Presentation for the Barcamp Penang 2013 unconference on Design thinking and its application in creating great consumer experiences for an online business

1. DESIGN
THINKING
HOW TO CREATE GREAT USER EXPERIENCES
Natalija (Piktochart) BarCamp @Penang July 27, 2013

2. ABOUT ME
EDUCATION EXPERIENCE
BSc in Economics and Business
// Stockholm School of Economics in Riga, LV
Graduate Erasmus Scholarship
// Copenhagen Business School, Denmark
MSc in Strategic Marketing
// Maastricht University, the Netherlands
4 years in market research, marketing, communications, consulting
Startup Pirates Maastricht // entrepreneur accelerator programme
Service Science Factory // design thinking & innovation consulting
Not Perfect | Y&R // advertising agency
NATALIJA SNAPKAUSKAITE
“visual presentations intended to communicate complex
information, data or knowledge quickly and clearly. By presenting
information in a compact and creative format, infographics are able
to quickly convey knowledge and engage its viewers.”
INFOGRAPHICS

3. EXAMPLES

4. DESIGN THINKING

5. DESIGN
DESIGN CREATES FORM AND FUNCTIONALITY
FROM A USER PERSPECTIVE

6. (SERVICE) DESIGN THINKING IS…
… USER-CENTERED
… A HOLISTIC WAY FOR A BUSINESS TO GAIN A
COMPREHENSIVE, EMPATHIC UNDERSTANDING OF
CUSTOMER NEEDS
AND THE NATURE OF RELATIONS BETWEEN PEOPLE AND
OTHER PEOPLE, BETWEEN PEOPLE AND THINGS, BETWEEN
PEOPLE AND ORGANIZATIONS, AND BETWEEN
ORGANIZATIONS OF DIFFERENT KINDS.
AS IT IS ALL ABOUT MAKING GOODS / SERVICES
USEFUL, USABLE, EFFICIENT, EFFECTIVE AND DESIRABLE

7. CASE STUDY
COMPANY
PROJECT
DETAILS
Umpqua
Umpqua bank’s flagship experience is part
boutique hotel lobby, part retail, with a little
bit of coffee shop sprinkled in.
The first week the store was open it generated a record $1million in deposits. Nine months into
the first year Umpqua’s new store had a record $50 million in deposits. Since then, Umpqua has
rolled out the new bank concept to all of its 162 stores. Umpqua’s new stores create 2.25 times
higher deposits, two times average deposit balances, two times average loan balances and
significantly higher cross sells with these customers. Umpqua also reports that recruiting people
to work in these stores is easier. They feel the new store experience also helped Umpqua become
one of Fortune magazine’s 100 Best Companies to work for three years in a row.

8. CASE STUDY
ORGANIZATION
PROJECT
DETAILS
Buckinghamshire County Council
Engage the community and improve the
access to health and social care services for
both urban and rural residents who are 50+.
The result was HealthConnect, a service development proposal to improve access to health and
social care services in Buckinghamshire. It includes a range of channels and ways of accessing
more useful information and how healthcare and transport providers can work more efficiently
together to support the access of residents to their services.
The project had immediate impact, with Wycombe District Council, Chiltern District Council,
Oxford City Council, Bucks Primary Care Trust, and Wycombe Hospital Trust all integrating
concepts from HealthConnect, such as journey planning information on their websites.

9. GREAT CUSTOMER
EXPERIENCES
ONLINE

10. 5 STEPS
4
2
5
3
1 Who your customers are?
What are their motivations? Needs?
How do they behave?
What can be improved?
Prototype and test

11. WHO ARE THEY?
PIKTOCHART (EXISTING AND POTENTIAL) CUSTOMERS
1
PERSONAS (3 to 6)
STORIES AND ARTEFACTS
STAKEHOLDER MAP
TOOLBOX
2
PERSONAS ARE FICTIONAL PROFILES, OFTEN DEVELOPED
AS A WAY OF REPRESENTING A PARTICULAR GROUP
BASED ON THEIR SHARED CHARACTERISTICS.
THEY REPRESENT A “CHARACTER” WITH WHICH A
MANAGER CAN ENGAGE.

12. WHO ARE THEY?
PIKTOCHART (EXISTING AND POTENTIAL) CUSTOMERS
1
HOW ?
• Google Analytics
• Customer Support comm.
• Social media
• Profile information
• Qualitative studies (surveys)
EDUCATORS
CONTENT
CREATORS
MANAGERS
DESIGNERS
OTHERS
2

13. PERSONA - TEMPLATE
1
2

14. MEET PIKTOCHART PERSONA
Firstly, I only used infographics for
making posters and reports for
children and their parents.
Then I discovered that kids can make
their school projects too –
infographics test their research and
information evaluation skills, …
JEANINE ANDERSON
SCHOOL TEACHER
Age: 32
Phoenix, U.S.
Keeps herself
updated on edu
news through
Scoop.it and Twitter
“
”EMMA
STUDENT
Age: 14
Phoenix, U.S.
Tries to be a good
student (B+) but
does not like
excessive workload
1
2

15. PERSONAS’ EXPECTATIONS
“Easy for my
students to use”
“Versatility for
different projects”
JEANINE
TEACHER
EMMA
STUDENT
“Easy to use”
“Makes my
homework look
better”
THOMAS EBBER
GRAPHIC DESIGNER
“Flexibility”
“Possibility to import
more images”
“Amount of templates”
MARK MAKHOUL
BLOGGER
“Easy & FAST to use”
“Amount of templates
and graphics”
SARAH WOSS
MANAGER
“Easy & FAST to use”
“Professional looking
templates and charts”
1
2

16. COMPARISON MAP - EXAMPLE
1
2

17. EXTREMES
JEANINE
TEACHER
EMMA
STUDENT
THOMAS
GRAPHIC DESIGNER
MARK
BLOGGER
SARAH
MANAGER
Less Advanced in Technology More
Less Time per project More
1
2

18. EXTREMES - AIRPORT
1
2

19. WHO ARE THEY?
PIKTOCHART (EXISTING AND POTENTIAL) CUSTOMERS
1
2
STAKEHOLDER MAP IS A VISUAL REPRESENTATION OF
THE VARIOUS GROUPS INVOLVED WITH A PARTICULAR
SERVICE.
IT CAN BE USED TO HIGHLIGHT THE RELATIONSHIPS
BETWEEN DIFFERENT STAKEHOLDERS, AS WELL AS
INTERESTS, ISSUES AND IMPORTANCE.
PERSONAS (3 to 6)
STORIES AND ARTEFACTS
STAKEHOLDER MAPS
TOOLBOX

20. STAKEHOLDER MAP
SCHOOL
MANAGEMENT
BLOGGERS
MANAGERS
DESIGNER’S
CLIENTS
(ONLINE) EDU
COMMUNITYPARENTS
OTHERS
OTHER
EMPLOYEES
C-LEVEL
MANAGEMENT
SHAREHOLDERS
DESIGN
COMMUNITY
JOURNALISTS
DIGITAL CONTENT
MANAGERS
OFFICIAL
MEDIA
BLOGS
SOCIAL
MEDIA
1
2

21. HOW DO THEY BEHAVE?
PIKTOCHART CUSTOMERS
CUSTOMER JOURNEY MAP
CONTEXTUAL INTERVIEWS
(WHY) QUESTION CHAIN
TOOLBOX
CUSTOMER JOURNEY MAPS PROVIDE A VIVID BUT
STRUCTURED VISUALIZATION OF A USER’S
EXPERIENCE.
THE TOUCHPOINTS WHERE USERS INTERACT WITH THE
SERVICE ARE OFTEN USED TO CONSTRUCT A
‘JOURNEY’ – AN ENGAGING STORY BASED ON THEIR
EXPERIENCE.
3

22. CUSTOMER JOURNEY MAPPING
WEBSITE
DIY EDITOR
LEAVE
HOW ?
• Google Analytics
• Contextual interviews
• Surveys
• Other qualitative methods
HOLISTIC VIEW – PLACE IN THE BROADER PICTURE
3
DISCOVER INVESTIGATE USE
REFERRAL
AD
SEARCH
WHAT ?
• What are they doing?
• What are they thinking?
• How are they feeling?
JOIN

23. C.J.M. - EXAMPLE
1
2

24. CUSTOMER JOURNEY MAPPING
HOW ?
• Google Analytics
• Contextual interviews
• Other qualitative methods
DETAILED VIEW – NAVIGATION IN THE WEBSITE
WHAT ?
PATH which and how many pages?
CLICKS how many clicks? Where they click?
EFFORT how much information to enter?
PLACEMENT are elements optimally positioned?
COMFORT is the colour scheme suitable?
LEAVE when they leave?
…
3

25. CUSTOMER JOURNEY MAPPING
DETAILED VIEW – NAVIGATION IN THE WEBSITE
3

26. CUSTOMER JOURNEY MAPPING
3

27. CUSTOMER JOURNEY MAPPING
DETAILED VIEW – NAVIGATION IN THE WEBSITE
3
4

28. WHAT COULD BE IMPROVED?
CUSTOMER JOURNEY MAPS
EXPECTATION MAPS
AGILE DEVELOPMENT
A/B TESTING
CONTEXTUAL INTERVIEWS
TOOLBOX
4
HOLISTIC
• Shorten the Investigate stage
• Involve users after Joining
• Prolong Use
• Add more stages
DETAILED
• Better website map
• Better layout & structure
• Clear CTAs
• …
PROTOTYPE & TEST
5

29. WHAT COULD BE IMPROVED?
PROTOTYPE & TEST
5
AGILE DEVELOPMENT IS METHODS BASED ON ITERATIVE
AND INCREMENTAL DEVELOPMENT, WHERE
REQUIREMENTS AND SOLUTIONS EVOLVE THROUGH
COLLABORATION BETWEEN SELF-ORGANIZING,
CROSS-FUNCTIONAL TEAMS.
IT PROMOTES ADAPTIVE PLANNING, EVOLUTIONARY
DEVELOPMENT AND DELIVERY, A TIME-BOXED
ITERATIVE APPROACH, AND ENCOURAGES RAPID AND
FLEXIBLE RESPONSE TO CHANGE.

30. PROTOTYPE & TEST
5

31. A/B TESTING
5
A/B TESTING IS A METHODOLOGY OF USING RANDOMIZED
EXPERIMENTS WITH TWO VARIANTS, A AND B, WHICH
ARE THE CONTROL AND TREATMENT IN THE
CONTROLLED EXPERIMENT.

32. A/B TESTING
5

33. OTHER CREATION METHODS
CO - CREATION
LEARN FROM OTHERS / LOOK INTO THE FUTURE
Involve stakeholders to design even better experiences
Best & worst practices
• Competitors
• Other companies from unrelated industries
Scenarios / “What if”
• Business model
• Changing user needs
• New developments in the market
• Technical capabilities

34. SUMMARY
DO YOUR RESEARCH
GATHER INSIGHTS AND UTILIZE THEM TO IMPROVE YOUR
PRODUCT / SERVICE
Do it well – go deep!
TEST QUICKLY – FAIL QUICKLY – START AGAIN ASAP

35. THANK YOU.
ANY QUESTIONS?

36. GET IN TOUCH
OR COME TO OUR TUESDAY MEETUPS!
TUESDAYS
WEBSITE
www.piktochart.com
EMAIL
natalija@piktochart.com
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