design thinking and your customer experience - … · design thinking and your customer experience...

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Design thinking and your customer

experience

Zac Ashkanasy

18 October 2016

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Design thinking follows certain principles.

Put humans at the centre Observe to discover unmet needs Goal: Solve a problem; design what should be

Focus on the user Prototype cheaply Learn quickly Innovate

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Contents

1. The employment landscape is a fast changing environment

2. Service providers need to respond and carve a new and relevant role

3. Design thinking can be used to solve difficult problems

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The employment landscape is a fast changing environment

https://stocksnap.io/photo/6RBX3LJYC4

Sharing economy Task workers Digital business

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The employment landscape is a fast changing environment

Rise in freelances and start-ups

Technological disruption

Economic uncertainty

Increase in Gen Y workers

The Players The Environment

Increase in self employment The platform economy

Key changes in the employment environment

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The employment landscape is a fast changing environment

Employment services needs to be prepared to overcome challenges and adapt

44% of

Australian jobs are at risk from

digital disruption in 20 years

75% of fast

growing occupations

require STEM skills

Gen Y workers, freelancers and

start-ups are breaking away from traditional ways of

working

The digital era is eliminating some industries and jobs, but

enabling the creation of many more than it wipes out.

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‘New’ organisations challenge incumbents and regulators….

Incumbent Innovator

Regulator Regulator

Incumbent Innovator

Customer / citizen

Customer / citizen

OLD NEW

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….and the ‘new’ organisations is emerging rapidly.

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The employment landscape is a fast changing environment…

http://www.news.com.au/finance/work/at-work/australias-freelance-economy-grows-to-41-million-workers-study-finds/news-story/629dedfaea13340797c68822f4f2a469

There are exciting opportunities

32% of the

workforce freelanced in 2015

$ 1.4 billion extra revenue pa by 2016 from outsourcing by households, businesses, government and overseas nations (to us).

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….and you aren’t alone!

Source: http://www.smartcompany.com.au

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Service providers need to respond and carve a new and relevant role

Changing policy

environment

Training and

upskilling

Managing new ways of working

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Top 10 skill sets….

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Design thinking can be used to solve new and difficult problems

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Design thinking combines analytics, imagination…and bravery.

http://www.slideshare.net/bizcampni/design-thinking-for-business-growth

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Truthful real-time feedback

Fast and efficient production timeframes

Risk mitigation

Builds greater confidence

Why use design thinking

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Design thinking requires a certain mindset

Empathy

Openness Curiosity

Collaboration

Experimentation

Courage

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There is a structured process to follow

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• Re-design your employee experience

• Re-image the relationship of an

employment service with employers

• Help disadvantaged job seekers • Improve the on-boarding

experiences – staff & jobseekers

• Improve job seeker visibility to

prospective employers • Improve BoH processes

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Organisation are also embedding design to driver greater customer focus (and financial outcomes).

Design labs Voice of the customer programs. Customer Experience leadership Simple customer metrics

Customer experience trends

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Case study: Redesigning the employee on boarding experience at Telstra

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Telstra’s applied design thinking process

Deloitte: http://dupress.deloitte.com/dup-us-en/focus/human-capital-trends/2016/employee-experience-management-design-thinking.html

1.Define

Discovery interviews with leaders to frame

the question

2. Empa-thise

Interviews and focus groups to

explore challenges and

needs across the 1st 90 days

3. Ideate

Key points were identified that

could be dramatically improved to

delight employees

4. Proto-type

Low fidelity

solutions and tools were

developed and tested

5. Iterate

Employees and leaders

emulated the journey multiple

times to allow for fast failure

and to integrate the lessons

learned

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Key insight: employees who succeeded in the first 90 days were more productive over the entire course of employment than those who struggled.

Telstra’s learnings and outcomes

http://dupress.deloitte.com/dup-us-en/focus/human-capital-trends/2016/employee-experience-management-design-thinking.html

Join Learn Contribute Grow Personalise the experience and

create fast ties to the organisation

Allow time and space for key

learning to happen quickly

Provide guidance, support and

coaching to foster productivity

Acknowledge and celebrate

achievement for continuous growth

Results: rise in productivity, increased engagement, easy employee integration into the organisation

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Case study in design: Young People and the Job Plan

Putting employers at the centre of design

Future of DES lab: Policy co-creation in action