1. DESIGN THINKING
WHY IT MATTERS.
Mary Piontkowski
Director of Insights & Service Design @ gotoresearch
@maryp
2. “If you always do
what you always did,
you will always get
what you always got.”
Albert Einstein
3. gotoresearch utilizes mixed methods of
research from applied ethnography to
evaluative testing.
These methods allow us to study the
underlying needs, attitudes and behaviors of
customers — gaining actionable insights to
inform your product or service strategy.
4. INTRODUCTIONS
• Name & Role
• Company Description
• What Interests You About This Visit?
• Fun Fact
5. Businesses are seeing that applied design thinking
grounded in empathy is key to strategic
innovation and service design.
Out with strategic planning and in with design
thinking.
6. 80% of companies believe they deliver a “superior
experience” to their customers but only 8% of their
customers agree.
Bain & Company
Harvard Management Update
7. Forrester
“Old sources of competitive advantage are
business as usual. Now to be truly competitive
your company must become customer obsessed,
which means you need to have deep knowledge of
and engagement with your customers.”
8. TRENDS
Emergence of the Chief Customer Officer
CEO now responsible for customer experience.
Younger generations of customers now demand
brands that “work” - “Functional Branding”
10. Design Thinking puts your customers at the heart
of your business.
It’s more than an approach, it’s a new philosophy
and a cultural shift, for many.
12. EMPATHY
Design thinking starts with
empathy for your audience.
Empathy involves …
• Deep listening
• Perspective taking
• Staying out of judgment
• Recognizing emotion
14. THE RIGHT
BALANCE?
TRY: Immersion
What people experience
ASK: Engagement
What people say they do
LOOK: Observations
What people do
Contextual Interviewing
EthnographyParticipatory Design
EMPATHY
Methods Triangulation
Source: Jan Schmiedgen, Design Thinking -Bootcamp http://www.slideshare.net/janschmiedgen/design-thinkingbootcamp
15. TRADITIONAL INSIDE-OUT VALUE CHAIN
What are our
core competencies?
What is our current
business model?
What else could
we offer?
What other channel
could we use?
What customers
would we sell to?
What do we need
to execute that
design?
What business
design would create
defensible profits?
What could
we offer?
What ecosystem
exists to meet
those priorities?
What customers do
we want? What are
their priorities?
CUSTOMER EXPERIENCE OUTSIDE-IN VALUE CHAIN
Perceived Customer Value = Functional Benefits - Financial Cost
Perceived Customer Value = Emotional Benefit - Hassle Factor
EMPATHY
Outside-In Mentality
Source: Peer Insight (2007), Seizing the While SPace: Innovative Service Concepts in the United States
19. “Minds are like parachutes; they only function
when they are open.”
- Thomas R. Dewar
Empathy opens our minds.
20. PROBLEM FINDING
Problem Solving
doing the thing right
Problem Finding
doing the right thing
Design Thinking helps you with solving the right, customer-centric problems
Design Thinking
Lean Start-up
Agile
Execute
Source: Design of Thinking J. Schmiedgen
26. HOW DESIGN FEELS
UNCERTAINTY / PATTERNS / INSIGHTS CLARITY / FOCUS
RESEARCH DESIGNCONCEPT PROTOTYPE
Organized Chaos.
Source: “The Process of Design” Squiggle by Damien Newman, Central Office of Design
27. CREATIVITY MODELS
DISCOVER DEFINE DEVELOP DELIVER
insight into the problem the area to focus upon potential solutions solutions that work
RESEARCH INSIGHTS IDEATION PROTOTYPES
DOUBLE DIAMOND DESIGN PROCESS
divergent
convergent
convergentdivergent
28. CREATIVITY MODELS
UNDERSTAND
EMPATHIZE
OBSERVE
POINT
OF VIEW
IDEATE PROTOTYPE TEST
RE-FRAME EXPLORE EXECUTE
Talk to Experts
Research
Experience
Immerse
Observe
Engage
Share
synthesize
Point of View
Brainstorm
Visualize
Prototype
Insight
Big Idea
Sticky Takeaway
PROBLEM SPACE EXPLORATION SOLUTION SPACE EXPLORATION
RE-ENTRY POINT MODEL
29. CREATIVITY MODELS
FEASABILITY VIABILITY
DESIRABILITY
What can be in
terms of
capabilities and
technology?
What can be
financially viable?
What is it people desire?
SOLUTION / INNOVATION
START
USE EMPATHY FOR USERS & STAKEHOLDER
Jan Schmiedgen, Design Thinking -Bootcamp http://www.slideshare.net/janschmiedgen/design-thinkingbootcamp
30. CREATIVITY MODELS
COMPANY CAN COMPANY WILL
COMPANY SHOULD
DANGER ZONE
Area of
competency
development
Area of
position
change
AREA OF INNOVATION
BUSINESS MODEL MANAGEMENT
Van Rosing, M. Rosenberg, Chase G. Rukhshaan, Taylor J. Applying Real-world BRM in an SAP Environment
31. “The future is best found in the opportunities that go
unnoticed in the present.” Peter Drucker
40. 80% of companies believe they deliver a “superior
experience” to their customers but only 8% of their
customers agree.
Bain & Company
Harvard Management Update
47. Design thinking starts with empathy.
1. Work with your partner
2. Discuss & write down Doris’ pain
points
3. Brainstorm things that could be done
to solve Doris’ pain points
48. Design thinking starts with empathy.
1. Now rapidly sketch 8 solutions — what
would new products and services look
like?