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
  16. 16. © 2012 SAP AG. All rights reserved.No part of this publication may be reproduced or transmitted in any form or for any purpose Google App Engine, Google Apps, Google Checkout, Google Data API, Google Maps,without the express permission of SAP AG. The information contained herein may be Google Mobile Ads, Google Mobile Updater, Google Mobile, Google Store, Google Sync,changed without prior notice. Google Updater, Google Voice, Google Mail, Gmail, YouTube, Dalvik and Android are trademarks or registered trademarks of Google Inc.Some software products marketed by SAP AG and its distributors contain proprietarysoftware components of other software vendors. INTERMEC is a registered trademark of Intermec Technologies Corporation.Microsoft, Windows, Excel, Outlook, PowerPoint, Silverlight, and Visual Studio are Wi-Fi is a registered trademark of Wi-Fi Alliance.registered trademarks of Microsoft Corporation. Bluetooth is a registered trademark of Bluetooth SIG Inc.IBM, DB2, DB2 Universal Database, System i, System i5, System p, System p5, System x,System z, System z10, z10, z/VM, z/OS, OS/390, zEnterprise, PowerVM, Power Motorola is a registered trademark of Motorola Trademark Holdings LLC.Architecture, Power Systems, POWER7, POWER6+, POWER6, POWER, PowerHA, Computop is a registered trademark of Computop Wirtschaftsinformatik GmbH.pureScale, PowerPC, BladeCenter, System Storage, Storwize, XIV, GPFS, HACMP,RETAIN, DB2 Connect, RACF, Redbooks, OS/2, AIX, Intelligent Miner, WebSphere, Tivoli, SAP, R/3, SAP NetWeaver, Duet, PartnerEdge, ByDesign, SAP BusinessObjects Explorer,Informix, and Smarter Planet are trademarks or registered trademarks of IBM Corporation. StreamWork, SAP HANA, and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG in GermanyLinux is the registered trademark of Linus Torvalds in the United States and other countries. and other countries.Adobe, the Adobe logo, Acrobat, PostScript, and Reader are trademarks or registered Business Objects and the Business Objects logo, BusinessObjects, Crystal Reports, Crystaltrademarks of Adobe Systems Incorporated in the United States and other countries. Decisions, Web Intelligence, Xcelsius, and other Business Objects products and servicesOracle and Java are registered trademarks of Oracle and its affiliates. mentioned herein as well as their respective logos are trademarks or registered trademarks of Business Objects Software Ltd. Business Objects is an SAP company.UNIX, X/Open, OSF/1, and Motif are registered trademarks of the Open Group. Sybase and Adaptive Server, iAnywhere, Sybase 365, SQL Anywhere, and other SybaseCitrix, ICA, Program Neighborhood, MetaFrame, WinFrame, VideoFrame, and MultiWin products and services mentioned herein as well as their respective logos are trademarks orare trademarks or registered trademarks of Citrix Systems Inc. registered trademarks of Sybase Inc. Sybase is an SAP company.HTML, XML, XHTML, and W3C are trademarks or registered trademarks of W3C®, Crossgate, m@gic EDDY, B2B 360°, and B2B 360° Services are registered trademarksWorld Wide Web Consortium, Massachusetts Institute of Technology. of Crossgate AG in Germany and other countries. Crossgate is an SAP company.Apple, App Store, iBooks, iPad, iPhone, iPhoto, iPod, iTunes, Multi-Touch, Objective-C, All other product and service names mentioned are the trademarks of their respectiveRetina, Safari, Siri, and Xcode are trademarks or registered trademarks of Apple Inc. companies. Data contained in this document serves informational purposes only. National product specifications may vary.IOS is a registered trademark of Cisco Systems Inc. The information in this document is proprietary to SAP. No part of this document may beRIM, BlackBerry, BBM, BlackBerry Curve, BlackBerry Bold, BlackBerry Pearl, BlackBerry reproduced, copied, or transmitted in any form or for any purpose without the express priorTorch, BlackBerry Storm, BlackBerry Storm2, BlackBerry PlayBook, and BlackBerry App written permission of SAP AG.World are trademarks or registered trademarks of Research in Motion Limited. © 2012 SAP AG. All rights reserved. 1

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