Design Thinking: generare innovazione nelle aziende del TPL grazie alla tecnologia


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SAP, da 40 anni accompagna le aziende del TPL nel proprio percorso evolutivo e, nella decima edizione dell’evento annuale a loro dedicato, le chiama nuovamente a raccolta, per proporre soluzioni applicative e tecnologiche a supporto di una nuova fase di sviluppo.
Design Thinking: generare innovazione nelle aziende del TPL grazie alla tecnologia - Roberto Fraccapani, Customer Innovation Principal, SAP Italia

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Design Thinking: generare innovazione nelle aziende del TPL grazie alla tecnologia

  1. 1. DESIGN THINKING @ TPLRoberto FraccapaniCustomer Innovation Principal, SAP ItaliaWednesday, October 10, 12
  2. 2. WHAT IS DESIGN? Design Thinking STYLE FUNCTION Make things Make things look work & feel better better PROBLEM PROBLEM SOLVING FINDING Find new Redefine opportunities by problems to solving existing find true Design problems innovations • Explore known • Focus on customer challenges needs and goals • Solve problems with • Find problems for SAP SAP solutions solutions • Discover value • Create valueWednesday, October 10, 12
  3. 3. BUSINESS INNOVATIONS AND TECHNOLOGY INNOVATIONS A Customer Journey Map helps to identify Business Innovations at the customer that can be leveraged by the Technology Innovations of SAP Technology Business Innovation InnovationWednesday, October 10, 12
  4. 4. WHAT IS A CUSTOMER JOURNEY MAP? Customer Journey Mapping is a technique that is part of a process called Design Thinking. Design thinking pushes us towards problem finding and makes us focus on our customer to find opportunities for SAP solutions to provide value. A technique that will help us generate ideas that will lead to value for our customer and their customers.Wednesday, October 10, 12
  5. 5. THE RULES ARE SIMPLE No chairs – this session requires full engagement Open mind set Reserve all judgment – no idea is a bad idea Everybody contributes Idea wall is always open – Contribute at any timeWednesday, October 10, 12
  6. 6. Journey Mapping – The Process 1. Define Customer & 3. Generate Ideas that create a persona will create value CUSTOMER JOURNEY ER IDEAS CUSTOM How wil Nee lI d to pay for MINDSET MINDSET tell This is Multi Govt this? confusing f a mi ! cha nnel Patient’s ly? ca nI Patient Family Where est the b e A little worried nd tor? fi is to Help Just th doc Want th eel flu be over Harry f d e support Ratings of ACTIONS ACTIONS Doctors Insurers Surgeons doctors esearches CHOOSE Harry falls R toms onOO Sees cond TH PASTE et se T G Direct symp insight int sick web doctor opinion o A PERSON costs Info abou t medicine TOUCHPOINTS TOUCHPOINTS Specialist cis t Hospital GP Smoker rma website ing Pha Bill rk Make Harry cle research ion ist Patient easier No ece pt friendly e languag R history for m Intake Male 22 yrs 2. Problem statement & goals articulated prior to the processWednesday, October 10, 12
  7. 7. WHERE DO WE START? Wow. So many new cars! Ca n I likes My friend afford it ? ed the her ca r… Do I ne che? This is WAHOO!MINDSET MINDSET head a confusing I feel cool! ! Hey- that car New? es it looks cool – Wha t How big? How do e pay will I ma ke m Ic what is it? d for i How sporty? feel? I hate pu shy belie an’t ’s rate t? ve What ly? How much? peo ple did t I just go to h i gh hat! Let’s ach! e the b THINK NOTICE ACTIONS DRIVEACTIONS ABOUT A CARS & MAKE DECIDE CHOOSE AR- FIGURE BUY C NEW CAR INFO RESEARCH SHORT TOOTON ASTE HP GET AROUND & OUT SHOW OFF OPTIONS LIST CAR ORK KEYS! PAPERW CAR TOUCHPOINTS Websites fillTOUCHPOINTS Billboard hip Forms to Dealers ou t Sales Dealership person er blogs finance guy Consum Friends Car magazines Sales person Sales manage rWednesday, October 10, 12
  8. 8. POSSIBLE OUTCOMES OF THE SESSION • New Ideas to unlock unknown Business Opportunities • Better understanding of our customer to better align the SAP value proposition • Co-Innovation Session with the customer • Collaborative Creation of Prototypes • Learn a re-usable technique to help with future opportunitiesWednesday, October 10, 12
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  15. 15. LET’S GET STARTED Define the customer’s customer Give them a persona (eg: 35 year old married male in Milan) Start writing out activities on yellow stickies – Don’t worry about sequence for nowWednesday, October 10, 12
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