Customer interaction is increasing across all touch points (web. mobile, face to face), driving the need for integration across all channels to enable one seamless experience. Design Thinking is a powerful set of tools and techniques that allows us to put the human at the centre of all our design decisions and ultimately create a considered and consistent experience for them as well as for an organisations staff. You wil learn: the latest industry trends in design thinking how organisations large and small are using it to deliver great experiences to both they customers and employees. how omni channel experiences are the future for customer interactions"

1. Katja Forbes — 2016
DESIGN THINKING
OMNI CHANNEL
THE FUTURE OF CUSTOMER EXPERIENCE
&
@HELLOSYFTE #digitalks

2. @LUCKYKAT
EXPERIENCE
DESIGN
So I’m an experience
designer…
#digitalks @HELLOSYFTE

3. 1 2 3
#digitalks@HELLOSYFTE

4. @LUCKYKAT
IT’S NOT JUST A…
_______
IT’S AN
EXPERIENCE!
#digitalks@HELLOSYFTE

5. IT’S ALL ABOUT THE INTERACTION
“Uber, the world’s largest taxi company,
owns no vehicles
Facebook, the world’s most popular media owner,
creates no content.
Alibaba, the most valuable retailer,
has no inventory.
And Airbnb, the world’s largest accommoda0on
provider, owns no real estate.
Something interes8ng is happening.”
Tom Goodwin, SVP Havas Media
#digitalks@HELLOSYFTE

6. FROM
CORPORATIONS…
#digitalks @HELLOSYFTE

7. …TO
CONSUMERS
#digitalks @HELLOSYFTE

8. RELAX…IT’S JUST
SOCIAL MEDIA
#digitalks @HELLOSYFTE

9. SOCIAL MEDIA
FAIL…
#digitalks
REMEMBER
#YOURTAXIS?
@HELLOSYFTE

10. ONLINE
DETRACTORS
VS
ADVOCATES
#digitalks
@HELLOSYFTE

11. ITS
ABOUT
HOW
YOU
FEEL
#digitalks @HELLOSYFTE

12. IMPRESSION
#digitalks@HELLOSYFTE

13. INTERACTION
#digitalks @HELLOSYFTE

14. RESPONSIVE
#digitalks @HELLOSYFTE

15. RESILIENT
#digitalks @HELLOSYFTE

16. UNCERTAIN GROUND
#digitalks @HELLOSYFTE

17. UX, CX, SD, WTF?
hKps://ringly.com/
@HELLOSYFTE#digitalks

18. @HELLOSYFTE
TOUCHPOINT IS NOT A CHANNEL
#digitalks

19. @HELLOSYFTE
CUSTOMER EXPERIENCE
TOUCHPOINT
EXPLORE
1
TOUCHPOINT
CHECK-IN
3
TOUCHPOINT
BOOK A
ROOM
2 TOUCHPOINT
ENTER ROOM
WITH A
MOBILE KEY
4
TOUCHPOINT
CHECK-OUT
5
CHANNELS
HOTEL RECEPTION
WEBSITE
MOBILE APP
#digitalks

20. SERVICE DESIGN
BOOK A
HOTEL ROOM
CUSTOMER ACTIONS
EMPLOYEE ACTIONS /
FRONT STAGE
SUPPORT PROCESSES /
BACK STAGE
CHECK IN ENTER ROOM
PURCHASE
ON DEMAND
MOVIE
CHECK OUT
ARRIVE AT
DESTINATION
PROMOTE
HOTEL
CLEAN AND
SET UP ROOM
WELCOME
CUSTOMER
ASK FOR BOOKING &
CREDIT CARD DETAILS
ASK WHETHER CUSTOMER
ENJOYED STAY
SEND OR PRINT
INVOICE
LINE OF INTERACTION
LINE OF VISIBILITY
MARKETING
PLANS
BOOKING
SYSTEMS
TRANSPORTATION
ALLIANCES
STAFF
ALLOCATION
RESERVATION
SYSTEMS
SECURITY/ACCESS
SYSTEMS & PROTOCOLS
ON DEMAND
TV SYSTEM
CUSTOMER FEEDBACK
& BILLING SYSTEMS
#digitalks @HELLOSYFTE

21. OMNI-CHANNEL
CUSTOMERS
DON’T
CARE…
#digitalks @HELLOSYFTE

22. THE NEW
OMNI-CHANNEL CUSTOMER
INFORMED,
EMPOWERED
AND
CONNECTED
#digitalks @HELLOSYFTE

23. THE OLD WAY…
CHANNELS AND
SILOS…
#digitalks @HELLOSYFTE

24. FOR EXAMPLE…
MIGRATE CUSTOMERS TO MORE
SUITABLE, COST EFFECTIVE
CHANNELS.
#digitalks Image credit: ghanaculturepoli0cs.com@HELLOSYFTE

25. THE FUTURE…
THERE CAN BE
ONLY ONE…
#digitalks @HELLOSYFTE

26. IT’S ACTUALLY
A MIX…
SHIFT YOUR
THINKING
#digitalks hKps://www.flickr.com/photos/hutchike/2182668@HELLOSYFTE

27. DISNEY GETS
OMNI CHANNEL
RIGHT DOWN TO
THE SMALLEST
DETAILS
#digitalks Image credit: Disney
@HELLOSYFTE

28. DESIGN THINKING
A SET OF TOOLS AND
TECHNIQUES
#digitalks@HELLOSYFTE

29. #digitalks@HELLOSYFTE

30. #digitalks@HELLOSYFTE

31. DESIGN THINKING
#digitalks @HELLOSYFTE

32. DESIGN THINKING MINDSETS
#digitalks@HELLOSYFTE

33. PEPSI
“You have two-three years to adapt
to a new design thinking culture.
If you don't change,
I will be happy to aDend your
re8rement par8es.”
Indra Nooyi
CEO of Pepsico
#digitalks @HELLOSYFTE

34. EMPATHY
@HELLOSYFTE#digitalks

35. PROTOTYPE
& TEST
SOMETHING NEW
EVERY 3 MONTHS…
#digitalks @HELLOSYFTE

36. “DESIGN IS
EVERYONE’S JOB.
NOT EVERYONE IS A DESIGNER,
BUT EVERYBODY HAS TO HAVE
THE USER AS THEIR NORTH
STAR.”
#digitalks hKps://www.flickr.com/photos/mikemoselle/20178612084
Phil Gilbert, General Manager of Design
IBM soWware
@HELLOSYFTE

37. FINDING THE ROOT
OF THE PROBLEM
SOMETIMES ITS NOT
THE TECHNOLOGY…
#digitalks @HELLOSYFTE

38. IBM DESIGN
THINKING
PRINCIPLES, LOOP, KEYS
#digitalks hKp://www.ibm.com/design/thinking/@HELLOSYFTE

39. IBM DESIGN
THINKING
PRINCIPLES
#digitalks hKp://www.ibm.com/design/thinking/
A focus on user outcomes
Drive business by helping
users achieve their goals.
Restless reinven1on
Stay essen0al by trea0ng
everything as a prototype.
Diverse empowered teams
Move faster by empowering
diverse teams to act.
@HELLOSYFTE

40. IBM DESIGN
THINKING
LOOP
#digitalks hKp://www.ibm.com/design/thinking/
Observe
Immerse yourself
in the real world.
Reflect
Come together and
look within.
Make
Give concrete
form to abstract
ideas.
@HELLOSYFTE

41. IBM DESIGN
THINKING
KEYS
#digitalks hKp://www.ibm.com/design/thinking/
Hills
Align teams on meaningful
user outcomes to achieve.
Playbacks
Stay aligned by regularly
exchanging feedback.
Sponsor Users
Invite users into the work to
stay true to real world needs.
@HELLOSYFTE

42. NOT JUST
BIG CORPS
Black Arrow Label is a
one woman show
#digitalks @HELLOSYFTE

43. STORIES…
I TELL A LOT OF
THEM…
#digitalks @HELLOSYFTE

44. FROM…
#digitalks @HELLOSYFTE

45. TO…
#digitalks @HELLOSYFTE

46. THE PEAK
END RULE
#digitalks@HELLOSYFTE

47. PERFECTIONISM IS
JUST A FORM OF
PROCRASTINATION
@HELLOSYFTE#digitalks

48. RESOURCES
d.School Virtual Crash Course - http://dschool.stanford.edu/dgift/!
!
IBM Design Thinking - http://www.ibm.com/design/thinking/!
!
Design Thinking Workshops – http://www.syfte.com.au!
!
Online Courses - http://www.ideou.com/products/from-ideas-to-action!
!
https://www.interaction-design.org/courses/design-thinking-the-beginner-s-guide (certificate)!
!
http://www.designorate.com/where-can-one-learn-design-thinking-online/ !
(list of courses)!
!
! @HELLOSYFTE #digitalks

49. KATJA.FORBES@SYFTE.COM.AU
@hellosyfte
Thanks!
#digitalks