Taking a seat at your customer's table #sddbcn
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Slides for the talk at Service Design Days 2016 in Barcelona Oct. 8 2016
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Taking a seat at your customer's table #sddbcn
- 1. Taking a seat at your customer's table Asier Perez Head of Research & Creativity asier@dowayo.net
- 2. DOWAYO
- 3. DOWAYO
- 4. Companies need more their clients than clients need the companies.
- 5. The trouble with market research is that people don't think how they feel, they don't say what they think and they don't do what they say. David Ogilvy
- 6. DOWAYO
- 7. DOWAYO
- 8. It's about expectations, needs, desires, … DOWAYO
- 10. Research mindset during all the project. DOWAYO
- 11. Not in the internet. Not 9 to 5. DOWAYO
- 12. Talking to taxi drivers? DOWAYODOWAYO
- 13. When using Uber I enjoy much more talking to drivers. DOWAYO
- 14. Research will be the soil to grow the project. DOWAYO
- 15. Empathy as a creative factor. DOWAYO
- 18. What about ethics? What should I tell them? DOWAYO
- 19. DOWAYO
- 20. How do I get permission to get invited to have dinner with them? DOWAYO
- 21. We are all vulnerable and have painful and happy memories to connect with. Put yourself in the other shoes. DOWAYO
- 22. How is the cultural gap? The gap can be bigger with some big corporations than with people. DOWAYO
- 23. Preparation has to be super exhaustive. You have to prepare improvisation.DOWAYO
- 24. • Doing desktop research. Reading around the topic, what are users doing online, check best practices, … • Design how are you going to be recruiting. • Script conversations. Preparation of the research DOWAYO
- 26. Online research for HomeCooker DOWAYO
- 28. Ecosystems and environments of use. DOWAYO
- 29. She is doing a bank transfer. DOWAYO
- 30. This is not about trends. It’s about new expectations. DOWAYO
- 31. DOWAYO
- 32. Clients briefing vs. wider understanding DOWAYO
- 33. Brand consistency vs. customer’s needs DOWAYO
- 34. Where is harder doing research? In the streets of Mexico City or in a Spanish hospital? DOWAYO
- 35. Look for shortcuts, tricks or cheats people are doing as service providers and users. DOWAYO
- 36. Look for people with restrictions that are making hard to them to solve the problem that is mashing them. DOWAYO
- 37. Do we have to reward? It’s part of understanding the context DOWAYO
- 38. Spend time with extreme users DOWAYO
- 39. Multilayered synthesis process after the research. DOWAYO
- 40. Insight is a provocative statement of truth. Jon Kolko DOWAYO
- 41. Quinceanera is the celebration of the migratory project of the mother. DOWAYO
- 42. Medical assistance hides the emotions. DOWAYO
- 43. Customers want someone to force them to safe money. DOWAYO
- 44. DOWAYO
- 45. Asier Pérez Head of Research & Creativity M. +34- 609 820 263 asier@dowayo.net www.dowayo.net