If you are looking to generate engaging digital experiences but are unsure where to begin, leveraging the knowledge within your organization is a good starting point. However, information is typically dispersed across the company in silos. Different business units often have their own vernacular. Design thinking provides a common language. It’s a customer-centric approach to problem solving that is both creative and practical. Industry leaders have been using design thinking methodology to work with cross-functional and multidisciplinary teams to create innovative customer journeys. Learn how in our recorded webinar, Optimize Customer Experiences with Design Thinking. You will learn: • Why leverage design thinking • How to successfully lead a remote workshop • How to document winning customer journeys • How to map desired experiences in Signavio for builders

1. Optimize Customer
Experiences with
Design Thinking
J U L Y 2 9 , 2 0 2 0

2. AGENDA
Housekeeping
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• If you have questions, please submit them via the “chat” function on the GoToWebinar toolbar –
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Today’s Speakers:
Candace Collins
Signavio
Presentation time:
45
Paul Lima
Lima Consulting
Nicole Ostrander
Signavio

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1. Design thinking overview
2. Leading remote design
thinking workshops
3. Use case
Today’s Agenda

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Design Thinking…
How hard
can it be?

5. 5
Myth: Myth Buster:
Roles:
“Why is marketing asking me to do their job?”
Collaboration:
Some of the best ideas will come from those who are
closest to the customer
Ownership:
“I know my clients already and don’t need help from
HQ, they don’t understand us in the field”
Transparency:
Person dependency AND Process dependency
Applicability:
The clients I work with don’t want to engage with us
through digital communications
Engagement:
Fish where the fish are by meeting our clients where they
are
Confusion:
I can’t have messaging misalignments that
will slow me down.
Alignment:
Our vision is to align all communications and touchpoints
across all marketing and sales efforts
Typical Objections and Remediations

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Preparing for
Design Thinking Workshop
Minds are like
parachutes, they
function best when
open.

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What is Design Thinking?
A Human Centered,
Collaborative approach
to innovation that is
Creative,
Iterative, &
Practical.

8. 8
Design Thinking Methodology

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When should we consider doing a
DT Workshop?
It’s used to solve wicked problems.
Problems that are ill-defined: both
problem and solution are unknown at
the beginning. A large part of the
problem solving is actually defining the
problem.
And/or tricky: it involves risk because
you may extend beyond the core
competency of the organization.
Dr. Richard Buchanon, Design for Human and Planetary Health: A
Holistic/Integral Approach to Complexity and Sustainability, (1992).
Wicked Problems in Design Thinking. Design Issues, Vol. 8, No. 2,
(Spring, 1992), pp. 5–21

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It used to be
about products…
Now it’s about people
and experiences

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The most successful business models
combine new ways of making money with
innovative, great customer experiences.
Source: Larry Keeley, Ryan Pikkel, Brian Quinn and Helen Walters. Ten Types of Innovation: The Discipline of
Building Breakthroughs (Hoboken, NJ; John Wiley & Sons) 16-17.
Most companies focus hereBiggest Opportunities are anchored here

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What is Design Thinking?
A Human Centered,
Collaborative approach
to innovation that is
Creative,
Iterative, &
Practical.

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Human Centered: We need to design service
experiences from inside AND out.

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Human Centered: We need to design service
experiences from inside AND out.

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Human Centered: New Ways, New Answers
I N S I D E > > < < O U T S I D E
What are our core
competencies?
What is our current
business model?
What else could
we offer?
What other
channel could we
use?
What customers
would we sell to?
Perceived Customer Value = Functional Benefits – Financial Cost
T R A D I T I O N A L I N S I D E - O U T V A L U E C H A I N
Perceived Customer Value = Emotional Benefit – Hassle Factor
What customers do
we want? What are
their priorities?
What business design
would create
defensible profits?
How can we align
our offering
to those priorities?
What ecosystem
exists to meet
those priorities?
What do we need
to execute that
design?
C U S T O M E R E X P E R I E N C E O U T S I D E - I N V A L U E C H A I N
Adapted from Peer Insight, (2007). Seizing the White Space: Innovation Service Concepts in the United States, Technology Review Study, Helsinki: Tekes, the Finnish Funding Agency
for Technology and Innovation

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Collaborative:
Service design is
inter-disciplinary

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Every discipline has its language.

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Service design thinking
is a common language.

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Creative:
Prototype
artifacts come
in many forms

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Practical:
Don’t let
perfect be the
enemy of good

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Example: Service Design Blueprint

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What is a Customer Journey Map?
A diagram that illustrates the steps
your customer(s) go through in engaging
with your company, whether it be a product,
an online experience, retail experience, or a
service, or any combination.
23

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What is a Persona?
Like a composite character in a movie,
a persona is a fictional character that
marketers and designers define to represent
a user including all their preferences, feelings,
desires, and characteristics. Personas
include demographics, psychographics,
firmographics, typical quotes, etc.
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What could you do if you segmented by…
Demographics
Generation
(Boomers vs
Millennials)
Job Title / Seniority
Years in industry
Level of Education
Industry
Certifications
Other 1st party data
from the customer
record
Previous Work
History
Geographics
State
Regional Taste
Profile
High Growth /
Focus regions
Reverse – IP lookup
(company registere
d to associated IP
address by session)
Geographic focus
Urban, Suburban,
Rural location
Proximity to a
distribution point
Technographics
Browser Language
Page Load Time
Local Internet Speed
Mobile vs desktop
vs tablet
Browser, OS,
Mac vs PC
Status message
displayed in session
(404, 301, 302, etc…)
Those who submitted
a screenshot of an
error
Apple vs Android
Firmographics
Distribution Channel
Size of firm
(# of employees)
Publicly traded vs
private owned
Menu Specialization
Ownership (minority,
veteran, woman)
2nd party data
(shared from
partners)
3rd party data
appends (bought/
rented from NRA or
DUNS #/ Credit
Rating etc…)
Behavioral
Life-Time Value /
Order History
Product Purchased
TPP Status
Product Continuum
Stage
Payment Method
Key Pages Viewed
# of Sessions
attempted
Coupon redeem
status
Years as a customer
Registered on your
website
Psychographics
Financial First
Enthusiast
Lifestyle Focus
Customer Forward
Volunteers vs
non-volunteers
Risk Aversion
OCEAN Profile
Personality Quiz
Profile
Delegators,
validators, DIY

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Use Case:
Customer Journey
Map in Signavio

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Remote Design Thinking
Workshops Best Practices
Be conservative about
group size
Leverage technology like Mural
or Miro for whiteboarding
Use a round-robin approach
with breakout rooms in Zoom
Accommodate written, visual,
and oral communication
preferences
Use a framework
as the agenda
Cameras on!
Focus on interaction
vs presentation
Bring a partner in crime
Use customer journey
mapping tools

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How to prepare attendees
for a remote workshop?
Come with an open mind
Think about and list the
customers pain points
Come prepared by
doing homework
Communicate in
ways you prefer

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Journey Map Template
Link to Resource

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Journey Map Template

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Business Model Canvas
Link to Resource

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Business Model Canvas

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Customer Journey Canvas
Link to Resource from
Thisisdesignthinking.com

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We cannot solve our problems with the
same thinking we used when we created them.