This PDF slide deck is designed to help instructors in universities and entrepreneurial support organizations teach design thinking in practice. It is part of a full suite of entrepreneurship teaching tools you can get access to when you purchase purchase "Entrepreneurship in the Wild: A Startup Field Guide" (MIT Press, 2021) where books are sold!
3. This slide deck is one of several ancillary materials provided to
instructors who adopt "Entrepreneurship in the Wild: A Startup
Field Guide" (MIT Press, 2021). The book is a learn-by-doing guide to
entrepreneurship that balances practical advice with rigorous
academic content. It introduces important concepts, provides
highly engaging examples, and supplies the tools needed to put
lessons into practice, creating a research-supported, step-by-step
reference for developing, testing, and pitching any startup idea. By
integrating lean startup principles, design thinking, and elements of
the jobs-to-be-done framework, this combination textbook-
workbook allows readers to choose for themselves whether, or to
what extent, to engage with theory.
Welcome
4. • By interviewing customers you can see the world and experience
problems from their perspective
• You should have a better grasp of whether your hypothesized
customers (i.e., those who fit your persona profile) experience the
problems you thought they might
• One-on-one interviews are at the core of an opportunity validation
strategy that can eventually integrate more methods and sources
that address weaknesses in the interview method
Chapter 3 Recap
5. Objectives
03
Understand how to use
findings from the
customer journey to
create more effective
means of "wowing" your
customer
02
Design a customer
journey that
captures what your
target persona
thinks, feels, and
does when
interacting with your
solution
01
Learn how to craft a
complete customer
experience rather
than just a product
or service
6. Class Agenda
Discussion
Dating for Busy People
Opportunity Validation
Lecture
How do you create an
experience that
attracts, impresses,
and retains customers?
7. Most entrepreneurs would be satisfied with
prototyping a product or service to fit
customer requirements
To ensure we wow our customers, however,
we are going to focus on delivering a
carefully designed experience!
From Solution to Experience
8. Customers never follow a straight line from
when they become aware of their need for a
solution to when they complete a purchase
and share the good news with their friends.
Instead, they go on a journey as they search
for solutions, consider available options, and
eventually decide to make a purchase
From Solution to Experience
9. • A customer journey map tells the story of the
customer’s experience: from initial contact, through the
process of engagement and into a long-term
relationship.
• It may focus on a particular part of the story or give an
overview of the entire experience. What it always does
is identify key interactions that the customer has with
the startup.
• It captures about the customer thought, feelings, and
actions across each touchpoint.
Mapping the Customer Journey
10. Mapping the Customer Journey
Discover Research Purchase Use Share
The customer
becomes aware of a
problem or job, seeks
out and finds a
solution
The customer
conducts some
research and weighs
alternatives
A decision to
purchase is made and
payment is effected
The customer uses
the solution until the
job is tackled or the
reason for acquiring
the solution is
satisfied
The customer shares
the journey
experience with
others
Although the journey can be different for different solutions lets assume that it has five stages:
11. Mapping the Customer Journey
Think
Feel
Do
The logical thoughts going through the customers' minds
as they experience each phase in the journey
The emotional states customers experience as they
interact with the solution across the different phases of
the journey
The actions customers take or behaviors they exhibit
during each phase of the journey
12. "I'm really tired of small town life and
the long winters in Maine - I want to
feel what it's like somewhere
different"
College Applicant Persona: "Socially-Conscious, Creative" Sam
"I want to go to a school where other
students care about making the world
a better place and have fun doing it"
Getting admitted to a program that is a good fit
Pain Points:
There are too many choices but no information I actually
care about to help me make a decision
Online Hangouts: In-Person Hangouts:
family camp, house parties,
coffee shop, local pier
Favorite Brands:
Age: 17 years old
Education: High School Senior
Job: Part-time retail associate
Family: Single
Location: Rockport, Maine
Liberal
Analytical
Active
Achiever
Creative
Fashionable
Religious
Introvert
Yep Nope
Representative Quotes:
Job-to-be-done:
13. Think
• elated by acceptance!
• frustrated by financial
aid bureaucracy
• worried about
signing away
financial future
• impressed by
campus tours
• sad about reality of
leaving friends
behind
• In love with new
friends and classes!
• worried about
professional future
• concerned about
workload and
deadlines
Feel
Do
Discover Research Purchase Use Share
• Googles “picking a
college”
• Has a conversation over
dinner with mom
• Reads article on how to
pick a college that cares
• excited about college
• worried about making the
wrong choice
• Scours college websites
• Visits top selections
• Takes SAT twice
• Meets with high school
college counselor
• Sends out 12
applications!
• Fills out financial aid
forms
• Applies for and signs for
student loans
• Starts applying for part
time jobs in new location
• Fills out financial aid
forms
• Schedules virtual open
houses
• Meets with high school
college counselor
• proud to be alumna!
• excited about
homecoming
weekend
"I'm so excited to be out
of here but I don't want
to end up somewhere
where I'm lonely and
sad"
"Most of these places
seem amazing - oh look,
a lazy river - but I wish I
could take Maddie with
me!"
"I'm in! Wait....how much
is tuition? Are these
people insane?!!"
"There is this amazing
concert this weekend
but my philosophy paper
is due. Argh!"
"I'll tell my brother all
the good stuff I didn't
find out about until
senior year!"
• Joins homecoming
committee
• Meets with
prospective
students senior
year
14. Think
• elated by acceptance!
• frustrated by financial
aid bureaucracy
• worried about
signing away
financial future
• impressed by
campus tours
• sad about reality of
leaving friends
behind
• In love with new
friends and classes!
• worried about
professional future
• concerned about
workload and
deadlines
Feel
Do
Discover Research Purchase Use Share
• Googles “picking a
college”
• Has a conversation over
dinner with mom
• Reads article on how to
pick a college that cares
• excited about college
• worried about making the
wrong choice
• Scours college websites
• Visits top selections
• Takes SAT twice
• Meets with high school
college counselor
• Sends out 12
applications!
• Fills out financial aid
forms
• Applies for and signs for
student loans
• Starts applying for part
time jobs in new location
• Fills out financial aid
forms
• Schedules virtual open
houses
• Meets with high school
college counselor
• proud to be alumna!
• excited about
homecoming
weekend
"I'm so excited to be out
of here but I don't want
to end up somewhere
where I'm lonely and
sad"
"Most of these places
seem amazing - oh look,
a lazy river - but I wish I
could take Maddie with
me!"
"I'm in! Wait....how much
is tuition? Are these
people insane?!!"
"There is this amazing
concert this weekend
but my philosophy paper
is due. Argh!"
"I'll tell my brother all
the good stuff I didn't
find out about until
senior year!"
• Joins homecoming
committee
• Meets with
prospective
students senior
year
15. Think
• elated by acceptance!
• frustrated by financial
aid bureaucracy
• worried about
signing away
financial future
• impressed by
campus tours
• sad about reality of
leaving friends
behind
• In love with new
friends and classes!
• worried about
professional future
• concerned about
workload and
deadlines
Feel
Do
Discover Research Purchase Use Share
• Googles “picking a
college”
• Has a conversation over
dinner with mom
• Reads article on how to
pick a college that cares
• excited about college
• worried about making the
wrong choice
• Scours college websites
• Visits top selections
• Takes SAT twice
• Meets with high school
college counselor
• Sends out 12
applications!
• Fills out financial aid
forms
• Applies for and signs for
student loans
• Starts applying for part
time jobs in new location
• Fills out financial aid
forms
• Schedules virtual open
houses
• Meets with high school
college counselor
• proud to be alumna!
• excited about
homecoming
weekend
"I'm so excited to be out
of here but I don't want
to end up somewhere
where I'm lonely and
sad"
"Most of these places
seem amazing - oh look,
a lazy river - but I wish I
could take Maddie with
me!"
"I'm in! Wait....how much
is tuition? Are these
people insane?!!"
"There is this amazing
concert this weekend
but my philosophy paper
is due. Argh!"
"I'll tell my brother all
the good stuff I didn't
find out about until
senior year!"
• Joins homecoming
committee
• Meets with
prospective
students senior
year
16. Think
• elated by acceptance!
• frustrated by financial
aid bureaucracy
• worried about
signing away
financial future
• impressed by
campus tours
• sad about reality of
leaving friends
behind
• In love with new
friends and classes!
• worried about
professional future
• concerned about
workload and
deadlines
Feel
Do
Discover Research Purchase Use Share
• Googles “picking a
college”
• Has a conversation over
dinner with mom
• Reads article on how to
pick a college that cares
• excited about college
• worried about making the
wrong choice
• Scours college websites
• Visits top selections
• Takes SAT twice
• Meets with high school
college counselor
• Sends out 12
applications!
• Fills out financial aid
forms
• Applies for and signs for
student loans
• Starts applying for part
time jobs in new location
• Fills out financial aid
forms
• Schedules virtual open
houses
• Meets with high school
college counselor
• proud to be alumna!
• excited about
homecoming
weekend
"I'm so excited to be out
of here but I don't want
to end up somewhere
where I'm lonely and
sad"
"Most of these places
seem amazing - oh look,
a lazy river - but I wish I
could take Maddie with
me!"
"I'm in! Wait....how much
is tuition? Are these
people insane?!!"
"There is this amazing
concert this weekend
but my philosophy paper
is due. Argh!"
"I'll tell my brother all
the good stuff I didn't
find out about until
senior year!"
• Joins homecoming
committee
• Meets with
prospective
students senior
year
17. Think
Feel
Do
Discover Research Purchase Use Share
• Googles “picking a
college”
• Has a conversation over
dinner with mom
• Reads article on how to
pick a college that cares
• excited about college
• worried about making the
wrong choice
• Scours college websites
• Visits top selections
• Takes SAT twice
• Meets with high school
college counselor
• Sends out 12
applications!
• Fills out financial aid
forms
• Applies for and signs for
student loans
• Starts applying for part
time jobs in new location
• elated by acceptance!
• frustrated by financial
aid bureaucracy
• worried about
signing away
financial future
• Fills out financial aid
forms
• Schedules virtual open
houses
• Meets with high school
college counselor
• impressed by
campus tours
• sad about reality of
leaving friends
behind
• In love with new
friends and classes!
• worried about
professional future
• concerned about
workload and
deadlines
• proud to be alumna!
• excited about
homecoming
weekend
"I'm so excited to be out
of here but I don't want
to end up somewhere
where I'm lonely and
sad"
"Most of these places
seem amazing - oh look,
a lazy river - but I wish I
could take Maddie with
me!"
"I'm in! Wait....how much
is tuition? Are these
people insane?!!"
"There is this amazing
concert this weekend
but my philosophy paper
is due. Argh!"
"I'll tell my brother all
the good stuff I didn't
find out about until
senior year!"
• Joins homecoming
committee
• Meets with
prospective
students senior
year
19. We have taken a deep dive into Sam's College Experience and learned a lot about her. This includes the fact that her journey
involved a lot of emotional ups-and-downs.
In this breakout you will be asked to step into the shoes of college administrators and improve Sam's journey.
• Start by getting into teams of 3 or 4 students
• Determine the tools you have at your disposal to influence the process and put them to work. You might consider:
⚬ What channels can you use to reach Sam along the way?
⚬ What individuals can act to make a difference in Sam's journey?
⚬ Where would interventions be most effective?
• Once you have a plan to help Sam (15 minutes) let's come back and discuss our options
Breakout: Journey Improvement
20. Today's Takeaways
Simply creating a product
or service is not enough -
to grow a startup in a
competitive market you
need to devise a holistic,
wrap-around experience
To construct a good
journey map, combine
findings from interviews
with other data sources
Without improvement-
focused action that follows
a deep dive, journey
mapping is not as useful to
founders
01 02 03
21. Reminders
01
Your fourth assignment -
Journey Mapping Worksheet -
is due this Sunday at 11:59
p.m.
02
Post questions about the
assignment on the discussion
board so other students can
benefit from our exchanges
03
Next time we are discussing
Business Modeling. Please
complete the assigned
readings before class.
23. MIT PRESS 2021
For more presentations, worksheets, and
helpful materials for founders and
instructors please visit:
https://mitpress.mit.edu/books/entrepreneurship-wild