Design thinking is a new methodology with which we try to discover the feelings and the expectations of the customers during their journeys with the company. There is a step by step approach through which you can trace and apply in your company. Source: CEM 2.0 Book

1. DESIGN THINKING

2. Thinking
▸In the age of complexity and uncertainty with many
unknowns organizations search for a magical way to
achieve these two objectives.
▸This requires a new way of thinking in today’s
dynamic and complex world that is shaped around
bang:
• bytes,
• atoms,
• neurons,
• genes

3. “ “True innovation comes
from recognizing an unmet
need and designing a creative
way to fill it.”

4. Design Thinking
In recent years; startups, large enterprises and non-profit organizations
have been using design thinking to foster innovation and create desirable
solutions, products, services, and experiences.
Not only a mindset, but also a workshop based study.
Design Thinking methodology includes six phases:
▸ Definition
▸ Research
▸ Interpretation
▸ Idea Generation
▸ Prototyping
▸ Evaluation

6. In Design Thinking Projects
▸The definition phase requires concretization skills
▸ The research phase requires observation, asking the right
questions and contextual thinking skills
▸The interpretation phase requires empathy, pattern recognition, and
intuition skills
▸The idea generation phase requires creativity, thinking out of the
box, and organic design skills
▸The prototyping phase requires visual thinking and
conceptualization skills and the ability to simplify and create images
▸The evaluation phase requires critical thinking skills

7. “Design thinking systematizes idea
generation which is usually done
by an unstructured way of idea
pools.

9. How Many Days Do Design Thinking Workshops Last?

13. HMW Questions Technique
▸Design thinking teams can use the ‘’how might we’’(HMW)
questions technique to define and frame the design
challenge in a concrete way. HMW questions should not be
too broad or too narrow.
Wrong Design Challenge Definitions
• How might we be a more succesful company? (too broad)
• How might we improve the sales of our dealers at remote
locations by adding a dealer search page on the mobile app? (too
narrow)
Right Design Challenge
• How might we improve the sales of our dealers at remote
locations?

15. Persona
▸ Personas, which are representative imaginary characters, are the best way to
define and visualize target user groups.
▸ Although there can be several user profiles for a product, design thinking teams
should limit the number of personas to three (at most at four, in extreme cases) to
prevent failing into the trap of ‘’designing for everybody’’
▸ A persona description should include a name, photo and demographic info(age,
gender, education, profession, etc.) and scenario section that best represents the
mental model of the persona.
▸ Persona descriptions should not only have demographic information but should
also include psychological aspects such as interests, capabilities, weaknesses
and expectations of the persona. These psychological aspects can be defined in
the scenario section of the persona description.

16. Example of Persona

17. Example of Persona

18. Interview & User Observation
Teams should apply etnographic research techniques such as
interviews and user observations and identify the needs, problems and
expectations of the target audience.
Interview
▸The aim of interviews is to collect as much data as possible about
the needs and expectations of target users by asking them specific
and unbiased questions during preliminary research and the
workshop.
User Observation
▸Design thinking teams should observe users in their own contexts to
uncover the needs and problems that are not captured during
interviews.

20. Costumer Journey Map
▸Journey mapping is an effective technique used to
visualize and evaluate the end-to-end experience of
users during their engagement with a product or
service at different touch points.
▸It provides a holistic representation of each
persona group’s experience, emotions, motivation,
and satisfaction level at each part of the
interaction.

21. Example of Customer Journey Map

22. Customer Journey Map Canvas (AS-IS)

23. Empathy Mapping
Design thinking is an empty-driven methodology which promotes
emotional design. It requires treating people not as subscribers, but as
human beings who form emotional bonds with the products, services,
or spaces they use.
Therefore, in generating insights, teams should consider not only the
needs and problems of the target audience but also the emotions.
▸ Empathy map should be prepared for each persona group.
▸ The team analyzes research data about the persona and discusses
his feelings about the current situation.

24. Empathy Map Canvas

26. Brainstorming
Brainstorming is the spontaneous listing of creative ideas, without too
much thinking about their quality. In order to maximize the
effectiveness of brainstorming sessions, design thinking teams should
apply the following best practices:
▸ Invite all of the relevant stakeholders
▸ If needed, use ice-breaking techniques (such as asking them their
opinions about a popular subject) at the beginning of the session to
help people start collaborating.

27. Brain Dump
If the participants are hesitant to share their ideas in front of
the others, design thinking teams can apply the brain dump
technique.
This technique is applied as follows:
▸ Instead of telling their ideas, brainstorming participants
individually write down their ideas on sticky notes.
▸ The facilitator reminds each group to complete this process
within the time allocated.
▸ When the time is up, each group presents their ideas to the
entire team.

28. Reverse Brainstorming
If the participants have difficulty in generating
crative ideas; teams can apply the reverse
brainstorming technique.
It aims to approach the problem in a reversed way.
For example, if the objective is ‘’improving customer
experience at call center’’, then the team questions
how customers can have a worse experience.

29. Customer Journey Map Canvas (TO-BE)

30. Prioritization
At the end of the ideation session, design thinking
teams should apply convergent thinking and
prioritize solution ideas according to two main
criteria:
o Value Proposition
o Difficulty of implementation

31. Value Proposition Canvas

33. Low-fidelity Prototyping
▸Many teams can generate creative
ideas, but they may not be able to
turn them into tangible solutions.
▸Prototyping allows design thinking
teams to visualize and turn
imaginary solution ideas into
tangible forms which help them
communicate with users to gain a
better understanding of how an idea
might solve the adressed challenge.

34. Story Board Technique
If the new solution to the design challenge is not a
software, a product, or a space but rather a service, a
business model, or a new process, then design thinking
teams can use the storyboard technique to prototype the
solution.
As in film making, the new solution is described by
visualizing user interactions as a story that is graphically
represented with pictures in sequential sections and
frames. The pictures do not have to be perfect, but they
should be easily understandable.

35. Summary
▸Definition
Define the challenge of a specific group of people
▸Research
Interview and observe the target audience in its own context and
identify needs, problems and expectations associated with the
defined challenge.
▸Interpretation
Detect patterns among research data and use them to generate
actionable insights

36. Summary
▸Idea Generation
With inspiration from the insights, generate ideas for creative
solutions that may satisfy the needs and expectations and solve
the problems of the target audience.
▸Prototyping
Turn selected solution ideas into tangible forms.
▸Evaluation
Test the solution alternatives by using prototypes, and refine
them based on target users’ feedback.

37. Design Thinking Case Requirements
▸You will be given basic problems in banking environment.
▸‘’How might we’’ question for the choosen subject.
▸Imaginary Persona description
▸Customer Journey Map Canvas (AS-IS)
▸Empathy Map Canvas for persona
▸Brainstorming and Customer Journey Map Canvas (TO-BE)
▸Value Proposition Canvas for proritization of ideas
▸Story Board Technique to explain the solution as a story

38. Design Thinking Case Assessment
▸Design Thinking Case has 30% weight in the assessment of the course.
▸11 teams will be formed. Team members will be randomly selected.
▸You will be assigned to one of the groups.
▸You need to determine a representative for each group.
▸Before next week the repr. should be determined.
▸Next week, there will be a raffle draw for the projects / problems
▸A team of 5-10 people will score the teams.
▸The assessment criteria will be as follows
Case Assesment Criteria Points
Presentation skills 20
Research Quality 20
Contribution to Customer Experience 30
Compliance With Design Thinking Methods 20

39. Example of CebimPOS Case
What is CebimPOS?
▸Kuveyt Türk CebimPOS is a package solution that ensures the receiving of payments
through the transformation of your smartphone into a POS device .
▸CebimPOS menus can be used after logging into the Corporate Mobile Branch.
▸Card details and transaction information are entered into the Kuveyt Türk CebimPOS
Sales Menu.
▸Then "3D Secure and GO – Pay Safely" payment screen appears.
▸The OTP (One Time Password –) sent to payer’s smartphone, is entered on this
screen.
▸Then the payment is completed.
▸Payment is made using Kuveyt Türk CebimPOS can be shown in a list. End-of-day
follow-up can also be performed in addition to cancellation and refund transactions.

40. HMW Question
How might we set up better customer
experience at new CebimPOS application?
HMW QUESTION

41. Example of Persona
Artisan Ayhan
▸Age: 45
▸Occuption: Ironmonger and has 2 workers
▸Income: 100.000+ TL Annual
▸Usually B2C Works
▸Monthly POS Turnover 10 thousand TL
▸Usually low quantity transactions
▸Requirement of quick and easy operation
▸Want to use alternative methods of 3D
SMS
▸He expects transactions with no cost
▸Receives feedback from some customers
that they do not wish to provide card details
▸Hears the convenience of different
applications from artisan friends
I'm a middle-aged small shopkeeper. I have
two employees, I'm happy with my job. I
usually use leave on Sundays and work hard
on other days.
In my spare time I enjoy spending time with
friends and family. My favorite activity is to
go to the picnic area on Sunday with my
family. I usually take a vacation by the sea
once a year.
I'm dreaming of days when I'm retiring.
When I retire, I'm thinking of buying a house
with a garden.

42. Example of Customer Journey Map Canvas (AS-IS)
Touch Points Application
Activities
Application in
Branch
Mobile Branch
Login
CebimPos Login Data Input SMS Approval
Result
Information
Options
Transaction
History
Detail Cancel
End of Day
Report
Return
Extract of
Account
Customers can
just apply
CebimPOS at
branch.
The CebimPOS
button on the
login screen is not
visible and does
not attract
attention.
The customer
wants to know
how to use
CebimPos.
Customers expect
to see contactless
payment. (NFC)
Inability to receive
password by SMS
when the
cardholder is
someone else
Slip and receipt
requirement
(Invoice
integration may
be required)
There is a need of
viewing batch
transaction
(selecting), listing
and sending
Expectation: How
many days are
blocked when the
customer clicks on
the transaction
detail
Need of receiving
manual day-end
Refund cannot be
made unless there
is money in the
current account
when it is
requested to be
returned in
blocked POS
devices.
The dates of the
extract cannot be
selected and the
extract is not
requested
through the
application
Customers must
come to the
branch to add
new Cebim POS
user.
Customers expect
to easily see
where CebimPos
is when they
enter the Mobile
Branch.
When the first
entry to
CebimPOS, A
''Okey'' button is
displayed. when
clicked it, the
introduction tour
cannot be opened
again.
It receives a
different error
code for each field
that is entered
incorrectly, but
customers does
not know which
information is
entered
incorrectly.
Some customers
want to make
transaction
without SMS.
Lack of
information on
whether the
money has been
withdrawn
Unable to view
transaction report
for a specific
period is a
problem
Inability to receive
and share slip /
receipt mail from
transaction detail
Inability to display
transaction value
date
Changing in POS
conditions is done
manually by
customer
representative at
the branch.
Insufficient SMS
time available to
some customers
Lack of
information in
customers end-of-
day reports
Customer's
remaining limit
cannot be
displayed after
transactions
If the customer
doesn't have
money in his
account, the
customer will
have a refund
problem
Login Transaction Post Transaction
Needs&Problems&Expectations

43. Empathy Map Canvas
Think & Feel
▸He doesn’t want to pay cost
▸Want to get the low cost
▸He wants trust because he doesn't know his
customers.
Hear
▸ He hears the convenience of other application
from his artisan friends.
Say & Do
▸He mentions that no installment transactions
have been made.
See
▸ He sees the opportunities offered by other
banks.
Pain Points
▸Interruption of the operation when the phone
rings.
▸The fact that he can't give receipt to customers.
▸Inability to trade with American Express.
Gain Points
▸Easy to install and use
▸Receiving payments from customers anywhere

44. Example of Customer Journey Map Canvas (TO-BE)
Touch Points Application
Activities
Application in
Branch
Mobile
Branch Login
CebimPos
Login
Data Input SMS Approval
Result
Information
Options
Transaction
History
Detail Cancel
End of Day
Report
Return
Extract of
Account
Customers can apply
online CebimPOS
For the first entry,
there can be a
animation to find the
application in mobile
branch by the
customer
In the new
application, if the first
4 digits of the card
number are entered
as mastercard and
within the first 3 days;
transfer of
information that the
MasterCard
transaction cannot be
made within the first
3 days
NFC and OR code
development and
transfer of card
information to the
system
Receiving SMS OTP
should be left to the
customer's preference
All error codes should
be handled and the
appropriate text
should be written to
be shown to the
customer.
Specific to CebimPOS,
Flexible block and
commission
preference
There should be an
option to send slips to
the printer in bulk or
to send them as mail.
E-slip should be
displayed in the
transaction detail and
there should be
sharing options.
On the End of Day
screen, you will be
informed that the end
of the day is done
automatically.
If there is no money in
the current account in
return, the account
can decrease to
negative balance
The application
should have graphical
reports that can be
displayed on the
screen and mail.
If the customer
already has a fixed
POS, CebimPOS can be
easily purchased from
the mobile branch
without coming to the
branch.
The introduction tour
that will be released
at the first entry
explaining the
features of the
application in a
comprehensible
manner and this
promotion tour
should be accessible
in the form of info on
demand.
Kuveyt Türk cards
have the opportunity
to shop in
installments. In
addition, the
infrastructure
required to install in
all cards should be
researched
Transactions under a
certain amount can be
directly without SMS
OTP.
The option of sharing
E-slip with adding the
mail entering area
(mail from Kuveyt
Türk) and number
entering area (SMS
from Kuveyt Türk).
There should be
information about the
obligation to block 21
days for companies
established within 6
months.
Sending SMS or mail
to the customer after
the money is credited
to the account
The number of
blocked days
remaining and
commission rate
should be displayed
on detail screen.
Displaying the forward-
term cash flow, which
allows the customer
to adjust the
payments.
The demo version of
CebimPOS application
can be installed to the
branch personnel.
In the new application
Once the PIN is
entered 1 time a day,
the application
remains logged in the
background without
the need to login
again.
Send a link to the
cardholder for
collection via SMS and
open the relevant
page from this link.
The option to send
the E-Slip to himself.
Also, the username
will be displayed on
the slip if transaction
comes from multiple
users.
Authorizing the
customer to identify
CebimPOS user.
On multiple users, the
main user sees who is
performing the sales
and day-to-day
transactions
Customers can get
blocked money in
mobile branch before
blocked days end.
Presenting a historical
report screen to the
customer (transaction
date, time, user name)
Preparation of the
infrastructure related
to foreign currency
transactions
This should be
specified if an error is
received because the
customer limit is full
Ideas&ImprovementAreas
Login Transaction Post Transaction

45. Example of Value Proposition Canvas

46. Example of Story Board Technique
▸Ayhan downloads the new CebimPOS application.
▸He uploads the necessary documents to application screen.
▸He receives the information that the application has been approved.
▸He logins to CebimPOS by entering user information.
▸A customer comes to his shop.
▸Customer wants to pay with credit card.
▸The card information is automatically filled in when Ayhan shows the
customer's credit card to the camera.
▸He asks the customer whether he wants to pay with or without SMS
OTP.
▸The customer tells him that he wants to buy without SMS OTP.
▸He completes the transaction and sends the electronic slip to the
customer by e-mail.