A successful business is dependent on customers coming back and remaining loyal. In part we do this by offering them good products. More importantly, we do this by making sure their customer experience is joyful. This presentation was created for a group of private retailers. They were interested to know how human-centered design processes could help improve their brand.

1. 0
What is the goal of HCD best practices?
marketing and sales
company brand
Where is your focus?10-20%
80-90%
Lia Hadley, Engineer, Trainer, Coach, Scrum Master

2. Improving your business processes and brand impact with
Human Centered Design (HCD)
Lia Hadley, Engineer, Trainer, Coach, Scrum Master
How do our customers feel
about us?

3. 2
The goal of HCD is to create
a working culture that
encourages a diverse group
of people to build upon each
others’ ideas.
- David Kelly, IDEO
What is HCD?

4. 3
The goal of HCD best
practices is to improve the
quality of the user’s
interaction with and
perceptions of your product
and any related services.
You achieve this by
improving the usability,
access, and joy of
interaction (your company
brand).
What is the goal of HCD best practices?
marketing and sales
company brand
Where is your focus?
10-20%
80-90%

5. 4
Case study: doctor’s practice

6. 5
What did I appreciate
 Centrally located
 High quality of medical
care
 High quality of diagnostic
equipment
 The (digital) information
flow is good between
front desk and doctors
office
Case study: doctor’s practice

7. 6
What other patients said…
 De-humanizing; you are
just a file number
Case study: doctor’s practice

8. 7
What other patients said…
 De-humanizing; you are
just a file number
 The doctors spend more
time looking at their
computers than at you
Case study: doctor’s practice

9. 8
What other patients said…
 De-humanizing; you are
just a file number
 The doctors spend more
time looking at their
computers than at you
 Appointments are always
late (30-90 min)
Case study: doctor’s practice

10. 9
What other patients said…
 De-humanizing; you are
just a file number
 The doctors spend more
time looking at their
computers than at you
 Appointments are always
late (30-90 min)
 Always chaotic and
rushed
Case study: doctor’s practice

11. 10
What other patients said…
 De-humanizing; you are
just a file number
 The doctors spend more
time looking at their
computers than at you
 Appointments are always
late (30-90 min)
 Always chaotic and
rushed
 Never a friendly smile
Case study: doctor’s practice

12. 11
HCD best practices

13. 12
HCD best practices
6-step HCD process

14. 13
HCD processes in the design
phase
1. determine stakeholders
How does HCD work?

15. stakeholders
14
store trainees
foreign customers
(local residents)
foreign distributors
(tradeshows)
employees
foreign customers
(tourists & visitors)
foreign customers
(tradeshows)
Case study: optician store

16. 15
HCD processes in the design
phase
1. determine stakeholders
2. hold interviews
How does HCD work?

17. foreign
customers
(local residents)
16
expectations
past experience
short bio
needs
Stakeholder interviews: core data

18. 17
HCD processes in the design
phase
1. determine stakeholders
2. hold interviews
3. create profiles
How does HCD work?

19. 18
Isabella (project manager)
 30 years old
 Languages: Danish,
English
 Works in the marketing
department for an
international shipping
company
 Travels world-wide
approx. 2 weeks / month
 Prefers wearing glasses
to contact lenses
Example of stakeholder

20. 19
HCD processes in the design
phase
1. determine stakeholders
2. hold interviews
3. create profiles
4. create problem scenarios
How does HCD work?

21. problem scenarios
How do they usually
choose their
optician?
What sort of
glasses have they
worn in the past?
How do they
usually choose
their new glasses?
20
What sort of
services do they
need or expect?
Stakeholder interviews: problem scenarios

22. 21
Problem Scenario 1: needing to buy some new glasses
Isabella thinks she needs new glasses. In the past, she waited until she could
go home to Copenhagen to get new glasses. She has not been to the eye
doctors in 5 years. She has been wearing her old glasses even though she
has problem reading text on her computer.
Example of problem scenario

23. 22
HCD processes in the design
phase
5. establish claims:
determine advantages
and disadvantages in how
stakeholders currently
resolve problem scenarios
How does HCD work?

24. 23
Problem Claims to Scenario 1: getting new pair of glasses
+ She has been able to go to go to the same optician store her whole life and they
have all her information there on file.
+ She likes some of the Danish brands and her store in Copenhagen always has a
wide selection for her to choose from.
– She doesn’t speak German.
– It is difficult to get an appointment at the eye doctors to have an eye test.
– She needs to get some new glasses as quickly as possible because she is going
away in two-week’s time.
Example new features or changes

25. 24
HCD processes in the design
phase
5. establish claims:
determine advantages
and disadvantages in how
stakeholders currently
resolve problem scenarios
6. create a list of new
features or needed
changes to be introduced.
How does HCD work?

26. 25
Problem Claims to Scenario 1: getting new pair of glasses
+ She has been able to go to go to the same optician store her whole life and they
have all her information there on file.
+ She likes some of the Danish brands and her store in Copenhagen always has a
wide selection for her to choose from.
– She doesn’t speak German.
– It is difficult to get an appointment at the eye doctors to have an eye test.
– She needs to get some new glasses as quickly as possible because she is going
away in two-week’s time.
Example new features or changes

27. 26
Problem Claims to Scenario 1: getting new pair of glasses
+ She has been able to go to go to the same optician store her whole life and they
have all her information there on file.
+ She likes some of the Danish brands and her store in Copenhagen always has a
wide selection for her to choose from.
– She doesn’t speak German.
– It is difficult to get an appointment at the eye doctors to have an eye test.
– She needs to get some new glasses as quickly as possible because she is going
away in two-week’s time.
Example new features or changes

28. 27
Isabella (new glasses)
 All employees speak
English
 She can take an eye in
the store
 There are Danish brands
in the store
 If necessary, they can
ask for her customer
information from store
in Copenhagen
 Only need 5 workdays to
get her glasses ready
Example new features or changes

29. blended-learning
training program
(podcasts and printed
manual)
a guideline outlining
information flow for
non-German speaking
customers
trade show crash
course
intercultural
communications
workshops
business English
training program
28
Resulting changes and measures

30. HCD design
phase
29
HCD design
workshop
list of stakeholders
problems scenarios
implement new
features or needed
changes
interviews
user studies
(profiles)
HCD summary