design thinking @ mobile monday
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High Noon on The High Street The Connected Consumer and the Future of Local Shopping How Design Thinking and Service Design are helping companies to develop engaging cross-channel solutions. Mobile Monday Hamburg 18.3.2013
Profile Jens Otto Lange
2
Com
munications
Design
Online
Workshop Faciliation, Design Thinking, Agile Projects
PO Network
The missing link
Seite 3
Pic
ture
: Jen
s O
tto L
ange
Picture: nekousa / photocase.com
Highstreet Home
Always on, anywhere
Seite 4
Keys?
Purse? Phone?
Perceive
Customer Journey
Cus
tom
ers
Ret
aile
r
Marketing Products Sales / POS Service Social Media
Select Buy Get Help Recommend
Information Technology
Conversations along the purchase process
Turn silos of departements ...
Perceive
Customer Journey
Cus
tom
ers
Ret
aile
r
Marketing Products Sales / POS Service Social Media
Select Buy Get Help Recommend
Information Technology
Conversations along the purchase process
... into a pipeline, supported by IT
Challenge = Collaboration Digital Innovation
IT/Development Sales / POS
Hybride product service bundles cross-functional collaboration
Marketing Products, Services
Social Media Customer
Needs
Brand Touchpoints online/offline
Innovation is fuzzy
8
A B
Efficient production
Business process
predictable goals well-known
analytical Causal chain
A
B
Innovation
Knowledge work
fuzzy goals new = unknown
intuitive experiential
Credits: Dave Gray, Sunni Brown, James Macanufo: Gamestorming
Design Thinking User-focus research co-create visualize prototype versioning
Apply designer‘s mind set
to your work
Innovation method
Certified Design Thinker
Technology feasible
Business viable
Human values usable, desirable
Design Thinking integrates perspectives
Team
Space Process
Key elements of Design Thinking
Seite 11
Creativity
Creative process model of Design Thinking
© Jens Otto Lange, Thomas Stegmann 2011
Start as a group, end up as a team
understand co-create build Prototype Vision Problem Theme
Explore the problem space
Find and select ideas
Test ideas
Content level
Experience level
„Point of View“
User research • Needs • Feelings • Qualitative research • Inspiration • Extrem users
• Interview • Observe
13
Building user personas
14
Co-create with your team
Design Thinking guides agile development
16
What? Design Thinking
How? Agile Development
Prototype
Prototype: paper prototype („Pretotype“)
18 Picture: Jens Otto Lange
Prototype: object
Seite 19 Picture: Jens Otto Lange
Prototype: role play
20 Picture: Jens Otto Lange
Prototype: concept map
21 Picture: Service Design Berlin
Prototype: Doing, not Talking
Think with your hands Make
to shape
Explain Ideas Test
Ideas
Versioning
Design Thinking in a nutshell
23
Co-creative teamwork Visualize
Seperate ideation
from judgement Time constraints
Prototyping
Variable workspace Warm-up‘s
User focus
Jens Otto Lange enables Digital Innovation
Marketing Innovation Service Innovation
Produkt Innovation Workshops Projects Trainings
Marketing & Sales Product Management Customer Service
Design
Product Development
Internet & IT
Digital Innovation Facilitator - Services How do we develop a strong and supportive vision?
How do we scope our vision for implementation?
How do we implement our vision with developers?
How do we communicate our vision?
Certified Design Thinker
Industrial Designer
Certified Scrum Product Owner
Diplom Kommunikationswirt
Workshops
Co-Innovation Lab User Epics & Stories Sprint Zero Co-Messaging Lab
Trainings
Creative Process Facilitator Digital Service Planner Scrum Product Owner for Marketing Communication Planner
Projects
Innovation Process Design Service Design Concepts Project Management Product Owner Content & Branding
Network Implementation partners Guppy Design
Innovation Communication
Agile Project Planning
Service Design
Design Thinking
Focus on Custom
ers and Users
Digital Innovation Facilitator • Workshops • Trainings • Projects
@jensottolange
Thank you
www.jensottolange.de
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