design thinking by isabel adler | mjv technology & innovation
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DESIGN THINKING
Isabel Krumholz Adler, MSc
who am I?
who am I?
design business
design thinking
design thinkingaproach that brings
buSINESS closer to uSErS
design thinkingaproach that brings
buSINESS closer to uSErSNEEDS innovative sollutions
design thinkingaproach that brings
buSINESS closer to uSErS
DoING
design thinkinghelps solving
wIckED problEmS with focus on ThE pEoplE involved
whaT kIND of problEmS?
> development of new product or services
> Creation of new business models
> Customer satisfaction and loyalty through language humanization
> Change Management
> turnover at call centres
how?
eMPathyStepping into the other’s shoes: understanding the context from the point of view of those who experience it
humaN focuSObserving extreme behaviorsIdentifying opportunities and needs
visualizationBased on the collected data, patterns are identifiedand expressed visually
empowers comuNIcaTIoN and
INformaTIoN coNNEcTIoN
Colaborationallows connection among different backgrounds and involves multiple perspectives to reach an holistic understanding of the context
INNovaTIvE SoluTIoNS emerge from DIvErSITy
PrototyPingconstant experimentation to fail early and reduce risk
lEarN by DoING and
TEST to obtain fEEDback
whEN?
design
fuzzy froNT END
identify what should be developedunderstand the context of the stakeholders of the experienceexplore what will be usefull and desired by people in the futureanalyse opportunities
DESIGN ThINkING
IMERSIonto understand
IDEAtIonto create
PRototyPIngto test
DEvEloPMEntto apply
design is Messy, Paralel, iterative
DESIGN ThINkING
IMERSIonUnderstanding
IDEAtIonCreating
PRototyPIngTesting
DEvEloPMEntApplying
AnAlISySSynthESIS
IDEA SElEctIon
fInAl DEcISIon
ChAllenge: how to humanize and simplify insurance communication in order to establish a circle of trust and delight between insurance companies and their clients?
InSurAnCe COMMunICAtIOn CASe
insurance jargon is embedded in all service touchpoints:
policy?
claim?
premium?
coverage?
liability?
IMERSIonUnderstanding
Multi-method ethnographic study to understand the customer’s experience assessing each service touchpoint, the role of its players and artifacts to discover feelings, beliefs, dreams and needs.
artifact archeology customer
“this (booklet containing the rules of the contract) is not for me. this is for the company. if they decide they will not pay me they will use any excuse from here.”
IMERSIonUnderstanding
Interview claim analyst
“people normally doesn’t know most of the numbers we need them to provide. they are stressed and sensitive at that moment. our process should consider this... or the numbers should be more accessible.”
Shadowing tow truck driver
“people are normally nervous when i arrive. sometimes to the point they are hindering my activity. it would help if there were something to keep them busy while i perform my work.”
IMERSIonUnderstanding
cultural probe customer
“if a communication from the service provider looks like ad i will instantly throw it away. a contract should be presented with the importance it has.”
colaborative data analysis85 insight cards generated5 personas
each touchpoint presented its own context challenges.
the communication to be designed should address the client’s emotional context, considering the moment and location of delivery.
IMERSIonUnderstanding
IDEAtIonCreating
the insight cards were used by the insurance professionals during a series of co-creation workshops.
the ideas generated were positioned in a decision matrix.
the framework helped prioritize ideas and decide on where to start prototyping solutions.
IDEAtIonCreating
two ideas were materialized and tested with insurance customers during the prototyping phase:personal url and emergency guide.
> what information should be delivered at each moment through which media? > lead to detailed list of design requirements
PRototyPIngTesting
DEvEloPMEntApplying
information regarding the contract available in accessible language at a personal website, showing clearly what has and has not been purchased.
Works as upselling tool, allowing customers to request additional coverage.
emergency guide: Clear instructions on how to proceed in case of accident
> During the first year the insurance company saved around uS$1M and prevented the emission of 60 ton of CO2 to the atmosphere by reducing the amount of paper used to communicate with its customers.
> Significant reduction in call center traffic due to management of customer anxiety.
> the company was awarded two important marketing prizes and recognized as innovative in its sector.
reSultS & PrIZeS
design thinking“…a process of creative and critical thinking that allows information and ideas to be organized, decisions to be made, situations to be improved, and knowledge to be gained.”
ChArleS Burnette
business(vaiability)
user(Needs)
Tecnological(feasibility)
INNovaTIoNStructured procees ran by a muldisciplinary team that is keen to identify latent human needs that are matched with emerging technologies and business goals to create solutions that add value and reach success.
www.livrodesignthinking.com.br
further reading
Thank you!
Isabel K. Adler Chief Innovation [email protected]+ 55 (21) 8303 1962
designthinkingbook.co.uk
Design ThinkingBusiness Innovation
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