J. Boye - Digital Leadership - Design and Business Development

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Applying Design Thinking methodologies to business development for better and more succesful products and services providing actual business value.

J. Boye 28 June 2017
#JBoye
LauraVilsbaek 
@lauravilsbaek
Photo: Micky Wiswedel
DESIGN &
BUSINESS DEV
SITTIN’ IN ATREE

EAAA - Strategiproces for Multimedie og Digital KommunikationLauraVilsbaek - Projektledelse i Praksis - lauravilsbaek.dk
• External consultant & board member
• Strategic & digital business development:  
Inspiration, facilitation and process management
• Master of Arts:The Science of Religion + Corp. Com.
• Twitter: @lauravilsbaek
• LinkedIn: /lauravilsbaek
LAURAVILSBAEK

Source: http://dschool.stanford.edu/redesigningtheater/the-design-thinking-process/
THE DESIGN PROCESS

THE DESIGN PROCESS
• Understand your users
• Users are not rational
• Users are emotional
• Users are not like you
• Users are everything like you
• Users are people

@lauravilsbaek #jboye 28 June 2017
It’s all about actions and actual user experience
THE USER JOURNEY

@lauravilsbaek #jboye 28 June 2017
THE USER JOURNEY
Remembering entire sequences: Before, during and efter

@lauravilsbaek #jboye 28 June 2017
THE USER JOURNEY
Identifying touch points

@lauravilsbaek #jboye 28 June 2017
THE USER JOURNEY
Identifying hassles

@lauravilsbaek #jboye 28 June 2017
THE USER JOURNEY
Identifying peak + end

@lauravilsbaek #jboye 28 June 2017
THE USER JOURNEY
Identifying moments of loyalty

@lauravilsbaek #jboye 28 June 2017
THE USER JOURNEY
Identifying ambassadors

@lauravilsbaek #jboye 28 June 2017
THE USER JOURNEY
…involving new users…

@lauravilsbaek #jboye 28 June 2017
THE USER JOURNEY
Identifying your baseline

@lauravilsbaek #jboye 28 June 2017
SERVICE ANTICIPATION GAP
Baseline: Users’ needs and expectations
Peak: Differentiating experiences

SERVICE
ANTICIPATION
@lauravilsbaek #jboye 28 June 2017

SERVICE EVIDENCING
@lauravilsbaek #jboye 28 June 2017

THE USER JOURNEY:
1. OF COMING HERETODAY
2. OF JOINING J.BOYE

MAPPING EXERCISE
1.WHAT HAPPENED BEFORE:
A)YOU CAME HERETODAY?
B)YOU ACTUALLY JOINED J.BOYE
(3 MINS)

MAPPING EXERCISE
2.WHAT HAPPENED WHILE:
A)YOU WERE HERE?
B)WHENYOU ACTUALLY JOINED J.BOYE?
(3 MINS)

MAPPING EXERCISE
3.WHAT HAPPENS AFTER:
A)THIS GROUP MEETING?
B) WHENYOU BECAME A MEMBER  
BUT STILL HADN’T JOINED A MEETING?
(3 MINS)

EAAA - Strategiproces for Multimedie og Digital KommunikationLauraVilsbaek - Projektledelse i Praksis - lauravilsbaek.dk
Identify the pain points (hassles)
Work with the peak and the end
Remember your service evidencing
OPPORTUNITY SPACES

IDENTIFY
THE HASSLES(5 MIN DISCUSSION)
http://demandthebook.com/

OPTIMISETHE PEAK
ANDTHE END(5 MIN DISCUSSION)
Kahneman:Thinking, Fast & Slow

EAAA - Strategiproces for Multimedie og Digital KommunikationLauraVilsbaek - Projektledelse i Praksis - lauravilsbaek.dk
Work with your users:
Understand their journey
Take an interest in their actual experience
Identify the pain points (hassles)
Work with the peak and the end
Remember your service evidencing
Ready - set - go!
TO SUM UP…

Photo: Micky Wiswedel
DESIGN &
BUSINESS DEV
SITTIN’ IN ATREE
K-I-S-S-I-N-G

kontakt@lauravilsbaek.dk
@lauravilsbaek
THANKS

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J. Boye - Digital Leadership - Design and Business Development

1. J. Boye 28 June 2017 #JBoye LauraVilsbaek  @lauravilsbaek Photo: Micky Wiswedel DESIGN & BUSINESS DEV SITTIN’ IN ATREE

2. EAAA - Strategiproces for Multimedie og Digital KommunikationLauraVilsbaek - Projektledelse i Praksis - lauravilsbaek.dk • External consultant & board member • Strategic & digital business development:   Inspiration, facilitation and process management • Master of Arts:The Science of Religion + Corp. Com. • Twitter: @lauravilsbaek • LinkedIn: /lauravilsbaek LAURAVILSBAEK

3. DESIGNTHINKING

4. IT’S NOT ABOUT THE DESIGNER

5. IT’S ALL ABOUT PEOPLE

6. DESIGNTHINKING TOOLS

7. Source: http://dschool.stanford.edu/redesigningtheater/the-design-thinking-process/ THE DESIGN PROCESS

8. THE DESIGN PROCESS • Understand your users • Users are not rational • Users are emotional • Users are not like you • Users are everything like you • Users are people

9. UNDERSTANDING USERS

10. THE USER JOURNEY + THE USER EXPERIENCE

11. @lauravilsbaek #jboye 28 June 2017 It’s all about actions and actual user experience THE USER JOURNEY

12. @lauravilsbaek #jboye 28 June 2017

13. @lauravilsbaek #jboye 28 June 2017 THE USER JOURNEY Remembering entire sequences: Before, during and efter

14. @lauravilsbaek #jboye 28 June 2017

15. @lauravilsbaek #jboye 28 June 2017 THE USER JOURNEY Identifying touch points

16. @lauravilsbaek #jboye 28 June 2017

17. @lauravilsbaek #jboye 28 June 2017 THE USER JOURNEY Identifying hassles

18. @lauravilsbaek #jboye 28 June 2017

19. @lauravilsbaek #jboye 28 June 2017 THE USER JOURNEY Identifying peak + end

20.

21. @lauravilsbaek #jboye 28 June 2017 THE USER JOURNEY Identifying moments of loyalty

22. @lauravilsbaek #jboye 28 June 2017 THE USER JOURNEY Identifying ambassadors

23. @lauravilsbaek #jboye 28 June 2017 THE USER JOURNEY …involving new users…

24. @lauravilsbaek #jboye 28 June 2017 THE USER JOURNEY Identifying your baseline

25. @lauravilsbaek #jboye 28 June 2017 SERVICE ANTICIPATION GAP Baseline: Users’ needs and expectations Peak: Differentiating experiences

26. SERVICE ANTICIPATION @lauravilsbaek #jboye 28 June 2017

27. SERVICE EVIDENCING @lauravilsbaek #jboye 28 June 2017

28. THE USER JOURNEY: 1. OF COMING HERETODAY 2. OF JOINING J.BOYE

29. MAPPING EXERCISE 1.WHAT HAPPENED BEFORE: A)YOU CAME HERETODAY? B)YOU ACTUALLY JOINED J.BOYE (3 MINS)

30. MAPPING EXERCISE 2.WHAT HAPPENED WHILE: A)YOU WERE HERE? B)WHENYOU ACTUALLY JOINED J.BOYE? (3 MINS)

31. MAPPING EXERCISE 3.WHAT HAPPENS AFTER: A)THIS GROUP MEETING? B) WHENYOU BECAME A MEMBER   BUT STILL HADN’T JOINED A MEETING? (3 MINS)

32. EAAA - Strategiproces for Multimedie og Digital KommunikationLauraVilsbaek - Projektledelse i Praksis - lauravilsbaek.dk Identify the pain points (hassles) Work with the peak and the end Remember your service evidencing OPPORTUNITY SPACES

33. IDENTIFY THE HASSLES(5 MIN DISCUSSION) http://demandthebook.com/

34. OPTIMISETHE PEAK ANDTHE END(5 MIN DISCUSSION) Kahneman:Thinking, Fast & Slow

35. SERVICE EVIDENCING(5 MIN DISCUSSION)

36. EAAA - Strategiproces for Multimedie og Digital KommunikationLauraVilsbaek - Projektledelse i Praksis - lauravilsbaek.dk Work with your users: Understand their journey Take an interest in their actual experience Identify the pain points (hassles) Work with the peak and the end Remember your service evidencing Ready - set - go! TO SUM UP…

37. Photo: Micky Wiswedel DESIGN & BUSINESS DEV SITTIN’ IN ATREE K-I-S-S-I-N-G

38. kontakt@lauravilsbaek.dk @lauravilsbaek THANKS

J. Boye - Digital Leadership - Design and Business Development

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