Crash Course 2014: Synthesis (Savitri Lopez Negrete & Jani Harnish, RKS)


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Crash Course 2014: Synthesis (Savitri Lopez Negrete & Jani Harnish, RKS)

  1. 1. LA SERVICE JAM | MARCH 8, 2014 Synthesis
  2. 2. RKS is an innovation and design consulting firm delivering human focused solutions with global impact. Founded in 1980, RKS utilizes design as a strategic tool advancing client’s ability to focus on people’s needs and aspirations. WHO WE ARE
  3. 3. RKS is headquartered in Thousand Oaks, in the heart of the beautiful Santa Monica Mountains. RKS recently opened a satellite office at Cross Campus, a high energy, collaborative environment at the center of Silicon Beach. WHERE WE ARE
  4. 4. WHY SYNTHESIZE? "Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn't really do it, they just saw something. It seemed obvious to them after a while. That's because they were able to connect experiences they've had and synthesize new things.” -Steve Jobs
  5. 5. TOOLS
  6. 6. Identifying insights & patterns
  7. 7. Affinity Mapping helps to categorize the vast array of findings gathered during the research phase thus developing strategic areas for further brainstorming. We use Affinity Mapping as a tool to cluster raw findings into relational groupings that emerge as patterns and themes. AFFINITY MAPPING
  8. 8. 1. Visualize your key insights. Use post-its to capture your research findings 2. Collaborate. As you put your post-its up on the wall, read out loud to your team to maintain a high level understanding 3. Identify patterns that arise in your findings and cluster them accordingly 4. Name your groupings as overarching themes AFFINITY MAPPING
  9. 9. Creating Personas
  10. 10. A persona is an insight cluster that is formed balancing demographic data and psychographic attributes to communicate the most relevant research insights. Personas are created to cover a broad spectrum of key players in the service ecosystem. We use this tool to empathize with users and understand multiple perspectives that will drive a service innovation. Personas also anchor and depict real human needs for the creation of your service offering. PERSONAS
  11. 11. 1. Identify the players in your service ecosystem – service providers, consumers and/or stakeholders 2. Select 3 relevant players and briefly describe them. 3. Make them real. Give this persona a name, age, profession, income, family, needs, values, aspirations and challenges. 4. Enlist circumstances in the service offering that prevent them from reaching their full potential 5. Create personas with extreme challenges to test a range of different use cases for your service CREATING PERSONAS
  12. 12. User Experience Mapping
  13. 13. A User Experience Journey begins before a service is used and continues after the user’s engaged with that offering. This tool is used to map out critical moments in the user’s journey to identify opportunities for improvement with the greatest impact and meaning for users. We use this method to identify key steps in the process, the tangible and intangible touchpoints and emotional highs and lows throughout the experience. This tool lays the foundation for opportunity areas to emerge. EXPERIENCE MAPPING
  14. 14. 1. Based on your research, write (visualize) each step in the service, 7-10 crucial activities (hint: the journey begins before the service begins and continues even after the service is used) 2. Make sure to integrate activities that are unique to each persona 3. Discuss and identify the key activities that need the most improvement and you would like to focus on CREATING A USER EXPERIENCE MAP
  15. 15. 1. Create an Emotional Spectrum - the emotional highs and lows in the existing experience that you observed during the research 2. Discuss and identify the key activities that need the most improvement and your team would like to focus on CREATING A USER EXPERIENCE MAP
  16. 16. Role Playing
  17. 17. Role playing is acting out a scenario to better understand the user experience. Each team member becomes a player in the existing service ecosystem, learning about individual motivations, challenges and needs as well as relationships that emerge from the service context through the physical enactment. ROLE PLAYING
  18. 18. 1. Assign each team member a role or persona and act out some of the key activities your team chose in the User Experience Journey 2. Use props and the environment to help you role play your chosen persona HOW TO ROLE PLAY
  19. 19. 1. Capture (through photos, post its or sketches) key moments that can be improved and write them as Help Me statements – don’t forget to note which parts of the service are working well too! 2. Identify the key Help Me statements that can transform your service experience CREATING A USER EXPERIENCE MAP
  20. 20. Opportunity areas: Psycho-aesthetics Mapping
  21. 21. Psycho-aesthetics is RKS’ proprietary framework adapted from Abraham Maslow’s “Hierarchy of Needs,” to strategically frame meaningful consumer experiences and game changing business opportunities. This framework enables the translation of peoples’ desires into visual context while providing direction for innovation teams throughout the process of a project. We use it to map consumer segments, position products, services and brands, analyze industry landscapes and to frame new business opportunities. WHAT IS PSYCHO-AESTHETICS?
  22. 22. 1. Think about existing competitive offerings that relate to your service 2. Map out the existing offerings relative each other on map – least interactive to most interactive 3. Keeping your key persona in mind, think about how your service can address their needs better than existing competitors. “It’s not how you feel about the design or experience, it’s how it makes you feel about yourself” 4. Based on competitors and your persona’s aspirations, identify the positioning of your opportunity zone HOW TO USE IT
  23. 23. What we saw- Flow your thinking in the following order: Insights are derived from asking Why’s? Actionable directions are derived from asking How’s? TIPS What did we see? What did we learn? What does it mean for our service offering? How do we change the service offering?