harnessing the power of insight2014.innofin.org/public/docs/proceedings/macadamian.pdfempathize with...

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Customer Centric Product Innovation Lina Bonapace Jennifer Fraser

Harnessing the Power of Insight:

Five Principles of Design Thinking

{ }Learn Define Ideate Build Validate

Five Principles of Design Thinking

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iterate iterat

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iterat

e iterate

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build ide

ate

Empathize with the user, customer, client. Listen, observe and engage with them. Understand their desires, needs, challenges and problems.

Learn.

Visualize and share your research outcomes by creating a customer journey map

Learn.

Define.

Key stakeholder alignment and collaboration. Define your value proposition.

{ }

Define.

Visualize your value proposition with storyboards.

{ }

Ideate.

Generate many, many ideas!

Ideate.

Visualize your ideas with usage scenarios, concepts and evolving design

Build.

Prototype to see, touch and feel

Build.

Prototype to verify with your users, customers, clients and stakeholders

Five Principles of Design Thinking

1User | Product | Context

ListenObserveAsk Questions

Empathize with the user, and understand their problems

Likes & DislikesPain points“In an ideal world...”

learn 2 defineArticulate what the problems & opportunities are based on the findings from the first phase.

Get feedback on:

End goal: Improve the user experienceSelect one problem or opportunity to address

Does this align with their needs?Is anything missing? { } Get feedback on:

Do these provide a better userexperience?Have their needs beenaddressed?

3 ideateGenerate ideas

What are all the potential solutions?

How can you build on the opportunities?Visualize the solutions that...Addresses user needsNo boundaries“Think outside the box”

Learn. Interview a partner. 10 minutes (2 interviews x 5 minutes each)

What works? What doesn’t work? What types of issues are you seeing or hearing?

Notes from your interview

Iterate. Test your ideas and get feedback. 15 minutes (2 interviews x 7 minutes each)

Capture feedback here

Define. Articulate the problem you want to solve or opportunity that you want to address. Define your value proposition. (10mins) I noticed…

(events, a process, gaps or pain points)

I want to help with _______________________________________________ problem to solve or opportunity to develop

{ }

Iterate. Verify your value proposition and get feedback. 15 minutes (2 interviews x 7 minutes each)

Capture feedback here

Sketch (or describe) at least 3 different and delightful ways to meet your users’ needs.

Ideate.

Iterate. Test your ideas and get feedback. 15 minutes (2 interviews x 7 minutes each)

Capture feedback here

Build. Refine your ideas and make (prototype) your solution. 20 minutes

Iterate and improve your idea.

Use anything and everything that can be useful to convey your solution: Paper, Markers, Post-it Notes, Paper Clips, Improv, Spoken Word Poetry

Iterate. Test your prototype and get feedback. 15 minutes (2 interviews x 7 minutes each)

Capture feedback here

Key Takeaways

Talk to your users to find out how you can help them Co-create to find solutions to user’s problems & opportunities to improve experiences Validate potential solutions with your users Refine the solution and build a prototype Test the prototype with users

Key Takeaways

The key to great design solutions is iterating on the design and collecting user feedback throughout the whole cycle and not just at the end.

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Thank you.

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macadamian.com

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Appendix

Workshop description: Harnessing the power of customer Insight

Want to experience first hand how strategic thinkers, stakeholders, researchers, designers and builders can create disruptive solutions for your organization? Want discover how an acute understanding of customers and user experience can drive innovation into your financial products and services? If so, this fun deep dive interactive workshop is for you.

Workshop description (continued)

Jennifer and Lina will drive you through a 3 phase experiential journey in which you will actively co-create concepts that are informed by emerging “Design Thinking” approaches. Our time together will be broken down into: An intro into why Participatory approaches and OVOC (observational voice of the customer) are so effective for understanding and designing for customer’s evolving needs and desires An interactive “Design Thinking” activity to experience the power of the working with users You will leave having created a customer value-based product/service but more importantly you will have a better understanding of the “Design Thinking” approach that can help you harness customer insights for your product innovation!

About Macadamian

Full-service design and development consultancy Global company with offices in Canada, US, Armenia and Romania

250+ employees and growing

500+ global clients

1000+ projects

88% customers are repeat customers