Wednesday 16th of November - Davy Rennie, Experience Design Director at The White Agency, presents Disrupting the Disruptors. Today, we are constantly reminded about global brands being disrupted by new entrants to their market and non-traditional competitors. Businesses like Tesla, Uber, AirBinb, Dollar Shave Club and Spotify have changed the way we engage with day to day brands - these disruptors leverage customer centricity and leading edge digital solutions to challenge the norm and deliver extraordinary customer experiences and growth. How might we, as professionals across all sectors, challenge disruption and leverage Human Centred Design to stimulate growth and place our customers in the centre of everything we do.

1. W

2. #HCDisruption

3. HELLO. I’M DAVY.

4. I’M A __________
DESIGNER

5. I’M A __________
DESIGNER
PRINT

6. I’M A __________
DESIGNER
MULTI MEDIA

7. I’M A __________
DESIGNER
DIGITAL

8. I’M A __________
DESIGNER
CREATIVE

9. I’M A __________
DESIGNER
USER EXPERIENCE

10. I’M A __________
DESIGNER
EXPERIENCE

11. I’M A
DESIGNER.

14. I LOVE DISRUPTION.

15. WTF IS
DISRUPTION.

16. Disruption displaces an existing market,
industry, or technology and produces
something new and more efficient and
worthwhile.
It is at once destructive and creative.
Clayton Christensen
Harvard Business School professor

17. COMPASS

18. COMPASS

25. HUMANS

26. THE CUSTOMER IS KING.

27. THE CUSTOMER IS KING,
OF THE DISRUPTORS.

28. CUSTOMERS = $

29. HAPPY

30. THEY ARE STEALING
YOUR
CUSTOMERS

31. THEY ARE STEALING
YOUR
MONEY

32. WHY WE
DON’T DISRUPT?

33. TEN.
FLYING SOLO.

34. NINE.
TOO MUCH. TOO SOON.

35. EIGHT.
FEAR OF CHANGE.

36. SEVEN.
SCEPTICISM.

37. SIX.
SHORT SIGHTED.

38. FIVE.
RISK.

39. FOUR.
COMMITMENT.

40. THREE.
ACCOUNTABILITY.

41. TWO.
OVER DOCUMENT.

42. ONE.
UNDEFINED PURPOSE.

43. PLACE
CUSTOMERS
IN THE CENTRE.

44. No. 1
BE CONFIDENT.

45. No. 2
MAKE IT.

46. No. 3
FAIL. LEARN. REPEAT

47. No. 4
WE ARE ALL HUMANS.

48. No. 5
BE AMBIGUOUS.

49. DISCOVER DEFINE DESIGN DELIVER

50. No. 6
ITERATE. ITERATE.

51. No. 7
MVP. MVP. MVP.

52. FEASIBILITY
Technology
VIABILITY
Business
HCD
DESIRABILITY
Human
HCD MEETS
IN THE MIDDLE.
START HERE

54. HOW MIGHT WE…

55. GLOBAL SCALE

56. THE CHALLENGE
• Student entry significantly impacted by agent performance
• Lack of tools mean all agents work individually
• Decentralised IT support quality degrades in certain regions
• Market share under threat by digital pure play
• Business strategy to grow 200% in SE Asia, Europe and US
“How might we create a customer experience that enables students to engage
with XX from discovery to on going retention whilst ensuring quality across the
entire network, and growth in strategic regions”

57. THE METHOD
• 8 week co-design CX strategy
• Daily engagement with brand team as part of blended process
• Global face to face workshops and interviews with Students, Agents and Stakeholders
• 16 Codesign workshops on shore
• Design thinking process – Negative/Positive Ideation, Design Jams, Rapid Prototyping and
Testing

58. THE OUTCOMES
• Global CX strategy defined with ICT and Major Initiative Roadmap Defined.
• 200 Initiatives defined and prioritised based on student requirements
• Identification of significant growth stream identified, product development that allows
business rapid scale and reduced costs

59. RESOURCES

60. THE CHALLENGE
• A single ’event’ at a LNG plant can cause $100m> loss
• Avg. 4-6 events per year
• Lack of data makes it unpredictable
• Lack of local skills mean engineer response time is slow
“How might we predict and event, and leverage our local and SME teams
collective insights to rapidly action preventative measures to reduce revenue
loss.”

61. THE METHOD
• 12 week proof of concept
• Local site team identified as the customer
• Engineers and site team co create process
• Design thinking process – Design Jams, Rapid Prototyping and Testing

62. THE OUTCOMES
• 100% reduction in event occurrences
• Data provide to local site team in dashboard form with advanced data and analytics
predicting events 6 months out
• Preventative measures provided to local team through step by step application
• Microsoft HoloLens used by Local site team, with Skype to Engineer to guide maintenance
when unavailable
• Global loss of $400m reduced due to prevention

63. WE ARE __________
DESIGNERS
ALL

64. WE CAN SOLVE
ALMOST ANYTHING
WITH DESIGN.

65. WE DESIGN
WITH HUMANS.

66. WE
ASK QUESTIONS.IDENTIFY THE WHY.DESIGN TOGETHERSUCCEED TOGETHER
HOW MIGHT
WE…

67. FOCUS ON THE
CHALLENGE.

68. NOW THE FUN BIT...
QUESTIONS?