Design Thinking Workshop Customer Journey Research Insights

© 2016 Jackman Reinvention Inc.1
Design Thinking Workshop.
Humber Launch Startup Shop.
Tuesday, April 5
th
, 2016

PART 1 - TUESDAY, APRIL 5TH
• Design Thinking
• Research and Insights
• Creative Ideation
Homework
• Business viability & Audience
• Prototyping principles
• Team exercise
• Team Presentations
Workshop
Agenda

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

4
Reinvent verb: 
 
To become the most powerful and
relevant version of yourself – in the
least amount of time.

5
Jackman 
 
Conviction  
We believe there is a more  
powerful you. 
 
Purpose 
We exist to discover and  
rapidly realize untapped value.

6
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.

7
Design Thinking. 
Andres Ospina

• Principles
• Components & Process
• Attributes of a Design Thinker
• The Journey
• Where you can apply Design Thinking?
Design
Thinking

Yes, not everyone who speaks
Spanish is from Mexico.

21
3
Listen & Observe Create Empathy Meaningful Service

15
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

18
Design Thinking: 
 
The essential ability to combine empathy,
creativity and rationality to meet user
needs and drive business success.

21
Pride is the worse enemy of Design Thinking

22
Humility is
key to success
- Jeff Gothelf
IhavenoideawhatI’mdoing

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

25
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

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

Design
Thinking
Lean
Startup
Agile /
Lean UX
Delightful
Experience
We have a couple of
ideas, let’s test them.
TECHNOLOGYHUMANS

Design
Thinking
Lean
Startup
Agile /
Lean UX
Delightful
Experience
We choose the best
idea, let’s build it.
TECHNOLOGYHUMANS

Design
Thinking
Lean
Startup
Agile /
Lean UX
Delightful
Experience
Make
customers
happy.
TECHNOLOGYHUMANS

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.

39
Design Thinking 
In education.

40
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

44
“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

46
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.

47
Design Thinking 
in interaction design.

Pay attention to small
details. Little things can
make a big impact for the
user and the business

49
Design Thinking 
in yourself.

You can apply Design Thinking to
anything or anyone, even yourself!

52
Research & Insights. 
Amye Parker

Humber Design Thinking - Research Section53
Ace Hotel.

Research Methodologies.
54
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

55
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.
PassiveActiveNew technologies

56
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

57
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

58
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

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

Customer Journey Example. 1 2 3 4

62
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

65
Creative Ideation. 
Mike Magnacca

“If I had asked
people what they
wanted, they would
have said faster
horses.”
- Henry Ford

68
Marketing research identifies
gaps, but true innovation comes
from the visionaries.

69
Three step process to  
create innovative ideas:

73
Tip #2:
Reframe the Question.

75
“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

76
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?

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.

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.

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
• Business viability & Audience
• Prototyping principles
• Team exercise
• Team Presentations
Coming up on
workshop two

Design Thinking Workshop Customer Journey Research Insights

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