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Design for Innovation by Marianne Jacobsen / Knowit

Marianne Jacobsen's Keynote presentation in Digital Business and Services seminar by Management Events in Crowne Plaza 27th Oct in Helsinki.

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Design for Innovation by Marianne Jacobsen / Knowit

  1. 1. DESIGN FOR INNOVATION. The arrogance of success is to think that what you did yesterday will be sufficient for tomorrow. 
 William Pollard
  2. 2. UKO KON The world’s largest accommodation provider – owns no real estate.
  3. 3. UKO KON The world’s largest taxi company – owns no vehicles.
  4. 4. UKO KON The world’s most popular media owner – creates no content.
  5. 5. UKO KON
  6. 6. 6 «The Millennials»
  7. 7. Be quick or be dead! UKO KON
  8. 8. Disrupt or be disrupted! UKO KON
  9. 9. Innovate or die! UKO KON
  10. 10. Define your innovation strategy UKO KON #1
  11. 11. 11 INNOVATION AMBITION MATRIX RADICAL OPPORTUNISTIC SUBSTANTIAL PIONEER INCREMENTAL FAST FOLLOWER
  12. 12. 12 INNOVATION AMBITION ?
  13. 13. Our goal is to get things wrong faster than others. Daniel Ek, CEO Spotify
  14. 14. Listen to the customer! UKO KON #2
  15. 15. 18 90%market share in Norway
  16. 16. 19
  17. 17. Relevant for their clients` customers
  18. 18. #3 UKO KON Focus on the whole customer journey
  19. 19. Touchpoints matter, 
 but it’s the full journey that really counts.
 
ALEX RAWSON, HARVARD BUSINESS REVIEW
  20. 20. Customer journey – home buyers
  21. 21. BEFORE DURING AFTER MAPPING YOUR CUSTOMER JOURNEYS ATTENTION CONSIDER BUY SERVICE LOYALTY KON KON RELATION PHASE UKO KON
  22. 22. CONTROLLED CONTACT POINT RELATION PHASE UNCONTROLLED CONTACT POINT BEFORE DURING AFTER • DM (BM/PM) • Søkemotorop3malisering (SEO) • Sosiale medier (SOME) • Annonser/banner • Eierbanker • 3. parts neAsider • Public Rela3ons (PR) • VGTV, DBTV • YouTube™ • Viral-kampanje • Ekstra Redaksjonell omtale • Sosiale medier • Google-søk • Jungeltelegraf • NeAverk, får 3ps • Testvurdering • Konkurrenter • 3. parts neAsider • Salgspres. bank BM • Ekstra • Ekstra • • Konkurrenter • 3. parts neAsider • Testvurdering • NeAverk, anbefaling • Jungeltelegraf • Google-søk • Sosiale medier (SOME) • Redaksjonell omtale • Finansportalen • penger.no • Salgspres. bank BM Ekstra • Dine penger • FInansportalen • Facebook • Remarke3ng • Søk (betalte treff) • Landingsside • Egne neAsider • Forsikringskalkulator • Søkemotorop3malisering (SEO) • • Mobil • Kundeservice • Chat • Egne neAsider • Eierbanker • Ekstra • Ekstra • Ekstra • Ekstra • Ekstra • Ekstra Betalingsløsninger • 3. parts løsninger • eID-løsning • Digitalt signering • Ekstra • Ekstra • Ekstra • Ekstra • Ekstra • Ekstra • Ekstra • • Ekstra • Ekstra • Ekstra • Ekstra • Testvurdering • Eget neAverk, erfaringer • Sosiale medier (SOME) • Redaksjonell omtale • Ekstra • ekstra • Ekstra • Skademelding/skadeoppgjør • Lojalitetsprogram (s3ge?) • LojalitetsrabaA • Oppfølgeingsbrev • Avslutningsbrev (flere) • Facebook/Instagram • NeAbu3kk • Facebook/Instagram • Betalingspåminnelse • Partnere/leveraøndør • PR / AgendaseAer Faktura • DM • E-post • Velkomstbrev/pakke • Årlig (vilkår/bevis) • Remarke3ng • Egne neAsider • SMS • Sikkerhetsbu3kken (Falck) • • Konkurrenter • Ekstra • Testvurdering • NeAverk, anbefaling • Jungeltelegraf • Google-søk • Sosiale medier (vareprat) • Redaksjonell omtale • Ekstra • ekstra • Ekstra ATTENTION CONSIDER BUY SERVICE LOYALTY MAPPING YOUR CUSTOMER JOURNEYS
  23. 23. 28 Customer journeys are created across disciplines!
  24. 24. 29 MARKETING IT PRODUCT
  25. 25. 30 MARKETING IT PRODUCT
  26. 26. HELHETLIGE KUNDEREISER 31 MARKETING IT PRODUCT =
  27. 27. 32 MARKETING IT PRODUCT HOLISTIC CUSTOMER JOURNEYS =
  28. 28. The companies that excel in journeys have a more distinct competitive advantage than those that excel in touchpoints. 
 ALEX RAWSON, HARVARD BUSINESS REVIEW 33
  29. 29. #4 UKO KON Differentiate - not just digitize
  30. 30. 35 The Caring Insurance Company Better user experience on customer website for business & private
  31. 31. 36 But nobody uses their website
  32. 32. PERSONAS | PRIVATE CUSTOMER Ignored Ingrid I don’t feel appreciated as a customer. At all. Ingrid (33), nurse Ingrid 33, nurse • Rented apartment, 2 children • Red Cross voluntary • Strained and sober economy Attitudes and values • Prioritizes family very high • Engaged in various volunteering • Blood and organ donor Influencers • Parents and close family • Own network, social media • Comparable Services. Frustrations • Feels neglected as a customer • Technical solutions, updating Java • What if something happens? Instagram Spo:fy Pregnant Ne?lix Endomondo Bank Ingrid is 33 year old nurse. She lives in a rented apartment with her partner, two children and a cat. Loyal insurance customer for several years. No claims, never heard from her insurance company. GENERAL Concerned family and selflessly in relation to volunteering. Beside the job takes Ingrid regular night shifts for Red Cross hotline at risk have kids. Has been a blood donor for 7 years and is registered organ donor. INGRIDS RELATION TO INSURANCE Ingrid experiencing insurance services and condi:ons that virtually unavailable. She’d like to be right assured, but do not think she is. Got no claims past 7 years. Qualifying total customer and loyalty discounts, but do not even know. Needs and goals • Want easily understandable terms • Wants personal service • Assured that she has relevant insurance GENERAL Assisted LiSle insight Not technically Self-reliant Well informed Technical whiz YEAR 3 YEAR 1 YEAR 7 YEAR 2 YEAR 4 YEAR 5 YEAR 6 AMBASSADOR REGION HIGH RISK REGION Total customer, 5 year+ Loyalty bonusxx Characteristics FAVORITE-APPS SOME OF HER THINGS & GADGETS
  33. 33. 38 The insurance company that cares?
  34. 34. ? ENKEL INNOVATIV SKREDDERSØM ma Make your service mirror your brand Dif
  35. 35. #5 UKO KON Play!
  36. 36. 44 Innovate by combining.
  37. 37. 45 MICROWAVE DISHWASHER + Innovate by combining.
  38. 38. 46 HOSPITAL + HOTEL WALT DISNEY + Innovate by combining.
  39. 39. 47 CAR SHARING DRIVERLESS CARS + Innovate by combining.
  40. 40. 48 Innovate by experimenting.
  41. 41. 49 Innovate by questioning. Why can`t I see the pictures right away?
  42. 42. 50 Innovate by questioning. Why can`t my photo messages be more beautiful?
  43. 43. SMS WhatsApp Snapchat
  44. 44. 280.000 User accounts in 6 months
  45. 45. “ 5 can’t miss apps.
  46. 46. “ Best Mobile Design Award.
  47. 47. “ #1 Best new apps in 111 countries.
  48. 48. + +Customer insight Holistic customer journey Brand DNA PLAY!
  49. 49. DESIGN FOR INNOVATION
  50. 50. 60 Marianne D. Jacobsen
 marianne.jacobsen@knowit.no + 47 950 31 823

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