Using Design Thinking to Understand Your Customer
8 likes2,516 views
The document outlines the concept of design thinking as a problem-solving process centered around understanding customer needs and experiences. It emphasizes the use of journey mapping to track customer interactions and emotional responses, advocating for a user-centric approach in business strategy. Additionally, it provides a practical exercise for participants to explore design thinking through team-based interviews and mapping customer journeys.
Using Design Thinking to Understand Your Customer
- 1. Using Design Thinking to Understand your Customer for 2013 NextGen Summit JULY 26, 2013
- 2. How we’ll use our hour together • What is Design Thinking? • How is it used to learn more about customers? • What is a journey map? How do I use it to understand my customer better? 2
- 3. Peer Insight creates impact & growth using design thinking 3 • Strategy + Entrepreneurship + Design • We partner with private, public & not-for-profit organizations to meet needs of end user because a happier user = impact • Mix of design thinking and business strategy
- 4. Design Thinking is often treated as a mystery Asked to describe design, Tim Brennan of Apple’s Creative Services drew the following picture: 4 Impact
- 5. We see design thinking as a problem-solving process… 5 What is? What if? What wows? What works?? $ EMPATHIZE framing interviewing observing analyzing VISUALIZE exploring brainstorming creating CO-CREATE building refining evaluating ITERATE experimenting testing implementing
- 6. …optimized for innovation is a problem-solving tool optimized for… Design Thinking which is becoming the predominate path to…. Innovation Growth 6
- 7. Design thinking is obsessed with users… CUSTOMER DESIRABILITY Do users want it? 7
- 8. …but it solves for users along 3 dimensions CUSTOMER DESIRABILITY Do users want it? ECONOMIC VIABILITY Does it scale profitably? TECHNICAL FEASIBILITY Can we deliver it reliably? 8
- 9. There are 4 principles of Design Thinking
- 10. There are 4 principles of Design Thinking
- 11. WHAT IS A JOURNEY MAP?
- 12. Journey mapping tracks a customer’s journey through an experience 12 Low High High Low
- 13. The customer is an individual, not a data point 13 Focuses On: • “what is the customer trying to do?” • individual with hopes & challenges • natural settings • observations & interviews • exploring • meeting emotional needs • set of hypotheses for further testing Rather than: • “what does my organization want?” • data point / a demographic • focus groups • surveys • proving • meeting functional needs • set of recommendations for action
- 14. Start with the standard steps of the journey, then get emotional 14 1 Plan Move Prep 2 LT/Section Cold Calls Class Disc Time Mgnt Exams 3 Briefings Job Search Club Activities 4 Social Traditions Emotions Relation- ships 5 6 11 8 Career Plan Intern Offer & Acceptance Abroad Exp. 7 9 Summer Offer/Not Full Time Recruiting 12 Club Leadership Mentoring Social Traditions Pre-Darden Socials Pre-Mats Tests Decide Research Network Visit Commit Elections Internship Academic Reflection Class Disc More Time Full Time Offer/Not Graduation Start First Year Second Year 10 SY Program High Low
- 15. Plot your customer’s points of pain and moments of delight 15 High Low Mature Ticket Puncher Map Maker Happy Wanderer 1 Plan Move Prep 2 LT/Section Cold Calls Class Disc Time Mgnt Exams 3 Briefings Job Search Club Activities 4 Social Traditions Emotions Relation- ships 5 6 11 8 Career Plan Intern Offer & Acceptance Abroad Exp. 7 9 Summer Offer/Not Full Time Recruiting 12 Club Leadership Mentoring Social Traditions Pre-Darden Socials Pre-Mats Tests Decide Research Network Visit Commit Elections Internship Academic Reflection Class Disc More Time Full Time Offer/Not Graduation Start First Year Second Year 10 SY Program
- 16. The customer is an individual, not a data point 16 Identify with the dominant culture Identify with a micro culture academic pragmatist academic purist Mainstream MBAs Mature ticket- punchers Map- Makers Happy Wanderers ✔ + + ✔ − − ✔ − ✔ −
- 17. NOW, IT’S YOUR TURN!
- 18. Congratulations, you’re an entrepreneur! 18 You’ve just started DC’s newest party planning company: NextParty. In order to best serve your clients and their guests, you need to understand what constitutes a “great party,” this means you have to learn about your customers’ needs and expectations around parties and other social events. To do this you’ll interview a potential customer and map his/her journey of attending a great party.
- 19. Here’s how you’ll do it: 19 1. BREAK INTO TEAMS OF THREE Assign each person a role: LEAD INTERVIEWER DOCUMENTER RESEARCH PARTICIPANT 2. EXPLORE Using the a guide, the lead interviewer interviews the participant while the documenter takes notes. 3. ANALYZE As a team, make sense of the information you just learned about your research participant. 4. MAP Using the information your synthesized from your interview in step three, map your participant’s journey at great party. Do this as a team. 5. SHARE Compare your map to another team’s map. What are differences? The similarities? Based on these
- 20. Where are some places to learn more? I’m digging this design thinking thing. SHAMELESS PLUGS OTHER COMPANIESTRENDS Eric Ries’s The Lean StartUp Design Thinking becoming a process Design vs. Business Back end of innovation Creativity vs. Innovation Twitter: @peerinsight Website: peerinsight.com Blog: peerinsight.com/musings Videos: peerinsight.com/videos Book: Designing For Growth: A Design Thinking Toolkit for Managers Design Thinking DC MeetUp – DT:DC Design Thinking documentary HBR article on Design Thinking CHECK OUT
- 21. Thank you! Natalie Foley VP nfoley@peerinsight.com @natalie_s_foley Jessica Dugan Senior Design Consultant jdugan@peerinsight.com @jess_dugan PLEASE STAY IN TOUCH Website peerinsight.com Twitter @peerinsight Blog peerinsight.com.musings