Make it a valuable experience, think design

Make it a valuable experience, think design
Frédéric Vander Sande & Yves van Praag
Transformation Expert & Experience Architect @ Capgemini

2© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018
Organizations are still struggling to turn their digital investments
into business successes
Digital Mastery Report ‘18
In our 2012 research with the MIT Center for Digital
Business, we established that a high-performing
cohort of organizations – digital masters –
outperformed their peers in every industry
Six years later, companies should have progressed
on two dimensions to be digital masters – digital
capabilities and leadership capabilities…
39%
45%
39%
35%
Digital capabilities Leadership capabilities
2012 2018
Six years after our initial Digital Mastery study,
our latest research does not find a clear advancement
Organizations are making headway
on customer experience, but
operations is challenging to execute
Leadership has not kept pace with
the capability challenge of their
digital transformation ambition

3© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 3Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018
New Ways of Working are a key enabler for the adoption of
required innovation velocity
CxO Challenges
MEET
EVOLVING
CUSTOMER
NEEDS
INTEGRATE NEW
TECHNOLOGY
REALITIES
ALIGN
BUSINESS
MODELS
New Ways
of Working
Value Proposition
Customer Experience
Applied Innovation
Social
Mobile
Analytics
Cloud
Security
AI
IoT
…
Core Value
Business & Digital Strategy
Operating Model
Capabilities
Adopt

Design Thinking, Agile and Growth Hacking are new enablers to
better address radical customer needs evolution
Understand & Validate Build Scale
Empathise Scrum SprintTest & Learn
Map Prototype Design
Metrics
Converge
Design Thinking
Release
Enhance
Growth
Channels
Target Customer
Growth HackingAgile
Lean Innovation
Diverge
The “New Deal”

Tools
Choose the appropriate tools:
Empathy map, lean canvas, 4 C’s,
journey mapping,...
Design thinking, a solution based ‘problem solving’ approach
Set up the creative environment that breaks with the day to day business
Framework
Use the process to define the
issue, ideate and develop solutions
& new opportunities
Principles
▪ Diverge & Converge in sequence
▪ Harness the power of visualisation
to make your prototype tangible
▪ Leverage qualitative and
quantitative data
▪ Onboard a multidisciplinary team
▪ It’s a learning process
Embrace a new paradigm of
problem solving
Environment

Realities of the Digital Age
TIME TO MARKET
Customer doesn’t
wait – neither do you
COST
Always under
pressure
USER
EXPERIENCE
The new norm
KNOW YOUR
CUSTOMER
The Designer
≠ The user

The challenge of a Global Leader
in Compressor Technology
Case Study

Multiple, related
ideas exist in the
company.
Lack of company-
wide vision and
alignment.
Customer need
expressed in
multiple channels
Difficulty in gaining
traction with
management
Great ideas on how to monetize data acquired by IoT and to improve customer service with a
mobile app, but lacking modus operandi to create a solution which is supported throughout
the organisation
The challenge of a Global Leader in Compressor Technology
> Co-create a minimal viable product to kickstart the product

Gaining understanding of the value to create
Empathize Define Ideate Prototype Test
Persona definition,
functionality
brainstorming, pain &
gain analysis ,…
Problem statement &
goal definition. Product
roadmap
Inspire & get inspired,
Design Studio, Design
Critique,…
Combine best ideas into
a high quality clickable
prototype
Test internally and
externally. Collect
feedback & re-iterate

Consolidation views to define the problem space
Persona definition,
functionality
gain analysis ,…
Problem statement &
roadmap
Critique,…
prototype
Test internally and
externally. Collect

Experimenting with potential solutions, converging to the one
that is supported by all
Persona definition,
functionality
gain analysis ,…
Problem statement &
roadmap
Critique,…
prototype
Test internally and
externally. Collect

Bring the idea to life by making a high fidelity prototype
Persona definition,
functionality
gain analysis ,…
Problem statement &
roadmap
Critique,…
prototype
Test internally and
externally. Collect

Validate the prototype by testing it in the field
Persona definition,
functionality
gain analysis ,…
Problem statement &
roadmap
Critique,…
prototype
Test internally and
externally. Collect

Design thinking provides the necessary tools to live up to the
challenges of the Digital Age
SPEED
The Customer doesn’t
COST
Always under
pressure
USER
EXPERIENCE
The new norm
USER
EXPERIENCE
The Designer
≠ The user
5 days 5 days Visual prototype
Jointly designed
first iteration
An idea, materialized, changing the question from “how
much” to “when can we have it?”

Agile Marketing Enablement
Case Study

Applying design thinking approaches on for business problem
solving is made possible by new enablers
A/B TestingData Objectivation
Fast PrototypingWork Environment
Business
Problem Solving
Digital Tooling

The Telecom Market
commercial dynamic
in Europe is quiet
challenging
The major constraint
was to deliver short
term improvements
without IT impacts
One of the key
problem was the
need for short term
churn fighting
Opportunity for the
management to test
and insuflate new
ways of working
How to address short term innovative commercial business improvements ?
Challenge for a European Telecom Group

We applied design thinking and agile to support a fast design and
fast delivery of commercial improvement initiatives
Fast Design Fast Delivery : 3 Sprints
Fast Design &
development
of short term
solution 2
or 3
Fast Design &
development
Refinement of
solution 1 or
solution 2
Fast Design &
development
of
short term
solution 1
Backlog
…
Ideation
(Fast Visioning)
Prepa.
&
Mobiliz.
Ideation &
Feasibility
Workshops
“Weeklies”
Backlog
Grooming
workshops
Daily
stand-
ups
Re
tro
Stakes
review & Red
zone
guidance
Kick-
Off
Backlog
review
CMO
Brief
SquadManagement
Demo Demo Demo
Sprintresultsreview
WS … …
14 weeks

Clear sprint governance enabled to give visibility and guidance in
the convergence phase at CxO level
Within the portfolio of suggested ideas, a
dozen have been shortlisted with potential
short term implementability & rapid impact

Looking back at the new reality
TIME TO MARKET
Customer doesn’t
COST
Always under
pressure
USER
EXPERIENCE
The new norm
KNOW YOUR
CUSTOMER
The Designer
≠ The user
Initial
improvements
live in <10w
Move away from
bcase towards
incremental
improvements
Integrate multi-
disciplinary
teams in
solution design
Objectivize
customer target
understanding
based on DATA

Starting your
Design Thinking Journey

22© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 22
Starting your journey in Design Thinking
Pilot Scale
• Get third parties
within the
organization
engaged
• Get the adequate
resources
• Best candidates are
Low risk, high value
• Celebrate successes
• And communicate
lessons learned
• Actively champion the
process
• Apply the process
across projects
• Adapt the process to
best suit your
organisation
• Extend towards your
customers, and
maybe even their
customers (B2B)
• Start small and
keep some room for
failure
• Surround yourself
with a team with
the necessary
expertise
• Compose a team of
believers or
champions
Experiment
• Take the decision
to new ways of
problem solving
• Envision the
potential value
that it can unlock
• Acknowledge that
using the process
“for the process”
without the
environment will not
bring the expected
results
Decide

“If the rate of change on the
outside exceeds the rate of
change on the inside, the end
is near”
Jack Welsch

Make it a valuable experience, think design

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