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Using Design thinking to create great customer experiences

Slides used in a webinar given on January 19 2016 for Medallia. Learn what design thinking is, how to do it, and hear many examples from different fields.

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Using Design thinking to create great customer experiences

  1. 1. JANUARY 15, 2016 WENDY CASTLEMAN MEDALLIA WEBINAR USING DESIGN THINKING TO CREATE GREAT CUSTOMER EXPERIENCES
  2. 2. 2 YOU AND I Passionate about creating great experiences for our customers
  3. 3. Driver of new customer purchase of products WORD OF MOUTH #1
  4. 4. GREAT EXPERIENCES
  5. 5. 5 HELLO
  6. 6. DESIGN THINKING
  7. 7. 7 DESIGN THINKING +100s of others…
  8. 8. DESIGN THINKING “Design thinking is an approach to innovation that draws from the designer's toolkit, taking a human-centered approach to enable the cultivation and development of ideas into tangible strategies and offerings. It accelerates innovation to help create better solutions for the challenges facing business and society.” 8 DESIGN THINKING DEFINED BY IDEO
  9. 9. DESIGN THINKING “Design thinking is an approach to innovation that draws from the designer's toolkit, taking a human-centered approach to enable the cultivation and development of ideas into tangible strategies and offerings. It accelerates innovation to help create better solutions for the challenges facing business and society.” 9 DESIGN THINKING DEFINED BY IDEO
  10. 10. DESIGN THINKING PROCESS 10 (Image: d.school / Stanford University)
  11. 11. DESIGN THINKING PROCESS 11 (Image: d.school / Stanford University)
  12. 12. DEEP CUSTOMER EMPATHY Knowing your customer better than they know themselves
  13. 13. IT IS HARD TO UNDERSTAND YOUR CUSTOMER FROM YOUR OFFICE…
  14. 14. CONNECT WITH WHERE THEY ARE COMING FROM…
  15. 15. BE THE CUSTOMER
  16. 16. WATCH THE CUSTOMER
  17. 17. TALK WITH THE CUSTOMER
  18. 18. WHAT DOES IT TAKE TO “DO” DEEP CUSTOMER EMPATHY? 19
  19. 19. CURIOSITY 20
  20. 20. 21 ME AT 8
  21. 21. 22 EXAMPLE: EMBRACE 1/19/2016
  22. 22. PERSPECTIVE
  23. 23. SEE THE BIGGER PICTURE
  24. 24. INTUIT AGAIN
  25. 25. GO BROAD TO GO NARROW To get to one great idea, you need lots of them
  26. 26. Most ideas fail. … so focus on increasing the number of ideas.
  27. 27. Divergent Thinking Create Choices Convergent Thinking Make Choices
  28. 28. WHAT DOES IT TAKE TO GO BROAD TO NARROW? 29
  29. 29. IMAGINATION
  30. 30. DREAM, IMAGINE, PRETEND
  31. 31. DAWN DUCKS – COMMERCIAL INNOVATION STORY 1/19/2016 32 http://dawn-dish.com/en-us/dawn-saves-wildlife
  32. 32. 33 GE MRI – DOUG DIETZ – GE (D.SCHOOL) 1/19/2016 https://www.flickr.com/photos/contivision/8580358859/in/gallery-voxel123-72157625040917084/
  33. 33. RAPID EXPERIMENTS WITH CUSTOMERS You can never learn too early or too often from customers
  34. 34. TESTING OUT KEY ASSUMPTIONS RIGHT AWAY
  35. 35. ROUGH EXPERIMENTS TO TEST IDEAS
  36. 36. BUILD PHYSICAL PROTOTYPES TO EXPERIMENT
  37. 37. GET FEEDBACK EARLY AND OFTEN
  38. 38. EXPERIMENT IN THE FIELD
  39. 39. LAUNCH AND LEARN
  40. 40. BECAUSE… YOU WON’T REALLY KNOW IF IT WILL WORK FROM HERE.
  41. 41. WHAT DOES IT TAKE TO DO RAPID EXPERIMENTATION WITH CUSTOMERS? 42
  42. 42. EXPLORATION
  43. 43. TEST OUT KEY ASSUMPTIONS RIGHT AWAY
  44. 44. MORE CARING CALL CENTER STORY 1/19/2016 45 Hello
  45. 45. GALACTIVE – PROVE IT! 1/19/2016 46
  46. 46. TURBOTAX MOBILE W2 SCANNING 1/19/2016 47 http://blog.turbotax.intuit.com/turbotax-news/new-turbotax-mobile-app-18467/
  47. 47. HOW CAN THIS APPLY TO YOUR CUSTOMER’S EXPERIENCE?
  48. 48. CURIOSITY 49
  49. 49. PERSPECTIVE
  50. 50. IMAGINATION
  51. 51. EXPLORATION
  52. 52. THREE TOOLS YOU CAN USE TODAY GET STARTED 53
  53. 53. DEEP CUSTOMER EMPATHY Customer Experience begins and ends with the customer
  54. 54. JOURNEY MAP 55 MAP THE END-TO-END EXPERIENCE
  55. 55. GO BROAD TO GO NARROW There isn’t only one way to improve an experience
  56. 56. SKETCHSTORM 57 BRAINSTORM WITH PICTURES
  57. 57. RAPID EXPERIMENTS WITH CUSTOMERS You don’t know what you don’t know.
  58. 58. STORYBOARDING WITH CUSTOMER FEEDBACK 59 SHOW THE STORY OF THE POSSIBLE CHANGE AND GET THE CUSTOMER’S PERSPECTIVE
  59. 59. WHERE TO FIND MORE TOOLS http://dschool.stanford.ed u/use-our-methods/ http://www.designkit.org/ 60
  60. 60. WHERE TO FIND MORE TOOLS 61 HTTP://WWW.INTUITLABS.COM/ 1/19/2016
  61. 61. Questions? Wendy_castleman@intuit.com

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