MIE2018 Design Thinking & Customer Insights
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MIE2018 Design Thinking: de radicaal veranderende rol van customer insights
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MIE2018 Design Thinking & Customer Insights
- 1. DESIGN THINKING: de radicaal veranderende rol van customer insights Richard Alker & Markus Leineweber - MIE 2018
- 2. Geef direct na deze lezing jouw beoordeling. Zoek de lezing op via Programma en klik op de roze button Beoordeling invullen onderaan de lezing. Geef hier jouw cijfer. De score wordt daarna bekend gemaakt op het MIE Winter Paradeplein en in de MIE2018 app onder Beoordelingen.
- 4. 1. Essentie van Design Thinking 2. Veranderende rol customer insights 3. Impact met Behavior Design
- 6. Design Thinking puts your customer at the heart of your business. It’s more than an approach, it’s a philosophy and a cultural shift, for many. Mary Piontkowski | Gotoresearch
- 7. David Kelley founder IDEO Stanford University
- 11. problem finding problem solving create options make choicescreate options make choices
- 12. Design Thinking problem finding problem solving Lean start-up Agile Classic lean Design of thinking | J. Schmiedgen
- 13. Successful organisations understand what people need and help them achieve it.
- 14. MAKING PEOPLE WANT THINGS MAKING THINGS PEOPLE WANT from to traditional marketing & advertising designing services & products >
- 15. Empathy!
- 17. “You have to fail fast if you want to succeed sooner.” David Kelley designthinkersacademy DESIGN THINKING IS A MINDSET!
- 18. Actually Design Thinking is less about thinking and more about doing.
- 21. …iterative steps
- 22. TransparantieWaarde Risico IteratiefEén levering Bron: ShareExcellence4
- 23. You have to fail fast if you want to succeed sooner. David Kelley
- 26. Design Thinking is mindful of the process.
- 27. problem finding problem solving create options make choicescreate options make choices
- 28. FIVE BOLD STEPS ® Theme Theme Theme Theme Theme www.perspective-research.nlconnecting companies to customers © The Grove consultants internationalThis version by Perspective Vision statementWhat is the future state of yourbusiness? How are you going to help your customers? Challenges What are the challenges thathinder you while reaching your vision? Supports What are the supports thatstrengthen you while reaching your vision? WALL OF IDEAS Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea © Designabetterbusiness.com This version by Perspective Main Idea www.perspective-research.nl connecting companies to customers AD LIB Our _________________________________________________ help(s) ______________________________________________ Who want to __________________________________________ By ________________________ _________________________ And ______________________ __________________________ . (unlike____________________________ ) Products & Services Customer segment Jobs to be done Verb (e.g., avoiding, reducing) and a customer pain Verb (e.g., increasing, enabling) and a customer gain Competing value propositions © Business Model Foundry AG This version by Perspective www.perspective-research.nl connecting companies to customers PERSONA CANVAS www.perspective-research.nl connecting companies to customers Negative trendsNegative trends from theenvironment Headaches Professional and workrelated issues Fears Personal issues OpportunitiesProfessional and workrelated positive outcomes HopesPersonal goals and hopes Positive trendsPositive trends from the environment Name: _____________________ Role: _____________________ NeedWhat does this person reallywant? © Designabetterbusiness.com This version by Perspective CUSTOMER EMPATHY MAP www.perspective-research.nl connecting companies to customers Wat hoort hij? Wat vrienden zeggen Wat de baas zegt Wat beïnvloeders zeggen Wat denkt en voelt hij? Wat telt echt Grote preoccupaties Zorgen & aspiraties Wat ziet hij? Omgeving Vrienden Wat de markt aanbiedt Wat zegt en doet hij? Attitude in het openbaar Verschijning Gedrag tegenover anderen Pain Angsten Frustraties Obstakels Gain Wants & needs Maatstaven voor succes Obstakels Original by Dave Gray, www.xplane.com This version by Perspective CONTEXT MAP® CANVAS Demographic Trends Look for data on demographics, education, employment. Are there big changes that will impact your business? Rules & Regulations Are there trends in rules and regulations that will impact your business in the near future? Economy & Environment What are trends in the economy and in the environment that will impact your business? Competition What trends do you see among your competitors? Are there new entries? Your Company Technology Trends What are big technological changes that will impact your business in the near future? Customer Needs What are the big trends in customer needs? How do the expectations of customers develop in the near future? Uncertainties Do you see any big uncertainties? Things that can have a big impact, but it’s unclear how or when? www.perspective-research.nl connecting companies to customers © The Grove consultants international This version by Perspective CUSTOMER JOURNEY CANVAS This version by Perspective www.perspective-research.nl connecting companies to customers PainsPleasures Touch Points Customer Needs Target Phase / Step canvas@perspective-research.nl
- 29. problem finding problem solving create options make choicescreate options make choices FIVE BOLD STEPS ® Theme Theme Theme ThemeTheme www.perspective-research.nl connecting companies to customers © The Grove consultants international This version by Perspective Vision statement What is the future state of your business? How are you going to help your customers? Challenges What are the challenges that hinder you while reaching your vision? Supports What are the supports that strengthen you while reaching your vision? WALL OF IDEAS Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea © Designabetterbusiness.com This version by Perspective Main Idea www.perspective-research.nl connecting companies to customers CUSTOMER EMPATHY MAP www.perspective-research.nl connecting companies to customers Wat hoort hij? Wat vrienden zeggen Wat de baas zegt Wat beïnvloeders zeggen Wat denkt en voelt hij? Wat telt echt Grote preoccupaties Zorgen & aspiraties Wat ziet hij? Omgeving Vrienden Wat de markt aanbiedt Wat zegt en doet hij? Attitude in het openbaar Verschijning Gedrag tegenover anderen Pain Angsten Frustraties Obstakels Gain Wants & needs Maatstaven voor succes Obstakels Original by Dave Gray, www.xplane.com This version by Perspective CONTEXT MAP® CANVAS Demographic Trends Look for data on demographics, education, employment. Are there big changes that will impact your business? Rules & Regulations Are there trends in rules and regulations that will impact your business in the near future? Economy & Environment What are trends in the economy and in the environment that will impact your business? Competition What trends do you see among your competitors? Are there new entries? Your Company Technology Trends What are big technological changes that will impact your business in the near future? Customer Needs What are the big trends in customer needs? How do the expectations of customers develop in the near future? Uncertainties Do you see any big uncertainties? Things that can have a big impact, but it’s unclear how or when? www.perspective-research.nl connecting companies to customers © The Grove consultants international This version by Perspective CUSTOMER JOURNEY CANVAS This version by Perspective www.perspective-research.nl connecting companies to customers PainsPleasuresTouch Points Customer NeedsTarget Phase / Step
- 30. Design Thinking is the expert discipline for relating and connecting floating fields. Wolfgang Jonas
- 32. CHANGING ROLE OF CUSTOMER INSIGHTS
- 33. Design research problem finding problem solving create options make choicescreate options make choices tracking survey big data A/B testing observation self-documentation social platforms contextual interviews co-creation usability test feedback loops focus groups expert interviews street interviews
- 34. observing & immersing small scale iterative prototype equal to consumer co-creation
- 35. “Elke marketeer die ik ken, is gefrustreerd over de ROI van marktonderzoek. Het belangrijkste verwijt is dat er eigenlijk altijd een Chinese muur staat tussen wat het onderzoeksrapport vertelt en wat er uiteindelijk met de resultaten gedaan wordt. Volgens mij zit de oplossing in het killen van onderzoek als discipline.” Tom de Bruyne, Sue Amsterdam
- 37. Het ophalen van insights is bij agile organisaties niet meer voorbehouden aan één persoon of afdeling.
- 38. stafafdeling hybride agile team
- 39. Design Thinking: Wie neemt de lead? CX | Digital | CI
- 42. Customer experience improvement cycle Methodiek binnen ING om customer insights te integreren in agile werkwijze.
- 47. Hoe ontwerp je een design dat het gedrag van je doelgroep verandert?
- 48. problem finding problem solving create options make choicescreate options make choices
- 49. Behavior design
- 50. Brian J. Fogg Behavior Design Lab Stanford University
- 51. B=MAT Three elements must converge at the same moment for a behavior to occur: Motivation + Ability + Trigger. hard to do ability easy to do lowmotivationhigh activation threshold triggers fail here triggers succeed here
- 52. Motivation
- 53. ABILITY Ability
- 56. Als marketeers en insight professionals overschatten we doorgaans het belang van motivatie in het veranderen en invloeden van gedrag.
- 57. In general, persuasive design succeeds faster when we focus on making the behavior simpler instead of trying to pile on motivation. Why? People often resist attempts at motivation, but we humans naturally love simplicity. B.J. Fogg
- 58. “Design eats advertising for breakfast.” Tom de Bruyne PERSUASIONEATS ADVERTISINGFOR BREAKFASTexplorationofthefutureofadvertisingTom de Bruyne
- 60. B=MAT Three elements must converge at the same moment for a behavior to occur: Motivation + Ability + Trigger. hard to do ability easy to do lowmotivationhigh activation threshold triggers fail here triggers succeed here
- 61. Ability principles 1. Default option 2. Reduce Choice 3. Question substitution 4. Repetition 5. Dominance 6. Simplicity 7. Distinctiveness 8. Clarity
- 62. Motivation principles 1. Social proof 2. Scarcity 3. Consistency 4. Authority 5. Reciprocity 6. Consensus 7. Liking 8. Framing 9. Anchoring 10. Loss aversion
- 63. Scarcity
- 64. Socialproof
- 66. Geef direct na deze lezing jouw beoordeling. Zoek de lezing op via Programma en klik op de roze button Beoordeling invullen onderaan de lezing. Geef hier jouw cijfer. De score wordt daarna bekend gemaakt op het MIE Winter Paradeplein en in de MIE2018 app onder Beoordelingen.