The document outlines a webinar focused on utilizing design thinking to enhance customer experiences, featuring a structured agenda and various speakers. It discusses the principles of design thinking, such as its human-centered approach, collaboration, and practical applications, along with addressing common myths and challenges faced in workshops. Best practices for remote workshops and preparation tips for attendees are also provided, emphasizing the importance of aligning services with customer needs.

1. Optimize Customer
Experiences with
Design Thinking
J U L Y 2 9 , 2 0 2 0

2. AGENDA
Housekeeping
• This webinar is being recorded and the slides will be shared at the conclusion of the
presentation.
• If you have questions, please submit them via the “chat” function on the GoToWebinar toolbar –
Our presenters will answer them at the end. If we should run out of time to answer all, we’ll get
back with you separately.
• You will be prompted to take a brief 10-second survey at the end. Your feedback helps us
develop future content.
Today’s Speakers:
Candace Collins
Signavio
Presentation time:
45
Paul Lima
Lima Consulting
Nicole Ostrander
Signavio

3. 3
1. Design thinking overview
2. Leading remote design
thinking workshops
3. Use case
Today’s Agenda

4. 4
Design Thinking…
How hard
can it be?

5. 5
Myth: Myth Buster:
Roles:
“Why is marketing asking me to do their job?”
Collaboration:
Some of the best ideas will come from those who are
closest to the customer
Ownership:
“I know my clients already and don’t need help from
HQ, they don’t understand us in the field”
Transparency:
Person dependency AND Process dependency
Applicability:
The clients I work with don’t want to engage with us
through digital communications
Engagement:
Fish where the fish are by meeting our clients where they
are
Confusion:
I can’t have messaging misalignments that
will slow me down.
Alignment:
Our vision is to align all communications and touchpoints
across all marketing and sales efforts
Typical Objections and Remediations

6. 6
Preparing for
Design Thinking Workshop
Minds are like
parachutes, they
function best when
open.

7. 7
What is Design Thinking?
A Human Centered,
Collaborative approach
to innovation that is
Creative,
Iterative, &
Practical.

8. 8
Design Thinking Methodology

9. 9
When should we consider doing a
DT Workshop?
It’s used to solve wicked problems.
Problems that are ill-defined: both
problem and solution are unknown at
the beginning. A large part of the
problem solving is actually defining the
problem.
And/or tricky: it involves risk because
you may extend beyond the core
competency of the organization.
Dr. Richard Buchanon, Design for Human and Planetary Health: A
Holistic/Integral Approach to Complexity and Sustainability, (1992).
Wicked Problems in Design Thinking. Design Issues, Vol. 8, No. 2,
(Spring, 1992), pp. 5–21

10. 10
It used to be
about products…
Now it’s about people
and experiences

11. 11
The most successful business models
combine new ways of making money with
innovative, great customer experiences.
Source: Larry Keeley, Ryan Pikkel, Brian Quinn and Helen Walters. Ten Types of Innovation: The Discipline of
Building Breakthroughs (Hoboken, NJ; John Wiley & Sons) 16-17.
Most companies focus hereBiggest Opportunities are anchored here

12. 12

13. 13
What is Design Thinking?
A Human Centered,
Collaborative approach
to innovation that is
Creative,
Iterative, &
Practical.

14. 14
Human Centered: We need to design service
experiences from inside AND out.

15. 15
Human Centered: We need to design service
experiences from inside AND out.

16. 16
Human Centered: New Ways, New Answers
I N S I D E > > < < O U T S I D E
What are our core
competencies?
What is our current
business model?
What else could
we offer?
What other
channel could we
use?
What customers
would we sell to?
Perceived Customer Value = Functional Benefits – Financial Cost
T R A D I T I O N A L I N S I D E - O U T V A L U E C H A I N
Perceived Customer Value = Emotional Benefit – Hassle Factor
What customers do
we want? What are
their priorities?
What business design
would create
defensible profits?
How can we align
our offering
to those priorities?
What ecosystem
exists to meet
those priorities?
What do we need
to execute that
design?
C U S T O M E R E X P E R I E N C E O U T S I D E - I N V A L U E C H A I N
Adapted from Peer Insight, (2007). Seizing the White Space: Innovation Service Concepts in the United States, Technology Review Study, Helsinki: Tekes, the Finnish Funding Agency
for Technology and Innovation

17. 17
Collaborative:
Service design is
inter-disciplinary

18. 18
Every discipline has its language.

19. 19
Service design thinking
is a common language.

20. 20
Creative:
Prototype
artifacts come
in many forms

21. 21
Practical:
Don’t let
perfect be the
enemy of good

22. 22
Example: Service Design Blueprint

23. 23
What is a Customer Journey Map?
A diagram that illustrates the steps
your customer(s) go through in engaging
with your company, whether it be a product,
an online experience, retail experience, or a
service, or any combination.
23

24. 24
What is a Persona?
Like a composite character in a movie,
a persona is a fictional character that
marketers and designers define to represent
a user including all their preferences, feelings,
desires, and characteristics. Personas
include demographics, psychographics,
firmographics, typical quotes, etc.
24

25. 25
What could you do if you segmented by…
Demographics
Generation
(Boomers vs
Millennials)
Job Title / Seniority
Years in industry
Level of Education
Industry
Certifications
Other 1st party data
from the customer
record
Previous Work
History
Geographics
State
Regional Taste
Profile
High Growth /
Focus regions
Reverse – IP lookup
(company registere
d to associated IP
address by session)
Geographic focus
Urban, Suburban,
Rural location
Proximity to a
distribution point
Technographics
Browser Language
Page Load Time
Local Internet Speed
Mobile vs desktop
vs tablet
Browser, OS,
Mac vs PC
Status message
displayed in session
(404, 301, 302, etc…)
Those who submitted
a screenshot of an
error
Apple vs Android
Firmographics
Distribution Channel
Size of firm
(# of employees)
Publicly traded vs
private owned
Menu Specialization
Ownership (minority,
veteran, woman)
2nd party data
(shared from
partners)
3rd party data
appends (bought/
rented from NRA or
DUNS #/ Credit
Rating etc…)
Behavioral
Life-Time Value /
Order History
Product Purchased
TPP Status
Product Continuum
Stage
Payment Method
Key Pages Viewed
# of Sessions
attempted
Coupon redeem
status
Years as a customer
Registered on your
website
Psychographics
Financial First
Enthusiast
Lifestyle Focus
Customer Forward
Volunteers vs
non-volunteers
Risk Aversion
OCEAN Profile
Personality Quiz
Profile
Delegators,
validators, DIY

26. 26
Use Case:
Customer Journey
Map in Signavio

27. 27
Remote Design Thinking
Workshops Best Practices
Be conservative about
group size
Leverage technology like Mural
or Miro for whiteboarding
Use a round-robin approach
with breakout rooms in Zoom
Accommodate written, visual,
and oral communication
preferences
Use a framework
as the agenda
Cameras on!
Focus on interaction
vs presentation
Bring a partner in crime
Use customer journey
mapping tools

28. 28
How to prepare attendees
for a remote workshop?
Come with an open mind
Think about and list the
customers pain points
Come prepared by
doing homework
Communicate in
ways you prefer

29. 29
Journey Map Template
Link to Resource

30. 30
Journey Map Template

31. 31
Business Model Canvas
Link to Resource

32. 32
Business Model Canvas

33. 33
Customer Journey Canvas
Link to Resource from
Thisisdesignthinking.com

34. 34
We cannot solve our problems with the
same thinking we used when we created them.