design thinking @ mobile monday

26
High Noon on The High Street The Connected Consumer and the Future of Local Shopping How Design Thinking and Service Design are helping companies to develop engaging cross-channel solutions. Mobile Monday Hamburg 18.3.2013

Upload: jens-otto-lange

Post on 28-Jan-2015

116 views

Category:

Technology


4 download

DESCRIPTION

Welche Potentiale bietet das mobile Internet dem stationären Handel? Am 18.3.2013 durfte ich diese spannende Frage mit Axel Hoehnke und Jens Nitzschke im Rahmen einer Mobile Monday Veranstaltung diskutieren. Mobiles Internet im Smartphone - always on, anywhere Der stationäre Handel steht unter Druck: Die Innenstadtmieten steigen, die Umsätze stagnieren, Filialnetze werden zurückgebaut. Auf der anderen Seite werben Online-Händler, vor allem Amazon, dem stationären Handel immer größere Teile der Kundschaft ab. Internet-Zugangsgeräte wie Desktop-Rechner, Laptops oder iPads werden gern zuhause genutzt, um damit bequem vom Schreibtisch oder Sofa aus einzukaufen. Aufgrund ihrer Größe sind sie allerdings nur eingeschränkt für die Unterwegs-Situation geeignet. Seit das Handy sich zum Smartphone gemausert und dem mobilen Internet Tor und Tür geöffnet hat, löst sich die strikte Teilung zwischen “unterwegs” und “zuhause” stetig auf. Always on, anywhere - als einziges Internet-Zugangsgerät ist das Smartphone-Handy - ähnlich wie Hausschlüssel und Geldbörse - unser ständiger Wegbegleiter. Überdies ist es ständig angeschaltet und mit dem Internet verbunden. Es weiß daher auch immer, wo wir gerade sind. Dadurch bildet das Smartphone ein attraktives Brückenmedium zwischen Online- und stationärem Handel und öffnet den Weg zu innovativen Cross-Channel-Strategien.

TRANSCRIPT

Page 1: Design Thinking @ Mobile Monday

High Noon on The High Street The Connected Consumer and the Future of Local Shopping How Design Thinking and Service Design are helping companies to develop engaging cross-channel solutions. Mobile Monday Hamburg 18.3.2013

Page 2: Design Thinking @ Mobile Monday

Profile Jens Otto Lange

2

Com

munications

Design

Online

Workshop Faciliation, Design Thinking, Agile Projects

PO Network

Page 3: Design Thinking @ Mobile Monday

The missing link

Seite 3

Pic

ture

: Jen

s O

tto L

ange

Picture: nekousa / photocase.com

Highstreet Home

Page 4: Design Thinking @ Mobile Monday

Always on, anywhere

Seite 4

Keys?

Purse? Phone?

Page 5: Design Thinking @ Mobile Monday

Perceive

Customer Journey

Cus

tom

ers

Ret

aile

r

Marketing Products Sales / POS Service Social Media

Select Buy Get Help Recommend

Information Technology

Conversations along the purchase process

Turn silos of departements ...

Page 6: Design Thinking @ Mobile Monday

Perceive

Customer Journey

Cus

tom

ers

Ret

aile

r

Marketing Products Sales / POS Service Social Media

Select Buy Get Help Recommend

Information Technology

Conversations along the purchase process

... into a pipeline, supported by IT

Page 7: Design Thinking @ Mobile Monday

Challenge = Collaboration Digital Innovation

IT/Development Sales / POS

Hybride product service bundles cross-functional collaboration

Marketing Products, Services

Social Media Customer

Needs

Brand Touchpoints online/offline

Page 8: Design Thinking @ Mobile Monday

Innovation is fuzzy

8

A B

Efficient production

Business process

predictable goals well-known

analytical Causal chain

A

B

Innovation

Knowledge work

fuzzy goals new = unknown

intuitive experiential

Credits: Dave Gray, Sunni Brown, James Macanufo: Gamestorming

Page 9: Design Thinking @ Mobile Monday

Design Thinking User-focus research co-create visualize prototype versioning

Apply designer‘s mind set

to your work

Innovation method

Certified Design Thinker

Page 10: Design Thinking @ Mobile Monday

Technology feasible

Business viable

Human values usable, desirable

Design Thinking integrates perspectives

Page 11: Design Thinking @ Mobile Monday

Team

Space Process

Key elements of Design Thinking

Seite 11

Creativity

Page 12: Design Thinking @ Mobile Monday

Creative process model of Design Thinking

© Jens Otto Lange, Thomas Stegmann 2011

Start as a group, end up as a team

understand co-create build Prototype Vision Problem Theme

Explore the problem space

Find and select ideas

Test ideas

Content level

Experience level

„Point of View“

Page 13: Design Thinking @ Mobile Monday

User research •  Needs •  Feelings •  Qualitative research •  Inspiration •  Extrem users

•  Interview •  Observe

13

Page 14: Design Thinking @ Mobile Monday

Building user personas

14

Page 15: Design Thinking @ Mobile Monday

Co-create with your team

Page 16: Design Thinking @ Mobile Monday

Design Thinking guides agile development

16

What? Design Thinking

How? Agile Development

Page 17: Design Thinking @ Mobile Monday

Prototype

Page 18: Design Thinking @ Mobile Monday

Prototype: paper prototype („Pretotype“)

18 Picture: Jens Otto Lange

Page 19: Design Thinking @ Mobile Monday

Prototype: object

Seite 19 Picture: Jens Otto Lange

Page 20: Design Thinking @ Mobile Monday

Prototype: role play

20 Picture: Jens Otto Lange

Page 21: Design Thinking @ Mobile Monday

Prototype: concept map

21 Picture: Service Design Berlin

Page 22: Design Thinking @ Mobile Monday

Prototype: Doing, not Talking

Think with your hands Make

to shape

Explain Ideas Test

Ideas

Page 23: Design Thinking @ Mobile Monday

Versioning

Design Thinking in a nutshell

23

Co-creative teamwork Visualize

Seperate ideation

from judgement Time constraints

Prototyping

Variable workspace Warm-up‘s

User focus

Page 24: Design Thinking @ Mobile Monday

Jens Otto Lange enables Digital Innovation

Marketing Innovation Service Innovation

Produkt Innovation Workshops Projects Trainings

Marketing & Sales Product Management Customer Service

Design

Product Development

Internet & IT

Page 25: Design Thinking @ Mobile Monday

Digital Innovation Facilitator - Services How do we develop a strong and supportive vision?

How do we scope our vision for implementation?

How do we implement our vision with developers?

How do we communicate our vision?

Certified Design Thinker

Industrial Designer

Certified Scrum Product Owner

Diplom Kommunikationswirt

Workshops

Co-Innovation Lab User Epics & Stories Sprint Zero Co-Messaging Lab

Trainings

Creative Process Facilitator Digital Service Planner Scrum Product Owner for Marketing Communication Planner

Projects

Innovation Process Design Service Design Concepts Project Management Product Owner Content & Branding

Network Implementation partners Guppy Design

Innovation Communication

Agile Project Planning

Service Design

Design Thinking

Focus on Custom

ers and Users

Page 26: Design Thinking @ Mobile Monday

Digital Innovation Facilitator • Workshops •  Trainings •  Projects

@jensottolange

Thank you

www.jensottolange.de