SlideShare a Scribd company logo
1 of 35
Understand your
customer
Functional and EmotionalCustomer Needs
@TobiasHJensen
Hi! I’m Tobias
I use design thinking to solve complex problems
and create valuable experiences.
tobias.jensen@blackboardinsurance.com
www.tobiasholm.com
Senior Product Designer @ Blackboard Insurance
I’m from
Blackboard
A tech-forward insurance start-up reimagining an
archaic industry with a customer-, value-, and data-
centric approach.
Understand your
customer
Functional and Emotional Customer Needs
What?
Why?
How?
Needs >Wants
As __________
User
I want __________
Feature/solution
so __________
Need
We need better tools to create products around our
customers’ needs
Emotional
Functional
Efficient Informational ReliableCost effective
Trust Reduces anxiety ReputableAesthetic
Emotional
Functional
Efficient Informational ReliableCost effective
Trust Reduces anxiety ReputableAesthetic
How do we identify, operationalize and measure
customer needs?
Research Define Ideate Prototype
Identify
Research Define Ideate Prototype
Operationalize Measure
How do we identify customer needs?
Identify
Research Define Ideate Prototype
Measure
Customer Outcome Statement (COS)
Customer Outcome Statement (COS)
__________
Action
_____________________________
Objective
++__________
Context
__________
Action
_____________________________
Objective
++
Customer Outcome Statement (COS)
maximize__________
Context
Before loss my ability to protect my assets
Maximize ability to protect
assets
Minimize # of times I have to
share facts
Maximize knowing where
claim is
Maximize future loss
prevention
Before loss Loss occurs Claim is processed Claim is settled Back to normal
Minimize risk of not being
covered
Minimize # of unknowns
(process, who to call,
coverage)
Maximize understanding of
claims process
Minimize out of pocket
expenses
Maximize flexibility in
process given the situation
Minimize downtime in my
situation
Maximize confidence I have
in carrier to address the
situation
Minimize anxiety and
uncertainty of outcome
Minimize # of people I have
to work with
Minimize carrier taking
advantage of me
Minimize # of steps to
complete
Maximize accuracy of
payment details and
instructions
Maximize understanding of
payout amounts (e.g.,
deductibles)
Reduce payment delivery
risk
Maximize understanding of
future premium impact
Minimize redundant follow
ups
Maximize final closure
Maximize proactiveness of
carrier
Minimize worries about
getting paid right amount
Maximize ability to protect
assets
Minimize # of times I have to
share facts
Maximize knowing where
claim is
Maximize future loss
prevention
Before loss Loss occurs Claim is processed Claim is settled Back to normal
Minimize risk of not being
covered
Minimize # of unknowns
(process, who to call,
coverage)
Maximize understanding of
claims process
Minimize out of pocket
expenses
Maximize flexibility in
process given the situation
Minimize downtime in my
situation
Maximize confidence I have
in carrier to address the
situation
Minimize anxiety and
uncertainty of outcome
Minimize # of people I have
to work with
Minimize carrier taking
advantage of me
Maximize accuracy of
payment details and
instructions
Maximize understanding of
payout amounts (e.g.,
deductibles)
Reduce payment delivery
risk
Maximize understanding of
future premium impact
Minimize redundant follow
ups
Maximize final closure
Minimize # of steps to
complete
Maximize proactiveness of
carrier
Minimize worries about
getting paid right amount
Functional
Emotional
Maximize ability to protect
assets
Minimize # of times I have to
share facts
Maximize knowing where
claim is
Minimize worries about
getting paid right amount
Maximize future loss
prevention
Before loss Loss occurs Claim is processed Claim is settled Back to normal
Minimize risk of not being
covered
Minimize # of unknowns
(process, who to call,
coverage)
Maximize understanding of
claims process
Minimize out of pocket
expenses
Maximize flexibility in
process given the situation
Minimize downtime in my
situation
Maximize confidence I have
in carrier to address the
situation
Maximize proactiveness of
carrier
Minimize # of people I have
to work with
Minimize carrier taking
advantage of me
Minimize # of steps to
complete
Maximize accuracy of
payment details and
instructions
Maximize understanding of
payout amounts (e.g.,
deductibles)
Reduce payment delivery
risk
Maximize understanding of
future premium impact
Minimize redundant follow
ups
Maximize final closure
Minimize anxiety and
uncertainty of outcome
Functional
Emotional
How do we operationalize the customer outcome
statements?
Identify
Research Define Ideate Prototype
Operationalize
How might we ________________________________________ ?
Customer outcome statement
How might we ________________________________________ ?
Customer outcome statement
Help the customer maximize their ability to protect their assets
Maximize ability to protect
assets
Minimize # of times I
have to share facts
Maximize knowing where
claim is
Minimize time to get paid
Maximize future loss
prevention
Before loss
Loss occurs
Claim is processed
Claim is settled
Back to normal
Notify user of relevant
damage mitigation
Claims prevention
notifications
Intuitive form to file the
claim and submit
information.
Online intake
application
Self-service
Easy claim tracking and
relevant status updates
Direct, online payments
with clear rationale
Direct payments Loss overview
Learn and understand
from previous losses to
mitigate future ones
How do we measure the outcome?
Identify
Research Define Ideate Prototype
Measure
______________________
Solution
______________________
Customer outcome statement
helps
The claims prevention
notification
helps
Maximize my ability to protect
my assets
______________________
Solution
______________________
Customer outcome statement
The claims prevention
notification
helps
Maximize my ability to protect
my assets
______________________
Solution
______________________
Customer outcome statement
Strongly disagree Strongly agree
To what extent do you agree with the following statement:
Identify
Research Define Ideate Prototype
Operationalize Measure
Key takeaways
— We need tools for identifying needs, so we don’t just listen to wants
— We can organize and operationalize the customer needs in COSs
— This method allows for finding solutions and measuring success grounded in needs
— Customer needs are hierarchical and of both functional and emotional character
Thank you!
@TobiasHJensen
Any questions?

More Related Content

What's hot

SuperSellingskills: Training in Persuasive Communication
SuperSellingskills: Training in Persuasive CommunicationSuperSellingskills: Training in Persuasive Communication
SuperSellingskills: Training in Persuasive CommunicationZaheer Qazi
 
Professional+basic+selling+skills
Professional+basic+selling+skillsProfessional+basic+selling+skills
Professional+basic+selling+skillsmohamedelmokatef
 
Professional selling 2 20-16
Professional selling 2 20-16Professional selling 2 20-16
Professional selling 2 20-16Steve Remy
 
Professional basic selling skills
Professional basic selling skillsProfessional basic selling skills
Professional basic selling skillsshehzad Chohan
 
Retail Sales Training 3 Days
Retail Sales Training  3 DaysRetail Sales Training  3 Days
Retail Sales Training 3 DaysGerard Assey
 
Selling Techniques
Selling TechniquesSelling Techniques
Selling Techniqueskktv
 
How to Improve your Customer Service Skills by Scott Storick
How to Improve your Customer Service Skills by Scott StorickHow to Improve your Customer Service Skills by Scott Storick
How to Improve your Customer Service Skills by Scott StorickScott Storick
 
10 ways to win back an unhappy customer
10 ways to win back an unhappy customer10 ways to win back an unhappy customer
10 ways to win back an unhappy customerhmahad
 
Customer Relationship Management unit 2 understanding customers
Customer Relationship Management unit 2 understanding customersCustomer Relationship Management unit 2 understanding customers
Customer Relationship Management unit 2 understanding customersGanesha Pandian
 
Customer relationship management
Customer relationship managementCustomer relationship management
Customer relationship managementSASIKUMAR NATARAJAN
 
Consultative Sales Skills-Presented by Jeffrey Mesquita
Consultative Sales Skills-Presented by Jeffrey MesquitaConsultative Sales Skills-Presented by Jeffrey Mesquita
Consultative Sales Skills-Presented by Jeffrey MesquitaSCORE Atlanta
 
professional selling skills
professional selling skillsprofessional selling skills
professional selling skillsAhmed Nabil
 
Greeting customers mariafernandezalonso_1d2
Greeting customers mariafernandezalonso_1d2Greeting customers mariafernandezalonso_1d2
Greeting customers mariafernandezalonso_1d2Maria Fernandez Alonso
 
6 emoções que levam o cliente à compra
6 emoções que levam o cliente à compra 6 emoções que levam o cliente à compra
6 emoções que levam o cliente à compra Agendor
 

What's hot (20)

SuperSellingskills: Training in Persuasive Communication
SuperSellingskills: Training in Persuasive CommunicationSuperSellingskills: Training in Persuasive Communication
SuperSellingskills: Training in Persuasive Communication
 
Professional+basic+selling+skills
Professional+basic+selling+skillsProfessional+basic+selling+skills
Professional+basic+selling+skills
 
Professional selling 2 20-16
Professional selling 2 20-16Professional selling 2 20-16
Professional selling 2 20-16
 
Professional basic selling skills
Professional basic selling skillsProfessional basic selling skills
Professional basic selling skills
 
Retail Sales Training 3 Days
Retail Sales Training  3 DaysRetail Sales Training  3 Days
Retail Sales Training 3 Days
 
Sm10
Sm10Sm10
Sm10
 
Selling Techniques
Selling TechniquesSelling Techniques
Selling Techniques
 
Customer Service
Customer ServiceCustomer Service
Customer Service
 
How to Improve your Customer Service Skills by Scott Storick
How to Improve your Customer Service Skills by Scott StorickHow to Improve your Customer Service Skills by Scott Storick
How to Improve your Customer Service Skills by Scott Storick
 
5-STEP PROCESS FOR HANDLING OBJECTIONS
5-STEP PROCESS FOR HANDLING OBJECTIONS5-STEP PROCESS FOR HANDLING OBJECTIONS
5-STEP PROCESS FOR HANDLING OBJECTIONS
 
10 ways to win back an unhappy customer
10 ways to win back an unhappy customer10 ways to win back an unhappy customer
10 ways to win back an unhappy customer
 
Customer Relationship Management unit 2 understanding customers
Customer Relationship Management unit 2 understanding customersCustomer Relationship Management unit 2 understanding customers
Customer Relationship Management unit 2 understanding customers
 
Customer relationship management
Customer relationship managementCustomer relationship management
Customer relationship management
 
Consultative Sales Skills-Presented by Jeffrey Mesquita
Consultative Sales Skills-Presented by Jeffrey MesquitaConsultative Sales Skills-Presented by Jeffrey Mesquita
Consultative Sales Skills-Presented by Jeffrey Mesquita
 
professional selling skills
professional selling skillsprofessional selling skills
professional selling skills
 
Customer services mindset
Customer services mindsetCustomer services mindset
Customer services mindset
 
Greeting customers mariafernandezalonso_1d2
Greeting customers mariafernandezalonso_1d2Greeting customers mariafernandezalonso_1d2
Greeting customers mariafernandezalonso_1d2
 
6 emoções que levam o cliente à compra
6 emoções que levam o cliente à compra 6 emoções que levam o cliente à compra
6 emoções que levam o cliente à compra
 
Enterprise Sales
Enterprise SalesEnterprise Sales
Enterprise Sales
 
Direct marketing
Direct marketingDirect marketing
Direct marketing
 

Similar to Understand your Customer: Functional vs Emotional Needs

Whitepaper: Data Visualization & Reporting for Case Management - Happiest Minds
Whitepaper: Data Visualization & Reporting for Case Management - Happiest MindsWhitepaper: Data Visualization & Reporting for Case Management - Happiest Minds
Whitepaper: Data Visualization & Reporting for Case Management - Happiest MindsHappiest Minds Technologies
 
Application of predictive analytics
Application of predictive analyticsApplication of predictive analytics
Application of predictive analyticsPrasad Narasimhan
 
Insurance analytics brochure
Insurance analytics brochureInsurance analytics brochure
Insurance analytics brochureDaniel Thomas
 
How to Minimize Chargebacks: What can you do to reduce credit card chargebacks?
How to Minimize Chargebacks: What can you do to reduce credit card chargebacks?How to Minimize Chargebacks: What can you do to reduce credit card chargebacks?
How to Minimize Chargebacks: What can you do to reduce credit card chargebacks?Merchantech - Payment Processing Services
 
Why They're Not Buying Insurance
Why They're Not Buying InsuranceWhy They're Not Buying Insurance
Why They're Not Buying InsuranceQQSolutions
 
Abcwealthmgr2002
Abcwealthmgr2002Abcwealthmgr2002
Abcwealthmgr2002Guan Khoo
 
Essay On Death Of A Salesman Thesis
Essay On Death Of A Salesman ThesisEssay On Death Of A Salesman Thesis
Essay On Death Of A Salesman ThesisHeather Lopez
 
Customer Intelligence Index 2023
Customer Intelligence Index 2023Customer Intelligence Index 2023
Customer Intelligence Index 2023AlexAtkins7
 
William Cleveland Resume 2015
William Cleveland Resume 2015William Cleveland Resume 2015
William Cleveland Resume 2015William Cleveland
 
Generation X Essay. Online assignment writing service.
Generation X Essay. Online assignment writing service.Generation X Essay. Online assignment writing service.
Generation X Essay. Online assignment writing service.Krystal Bultman
 
10 Things Federal Customers Want from an IT Support Experience
10 Things Federal Customers Want from an IT Support Experience10 Things Federal Customers Want from an IT Support Experience
10 Things Federal Customers Want from an IT Support ExperienceBMDS3416
 
Crisis management for vacation rental companies isi webinar
Crisis management for vacation rental companies   isi webinarCrisis management for vacation rental companies   isi webinar
Crisis management for vacation rental companies isi webinarAmy Mutual
 
How reducing customer effort raising & resolving a complaint can drive custom...
How reducing customer effort raising & resolving a complaint can drive custom...How reducing customer effort raising & resolving a complaint can drive custom...
How reducing customer effort raising & resolving a complaint can drive custom...Scott Davidson
 
6 Customer Service Tips For the Holiday Rush
6 Customer Service Tips For the Holiday Rush6 Customer Service Tips For the Holiday Rush
6 Customer Service Tips For the Holiday RushDesk
 

Similar to Understand your Customer: Functional vs Emotional Needs (20)

Whitepaper: Data Visualization & Reporting for Case Management - Happiest Minds
Whitepaper: Data Visualization & Reporting for Case Management - Happiest MindsWhitepaper: Data Visualization & Reporting for Case Management - Happiest Minds
Whitepaper: Data Visualization & Reporting for Case Management - Happiest Minds
 
Application of predictive analytics
Application of predictive analyticsApplication of predictive analytics
Application of predictive analytics
 
Insurance analytics brochure
Insurance analytics brochureInsurance analytics brochure
Insurance analytics brochure
 
How to Minimize Chargebacks: What can you do to reduce credit card chargebacks?
How to Minimize Chargebacks: What can you do to reduce credit card chargebacks?How to Minimize Chargebacks: What can you do to reduce credit card chargebacks?
How to Minimize Chargebacks: What can you do to reduce credit card chargebacks?
 
Stabilizing Revenue
Stabilizing RevenueStabilizing Revenue
Stabilizing Revenue
 
Why They're Not Buying Insurance
Why They're Not Buying InsuranceWhy They're Not Buying Insurance
Why They're Not Buying Insurance
 
Abcwealthmgr2002
Abcwealthmgr2002Abcwealthmgr2002
Abcwealthmgr2002
 
Essay On Death Of A Salesman Thesis
Essay On Death Of A Salesman ThesisEssay On Death Of A Salesman Thesis
Essay On Death Of A Salesman Thesis
 
Customer Intelligence Index 2023
Customer Intelligence Index 2023Customer Intelligence Index 2023
Customer Intelligence Index 2023
 
Murli- KPG.12
Murli- KPG.12Murli- KPG.12
Murli- KPG.12
 
Stuart Daw Case
Stuart Daw CaseStuart Daw Case
Stuart Daw Case
 
William Cleveland Resume 2015
William Cleveland Resume 2015William Cleveland Resume 2015
William Cleveland Resume 2015
 
Generation X Essay. Online assignment writing service.
Generation X Essay. Online assignment writing service.Generation X Essay. Online assignment writing service.
Generation X Essay. Online assignment writing service.
 
10 Things Federal Customers Want from an IT Support Experience
10 Things Federal Customers Want from an IT Support Experience10 Things Federal Customers Want from an IT Support Experience
10 Things Federal Customers Want from an IT Support Experience
 
How customer Centric Are You?
How customer Centric Are You?How customer Centric Are You?
How customer Centric Are You?
 
Crisis management for vacation rental companies isi webinar
Crisis management for vacation rental companies   isi webinarCrisis management for vacation rental companies   isi webinar
Crisis management for vacation rental companies isi webinar
 
How reducing customer effort raising & resolving a complaint can drive custom...
How reducing customer effort raising & resolving a complaint can drive custom...How reducing customer effort raising & resolving a complaint can drive custom...
How reducing customer effort raising & resolving a complaint can drive custom...
 
Qualification v9 andy 0908 pdf
Qualification v9 andy 0908 pdfQualification v9 andy 0908 pdf
Qualification v9 andy 0908 pdf
 
6 Customer Service Tips For the Holiday Rush
6 Customer Service Tips For the Holiday Rush6 Customer Service Tips For the Holiday Rush
6 Customer Service Tips For the Holiday Rush
 
Supervisor Roles.
Supervisor Roles.Supervisor Roles.
Supervisor Roles.
 

More from UXDXConf

Breaking Silos_The Shift from a Software Delivery to a Product Development Mi...
Breaking Silos_The Shift from a Software Delivery to a Product Development Mi...Breaking Silos_The Shift from a Software Delivery to a Product Development Mi...
Breaking Silos_The Shift from a Software Delivery to a Product Development Mi...UXDXConf
 
How Intercom built ‘Fin’, a GPT-4 powered chatbot_Fergal Reid_UXDX_EMEA_2023
How Intercom built ‘Fin’, a GPT-4 powered chatbot_Fergal Reid_UXDX_EMEA_2023How Intercom built ‘Fin’, a GPT-4 powered chatbot_Fergal Reid_UXDX_EMEA_2023
How Intercom built ‘Fin’, a GPT-4 powered chatbot_Fergal Reid_UXDX_EMEA_2023UXDXConf
 
Leveling Up Design Maturity in a Large-Scale Organisation_ Daniel Heaslip_ U...
Leveling Up  Design Maturity in a Large-Scale Organisation_ Daniel Heaslip_ U...Leveling Up  Design Maturity in a Large-Scale Organisation_ Daniel Heaslip_ U...
Leveling Up Design Maturity in a Large-Scale Organisation_ Daniel Heaslip_ U...UXDXConf
 
Continuous-Research_Mike Brown_UXDX_ EMEA_2023
Continuous-Research_Mike Brown_UXDX_ EMEA_2023Continuous-Research_Mike Brown_UXDX_ EMEA_2023
Continuous-Research_Mike Brown_UXDX_ EMEA_2023UXDXConf
 
Crafting Digital Products for Connected Appliances and Other Stories_ Alexis ...
Crafting Digital Products for Connected Appliances and Other Stories_ Alexis ...Crafting Digital Products for Connected Appliances and Other Stories_ Alexis ...
Crafting Digital Products for Connected Appliances and Other Stories_ Alexis ...UXDXConf
 
Integrating AI _King's journey of Technology Transformation_Steven Collins_ U...
Integrating AI _King's journey of Technology Transformation_Steven Collins_ U...Integrating AI _King's journey of Technology Transformation_Steven Collins_ U...
Integrating AI _King's journey of Technology Transformation_Steven Collins_ U...UXDXConf
 
Seamless UX: Invisible Transactions_Sudev Balakrishan_UXDX_EMEA_2023
Seamless UX: Invisible Transactions_Sudev Balakrishan_UXDX_EMEA_2023Seamless UX: Invisible Transactions_Sudev Balakrishan_UXDX_EMEA_2023
Seamless UX: Invisible Transactions_Sudev Balakrishan_UXDX_EMEA_2023UXDXConf
 
Roadmaps Unveiled_ Lessons from successes, failures and the crucial role of s...
Roadmaps Unveiled_ Lessons from successes, failures and the crucial role of s...Roadmaps Unveiled_ Lessons from successes, failures and the crucial role of s...
Roadmaps Unveiled_ Lessons from successes, failures and the crucial role of s...UXDXConf
 
Operational Evolution_ Harnessing Design for Internal Business Transformation...
Operational Evolution_ Harnessing Design for Internal Business Transformation...Operational Evolution_ Harnessing Design for Internal Business Transformation...
Operational Evolution_ Harnessing Design for Internal Business Transformation...UXDXConf
 
Design Delivery Principles, Accelerating Product Delivery Outcomes in a Compl...
Design Delivery Principles, Accelerating Product Delivery Outcomes in a Compl...Design Delivery Principles, Accelerating Product Delivery Outcomes in a Compl...
Design Delivery Principles, Accelerating Product Delivery Outcomes in a Compl...UXDXConf
 
Innovation Without Adoption Is Meaningless_ Rhiannon White_ UXDX_ EMEA_2023
Innovation Without Adoption Is Meaningless_ Rhiannon White_ UXDX_ EMEA_2023Innovation Without Adoption Is Meaningless_ Rhiannon White_ UXDX_ EMEA_2023
Innovation Without Adoption Is Meaningless_ Rhiannon White_ UXDX_ EMEA_2023UXDXConf
 
Learning Balanced Leadership with Horses_Martina Hodges-Schell_ UXDX_ EMEA_2023
Learning Balanced Leadership with Horses_Martina Hodges-Schell_ UXDX_ EMEA_2023Learning Balanced Leadership with Horses_Martina Hodges-Schell_ UXDX_ EMEA_2023
Learning Balanced Leadership with Horses_Martina Hodges-Schell_ UXDX_ EMEA_2023UXDXConf
 
An Unexpected Approach to Design: Uncovering Hidden Parallels With Writing St...
An Unexpected Approach to Design: Uncovering Hidden Parallels With Writing St...An Unexpected Approach to Design: Uncovering Hidden Parallels With Writing St...
An Unexpected Approach to Design: Uncovering Hidden Parallels With Writing St...UXDXConf
 
Embracing Uncertainty in Product Delivery_ Martin Reilly_ UXDX_ EMEA_2023
Embracing Uncertainty in Product Delivery_ Martin Reilly_ UXDX_ EMEA_2023Embracing Uncertainty in Product Delivery_ Martin Reilly_ UXDX_ EMEA_2023
Embracing Uncertainty in Product Delivery_ Martin Reilly_ UXDX_ EMEA_2023UXDXConf
 
Embracing Career Pivots, Navigating Change, and Building a Motivated Remote T...
Embracing Career Pivots, Navigating Change, and Building a Motivated Remote T...Embracing Career Pivots, Navigating Change, and Building a Motivated Remote T...
Embracing Career Pivots, Navigating Change, and Building a Motivated Remote T...UXDXConf
 
Uncharted waters of design leadership_ Anderson Gomes_ UXDX_ EMEA_ 2023
Uncharted waters of design leadership_ Anderson Gomes_ UXDX_ EMEA_ 2023Uncharted waters of design leadership_ Anderson Gomes_ UXDX_ EMEA_ 2023
Uncharted waters of design leadership_ Anderson Gomes_ UXDX_ EMEA_ 2023UXDXConf
 
Enhancing the Impact of User Research_ Fahad Osmani_ UXDX_EMEA_2023
Enhancing the Impact of User Research_ Fahad Osmani_ UXDX_EMEA_2023Enhancing the Impact of User Research_ Fahad Osmani_ UXDX_EMEA_2023
Enhancing the Impact of User Research_ Fahad Osmani_ UXDX_EMEA_2023UXDXConf
 
How to Know Enough to Know You Don't Know_ Shilpi Sinha_UXDX_EMEA_2023
How to Know Enough to Know You Don't Know_ Shilpi Sinha_UXDX_EMEA_2023How to Know Enough to Know You Don't Know_ Shilpi Sinha_UXDX_EMEA_2023
How to Know Enough to Know You Don't Know_ Shilpi Sinha_UXDX_EMEA_2023UXDXConf
 
Lessons Learned From Our Accessibility-First Approach to Data Visualisation- ...
Lessons Learned From Our Accessibility-First Approach to Data Visualisation- ...Lessons Learned From Our Accessibility-First Approach to Data Visualisation- ...
Lessons Learned From Our Accessibility-First Approach to Data Visualisation- ...UXDXConf
 
Fostering a customer-centric culture at an enterprise_UXDX_EMEA_2023
Fostering a customer-centric culture at an enterprise_UXDX_EMEA_2023Fostering a customer-centric culture at an enterprise_UXDX_EMEA_2023
Fostering a customer-centric culture at an enterprise_UXDX_EMEA_2023UXDXConf
 

More from UXDXConf (20)

Breaking Silos_The Shift from a Software Delivery to a Product Development Mi...
Breaking Silos_The Shift from a Software Delivery to a Product Development Mi...Breaking Silos_The Shift from a Software Delivery to a Product Development Mi...
Breaking Silos_The Shift from a Software Delivery to a Product Development Mi...
 
How Intercom built ‘Fin’, a GPT-4 powered chatbot_Fergal Reid_UXDX_EMEA_2023
How Intercom built ‘Fin’, a GPT-4 powered chatbot_Fergal Reid_UXDX_EMEA_2023How Intercom built ‘Fin’, a GPT-4 powered chatbot_Fergal Reid_UXDX_EMEA_2023
How Intercom built ‘Fin’, a GPT-4 powered chatbot_Fergal Reid_UXDX_EMEA_2023
 
Leveling Up Design Maturity in a Large-Scale Organisation_ Daniel Heaslip_ U...
Leveling Up  Design Maturity in a Large-Scale Organisation_ Daniel Heaslip_ U...Leveling Up  Design Maturity in a Large-Scale Organisation_ Daniel Heaslip_ U...
Leveling Up Design Maturity in a Large-Scale Organisation_ Daniel Heaslip_ U...
 
Continuous-Research_Mike Brown_UXDX_ EMEA_2023
Continuous-Research_Mike Brown_UXDX_ EMEA_2023Continuous-Research_Mike Brown_UXDX_ EMEA_2023
Continuous-Research_Mike Brown_UXDX_ EMEA_2023
 
Crafting Digital Products for Connected Appliances and Other Stories_ Alexis ...
Crafting Digital Products for Connected Appliances and Other Stories_ Alexis ...Crafting Digital Products for Connected Appliances and Other Stories_ Alexis ...
Crafting Digital Products for Connected Appliances and Other Stories_ Alexis ...
 
Integrating AI _King's journey of Technology Transformation_Steven Collins_ U...
Integrating AI _King's journey of Technology Transformation_Steven Collins_ U...Integrating AI _King's journey of Technology Transformation_Steven Collins_ U...
Integrating AI _King's journey of Technology Transformation_Steven Collins_ U...
 
Seamless UX: Invisible Transactions_Sudev Balakrishan_UXDX_EMEA_2023
Seamless UX: Invisible Transactions_Sudev Balakrishan_UXDX_EMEA_2023Seamless UX: Invisible Transactions_Sudev Balakrishan_UXDX_EMEA_2023
Seamless UX: Invisible Transactions_Sudev Balakrishan_UXDX_EMEA_2023
 
Roadmaps Unveiled_ Lessons from successes, failures and the crucial role of s...
Roadmaps Unveiled_ Lessons from successes, failures and the crucial role of s...Roadmaps Unveiled_ Lessons from successes, failures and the crucial role of s...
Roadmaps Unveiled_ Lessons from successes, failures and the crucial role of s...
 
Operational Evolution_ Harnessing Design for Internal Business Transformation...
Operational Evolution_ Harnessing Design for Internal Business Transformation...Operational Evolution_ Harnessing Design for Internal Business Transformation...
Operational Evolution_ Harnessing Design for Internal Business Transformation...
 
Design Delivery Principles, Accelerating Product Delivery Outcomes in a Compl...
Design Delivery Principles, Accelerating Product Delivery Outcomes in a Compl...Design Delivery Principles, Accelerating Product Delivery Outcomes in a Compl...
Design Delivery Principles, Accelerating Product Delivery Outcomes in a Compl...
 
Innovation Without Adoption Is Meaningless_ Rhiannon White_ UXDX_ EMEA_2023
Innovation Without Adoption Is Meaningless_ Rhiannon White_ UXDX_ EMEA_2023Innovation Without Adoption Is Meaningless_ Rhiannon White_ UXDX_ EMEA_2023
Innovation Without Adoption Is Meaningless_ Rhiannon White_ UXDX_ EMEA_2023
 
Learning Balanced Leadership with Horses_Martina Hodges-Schell_ UXDX_ EMEA_2023
Learning Balanced Leadership with Horses_Martina Hodges-Schell_ UXDX_ EMEA_2023Learning Balanced Leadership with Horses_Martina Hodges-Schell_ UXDX_ EMEA_2023
Learning Balanced Leadership with Horses_Martina Hodges-Schell_ UXDX_ EMEA_2023
 
An Unexpected Approach to Design: Uncovering Hidden Parallels With Writing St...
An Unexpected Approach to Design: Uncovering Hidden Parallels With Writing St...An Unexpected Approach to Design: Uncovering Hidden Parallels With Writing St...
An Unexpected Approach to Design: Uncovering Hidden Parallels With Writing St...
 
Embracing Uncertainty in Product Delivery_ Martin Reilly_ UXDX_ EMEA_2023
Embracing Uncertainty in Product Delivery_ Martin Reilly_ UXDX_ EMEA_2023Embracing Uncertainty in Product Delivery_ Martin Reilly_ UXDX_ EMEA_2023
Embracing Uncertainty in Product Delivery_ Martin Reilly_ UXDX_ EMEA_2023
 
Embracing Career Pivots, Navigating Change, and Building a Motivated Remote T...
Embracing Career Pivots, Navigating Change, and Building a Motivated Remote T...Embracing Career Pivots, Navigating Change, and Building a Motivated Remote T...
Embracing Career Pivots, Navigating Change, and Building a Motivated Remote T...
 
Uncharted waters of design leadership_ Anderson Gomes_ UXDX_ EMEA_ 2023
Uncharted waters of design leadership_ Anderson Gomes_ UXDX_ EMEA_ 2023Uncharted waters of design leadership_ Anderson Gomes_ UXDX_ EMEA_ 2023
Uncharted waters of design leadership_ Anderson Gomes_ UXDX_ EMEA_ 2023
 
Enhancing the Impact of User Research_ Fahad Osmani_ UXDX_EMEA_2023
Enhancing the Impact of User Research_ Fahad Osmani_ UXDX_EMEA_2023Enhancing the Impact of User Research_ Fahad Osmani_ UXDX_EMEA_2023
Enhancing the Impact of User Research_ Fahad Osmani_ UXDX_EMEA_2023
 
How to Know Enough to Know You Don't Know_ Shilpi Sinha_UXDX_EMEA_2023
How to Know Enough to Know You Don't Know_ Shilpi Sinha_UXDX_EMEA_2023How to Know Enough to Know You Don't Know_ Shilpi Sinha_UXDX_EMEA_2023
How to Know Enough to Know You Don't Know_ Shilpi Sinha_UXDX_EMEA_2023
 
Lessons Learned From Our Accessibility-First Approach to Data Visualisation- ...
Lessons Learned From Our Accessibility-First Approach to Data Visualisation- ...Lessons Learned From Our Accessibility-First Approach to Data Visualisation- ...
Lessons Learned From Our Accessibility-First Approach to Data Visualisation- ...
 
Fostering a customer-centric culture at an enterprise_UXDX_EMEA_2023
Fostering a customer-centric culture at an enterprise_UXDX_EMEA_2023Fostering a customer-centric culture at an enterprise_UXDX_EMEA_2023
Fostering a customer-centric culture at an enterprise_UXDX_EMEA_2023
 

Recently uploaded

Gen AI in Business - Global Trends Report 2024.pdf
Gen AI in Business - Global Trends Report 2024.pdfGen AI in Business - Global Trends Report 2024.pdf
Gen AI in Business - Global Trends Report 2024.pdfAddepto
 
A Deep Dive on Passkeys: FIDO Paris Seminar.pptx
A Deep Dive on Passkeys: FIDO Paris Seminar.pptxA Deep Dive on Passkeys: FIDO Paris Seminar.pptx
A Deep Dive on Passkeys: FIDO Paris Seminar.pptxLoriGlavin3
 
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptxThe Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptxLoriGlavin3
 
Dev Dives: Streamline document processing with UiPath Studio Web
Dev Dives: Streamline document processing with UiPath Studio WebDev Dives: Streamline document processing with UiPath Studio Web
Dev Dives: Streamline document processing with UiPath Studio WebUiPathCommunity
 
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek SchlawackFwdays
 
What's New in Teams Calling, Meetings and Devices March 2024
What's New in Teams Calling, Meetings and Devices March 2024What's New in Teams Calling, Meetings and Devices March 2024
What's New in Teams Calling, Meetings and Devices March 2024Stephanie Beckett
 
TeamStation AI System Report LATAM IT Salaries 2024
TeamStation AI System Report LATAM IT Salaries 2024TeamStation AI System Report LATAM IT Salaries 2024
TeamStation AI System Report LATAM IT Salaries 2024Lonnie McRorey
 
From Family Reminiscence to Scholarly Archive .
From Family Reminiscence to Scholarly Archive .From Family Reminiscence to Scholarly Archive .
From Family Reminiscence to Scholarly Archive .Alan Dix
 
Passkey Providers and Enabling Portability: FIDO Paris Seminar.pptx
Passkey Providers and Enabling Portability: FIDO Paris Seminar.pptxPasskey Providers and Enabling Portability: FIDO Paris Seminar.pptx
Passkey Providers and Enabling Portability: FIDO Paris Seminar.pptxLoriGlavin3
 
Scanning the Internet for External Cloud Exposures via SSL Certs
Scanning the Internet for External Cloud Exposures via SSL CertsScanning the Internet for External Cloud Exposures via SSL Certs
Scanning the Internet for External Cloud Exposures via SSL CertsRizwan Syed
 
Developer Data Modeling Mistakes: From Postgres to NoSQL
Developer Data Modeling Mistakes: From Postgres to NoSQLDeveloper Data Modeling Mistakes: From Postgres to NoSQL
Developer Data Modeling Mistakes: From Postgres to NoSQLScyllaDB
 
The State of Passkeys with FIDO Alliance.pptx
The State of Passkeys with FIDO Alliance.pptxThe State of Passkeys with FIDO Alliance.pptx
The State of Passkeys with FIDO Alliance.pptxLoriGlavin3
 
New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024
New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024
New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024BookNet Canada
 
Advanced Computer Architecture – An Introduction
Advanced Computer Architecture – An IntroductionAdvanced Computer Architecture – An Introduction
Advanced Computer Architecture – An IntroductionDilum Bandara
 
Are Multi-Cloud and Serverless Good or Bad?
Are Multi-Cloud and Serverless Good or Bad?Are Multi-Cloud and Serverless Good or Bad?
Are Multi-Cloud and Serverless Good or Bad?Mattias Andersson
 
DevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platformsDevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platformsSergiu Bodiu
 
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024BookNet Canada
 
Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)
Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)
Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)Mark Simos
 
SALESFORCE EDUCATION CLOUD | FEXLE SERVICES
SALESFORCE EDUCATION CLOUD | FEXLE SERVICESSALESFORCE EDUCATION CLOUD | FEXLE SERVICES
SALESFORCE EDUCATION CLOUD | FEXLE SERVICESmohitsingh558521
 

Recently uploaded (20)

DMCC Future of Trade Web3 - Special Edition
DMCC Future of Trade Web3 - Special EditionDMCC Future of Trade Web3 - Special Edition
DMCC Future of Trade Web3 - Special Edition
 
Gen AI in Business - Global Trends Report 2024.pdf
Gen AI in Business - Global Trends Report 2024.pdfGen AI in Business - Global Trends Report 2024.pdf
Gen AI in Business - Global Trends Report 2024.pdf
 
A Deep Dive on Passkeys: FIDO Paris Seminar.pptx
A Deep Dive on Passkeys: FIDO Paris Seminar.pptxA Deep Dive on Passkeys: FIDO Paris Seminar.pptx
A Deep Dive on Passkeys: FIDO Paris Seminar.pptx
 
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptxThe Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
 
Dev Dives: Streamline document processing with UiPath Studio Web
Dev Dives: Streamline document processing with UiPath Studio WebDev Dives: Streamline document processing with UiPath Studio Web
Dev Dives: Streamline document processing with UiPath Studio Web
 
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack
 
What's New in Teams Calling, Meetings and Devices March 2024
What's New in Teams Calling, Meetings and Devices March 2024What's New in Teams Calling, Meetings and Devices March 2024
What's New in Teams Calling, Meetings and Devices March 2024
 
TeamStation AI System Report LATAM IT Salaries 2024
TeamStation AI System Report LATAM IT Salaries 2024TeamStation AI System Report LATAM IT Salaries 2024
TeamStation AI System Report LATAM IT Salaries 2024
 
From Family Reminiscence to Scholarly Archive .
From Family Reminiscence to Scholarly Archive .From Family Reminiscence to Scholarly Archive .
From Family Reminiscence to Scholarly Archive .
 
Passkey Providers and Enabling Portability: FIDO Paris Seminar.pptx
Passkey Providers and Enabling Portability: FIDO Paris Seminar.pptxPasskey Providers and Enabling Portability: FIDO Paris Seminar.pptx
Passkey Providers and Enabling Portability: FIDO Paris Seminar.pptx
 
Scanning the Internet for External Cloud Exposures via SSL Certs
Scanning the Internet for External Cloud Exposures via SSL CertsScanning the Internet for External Cloud Exposures via SSL Certs
Scanning the Internet for External Cloud Exposures via SSL Certs
 
Developer Data Modeling Mistakes: From Postgres to NoSQL
Developer Data Modeling Mistakes: From Postgres to NoSQLDeveloper Data Modeling Mistakes: From Postgres to NoSQL
Developer Data Modeling Mistakes: From Postgres to NoSQL
 
The State of Passkeys with FIDO Alliance.pptx
The State of Passkeys with FIDO Alliance.pptxThe State of Passkeys with FIDO Alliance.pptx
The State of Passkeys with FIDO Alliance.pptx
 
New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024
New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024
New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024
 
Advanced Computer Architecture – An Introduction
Advanced Computer Architecture – An IntroductionAdvanced Computer Architecture – An Introduction
Advanced Computer Architecture – An Introduction
 
Are Multi-Cloud and Serverless Good or Bad?
Are Multi-Cloud and Serverless Good or Bad?Are Multi-Cloud and Serverless Good or Bad?
Are Multi-Cloud and Serverless Good or Bad?
 
DevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platformsDevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platforms
 
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024
 
Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)
Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)
Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)
 
SALESFORCE EDUCATION CLOUD | FEXLE SERVICES
SALESFORCE EDUCATION CLOUD | FEXLE SERVICESSALESFORCE EDUCATION CLOUD | FEXLE SERVICES
SALESFORCE EDUCATION CLOUD | FEXLE SERVICES
 

Understand your Customer: Functional vs Emotional Needs

  • 1. Understand your customer Functional and EmotionalCustomer Needs @TobiasHJensen
  • 2. Hi! I’m Tobias I use design thinking to solve complex problems and create valuable experiences. tobias.jensen@blackboardinsurance.com www.tobiasholm.com Senior Product Designer @ Blackboard Insurance
  • 3. I’m from Blackboard A tech-forward insurance start-up reimagining an archaic industry with a customer-, value-, and data- centric approach.
  • 4. Understand your customer Functional and Emotional Customer Needs What? Why? How?
  • 6. As __________ User I want __________ Feature/solution so __________ Need
  • 7. We need better tools to create products around our customers’ needs
  • 8.
  • 10. Efficient Informational ReliableCost effective Trust Reduces anxiety ReputableAesthetic
  • 11. Emotional Functional Efficient Informational ReliableCost effective Trust Reduces anxiety ReputableAesthetic
  • 12. How do we identify, operationalize and measure customer needs?
  • 14. Identify Research Define Ideate Prototype Operationalize Measure
  • 15. How do we identify customer needs?
  • 16. Identify Research Define Ideate Prototype Measure
  • 18. Customer Outcome Statement (COS) __________ Action _____________________________ Objective ++__________ Context
  • 19. __________ Action _____________________________ Objective ++ Customer Outcome Statement (COS) maximize__________ Context Before loss my ability to protect my assets
  • 20. Maximize ability to protect assets Minimize # of times I have to share facts Maximize knowing where claim is Maximize future loss prevention Before loss Loss occurs Claim is processed Claim is settled Back to normal Minimize risk of not being covered Minimize # of unknowns (process, who to call, coverage) Maximize understanding of claims process Minimize out of pocket expenses Maximize flexibility in process given the situation Minimize downtime in my situation Maximize confidence I have in carrier to address the situation Minimize anxiety and uncertainty of outcome Minimize # of people I have to work with Minimize carrier taking advantage of me Minimize # of steps to complete Maximize accuracy of payment details and instructions Maximize understanding of payout amounts (e.g., deductibles) Reduce payment delivery risk Maximize understanding of future premium impact Minimize redundant follow ups Maximize final closure Maximize proactiveness of carrier Minimize worries about getting paid right amount
  • 21. Maximize ability to protect assets Minimize # of times I have to share facts Maximize knowing where claim is Maximize future loss prevention Before loss Loss occurs Claim is processed Claim is settled Back to normal Minimize risk of not being covered Minimize # of unknowns (process, who to call, coverage) Maximize understanding of claims process Minimize out of pocket expenses Maximize flexibility in process given the situation Minimize downtime in my situation Maximize confidence I have in carrier to address the situation Minimize anxiety and uncertainty of outcome Minimize # of people I have to work with Minimize carrier taking advantage of me Maximize accuracy of payment details and instructions Maximize understanding of payout amounts (e.g., deductibles) Reduce payment delivery risk Maximize understanding of future premium impact Minimize redundant follow ups Maximize final closure Minimize # of steps to complete Maximize proactiveness of carrier Minimize worries about getting paid right amount Functional Emotional
  • 22. Maximize ability to protect assets Minimize # of times I have to share facts Maximize knowing where claim is Minimize worries about getting paid right amount Maximize future loss prevention Before loss Loss occurs Claim is processed Claim is settled Back to normal Minimize risk of not being covered Minimize # of unknowns (process, who to call, coverage) Maximize understanding of claims process Minimize out of pocket expenses Maximize flexibility in process given the situation Minimize downtime in my situation Maximize confidence I have in carrier to address the situation Maximize proactiveness of carrier Minimize # of people I have to work with Minimize carrier taking advantage of me Minimize # of steps to complete Maximize accuracy of payment details and instructions Maximize understanding of payout amounts (e.g., deductibles) Reduce payment delivery risk Maximize understanding of future premium impact Minimize redundant follow ups Maximize final closure Minimize anxiety and uncertainty of outcome Functional Emotional
  • 23. How do we operationalize the customer outcome statements?
  • 24. Identify Research Define Ideate Prototype Operationalize
  • 25. How might we ________________________________________ ? Customer outcome statement
  • 26. How might we ________________________________________ ? Customer outcome statement Help the customer maximize their ability to protect their assets
  • 27. Maximize ability to protect assets Minimize # of times I have to share facts Maximize knowing where claim is Minimize time to get paid Maximize future loss prevention Before loss Loss occurs Claim is processed Claim is settled Back to normal Notify user of relevant damage mitigation Claims prevention notifications Intuitive form to file the claim and submit information. Online intake application Self-service Easy claim tracking and relevant status updates Direct, online payments with clear rationale Direct payments Loss overview Learn and understand from previous losses to mitigate future ones
  • 28. How do we measure the outcome?
  • 29. Identify Research Define Ideate Prototype Measure
  • 31. The claims prevention notification helps Maximize my ability to protect my assets ______________________ Solution ______________________ Customer outcome statement
  • 32. The claims prevention notification helps Maximize my ability to protect my assets ______________________ Solution ______________________ Customer outcome statement Strongly disagree Strongly agree To what extent do you agree with the following statement:
  • 33. Identify Research Define Ideate Prototype Operationalize Measure
  • 34. Key takeaways — We need tools for identifying needs, so we don’t just listen to wants — We can organize and operationalize the customer needs in COSs — This method allows for finding solutions and measuring success grounded in needs — Customer needs are hierarchical and of both functional and emotional character

Editor's Notes

  1. Hi!  Thanks UXDX I’m here to talk about customer needs, what they are and how to design better for them.
  2. Tobias Jensen Senior Product Designer From Copenhagen - lived in New York City for two years but from Denmark.  Degrees from IT-University of Copenhagen Obsessed with handling complex domains. Use design thinking to solve complex problems and create experiences.  Currently work at an insurance company.
  3. We work hard to reimagine the current way insurance works.  New look at insurance - how can insurance be a good experience?  Historically boring and tedious No trust Asymmetry My mission is to figure out how design can change insurance for the better.
  4. Why should we be talking about functional and emotional needs? What it actually is How to use it in your organization. I’ll try to leave time for questions at the end as well. [WATER]
  5. Before I dive too deep into talking about needs, let’s quickly discuss why needs matter. Customers these days have more power and choices than ever before. We are responsible for understanding and acknowledging their needs. Users are more likely to choose products that meet their needs than ones that meet their wants. However, needs are very hard to define for several reasons: They are contextual and situational They are also cultural They are individual and can be difficult to generalize Most importantly, they are often unknown to the user and can be hard to identify This is problematic, since our mission as designers is to create products that meet customer needs.
  6. User stories allow us to do is to understand what features will satisfy what user needs. However, Most people only think they know what the users want We product people have to understand the needs People get stuck with a narrow focus or understanding of user needs for the services they’re working on.
  7. So ultimately, the challenge for product people is: How do we identify, operationalize and measure customer needs? [WATER]
  8. A good way to think about needs is using Maslow’s hierarchy. I’m not going to go through Maslow’s hierarchy of needs. However, there is one important point to keep in mind: humans have many different types of needs and some take precedence over others. This is also true for product development.
  9. When we’re talking about products, there is a general consensus that we’re designing for two overall categories of needs: emotional and functional. Functional: basic, practical things that people need to do as part of a product or service. low value by itself Emotional: Softer, more emotional aspects. Control, trust, fun, playfulness, excitement and aesthetics. By understanding the emotional needs, companies can more easily differentiate themselves from their competitors. Companies that score high on emotional elements tend to have a higher NPS, on average, than companies that spike only on functional elements” — Harvard Business Review, 2016
  10. These are some examples of the customer needs we’ve found in the insurance industry
  11. It’s obvious that some a functional, others more emotional
  12. [WATER]
  13. Looking at a typical design process like the double diamond We have to find ways in which we can inject the identification, operationalization and measurement of customer needs.
  14. But the question is then: how do we identify the needs to design for?
  15. For identifying the customer needs, we need to do customer research. I’ve found that most types of research can lead to these insights, as long as the study has been outcome focused from the beginning. What we typically want to do is to gather everyone in a room, then go through the different phases of a customer’s journey. Then we identify the current pain points and then what the ideal state would look like. The goal is to get the customers to be vocal about the outcomes they wish to achieve in each phase of their journey.
  16. At Blackboard, we use so-called Customer Outcome Statements to summarize our research findings. They’re concise, actionable problem statements that help structuring our understand of the customers’ needs. They’re meant to guide the problem definition, ideation, prototyping and testing phases of the design process.
  17. The basic format is this: In a given context, the customer wants to either maximize or minimize some objective or outcome.
  18. It basically summarizes the goal of the customer in the specific context and our goal then is to figure out how our product can cater to this need.
  19. Once the COSs have been defined and prioritized They are ready to be operationalized through design and ideation activities. I typically use them to inform early design decisions and also prioritization of proposed solutions.
  20. I’ve found it very useful to combine the COS with how might we questions You plug in the COS to ask a question that needs to be answered with the proposed solution.
  21. In the case of the customer wanting to maximize their ability to protect their assets This allows for ideation and brainstorm with a focus on the customer need.
  22. This journey map shows both this solution and also how the others informed solutions.
  23. Use customer outcome statements to measure success! Customer Outcome Statements, if properly crafted, have the added benefit of providing a metric for measuring success of the product.
  24. Measuring whether you successfully designed for your customer’s needs is crucial. By measuring, you will be able to, in a more quantitative way, find out if there are still areas of improvement. This measurement can be done in many different ways. I’ll present one way which is specifically for a survey.
  25. You measure, you can use the COS directly to validate if you’ve done what you wanted. In this formular, we see the relationship between the proposed solution and the original outcome statement.
  26. If we now add one of the examples of a solution to a customer need, this statement becomes something that we can validate.
  27. If we then pull this into a survey and specifically a Likert scale format, we can now ask the customers to show to which extent they agree with the statement. This is just one example of how the COS can be used to measure success. You can also ask your customers in interviews, or get them to vocalize what value they receive from using the product.
  28. Hopefully, what you guys will take away from this presentation is that there are definitely ways to better identify, operationalize and measure customer needs throughout a design process. It's a matter of defining the outcome statements and using them throughout the process.
  29. We need tools for identifying needs, so we don’t just listen to wants Customer needs are hierarchical and of both functional and emotional character We can organize and operationalize the customer needs in COSs This method allows for finding solutions and measuring success grounded in needs