Download - CEM Asia Summit: Design Thinking Workshop
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Engage customers like never before through the power of Design Thinking
Nicholas Kontopoulos Global Head of Strategic Marketing Programs, SAP Customer Engagement Solutions
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Workshop Objectives
Purpose of workshop: to show you how ‘Design Thinking’ can help you create delightful customer experiences across your entire enterprise, and enable you to disrupt the markets you operate in.
Success for us will be achieved if you are able to walk away with an appreciation of how ‘design thinking’ can be applied in reimagining your customers interaction with your brand across the entire customer journey.
Agenda: • Welcome (Nicholas)
• What to expect (Koert)
• Design Thinking Circuit (Rahul) • Break (10min)
• Personas & Customer Journey Mapping (Hiromi)
• Wrap-up (Nicholas)
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3 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
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Why do we need to Innovate?
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How can Design Thinking help to improve the Customer Experience and Business Innovation?
feasibility (technology)
viability (organization)
desirability (human)
innovation,
holistic solutions
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Scoping 360° Research Synthesis Ideation Prototyping Validation
Problem Space Solution Space PROBLEM SPACE SOLUTION SPACE
What is Design Thinking?
Customer Centric Design
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Our Values for today for a Creative Mindset
Empathize- Think Customer-Centeric
Have a Beginners Mind
Defer Judgment – Ask Questions
Be Visual
Collaborate - Build on the Ideas of Others
Experiment & Make Mistakes - Fail Early and Often
Have Fun!!!
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chair something to
sit comfortably on
…design for me a
1 minute to…
…someone ask me an
open questions about
sitting comfortably
…design for me again
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What do you notice?
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“If I had asked people what they wanted, they would have said a faster horse. - Henry Ford
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“It’s not the customers job to know WHAT THEY WANT”
- Steve Jobs
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Design Thinking Circuit
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Customer insights come from listening & intense observation.
Emotional persona: The customer is not just a physical statistic.
SKETCH IT!
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The best way to create a great idea is to have lots of them. Don’t judge an idea. High speed ideation should be collaborative & fun.
A NEW SALES TOOL!
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Prototyping : A tangible representation of your ideas. Failing Early. Keeping the customer at the core of the design process.
BUILD A CAR!
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Use this title slide only with an image Empathy: develop a deeper understanding of who the customer “really” is. Build a visual persona.
SUPER CUSTOMER !
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Human tendency is to say to People “No, but” instead of “Yes and”. Build a positive environment for innovation. Lateral ideation & unrestrained creativity.
YES…AND!
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Use this title slide only with an image “Tangibilize” multiple ideas in the form of simple visuals. Experience the idea before production.
RAPID PROTOTYPING!
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Customer Journey Map
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LOOK
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BUILD PERSONAS
Ling Li
M
12
Single
Remote Village in China
Being a good student
Reading
Do well at school
Become a doctor
Hard working
Go to work Take care of parents when he gets older Earn money to buy books Save for college
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Your Turn!
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IDEA GENERATION
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The Generous Store
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Generate Ideas from customer perspective
Deeper understanding of customer journey
Collaborate with stakeholders & customers
CUSTOMER JOURNEY MAP
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PAIN POINTS MOMENTS OF TRUTH
Doctors Surgeons
Patient
Patient’s Family
Insurers
Govt
Harry
Male 22 yrs
Smoker
No history Worries
about his health
Multi channel
Feel Ill Research Symptoms
CHOOSE TOOTH PASTE
See doctor
Get second opinion
Make research easier
This is confusing!
How will I pay for this? Want this to
be over
Just the flu
Need to tell family? A little worried
Ratings of doctors
Where can I
find the best
doctor?
Hospital website Pharmacist
Specialist GP
Intake form
Patient friendly
language
Info about medicine
Help Harry feel
supported
Direct insight into
costs
healthcare hospital Harry gets sick
CUSTOMER JOURNEY MAP
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Your Turn!
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WHAT IS AFTER THE CJM? VISUALIZATION & RAPID
PROTOTYPING
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SOME WORKSHOP
IMPRESSIONS
Experience Design Thinking Workshop
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SAMPLE WORKSHOP AGENDA (adaptable for each particular situation)
Understand Problem Create Solutions Ideation � Introduction to Ideation &
techniques � Generate ideas, build up and blend
ideas � Cluster and prioritize ideas
Prototyping � Introduction to Prototyping � Prototyping of solutions
Validation � Introduction to Validation � Iterate prototype � Presentation & feedback
Wrap Up � Review / Feedback
Kick-Off � Introduction, Team Forming � Overview and Introduction to Design
Thinking
Scoping � Intro to the Design Challenge � Completion of the Scoping
360° Research � Introduction to 360° Research � Sample techniques � Research
Synthesis � Introduction to Synthesis � Storytelling & wall of data creation
Participants: 2-4 multi-disciplinary teams - each consisting of 4-6 people – a mix of people from: end-users, line of business experts, developers, technology experts, suppliers, customers etc.
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What is the problem really?
Typical tools used in Design Thinking workshop
Stakeholder Map: shows the different possible stakeholders and their relation to the organization
Persona: Emphathizes with the consumers or stakeholder to focus efforts
Customer Journey Mapping: Identify opportunities for improvement.
Synthesis: clustering, combining, categorizing and labeling, in order to simplify and prioritize.
Needs & Insights: uncover the deeper goals and ways the customer or stakeholder wants to feel
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Disruptive
Breakout
Sustaining Source: Clayton Christensen
QUIZ What is innovation?
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Workshop Objectives
Purpose of workshop: to show you how ‘Design Thinking’ can help you create delightful customer experiences across your entire enterprise, and enable you to disrupt the markets you operate in.
Success for us will be achieved if you are able to walk away with an appreciation of how ‘design thinking’ can be applied in reimagining your customers interaction with your brand across the entire customer journey.
Agenda: • Welcome (Nicholas)
• What to expect (Koert)
• Design Thinking Circuit (Rahul) • Break (10min)
• Personas & Customer Journey Mapping (Hiromi)
• Wrap-up (Nicholas)
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