ccb college marketing design high tech human touch … · ccb college marketing design high tech...
TRANSCRIPT
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CCB COLLEGEMARKETING DESIGN
HIGH TECH HUMAN TOUCH
EVELINE VAN ZEELAND11 FEB 2020
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EVEN VOORSTELLEN
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1. Marketing, de essentie
2. Waarom is juist nu Design Thinking heel populair?
3. Wat is Design Thinking?
4. Design Thinking in een superwicked (onderzoeks-)wereld
5. Design Thinking in een tech-driven wereld: High Tech Human Touch
Marketing Design
High Tech Human Touch
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1. Marketing, de essentie
2. Waarom is juist nu Design Thinking heel populair?
3. Wat is Design Thinking?
4. Design Thinking in een superwicked (onderzoeks-)wereld
5. Design Thinking in een tech-driven wereld: High Tech Human Touch
Marketing Design
High Tech Human Touch
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THE GODFATHERS
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KAHNEMAN & TVERSKY
Alles in de
wereld is
relatief.
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KAHNEMAN
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DAN ARIELY
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KEUZEBLINDHEISEXPERIMENT
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WAT IS MARKETING? – AMERICAN MARKETING ASSOCIATION (AMA)
Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large. (2017)
“The performance of business activities that direct the flow of goods and
services from producers to consumers.” (1960)
Klantbehoeften centraal Relatie Netwerk
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STANDAARD MARKETINGBOEK
BehoefteInformatie
zoekenEvaluatie van alternatieven
KoopbeslissingEvaluatie van
aankoop
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“Marketing is no rocket
science”.
Prof Jörg Henseler
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“In the aggregate, marketing
can be conceptualized as the
process of offering creative
solutions to consumer problems”.
Titus (2000) in Journal of
Marketing Education
ESSENTIE VAN MARKETING
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MARKETING DESIGN MODEL
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1. Marketing, de essentie
2. Waarom is juist nu Design Thinking heel populair?
3. Wat is Design Thinking?
4. Design Thinking in een superwicked (onderzoeks-)wereld
5. Design Thinking in een tech-driven wereld: High Tech Human Touch
Marketing Design
High Tech Human Touch
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GOOGLE TRENDS OP ‘DESIGN THINKING’
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Design Thinking
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‘DESIGN THINKING’ OP BUSINESS SCHOOLS
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1) DESIGN FOR A BETTER WORLD
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2) INDUSTRY 4.0
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“A company’s most
important asset isn’t raw
materials, transportation
systems, or political
influence. It’s
creative capital– simply put, an arsenal
of creative thinkers
whose ideas can be
turned into valuable
products and services”.
Florida & Goodnight in
Harvard Business
Review
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MENSEN ZIJN ‘DESIGNERS’
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BEDRIJVEN DIE DESIGN THINKING OMARMD HEBBEN
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1. Marketing, de essentie
2. Waarom is juist nu Design Thinking heel populair?
3. Wat is Design Thinking?
4. Design Thinking in een superwicked (onderzoeks-)wereld
5. Design Thinking in een tech-driven wereld: High Tech Human Touch
Marketing Design
High Tech Human Touch
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“Design Thinking is the search
for a magical balance between
business and art, structure and
chaos, intuition and logic,
concept and execution,
playfulness and formality, and
control and empowerment”.
Idris Mootee
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“Design is a plan for
arranging elements
in such a way as best
to accomplish a
particular purpose”.
Charles Eames
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EDIPT: DE BEKENDE 5 STAPPEN VAN DESIGN THINKING
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DE DUBBELE DIAMANT
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“We spend a lot
of time designing
the bridge, but not
enough time
thinking about the
people who are
crossing it”.
Dr. P. Singh
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KERNVAARDIGHEDEN VAN EEN DESIGN THINKER
1. Alles begint met de gebruiker
2. Denk en werk visueel
3. Vlieg niet solo; je bent niet slimmer dan de rest
4. Vertel verhalen en deel ervaringen
5. Hou het simpel
6. Zet kleine experimenten op en leer ervan
7. Omarm onzekerheid. Het is voeding voor de
hersenen
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“Als je alles hebt wat je
verlangt, ontdek je dat
alles niet alles is”.
Boeddha
Ontwerpen is
een iteratief
process!
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“Wij hebben Bali niet verpest, we waren er een
factor in”.
Tony Wheeler, oprichter Loney Planet
Het Lonely
Planet effect:
wat je doet
heft effect op
de omgeving
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“Be the change you want to see in the world”.
Ghandi
Het moet niet bij een
ontwerp blijven, het ontwerp
moet gaan leven.
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1. Marketing, de essentie
2. Waarom is juist nu Design Thinking heel populair?
3. Wat is Design Thinking?
4. Design Thinking in een superwicked (onderzoeks-)wereld
5. Design Thinking in een tech-driven wereld: High Tech Human Touch
Marketing Design
High Tech Human Touch
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SUPERWICKED…
1) Time is running out
2) Those who cause the problem also seek to provide a solution
3) The central authority needed to address them is weak or non-existent
4) Irrational discounting occurs that pushes responses into the future
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ESTHER DUFLO
• Werkt ontwikkelingshulp?
• Last-mile problems
• Overtuigen is moeilijk
• Hoe zou je ontwikkelingshulp moeten
aanbieden zodat het werkt?
• Randomized controlled trial
• Kill de wormen!
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KAN JE DESIGN THINKING WETENSCHAP NOEMEN?
Hevner (2007), A Three Cycle View of Design Science Research, Scandinavian Journal of Information Systems
“Pragmatism is a school of thought that considers
practical consequences or real effects to be vital
components of both meaning and truth. Along
these lines I contend that design science research
is essentially pragmatic in nature due to its
emphasis on relevance; making a clear
contribution into the application environment.
However, practical utility alone does not define
good design science research. It is the synergy
between relevance and rigor and the contributions
along both the relevance cycle and the rigor cycle
that define good design science research.”
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DESIGN SCIENCE RESEARCH & CIMO-LOGICA
Voor dit probleem in context C, kun je deze interventie I (de
strategische actie) toepassen, die volgens deze mechanismen M voor
dit resultaat O (outcome) zorgt.
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1. Marketing, de essentie
2. Waarom is juist nu Design Thinking heel populair?
3. Wat is Design Thinking?
4. Design Thinking in een superwicked (onderzoeks-)wereld
5. Design Thinking in een tech-driven wereld: High Tech Human Touch
Marketing Design
High Tech Human Touch
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DE ESSENTIE VAN MARKETING: RECLAME?
Wist je dat…
Het woord reclame
afkomstig is uit het
Latijn (reclamare) en
zoiets betekent als luid
praten en laten
weerklinken.
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Pamfletten, de ‘social media’ uit de late
middeleeuwen
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EEN WERELD VOL ROBOTS…
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TECHNOFOBIE
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THINK DIFFERENT
Hoe kunnen we technologie programmeren zodat mensen het fijn
vinden om daarmee te interacteren?
Chatbot design
Centrum content
Perifere content
Dialoog-strategie
Dat wat je als organisatie wilt
communiceren via de chatbot
Wat de bot moet zeggen
op aspecten die buiten het
centrum liggen
De tone of voice van de bot;
de persoonlijkheid van de
bot
Wat? Hoe?
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HUMAN TOUCH: VERTROUWEN BOUWEN
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TRUST SIGNALS
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BEOORDELEN VAN DIE PRIKKELSInstinctieve
keuze
Approach
Warm
Competent
Avoidance
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HET BEGINT EN EINDIGT MET ETHIEK
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