & Shapes Text Goes Here Text Goes Here Text Goes Here
  27. 27. Thank You!

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