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Customer Centric: Product/Service Design for Business
- 1. Customer Customer Customer Customer- - - -Centric Design Centric Design Centric Design Centric Design Product/Service Design for Business Product/Service Design for Business Product/Service Design for Business Product/Service Design for Business Qonita Shahab, 2 December 2016 Guest Lecture at Faculty of Green Economy & Digital Communication, Surya University
- 2. Design Design Design Design- - - -Business Relationship Business Relationship Business Relationship Business Relationship Holistic Customer Experience
- 3. Design Design Design Design User Experience (UX) User Experience (UX) User Experience (UX) User Experience (UX) A business designed right good Customer Experience (CX) (taste) (package)
- 4. Customer Experience Cycle Customer Experience Cycle Customer Experience Cycle Customer Experience Cycle Marketing Product/Service Design by Oracle
- 5. Marketing Design Marketing Design Marketing Design Marketing Design - - - - difference difference difference difference Marketing Marketing Marketing Marketing • Gathered opinions opinions opinions opinions • Generalizations that can be made across a demographic • Uses statistical data from a small group to predict predict predict predict what a larger group will do, feel, or purchase Design Design Design Design • Actual behavior behavior behavior behavior • Often from a smaller sample rather than the mass • Uses qualitative data from a small group to inform inform inform inform what could be designed Thoughts on Interaction Design by John Kolko
- 6. Marketing Design Marketing Design Marketing Design Marketing Design - - - - similarity similarity similarity similarity • human behavior • brand and presentation • the value in human experience with products
- 7. Value Proposition Fit Value Proposition Fit Value Proposition Fit Value Proposition Fit
- 8. Business Model Canvas: extended Business Model Canvas: extended Business Model Canvas: extended Business Model Canvas: extended
- 10. Design Research Design Research Design Research Design Research interpret interpret interpret interpret interpret interpret interpret interpret observe observe observe observe insights insights insights insights insights insights insights insights opportunity opportunity opportunity opportunity areas areas areas areas opportunity opportunity opportunity opportunity areas areas areas areas products products products products services services services services
- 11. Why Observation? Why Observation? Why Observation? Why Observation? • In addition to Conversation • Interpretation(making meaning of the gathered data)plays a critical role in translating research into design criteria • The interpretation skill: the primary difference between design and market research People have difficulties explaining why they do it Why people do it What people do
- 12. Why Interpretation? Why Interpretation? Why Interpretation? Why Interpretation? “If I had asked people what they wanted, they would have said faster horses” – Henry Ford “You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new” – Steve Job • You should listen to people • But don’t translate as is • Interpret instead • Support your interpretation with observation
- 13. “Conversation only” is for Market Research “Conversation only” is for Market Research “Conversation only” is for Market Research “Conversation only” is for Market Research Opinion, not behavior
- 14. Design Research using Market Research Design Research using Market Research Design Research using Market Research Design Research using Market Research method method method method Design Research Design Research Design Research Design Research • “ “ “ “manfaat manfaat manfaat manfaat apa yang diharapkan dengan adanya aplikasi yang dapat membantu XXX, dengan jawaban praktis sebesar 88,5% (85 responden), efisien sebesar 65,6% (63 responden), harga murah sebesar 55,2% (53 responden)” Market Research Market Research Market Research Market Research • “apakah responden bersedia bersedia bersedia bersedia mengunduh aplikasi yang dapat membantu XXX, dengan jawaban bersedia sebesar 91,8% (90 responden), tidak bersedia sebesar 8,2% (2 responden)” (need) (decision)
- 15. Statistics is for Market Research Statistics is for Market Research Statistics is for Market Research Statistics is for Market Research To predict, not to inform
- 16. Answering Design problem with Market Answering Design problem with Market Answering Design problem with Market Answering Design problem with Market research research research research • “Adanya kebutuhan kebutuhan kebutuhan kebutuhan masyarakat akan aplikasi XXX dibuktikan dengan hasil survei yang telah kami lakukan yaitu sebanyak 74,5% mengatakan akan akan akan akan menggunakan menggunakan menggunakan menggunakan aplikasi XXX jika aplikasi tersebut sudah dipasarkan.” (need) (decision)
- 17. Design Research to be improved Design Research to be improved Design Research to be improved Design Research to be improved • 95,9% responden memberikan pernyataan akan pentingnya pentingnya pentingnya pentingnya XXX untuk YYY, dan 83,6% menyatakan bahwa akses XXX online dibutuhkan dibutuhkan dibutuhkan dibutuhkan. + Observation! Why? Evidence? + Conversation! (need) (need)
- 18. How can I start in Design Research? How can I start in Design Research? How can I start in Design Research? How can I start in Design Research? With observation and interpretation skills
- 19. Interview: 5 Why’s (individual) Interview: 5 Why’s (individual) Interview: 5 Why’s (individual) Interview: 5 Why’s (individual) • Start by asking a pretty broad question about habits or behaviors (e.g. “I feel cranky in the morning when I wake up”) • Ask ”why” to their response five times in a row • Write down what you hear (e.g. “Commuting to work is a hassle”) • Ask deeper question (e.g. “Why do you find it a hassle?”) instead of horizontal question (e.g. “What else makes you feel cranky?”) • Pay special attention when it feels like you’ve moved deeper • You might not find the core stuff until the fifth “why” designkit.org
- 20. Insights: find themes (group) Insights: find themes (group) Insights: find themes (group) Insights: find themes (group) • Put down your interview notes on Post-it notes • Pick the most compelling, common, and inspiring quotes, stories, or ideas and group them into categories • Look for patterns and relationships and move the Post-it notes around as you continue grouping (work toward opportunities) • Arrange and rearrange, discuss, debate, and talk through what’s emerging until you see clustered themes • Don’t stop until everyone is satisfied that the clusters provide meaningful themes designkit.org
- 21. Opportunities: insight statement (group) Opportunities: insight statement (group) Opportunities: insight statement (group) Opportunities: insight statement (group) Pick each clustered theme and turn it into a sentence representing challenges e.g. “Commuting to work with a car consumes too much time” Turn the challenges into opportunity, before you brainstorm wildly! ☺ e.g. “How Might We help people who commute with cars to shorten their commuting time?” designkit.org (the action…. + pain point) (pain reliever)
- 22. Insights Opportunities Insights Opportunities Insights Opportunities Insights Opportunities Intuition is your guide Embrace the mess Don’t rush the process ideo.org
- 23. Example Example Example Example • Observe: • Commuting to work has too much traffic jam • He lost 4 hours per day just to commute • He is single • He has a salary of 12 million Rupiah • Insights: • He needs a better way of commuting to work • Opportunity areas: • He can shorten his distance to work • He can use a better transportation mode • Prototype: • Rent a room near office, max 2 million Rupiah per month • Test • Visit several rooms before landing a choice • Opinion: • “I don’t like commuting to work with my car” • - • - • - • Insights: • -- • Opportunity areas: • -- • -- • Prototype: • Exchange his car for a motorbike • Test • Visit several auto shops before landing a deal
- 24. understand observe insights opportunity areas prototype test Research Research Research Research Synthesis Synthesis Synthesis Synthesis Develop Develop Develop Develop The design process looks so long… The design process looks so long… The design process looks so long… The design process looks so long…
- 25. understand observe insights opportunity areas prototype test Research Research Research Research Synthesis Synthesis Synthesis Synthesis Develop Develop Develop Develop The design process looks so long… The design process looks so long… The design process looks so long… The design process looks so long… Actually, Research Research Research Research should be very short, Synthesis Synthesis Synthesis Synthesis rather short, and Develop Develop Develop Develop should be very long! Why? Research Research Research Research should be aimed at insights. Yes, the very first insights. Follow-up insights would come during Develop Develop Develop Develop, because we do a lot of tests during this phase. Develop Develop Develop Develop should be our main focus, and it is iterative (a cycle).
- 26. understand observe insights opportunity areas prototype test Research Research Research Research Synthesis Synthesis Synthesis Synthesis Develop Develop Develop Develop The design process looks so long… The design process looks so long… The design process looks so long… The design process looks so long… Actually, Research Research Research Research should be very short, Synthesis Synthesis Synthesis Synthesis rather short, and Develop Develop Develop Develop should be very long! 2 days by 1 person 1 day by 3 people 3 weeks by 3 people and many more weeks of refinement during implementation! 2 x 2 hours by 20ish people Example in a startup Why? Research Research Research Research should be aimed at insights. Yes, the very first insights. Follow-up insights would come during Develop Develop Develop Develop, because we do a lot of tests during this phase. Develop Develop Develop Develop should be our main focus, and it is iterative (a cycle).
- 27. Your Products/Services Your Products/Services Your Products/Services Your Products/Services 1. OTW! – mobile app 2. R7D – fashion 3. E-Valley – mobile app 4. SNS – mobile app 5. Gaspol – mobile app
- 28. insights insights insights insights product product product product concept concept concept concept user test user test user test user test user user user user interface interface interface interface implementation implementation implementation implementation understand observe visual style engineering opportunity areas pixel perfect Designing a mobile app (IT product design) Designing a mobile app (IT product design) Designing a mobile app (IT product design) Designing a mobile app (IT product design) prototyping prototyping prototyping prototyping
- 29. How to get to Product Concept? How to get to Product Concept? How to get to Product Concept? How to get to Product Concept? • Start from opportunities • Brainstorm for solutions • This is a divergent process • Prioritize (impact vs. effort) • This is a convergent process • Create product requirements • “User Story” as in Agile software development • Come up with the product prototype • Iterate, test, craft UI User should see a list of transportation options User can sort the options based on time and distance User can pay using credit card and bank transfer User should receive feedback when the order is ready
- 30. Measuring Customer Experience Measuring Customer Experience Measuring Customer Experience Measuring Customer Experience When your product/service is here!
- 31. Customer Journey to measure CX Customer Journey to measure CX Customer Journey to measure CX Customer Journey to measure CX Need Search Select Purchase Receive Use Maintain Recommend Search Select Purchase Receive Use Recommend
- 32. Customer Journey Mapping Customer Journey Mapping Customer Journey Mapping Customer Journey Mapping • Insights can come from customer’s experience • Observation interpretation • Data analytics • Find an insight for every step of the journey • Ensure that each step is a moment of truth • You do not have to have all steps covered Refer to Design Research Map experience onto the journey Refer to previous classes
- 33. Example Example Example Example 1. Emotion 2. Perception 3. Observation 4. Opportunities
- 34. Questions? Questions? Questions? Questions? ☺ ☺ ☺ ☺ Don’t forget to always keep customers in mind! atinoq@gmail.com