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Optimize Customer Experiences with Design Thinking

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Optimize Customer Experiences with Design Thinking

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If you are looking to generate engaging digital experiences but are unsure where to begin, leveraging the knowledge within your organization is a good starting point. However, information is typically dispersed across the company in silos. Different business units often have their own vernacular. Design thinking provides a common language. It’s a customer-centric approach to problem solving that is both creative and practical.

Industry leaders have been using design thinking methodology to work with cross-functional and multidisciplinary teams to create innovative customer journeys. Learn how in our recorded webinar, Optimize Customer Experiences with Design Thinking.

You will learn:
• Why leverage design thinking
• How to successfully lead a remote workshop
• How to document winning customer journeys
• How to map desired experiences in Signavio for builders

If you are looking to generate engaging digital experiences but are unsure where to begin, leveraging the knowledge within your organization is a good starting point. However, information is typically dispersed across the company in silos. Different business units often have their own vernacular. Design thinking provides a common language. It’s a customer-centric approach to problem solving that is both creative and practical.

Industry leaders have been using design thinking methodology to work with cross-functional and multidisciplinary teams to create innovative customer journeys. Learn how in our recorded webinar, Optimize Customer Experiences with Design Thinking.

You will learn:
• Why leverage design thinking
• How to successfully lead a remote workshop
• How to document winning customer journeys
• How to map desired experiences in Signavio for builders

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Optimize Customer Experiences with Design Thinking

  1. 1. Optimize Customer Experiences with Design Thinking J U L Y 2 9 , 2 0 2 0
  2. 2. AGENDA Housekeeping • This webinar is being recorded and the slides will be shared at the conclusion of the presentation. • If you have questions, please submit them via the “chat” function on the GoToWebinar toolbar – Our presenters will answer them at the end. If we should run out of time to answer all, we’ll get back with you separately. • You will be prompted to take a brief 10-second survey at the end. Your feedback helps us develop future content. Today’s Speakers: Candace Collins Signavio Presentation time: 45 Paul Lima Lima Consulting Nicole Ostrander Signavio
  3. 3. 3 1. Design thinking overview 2. Leading remote design thinking workshops 3. Use case Today’s Agenda
  4. 4. 4 Design Thinking… How hard can it be?
  5. 5. 5 Myth: Myth Buster: Roles: “Why is marketing asking me to do their job?” Collaboration: Some of the best ideas will come from those who are closest to the customer Ownership: “I know my clients already and don’t need help from HQ, they don’t understand us in the field” Transparency: Person dependency AND Process dependency Applicability: The clients I work with don’t want to engage with us through digital communications Engagement: Fish where the fish are by meeting our clients where they are Confusion: I can’t have messaging misalignments that will slow me down. Alignment: Our vision is to align all communications and touchpoints across all marketing and sales efforts Typical Objections and Remediations
  6. 6. 6 Preparing for Design Thinking Workshop Minds are like parachutes, they function best when open.
  7. 7. 7 What is Design Thinking? A Human Centered, Collaborative approach to innovation that is Creative, Iterative, & Practical.
  8. 8. 8 Design Thinking Methodology
  9. 9. 9 When should we consider doing a DT Workshop? It’s used to solve wicked problems. Problems that are ill-defined: both problem and solution are unknown at the beginning. A large part of the problem solving is actually defining the problem. And/or tricky: it involves risk because you may extend beyond the core competency of the organization. Dr. Richard Buchanon, Design for Human and Planetary Health: A Holistic/Integral Approach to Complexity and Sustainability, (1992). Wicked Problems in Design Thinking. Design Issues, Vol. 8, No. 2, (Spring, 1992), pp. 5–21
  10. 10. 10 It used to be about products… Now it’s about people and experiences
  11. 11. 11 The most successful business models combine new ways of making money with innovative, great customer experiences. Source: Larry Keeley, Ryan Pikkel, Brian Quinn and Helen Walters. Ten Types of Innovation: The Discipline of Building Breakthroughs (Hoboken, NJ; John Wiley & Sons) 16-17. Most companies focus hereBiggest Opportunities are anchored here
  12. 12. 12
  13. 13. 13 What is Design Thinking? A Human Centered, Collaborative approach to innovation that is Creative, Iterative, & Practical.
  14. 14. 14 Human Centered: We need to design service experiences from inside AND out.
  15. 15. 15 Human Centered: We need to design service experiences from inside AND out.
  16. 16. 16 Human Centered: New Ways, New Answers I N S I D E > > < < O U T S I D E What are our core competencies? What is our current business model? What else could we offer? What other channel could we use? What customers would we sell to? Perceived Customer Value = Functional Benefits – Financial Cost T R A D I T I O N A L I N S I D E - O U T V A L U E C H A I N Perceived Customer Value = Emotional Benefit – Hassle Factor What customers do we want? What are their priorities? What business design would create defensible profits? How can we align our offering to those priorities? What ecosystem exists to meet those priorities? What do we need to execute that design? C U S T O M E R E X P E R I E N C E O U T S I D E - I N V A L U E C H A I N Adapted from Peer Insight, (2007). Seizing the White Space: Innovation Service Concepts in the United States, Technology Review Study, Helsinki: Tekes, the Finnish Funding Agency for Technology and Innovation
  17. 17. 17 Collaborative: Service design is inter-disciplinary
  18. 18. 18 Every discipline has its language.
  19. 19. 19 Service design thinking is a common language.
  20. 20. 20 Creative: Prototype artifacts come in many forms
  21. 21. 21 Practical: Don’t let perfect be the enemy of good
  22. 22. 22 Example: Service Design Blueprint
  23. 23. 23 What is a Customer Journey Map? A diagram that illustrates the steps your customer(s) go through in engaging with your company, whether it be a product, an online experience, retail experience, or a service, or any combination. 23
  24. 24. 24 What is a Persona? Like a composite character in a movie, a persona is a fictional character that marketers and designers define to represent a user including all their preferences, feelings, desires, and characteristics. Personas include demographics, psychographics, firmographics, typical quotes, etc. 24
  25. 25. 25 What could you do if you segmented by… Demographics Generation (Boomers vs Millennials) Job Title / Seniority Years in industry Level of Education Industry Certifications Other 1st party data from the customer record Previous Work History Geographics State Regional Taste Profile High Growth / Focus regions Reverse – IP lookup (company registere d to associated IP address by session) Geographic focus Urban, Suburban, Rural location Proximity to a distribution point Technographics Browser Language Page Load Time Local Internet Speed Mobile vs desktop vs tablet Browser, OS, Mac vs PC Status message displayed in session (404, 301, 302, etc…) Those who submitted a screenshot of an error Apple vs Android Firmographics Distribution Channel Size of firm (# of employees) Publicly traded vs private owned Menu Specialization Ownership (minority, veteran, woman) 2nd party data (shared from partners) 3rd party data appends (bought/ rented from NRA or DUNS #/ Credit Rating etc…) Behavioral Life-Time Value / Order History Product Purchased TPP Status Product Continuum Stage Payment Method Key Pages Viewed # of Sessions attempted Coupon redeem status Years as a customer Registered on your website Psychographics Financial First Enthusiast Lifestyle Focus Customer Forward Volunteers vs non-volunteers Risk Aversion OCEAN Profile Personality Quiz Profile Delegators, validators, DIY
  26. 26. 26 Use Case: Customer Journey Map in Signavio
  27. 27. 27 Remote Design Thinking Workshops Best Practices Be conservative about group size Leverage technology like Mural or Miro for whiteboarding Use a round-robin approach with breakout rooms in Zoom Accommodate written, visual, and oral communication preferences Use a framework as the agenda Cameras on! Focus on interaction vs presentation Bring a partner in crime Use customer journey mapping tools
  28. 28. 28 How to prepare attendees for a remote workshop? Come with an open mind Think about and list the customers pain points Come prepared by doing homework Communicate in ways you prefer
  29. 29. 29 Journey Map Template Link to Resource
  30. 30. 30 Journey Map Template
  31. 31. 31 Business Model Canvas Link to Resource
  32. 32. 32 Business Model Canvas
  33. 33. 33 Customer Journey Canvas Link to Resource from Thisisdesignthinking.com
  34. 34. 34 We cannot solve our problems with the same thinking we used when we created them.

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