The evolution of technology in the past 10 years created a new ecosystem that enriched our ability to connect with the most important people in our life. This event reframed the perception of our daily human-device interaction that is becoming every day more personal and intimate and reprioritized our priorities and expectations as a customer.
In this new landscape, a new approach is required to create and deliver relevant customer's value, and design thinking possesses the "ability" necessary to succeed.
In this session, we will initially explore how the customer's mindset and expectations are changed and what are the implications of this new paradigm on the design and development process. We will then illustrate how design thinking can help to maximize the value generation and how to use the design mindset to deliver relevant experiences to the customers.
In the last part, we will address some common mistakes and we provide some examples and guidelines to systematize design thinking inside an organization with the goal of establishing a design-driven business.
The Evolution of Design Thinking: Shifting from a Product and Service to a Relationship Business Model
1. The Evolution of Design Thinking
Shifting from a product and service
to a relationship business model.
Andrea Picchi
www.andreapicchi.it
@andreapicchi
a
14. Value
qualitative: identified by the question
How does this make me feel?
Emotional
Does this reflect me?
Identity
Does this fit into my world?
Meaningful
www.andreapicchi.it - @andreapicchiThe Evolution of Design Thinking
16. Premium Value
it’s an effective competitive advantage because it’s hard to copy
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Relationship
humans evolved into social animals to survive.
Humans develop relationships with brands as they do with other humans.
Humans anthropomorphize any interactive-actor by default.
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1. stimulus
2. perception
3. interaction
4. evaluation
Experience
is generated by the human's mind
The Evolution of Design Thinking
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We can not design
an experience
we can only directly manipulate one component of the equation
Continuous Innovation: Human-centered design
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Relationship
designers don’t directly control the relationship
Value Perception
EXPERIENCEDESIGN
PROBLEM
SOLUTION
TRIGGER
TRIGGER
The Evolution of Design Thinking
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Relationship
qualitative value can be framed with a strategy statement
[COMPANY NAME] exists to provide [CUSTOMER] with [KEY PROMISE].
In doing so, it provides [BENEFIT 1, … , BENEFIT N] to customers.
Toward that end, it offers [VALUABLE EXPERIENCE 1, … , VALUABLE EXPERIENCE N].
Disney exists to provide families worldwide with ever-deepening wonder.
In doing so, it provides solace, beauty, community to customers.
Toward that end, it offers features film, theme parks and subdivisions.
Designing AI-based relationships
INTERVIEWS
STATEMENT
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Relationship
quantitative value can be decomposed using the Kano model
A relationship is a connection that:
is designed to fulfill a need.
is based on a valuable experience.
is perceived slightly different by different humans.
is dynamically developed over time.
Designing AI-based relationships
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Tool
wave diagram to map the relationship
EXCITEM
EN
T
WONDER
COMMUNITY
JOY
WONDER
PLEASURE
COMFORT
Movie
Visit
Disneyland
Movie
Cruise
Store
TV
Radio
TIME
INTENSITY
Designing AI-based relationships
34. Design is problem solving; the problem to solve changes so did the practice.
We have 5 type of values: functional, financial, emotional, identity, and meaningful.
To exchange qualitative value we need to establish a relationship.
A relationship is a connection that exchange value based on an experience.
We cannot directly design an experience or directly control a relationship.
We can investigate the qualitative value with interviews and other techniques.
We can reframe our business model with a strategy statement.
We can change the delivery strategy taking into account the qualitative value.
We can visualize the relationship using a waveline designed on customer time.
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Summary
Designing AI-based relationships
35. The Evolution of Design Thinking
Shifting from a product and service
to a relationship business model.
Andrea Picchi
www.andreapicchi.it
@andreapicchi
a