it's about solving a daily problem, the exampl is: how to reduce waiting time in the Tunisian Post office,

1. Self-service concept in the
post office: two first steps of the
design thinking process
By: Roukaya ISSAOUI
Innovation Management Master
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2. Introduction
•We aim to use the design thinking tools to solve a daily problem for
people on hurry who find themselves stick in the long queue or behind a
long time processing customer, in the post office in Tunisia
•What is the design thinking method and tools?
It’s a process deals with four basic questions, which correspond to the
four stages of the process: What is? What if? What wows? and What
works? The What is stage explores current reality. What if envisions a
new future. What wows makes some choices. What works takes us into
the marketplace.
It’s a way to help us to understand that products and services
are bought by human beings, not target markets segmented into
categories
This presentation deals with only the 2 first questions of the
process
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3. ... The design thinking method
J. LIEDTKA and T. OGILIVE, Designing for Growth,
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4. ... What is?
All successful innovation begins with an accurate assessment
of the present, of current reality:
1- Customers we hope to serve: people in hurry in the post office (
like me)
2-To spot a problem we use the Journey mapping tool: to follow
customers and develop a deep understanding of the problems they
struggle with: what they want? How they behave?
•They want a rapid service :
they said: -if I could do it by myself !!!
-she is very slowly I have a train to catch
- it’s a wast of time, next time I make the change in a bank
•They are made, restless, and often they live the office unsatisfied
3- After collecting information… mind mapping tool helps us to
organize the information we’ve collected and draw insights from it.
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5. ... What is?
The mind map
Easly
manipulating
computer
categories
Student
Working
people
Sick people
Currency
exchange
The
largest
post office
Where ?
Restless
customer
Kind of
service
Receiving/
sending money
Pay
bills
Start an argument
with the receiving
agent
behavior
Live the
office
Remain
waiting and
complain
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6. ... What if?
Having exploring the collected informations and identified the problem, ideas
begin to pop into our heads . We start to consider new possibilities, and
uncertainties.
1- to imagine creatives ideas: Brainstorming tool: generate ideas like:
 Creat an express service counter
A selfservice machine
Pay small amout to avoid the wainting time
To have an appointment
2- Brainstrom eache ideas ( advantages, disadvantages, how…)
it seems crazy, silly or creative, any idea should be recorded.
3-To organize the output of the brainstorming into a concept : the concept
development tool: define links between different ideas and bring out a
coherent hypothesis or possibility.
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7. ... What if?
The concept
1- Concept to be tested: A selfservie
machine: like the concept of Automated
teller machine ( ATM) and the automated
train ticketing
2- Where: only in the largest post office (
usually crowded)
3-Fonction: both receiving and eject money
4- Feature: - a simplified system to
manipulate for each service ( sending
money, receiving money, paying bills)
- a rapid processing
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8. ... Conclusion
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