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IBM Design Thinking Case Story
- 1. How to Deliver Better Customer Experiences with IBM Design Thinking Collaborative Design with Empathy Case Story IBM Design Thinking
- 2. IBM Design Thinking IBM Design Thinking is a hands-on framework that helps you craft great business outcomes at the speed and scale of the enterprise. IBM Design Thinking helps you: • Develop excellent customer experiences • Achieve targeted market outcomes • Make your company client-centered 2 / 15
- 3. Understand, Explore, Prototype & Evaluate IBM Design Thinking is a proven human- centered framework for moving from design to operations. Evaluate and decide whether to move forward with an idea or generate alternate solutions Explore the process of generating potential solutions for your users’ problems Understand and develop empathy for users Prototype ideas as concrete experiences IBM Design Thinking | Cornerstones 3 / 15
- 4. Hills, Playbacks & Sponsor users IBM Design Thinking is a proven human- centered framework for moving from design to operations. Invest for Market Outcomes Hills focus your project on big problems and outcomes for users, not just a list of feature requests IBM Design Thinking | Cornerstones 4 / 15 Envision the User Experience Sponsor Users help you design experiences for real target users, rather than imagined needs Collaborate, Align, Engage! Playbacks align your team, stakeholders, and clients around the user value you will deliver, rather than project line items
- 5. IBM Design Thinking focuses on concrete user outcomes. IBM Design Thinking | Case Story Case Story 5 / 15
- 6. IBM Design Thinking | Case Story Challenge Brick and mortar client wanted to provide better services to existing customers ”E-commerce is the future, everybody wants to order all the stuff online. Let’s make a mobile app” Marc 32 yo ”Our loyal brick and mortar customers are the key here, let’s focus on them, they have big pockets.” Laura 38 yo ”We already have 78 brilliant ideas, let’s make them happen” George 28 yo ”The shop is not interesting, I do my shopping elsewhere” Emma 22 yo ”I do all my shopping online” Jonas 29 yo ”I really appreciate good customer service” Jonna 57 yo ”I want to freely choose when I do my shopping” James 35 yo LOB End-userIT 6 / 15
- 7. IBM Design Thinking | Case Story Solution Make the change from a sales-driven company to a customer-minded company with IBM Design Thinking. Focus on the customers’ needs via collaboration, iteration and common goals. 7 / 15
- 8. IBM Design Thinking | Case Story Applying IBM Design Thinking A structured design process leads to better business. understand explore prototype evaluate 8 / 15
- 9. IBM Design Thinking | Case Story Phase 1: Understand ”Oh, this is how the customers are using our web-services” Marc 32 yo • Get to know the people involved with the product or service • Create a better understanding of the context • Map different needs, opportunities and pain points • Map out the current processes and ways of working ”I thought the biggest income to increase was coming from the loyalty customers via brick and mortar” Laura 38 yo ”Actually, I would like to order stuff to the store and see it before buying” James 35 yo IT LOB End-userBenefits understand 9 / 15 prototype evaluateexplore
- 10. IBM Design Thinking | Case Story Phase 2: Explore ”What if it would not matter via which channel you buy? Marc 32 yo • Create shared goals together and compare gains and costs • Create alternative ideas and design concepts • Select few ideas that seems most promising and refine them further • Evaluate to-be scenarios based on the refined ideas ”What if we could deliver these services to the generation X clients as well – how would we reach these people?” Laura 38 yo ”What if I could return the stuff I have bought to a different store even when buying online?” Emma 22 yo IT LOB End-user prototype evaluateunderstand explore 10 / 15 Benefits
- 11. IBM Design Thinking | Case Story Phase 3: Prototype ”Maybe this is the way the user would enjoy the mobile service the most” Marc 32 yo • Test the core concepts in practice to get feedback from different users • Refine ideas into concrete models • Iterate the most promising low- fidelity models and prototypes further ”Maybe this way we can validate some of our previous assumptions and test new ones” Laura 38 yo ”Actually, I think the service is more relevant to me now” Emma 22 yo IT LOB End-user evaluateunderstand prototypeexplore 11 / 15 Benefits
- 12. IBM Design Thinking | Case Story Phase 4: Evaluate ”Based on the data, the user is coming back to us more frequently!” Marc 32 yo • Evaluate what has been done so far • Decide if there is a need to go back to previous steps for refinement • Based on evaluation, the development work continues in the right direction ”Based on the feedback, our initial idea was not the best one. Customers like this new approach more!” George 28 yo ”I would recommend this to my friend. I want to be involved in the future too!” Emma 22 yo ”I never thought I would be their customer!” James 35 yo IT LOB End-user prototypeunderstand explore evaluate 12 / 15 Benefits
- 13. IBM Design Thinking | Case Story Benefits IBM Design Thinking delivers practical growth-driving solutions as a result of a hands-on and collaborative process. The Brick and mortar client received concrete advice and steps forward on how to streamline and improve its customer experience. 13 / 15
- 14. IBM Design Thinking | Case Story 14 / 15 Continuous and lasting business growth comes as a result of true collaboration. IBM’s integrated solutions help companies of any size to take the final leap towards more profitable marketing. IBM solutions have all been tested under extreme global business circumstances.