jackman reinvents: design thinking workshop at humberlaunch
TRANSCRIPT
© 2016 Jackman Reinvention Inc.1
Design Thinking Workshop.
Humber Launch Startup Shop. Tuesday, April 5th, 2016
PART 1 - TUESDAY, APRIL 5TH
• Design Thinking • Research and Insights • Creative Ideation
Homework PART 2 - TUESDAY, APRIL 12TH • Business viability & Audience • Prototyping principles • Team exercise • Team Presentations
Workshop Agenda
PART 1 - TUESDAY, APRIL 5TH
Today’s Agenda 1. Introductions
2. About Jackman 3. Design Thinking + Q&A – Andres Ospina 4. Research and Insights + Q&A – Amye Parker 5. Creative Ideation + Q&A – Mike Magnacca 6. Exercise 7. Homework 8. Mingle and snacks
05 mins 10 mins 20 mins 20 mins 20 mins 30 mins 05 mins 10 mins
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Reinvent verb:To become the most powerful and relevant version of yourself – in the least amount of time.
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Jackman Conviction We believe there is a more powerful you. Purpose We exist to discover and rapidly realize untapped value.
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RESEARCH & INSIGHTS
MANAGEMENT CONSULTING
BRAND STRATEGY & MARKETING
360° CUSTOMER EXPERIENCE DESIGN
ACTIVATION
ABOUT US. We are a customer experience reinvention company.
Jackman is unique in combining the disciplines essential to business reinvention and activation:
We have helped shape hundreds of billions of dollars in annual sales for our engagement partners.
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Design Thinking.Andres Ospina
• Principles • Components & Process • Attributes of a Design Thinker • The Journey • Where you can apply Design Thinking?
Design Thinking
• Principles • Components & Process • Attributes of a Design Thinker • The Journey • Where you can apply Design Thinking?
Design Thinking
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Flashback to 1998
Yes, not everyone who speaks Spanish is from Mexico.
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Listen & Observe Create Empathy Meaningful Service
• Principles • Components & Process • Attributes of a Design Thinker • The Journey • Where you can apply Design Thinking?
Design Thinking
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EMPATHIZE
Research techniques to create empathy
with the user.
IDEATE
Use the customer experience insights to discover value
creation moments.
DEFINE
Filter ideas using business criteria.
PROTOTYPE
Build something quick that represent your hypothesis.
Components & Process.
PROTOTYPE
OBSERVE
DEFINE
IDEATE
Design Thinking Cycle.
(Repeat)
Problem SolvingDesirability
Viability
Design Thinking Theorem.
Innovation
Business Rationality
Ideation Creativity
Human Empathy
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Design Thinking:The essential ability to combine empathy, creativity and rationality to meet user needs and drive business success.
• Principles • Components & Process • Attributes of a Design Thinker • The Journey • Where you can apply Design Thinking?
Design Thinking
Design Thinking is a mindset.
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Pride is the worse enemy of Design Thinking
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Humility is key to success - Jeff Gothelf
I have no idea what I’m doing
Sometimes you just start as the shirtless guy dancing alone
Design thinking is like karaoke, you just need
to get out, take a chance... it doesn’t matter
how good it is really, that’s not the point. Is
there anything dangerous in karaoke?…
- David Kelley
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Welcome chaos Complex Theory
“The life of a designer is a life of fight: fight against the ugliness.” - Massimo Vignelli
PERSEVERANCE
“It doesn’t matter how you hit back, it’s about how much you can take and keep fighting.”
- Anderson Silva
• Principles • Components & Process • Attributes of a Design Thinker • The Journey • Where you can apply Design Thinking?
Design Thinking
Are you creating the right paths?
“You have to start with the customer experience and work backwards to technology.”
- Steve Jobs
Customer Experience Design Journey.
Design Thinking
Lean Startup
Agile / Lean UX
Delightful Experience
I have no idea what I'm doing.
TECHNOLOGYHUMANS
Customer Experience Design Journey.
Design Thinking
Lean Startup
Agile / Lean UX
Delightful Experience
We have a couple of ideas, let’s test them.
TECHNOLOGYHUMANS
Customer Experience Design Journey.
Design Thinking
Lean Startup
Agile / Lean UX
Delightful Experience
We choose the best idea, let’s build it.
TECHNOLOGYHUMANS
Customer Experience Design Journey.
Design Thinking
Lean Startup
Agile / Lean UX
Delightful Experience
Make customers happy.
TECHNOLOGYHUMANS
Customer Experience Design Journey.
Design Thinking
Lean Startup
Agile / Lean UX
Delightful Experience
Business Results
TECHNOLOGYHUMANS
Structure the product design process from the WHY to the WHAT.
Simon Sinek Golden Circle Approach
Design Thinking makes your storytelling better because it’s your customers’ story.
• Principles • Components & Process • Attributes of a Design Thinker • The Journey • Where you can apply Design Thinking?
Design Thinking
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Design Thinking In education.
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Collect Feedback and Ideas.
We want to do it because it is fun!
Find the why
Prototype and test your ideas quickly and see how your audience reacts to it.
It doesn’t matter if you have negative feedback, what’s most important is what you do with it.
One on One Time + On the road calls
Tuesdays: 10:30am - 11:30am You make the call 999 999 9999
Create services for your audience
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“Dabbling in freelance work I can take everything that I’ve learned and apply it to working with clients big or small. Definitely my favourite class and most impactful topic this entire two year course.” — Casy
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User results:
• Students learning without fear of making mistakes.
• Jobs in the field.
Business results: • Interactive Production class redesign.
• Web Design & Interactive media program redesign.
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Design Thinking in interaction design.
Pay attention to small details. Little things can make a big impact for the user and the business
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Design Thinking in yourself.
You can apply Design Thinking to anything or anyone, even yourself!
Q&A
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Research & Insights.Amye Parker
Humber Design Thinking - Research Section53
Ace Hotel.
Research Methodologies.
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Behavioural What people do
Attitudinal What people say
Qualitative Few
Quantitative Many
Ethnography
Online Surveys
Digital Analytics
Focus Groups
Shop-alongs
In-Depth Interviews
Observation
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Method Benefit
Eye tracking Identify visual hotspots of the CX (in-store or online) or marketing material.
Online communities Gather deep emotional insight / feedback from target consumers over time.
Video ethnographies Absence of researchers enables video to capture truer consumer behaviors.
Mobile recruiting Richer feedback from customers when visiting stores with objectives in mind.
Virtual reality Measure accurate impact or and reactions to a reinvented CX (vs. pictures).
Geo-fencing / beacons Capture in-the-moment feedback with precise consumer survey targeting.
Foot traffic sensors Additional in-store behavior metrics (e.g. flow, hotspots, time spent, demos).
Facial coding Capture true emotional reactions within the current or reinvented CX.Pass
ive
Act
ive
New technologies
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1. Exploration
2. Deep Dive
3. Assessment
4. Refinement
Get smart on available research, develop an initial customer experience journey and identify other knowledge gaps.
Provide a deeper understanding of consumers and the competitive landscape to help validate any early hypotheses, quantify critical moments of the customer experience and support customer targeting decisions and other strategic choices.
Measure the impact and effectiveness of product/service offerings, marketing touchpoints, creative concepts, and other initiatives.
Continue to identify other potential opportunities for strengthening the strategy and customer experience.
4 Phases of Research
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1 2 3 4
Questions Answered • What trends and changes are happening in this category? • What are consumer perceptions of our brand? • What do the current brand users look like? • What is the current state customer journey? • What information gaps exist?
Content & Deliverables • Current State Customer Journey Map • Support Case for Change development. • Develop initial research plan based on current hypotheses, knowledge gaps.
Methods Used • Primary Qualitative: focus groups, in-depth interviews, and shop-alongs. • Secondary: existing loyalty databases, cross-tabulation resources. • Digital Analytics: foot traffic analytics.
Exploration
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What is a Customer Journey?
A Customer Journey is a visual map of the interactions a user has with a brand that leads to purchase.
1 2 3 4
Rotman Design Thinking Workshop59
What is a Customer Journey?
Key Tips: • The map is written from the users’ perspective
to understand the intersection between their expectations and the business services to satisfy those expectations
• By building user journey maps, we’re able to identify key Pain Points within the existing customer experience. We then look to transform these pain points into opportunities that reinvent the customer experience
1 2 3 4
Rotman Design Thinking Workshop60
Identifying pain points and opportunities from the journey.
• Highlights the low points of the journey to identify opportunities from the perspective of the user and the provider
• Pain points and opportunities will offer a chance for us to elevate the experience for the most significant and valuable shift in the experience.
• These opportunities will help us focus the next step, the Creative Ideation, to tackle the challenges and capitalize on opportunities to reinvent the Customer Experience
Key Tips: • Look for moments where the customer feel frustrated or confused. • Empathy is the key principle that allows you to discover customer pain points.
1 2 3 4
Rotman Design Thinking Workshop61
Customer Journey Example. 1 2 3 4
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Questions Answered • Who are the different types of consumers? • What does the competitive landscape look like? • Who is winning with consumers and how? • Where is there whitespace?
Content & Deliverables • Develop consumer segments. • Identify brand positioning.
Methods Used • Quantitative: online surveys, communities and bulletin boards. • Secondary: Investing in published research articles or whitepapers.
Deep Dive 1 2 3 4
JAC_Segmentation_Primer_20150407v263
What is Consumer Segmentation?
What is it? • The concept of categorizing consumers into subgroups based on their
needs, attitudes, and/or behaviors.
Why does it matter? • Helps businesses focus the strategy in order to amplify their brand and
win with target customers.
Brand Purpose
What we stand for, to whom.
Product Price
Promotion People
Clarity Alignment
Engagement Power
Core concept: Narrow the focus to amplify differences and broaden reach
and relevance.
1 2 3 4
Humber Design Thinking - Research Section64
Customer Segmentation Example. 1 2 3 4
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Creative Ideation.Mike Magnacca
“If I had asked people what they wanted, they would have said faster horses.”
- Henry Ford
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Marketing research identifies gaps, but true innovation comes
from the visionaries.
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Three step process to create innovative ideas:
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Tip #1:
“Do” the Pig.
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Tip #2:
Reframe the Question.
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“If I have an hour to solve a problem and my life depended on the solution, I would spend the first fifty-five minutes determining the proper question to ask, for once I know the proper question, I could solve the problem in less than five minutes.”
- Albert Einstein
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I love the GhosterCoaster at Canada’s Wonderland, but I am too tall/old to ride.
• Are there similar rides that I am not too tall/old for?
• What do I like most about this ride?
Problem Question
Why do I always get bad grades on my projects?
• How can I improve? • What help can I seek? • What strengths can I bring to my
next project?
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Tip #3:
No bad ideas.
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McDonald’s Theorem
Exercise
JAC_Design Thinking Workshop_040416aw.pptx81
Imagine you are the owner of a local sit-down restaurant based in Toronto. In 2002, you opened your first restaurant and since then have created a chain of 14 restaurants. However, over the last few years the number of customers eating at your restaurants and sales have started to decline. You have overheard customers complain about the food, service, and atmosphere. If you do not change, you have calculated you will go bankrupt within the next five years. How are you going to innovate the customer experience of the restaurant to grow your customers and sales?
Case Introduction.
JAC_Design Thinking Workshop_040416aw.pptx82
After forming groups of three to four: 1. Step one: Create empathy (know your audience).
• Review the research materials provided. • Create a customer journey map, highlighting the emotions of a customer throughout
the process. (Use empathy )
2. Step two: Ideate. • Reframing the problem to create a single purposeful problem statement on the low
emotional points of the customer journey map you, the owner, should aim to solve. • Writing down as many ideas as you can (one idea per sticky note) • Categorize your ideas based on value creation moments.
Steps of Innovation.
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Homework
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1. Choose any type of problem that your team wants to solve. 2. Observe, interview and obtain analytics from the users affected by the problem selected. 3. Identify your target audience. 4. Create a customer journey. 5. Identify opportunities to improve the customer or user experience. 6. Have a creative ideation session with your team. 7. Generate as many ideas as possible. 8. Categorize your ideas based on value creation moments.
Homework
Bring homework PART 2 - TUESDAY, APRIL 12TH • Business viability & Audience • Prototyping principles • Team exercise • Team Presentations
Coming up on workshop two