Make it a valuable experience, think design
2 likes271 views
The document discusses the need for organizations to enhance their digital capabilities and leadership as vital components of digital transformation, highlighting their ongoing struggles since 2012 to achieve business success from digital investments. It emphasizes the importance of new methodologies like design thinking, agile, and growth hacking in addressing evolving customer demands and innovating rapidly. Several case studies illustrate practical applications of these frameworks, showcasing the integration of multidisciplinary teams and iterative, customer-focused design processes to solve business challenges in the digital age.
Make it a valuable experience, think design
- 1. Make it a valuable experience, think design Frédéric Vander Sande & Yves van Praag Transformation Expert & Experience Architect @ Capgemini
- 2. 2© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 Organizations are still struggling to turn their digital investments into business successes Digital Mastery Report ‘18 In our 2012 research with the MIT Center for Digital Business, we established that a high-performing cohort of organizations – digital masters – outperformed their peers in every industry Six years later, companies should have progressed on two dimensions to be digital masters – digital capabilities and leadership capabilities… 39% 45% 39% 35% Digital capabilities Leadership capabilities 2012 2018 Six years after our initial Digital Mastery study, our latest research does not find a clear advancement Organizations are making headway on customer experience, but operations is challenging to execute Leadership has not kept pace with the capability challenge of their digital transformation ambition
- 3. 3© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 3Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 New Ways of Working are a key enabler for the adoption of required innovation velocity CxO Challenges MEET EVOLVING CUSTOMER NEEDS INTEGRATE NEW TECHNOLOGY REALITIES ALIGN BUSINESS MODELS New Ways of Working Value Proposition Customer Experience Applied Innovation Social Mobile Analytics Cloud Security AI IoT … Core Value Business & Digital Strategy Operating Model Capabilities Adopt
- 4. 4© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 Design Thinking, Agile and Growth Hacking are new enablers to better address radical customer needs evolution Understand & Validate Build Scale Empathise Scrum SprintTest & Learn Map Prototype Design Metrics Converge Design Thinking Release Enhance Growth Channels Target Customer Growth HackingAgile Lean Innovation Diverge The “New Deal”
- 5. 5© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 Tools Choose the appropriate tools: Empathy map, lean canvas, 4 C’s, journey mapping,... Design thinking, a solution based ‘problem solving’ approach Set up the creative environment that breaks with the day to day business Framework Use the process to define the issue, ideate and develop solutions & new opportunities Principles ▪ Diverge & Converge in sequence ▪ Harness the power of visualisation to make your prototype tangible ▪ Leverage qualitative and quantitative data ▪ Onboard a multidisciplinary team ▪ It’s a learning process Embrace a new paradigm of problem solving Environment
- 6. 6© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 Realities of the Digital Age TIME TO MARKET Customer doesn’t wait – neither do you COST Always under pressure USER EXPERIENCE The new norm KNOW YOUR CUSTOMER The Designer ≠ The user
- 7. 7© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 The challenge of a Global Leader in Compressor Technology Case Study
- 8. 8© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 Multiple, related ideas exist in the company. Lack of company- wide vision and alignment. Customer need expressed in multiple channels Difficulty in gaining traction with management Great ideas on how to monetize data acquired by IoT and to improve customer service with a mobile app, but lacking modus operandi to create a solution which is supported throughout the organisation The challenge of a Global Leader in Compressor Technology > Co-create a minimal viable product to kickstart the product
- 9. 9© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 Gaining understanding of the value to create Empathize Define Ideate Prototype Test Persona definition, functionality brainstorming, pain & gain analysis ,… Problem statement & goal definition. Product roadmap Inspire & get inspired, Design Studio, Design Critique,… Combine best ideas into a high quality clickable prototype Test internally and externally. Collect feedback & re-iterate
- 10. 10© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 Consolidation views to define the problem space Empathize Define Ideate Prototype Test Persona definition, functionality brainstorming, pain & gain analysis ,… Problem statement & goal definition. Product roadmap Inspire & get inspired, Design Studio, Design Critique,… Combine best ideas into a high quality clickable prototype Test internally and externally. Collect feedback & re-iterate
- 11. 11© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 Experimenting with potential solutions, converging to the one that is supported by all Empathize Define Ideate Prototype Test Persona definition, functionality brainstorming, pain & gain analysis ,… Problem statement & goal definition. Product roadmap Inspire & get inspired, Design Studio, Design Critique,… Combine best ideas into a high quality clickable prototype Test internally and externally. Collect feedback & re-iterate
- 12. 12© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 Bring the idea to life by making a high fidelity prototype Empathize Define Ideate Prototype Test Persona definition, functionality brainstorming, pain & gain analysis ,… Problem statement & goal definition. Product roadmap Inspire & get inspired, Design Studio, Design Critique,… Combine best ideas into a high quality clickable prototype Test internally and externally. Collect feedback & re-iterate
- 13. 13© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 Validate the prototype by testing it in the field Empathize Define Ideate Prototype Test Persona definition, functionality brainstorming, pain & gain analysis ,… Problem statement & goal definition. Product roadmap Inspire & get inspired, Design Studio, Design Critique,… Combine best ideas into a high quality clickable prototype Test internally and externally. Collect feedback & re-iterate
- 14. 14© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 Design thinking provides the necessary tools to live up to the challenges of the Digital Age SPEED The Customer doesn’t wait – neither do you COST Always under pressure USER EXPERIENCE The new norm USER EXPERIENCE The Designer ≠ The user 5 days 5 days Visual prototype Jointly designed first iteration An idea, materialized, changing the question from “how much” to “when can we have it?”
- 15. 15© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 Agile Marketing Enablement Case Study
- 16. 16© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 Applying design thinking approaches on for business problem solving is made possible by new enablers A/B TestingData Objectivation Fast PrototypingWork Environment Business Problem Solving Digital Tooling
- 17. 17© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 The Telecom Market commercial dynamic in Europe is quiet challenging The major constraint was to deliver short term improvements without IT impacts One of the key problem was the need for short term churn fighting Opportunity for the management to test and insuflate new ways of working How to address short term innovative commercial business improvements ? Challenge for a European Telecom Group
- 18. 18© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 We applied design thinking and agile to support a fast design and fast delivery of commercial improvement initiatives Fast Design Fast Delivery : 3 Sprints Fast Design & development of short term solution 2 or 3 Fast Design & development Refinement of solution 1 or solution 2 Fast Design & development of short term solution 1 Backlog … Ideation (Fast Visioning) Prepa. & Mobiliz. Ideation & Feasibility Workshops “Weeklies” Backlog Grooming workshops Daily stand- ups Re tro Stakes review & Red zone guidance Kick- Off Backlog review CMO Brief SquadManagement Demo Demo Demo Sprintresultsreview WS … … 14 weeks
- 19. 19© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 Clear sprint governance enabled to give visibility and guidance in the convergence phase at CxO level Within the portfolio of suggested ideas, a dozen have been shortlisted with potential short term implementability & rapid impact
- 20. 20© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 Looking back at the new reality TIME TO MARKET Customer doesn’t wait – neither do you COST Always under pressure USER EXPERIENCE The new norm KNOW YOUR CUSTOMER The Designer ≠ The user Initial improvements live in <10w Move away from bcase towards incremental improvements Integrate multi- disciplinary teams in solution design Objectivize customer target understanding based on DATA
- 21. 21© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 Starting your Design Thinking Journey
- 22. 22© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 22 Starting your journey in Design Thinking Pilot Scale • Get third parties within the organization engaged • Get the adequate resources • Best candidates are Low risk, high value • Celebrate successes • And communicate lessons learned • Actively champion the process • Apply the process across projects • Adapt the process to best suit your organisation • Extend towards your customers, and maybe even their customers (B2B) • Start small and keep some room for failure • Surround yourself with a team with the necessary expertise • Compose a team of believers or champions Experiment • Take the decision to new ways of problem solving • Envision the potential value that it can unlock • Acknowledge that using the process “for the process” without the environment will not bring the expected results Decide
- 23. 23© Capgemini 2018. All rights reserved |Make it a valuable experience, think design | Frédéric Vander Sande & Yves van Praag | CWIN18 Brussels – September 27th, 2018 “If the rate of change on the outside exceeds the rate of change on the inside, the end is near” Jack Welsch