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6 Principles to Work Differently // See and Experience


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Infuse design thinking and innovation into your day-to-day work. Creating new value and tackling big problems isn’t contingent on a prescribed sequence or linear design process. It’s about maintaining a core set of principles that create the foundation for a flexible, behavioral methodology to tackle any situation.

See and Experience is about developing empathy and understanding to identify the ideal state

Published in: Business

6 Principles to Work Differently // See and Experience

  1. 1. Copyright © 2017 Salesforce SEE and EXPERIENCE Developing understanding and empathy to identify the ideal state
  2. 2. Copyright © 2017 Salesforce ignite
  3. 3. “If you want to understand how a lion hunts, don’t go to the zoo. Go to the jungle.” F R A N K C H I M E R O
  4. 4. See and Experience
  5. 5. What are ways you get to know a new friend?
  6. 6. Copyright © 2017 Salesforce What are ways you get to know your target?
  7. 7. Copyright © 2017 Salesforce 7 Why do we approach consumers differently than friends? WIDE REACH We are trained to think that in order to reach the most number of people, we need to hear from a lot of people. DATA OVERLOAD With so much existing information at our fingertips, it’s easy to assume the answer’s already in there. OLD NEWS We often think that once we’ve been at it long enough, there’s nothing new to know.
  8. 8. Copyright © 2017 Salesforce QUANTITATIVE Broad identification of what, via patterns and trends. Good for informing where to start and confirming and refuting hypotheses. QUALITATIVE Deep understanding of why, via problems, values and needs. Good for inspiring new solutions and identifying “white space” opportunities. 8 Each method of collecting information drives a particular result Mobile journaling Social listeningA&U Ethnographic interviews Experience
  9. 9. Copyright © 2017 Salesforce 9
  10. 10. User research, Jacques and Eleanor
  11. 11. Copyright © 2017 Salesforce What does the video add to your understanding of pet ownership?
  12. 12. Understanding what people value leads to new opportunities
  13. 13. See + Experience Establish a personal connection to the problem space and build empathy Immerse in the problem space and understand behaviors and context
  14. 14. See
  15. 15. Copyright © 2017 Salesforce 15 Seeing has deep roots in anthropology MARGARET MEAD
  16. 16. Copyright © 2017 Salesforce 16 Seeing provides new information Even brief visits into the field can be revealing
  17. 17. Copyright © 2017 Salesforce 17 Seeing provides context The circumstances that influence behaviors, needs and priorities TIME OF DAY LOCATION WHO YOU’RE WITH “It depends on…”
  18. 18. What makes for a convenient meal?
  19. 19. Copyright © 2017 Salesforce 19 Context helps explain the inconsistencies between what people think, say, and do Understanding the influence of different circumstances, like time of day, uncovers different needs Breakfast = PORTABLE Dinner = QUICK AND EASY Weekend = CUSTOMIZABLE
  20. 20. Experience
  21. 21. Copyright © 2017 Salesforce 21 Experience builds empathy Direct, visceral experiences allow you to build empathy and relate in a personal way
  22. 22. Copyright © 2017 Salesforce 22 ROLE PLAYING Experience can take many forms USING PRODUCTS SEEING WHAT THEY SEE READ WHAT THEY READ
  23. 23. Copyright © 2017 Salesforce 23 ‣ Understand what makes them happy ‣ Narrate a daily routine ‣ Ask their opinion ‣ Get a tour of their space ‣ Try out products Speak directly with users about their experience TIP #1
  24. 24. Copyright © 2017 Salesforce ‣ Look for patterns ‣ Identify inconsistencies ‣ Count ‣ Map 24 Observe how people actually behave TIP #2
  25. 25. Copyright © 2017 Salesforce 25 ‣ Experiment with products ‣ Simulate ‣ Try a new role Walk in their shoes TIP #3
  26. 26. Thank you! L e a r n m o r e s a l e s f o r c e . c o m / w o r k d i f f e r e n t l y ignite