Laura Vilsbaek is a digital strategist and project manager who has worked for organizations like the UN and Merial. She discusses design thinking tools like empathy maps and user journeys that can be used to understand users and improve their experiences. These tools help frame a user's experience before, during, and after interacting with a product or service. She also discusses how using these tools can help identify opportunities for new digital products and services, meeting users' expectations, and differentiating their experiences. The goal is to apply design thinking to drive business development and concrete initiatives.

1. Umbraco DK Festival
#umbdkfest
LauraVilsbaek
lauravilsbaek.dk
@lauravilsbaek
Photo: Micky Wiswedel
DESIGN & DIGITAL
SITTIN’ IN ATREE

2. EAAA - Strategiproces for Multimedie og Digital KommunikationLauraVilsbaek - Projektledelse i Praksis - lauravilsbaek.dk
• Digital forretningsudvikling & projektledelse
• Cand.mag. i religion og kommunikation
• Freelance, Designit, Skybrud.dk
• www.lauravilsbaek.dk / @lauravilsbaek
LAURAVILSBAEK

3. 2015
Digital strategi og projektledelse
for FN’s organisationer i hele verden.
Klima,bæredygtighed,migration,
kvinder,børn,tørke…
FN

4. 2015
Supporting Merial on their strategic journey
towards becoming the trusted partner
within pet wellness and animal health.
Business & digital transformation as well as
various digital products & services all aiming
to enable healthier & happier lives for pets,
their parents and their vets.
From pharma company
to pet wellness enabler
Merial

5. 2015
Bringing a bit of user experience and
adding a touch of design expertise to a
manufacturer manufacturing a lot of the
devices we all use every day.
B2B manufacturer moving
into consumer electronics
Goertek

6. DESIGNTHINKING

7. “A formalized methodology for applying
a systematic form of creativity and innovation
within business.”
—Reuven Cohen,‘Unicorn Breeder’
Source: http://www.forbes.com/sites/reuvencohen/2014/03/31/design-thinking-a-unified-framework-for-innovation/#62cef64456fc

8. GOD FORRETNING

9. Source: http://www.dmi.org/?page=DesignDrivesValue

10. INNOVATION

11. Source: ideo.com
INNOVATION

12. DET HANDLER IKKE
OM DESIGN

13. ELLER OM
DESIGNEREN

14. DET HANDLER
OM MENNESKER

15. DESIGNTHINKING
VÆRKTØJER

16. 1. EMPATHY MAP
2. BRUGERREJSEN

17. Source: http://dschool.stanford.edu/redesigningtheater/the-design-thinking-process/
PROCESSEN

18. Source: http://dschool.stanford.edu/redesigningtheater/the-design-thinking-process/
UDGANGSPUNKTET

19. FORSTÅ DINE BRUGERE

20. FOKUSÉR PÅ
DEN REELLE OPLEVELSE
https://www.ted.com/talks/daniel_kahneman_the_riddle_of_experience_vs_memory

22. EMPATHY MAP

25. HVAD FRYGTER
DINE BRUGERE?

26. OG HVAD
DRØMMER DE OM?

28. BRUGERREJSEN

29. DEN DIGITALE

30. FIND BRUGEROPLEVELSEN
I BRUGERREJSEN

31. BRUGERREJSEN SIKRER
INDSAMLING AF
INFORMATION

32. #UmbDKfestlauravilsbaek.dk / @lauravilsbaek

33. BRUGERREJSEN FRAME’R
FØR, UNDER OG EFTER

34. #UmbDKfestlauravilsbaek.dk / @lauravilsbaek

35. BRUGERREJSENVISER
KONTAKTPUNKTER

36. #UmbDKfestlauravilsbaek.dk / @lauravilsbaek

37. BRUGERREJSEN ER
HASSLE MAPPING
http://demandthebook.com/

38. #UmbDKfestlauravilsbaek.dk / @lauravilsbaek

39. PEAK + END

40. #UmbDKfestlauravilsbaek.dk / @lauravilsbaek

41. SERVICE
ANTICIPATION

42. #UmbDKfestlauravilsbaek.dk / @lauravilsbaek
Brugerens forventning

43. OVERGÅ BRUGERENS
FORVENTNINGER

44. #UmbDKfestlauravilsbaek.dk / @lauravilsbaek
Brugerens forventning
Den differentierende oplevelse

45. FORRETNINGSUDVIKLING
OG KONKRETE INDSATSER

47. 1. DIGITALE PRODUKTER OG SERVICES
2. SERVICE ANTICIPATION GAP
3. PEAK + END
4. SERVICEBEVISET

48. TÆNK I
DIGITALE PRODUKTER
ELLER SERVICES

49. MØD EN STUDERENDE

50. OPSKRIFTER

51. #UmbDKfestlauravilsbaek.dk / @lauravilsbaek
SERVIVE ANTICIPATION GAP

52. BASELINE

53. DIFFERENTIERENDE
OPLEVELSER

54. PEAK + END

55. HAPPY ENDING

56. SERVICEBEVISET

59. FEEDBACK

60. Photo: Micky Wiswedel
DESIGN & DIGITAL
SITTIN’ IN ATREE
K-I-S-S-I-N-G

61. kontakt@lauravilsbaek.dk
lauravilsbaek.dk
@lauravilsbaek
TAK