using design thinking to understand your customer
TRANSCRIPT
Using Design Thinking to Understand your Customer
for 2013 NextGen Summit JULY 26, 2013
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?
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Peer Insight creates impact & growth using design thinking
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• 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
Design Thinking is often treated as a mystery
Asked to describe design, Tim Brennan of Apple’s Creative Services drew the following picture:
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Impact
We see design thinking as a problem-solving process…
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What is? What if? What wows? What works?? $
EMPATHIZE framing
interviewingobservinganalyzing
VISUALIZE exploring
brainstormingcreating
CO-CREATE building refining
evaluating
ITERATEexperimenting
testingimplementing
…optimized for innovation
is a problem-solving tool optimized for…
Design Thinking
which is becoming the predominate path to….
Innovation
Growth 6
Design thinking is obsessed with users…
CUSTOMER DESIRABILITYDo users want it?
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…but it solves for users along 3 dimensions
CUSTOMER DESIRABILITYDo users want it?
ECONOMIC VIABILITYDoes it scale profitably?
TECHNICALFEASIBILITYCan we deliver it
reliably?
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There are 4 principles of Design Thinking
There are 4 principles of Design Thinking
WHAT IS A JOURNEY MAP?
Journey mapping tracks a customer’s journey through an experience
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Low
High
High
Low
The customer is an individual, not a data point
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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
Start with the standard steps of the journey, then get emotional
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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
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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
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SY Program
High
Low
Plot your customer’s points of pain and moments of delight
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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
The customer is an individual, not a data point
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Identify with the dominant culture
Identify with a micro culture
academic pragmatist
academic purist
Mainstream MBAs
Mature ticket-
punchers
Map-Makers
Happy Wanderers
✔ + +
✔ − −
✔ −
✔ −
NOW, IT’S YOUR TURN!
Congratulations, you’re an entrepreneur!
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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.
Here’s how you’ll do it:
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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
Where are some places to learn more? I’m digging this design thinking thing.
SHAMELESS PLUGS
OTHER COMPANIES TRENDS
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
Thank you!
Natalie Foley VP [email protected] @natalie_s_foley
Jessica Dugan Senior Design Consultant [email protected] @jess_dugan
PLEASE STAY IN TOUCH
Website peerinsight.com
Twitter @peerinsight
Blog peerinsight.com.musings