Using Design Thinking to Understand Your Customer

Using Design Thinking to Understand your Customer

for 2013 NextGen Summit JULY 26, 2013

How we’ll use our hour together

•  What is Design Thinking?

•  How is it used to learn more about customers?

•  What is a journey map? How do I use it to understand my customer better?

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Peer Insight creates impact & growth using design thinking

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•  Strategy + Entrepreneurship + Design

•  We partner with private, public & not-for-profit organizations to meet needs of end user because a happier user = impact

•  Mix of design thinking and business strategy

Design Thinking is often treated as a mystery

Asked to describe design, Tim Brennan of Apple’s Creative Services drew the following picture:

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Impact

We see design thinking as a problem-solving process…

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What is? What if? What wows? What works?? $

EMPATHIZE framing

interviewingobservinganalyzing

VISUALIZE exploring

brainstormingcreating

CO-CREATE building refining

evaluating

ITERATEexperimenting

testingimplementing

…optimized for innovation

is a problem-solving tool optimized for…

Design Thinking

which is becoming the predominate path to….

Innovation

Growth 6  

Design thinking is obsessed with users…

CUSTOMER DESIRABILITYDo users want it?

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…but it solves for users along 3 dimensions

CUSTOMER DESIRABILITYDo users want it?

ECONOMIC VIABILITYDoes it scale profitably?

TECHNICALFEASIBILITYCan we deliver it

reliably?

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There are 4 principles of Design Thinking

There are 4 principles of Design Thinking

WHAT IS A JOURNEY MAP?

Journey mapping tracks a customer’s journey through an experience

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Low  

High  

High

Low

The customer is an individual, not a data point

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Focuses On: •  “what is the customer trying to do?”

•  individual with hopes & challenges

•  natural settings

•  observations & interviews

•  exploring

•  meeting emotional needs

•  set of hypotheses for further testing

Rather than: •  “what does my organization want?”

•  data point / a demographic

•  focus groups

•  surveys

•  proving

•  meeting functional needs

•  set of recommendations for action

Start with the standard steps of the journey, then get emotional

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1  

Plan Move Prep

2  

LT/Section Cold Calls Class Disc Time Mgnt Exams

3  

Briefings Job Search Club Activities

4  

Social Traditions Emotions Relation-ships

5   6   11  8  

Career Plan Intern Offer & Acceptance Abroad Exp.

7   9  

Summer Offer/Not Full Time Recruiting

12  

Club Leadership Mentoring Social Traditions

Pre-Darden Socials Pre-Mats Tests

Decide

Research Network Visit Commit

Elections Internship Academic Reflection

Class Disc More Time Full Time Offer/Not Graduation

Start First Year Second Year

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SY Program

High

Low

Plot your customer’s points of pain and moments of delight

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High

Low Mature  Ticket  Puncher  

Map  Maker  

Happy  Wanderer  

1  

Plan Move Prep

2  

LT/Section Cold Calls Class Disc Time Mgnt Exams

3  

Briefings Job Search Club Activities

4  

Social Traditions Emotions Relation-ships

5   6   11  8  

Career Plan Intern Offer & Acceptance Abroad Exp.

7   9  

Summer Offer/Not Full Time Recruiting

12  

Club Leadership Mentoring Social Traditions

Pre-Darden Socials Pre-Mats Tests

Decide

Research Network Visit Commit

Elections Internship Academic Reflection

Class Disc More Time Full Time Offer/Not Graduation

Start First Year Second Year

10  

SY Program

The customer is an individual, not a data point

16  

Identify with the dominant culture

Identify with a micro culture

academic pragmatist

academic purist

Mainstream MBAs

Mature ticket-

punchers

Map-Makers

Happy Wanderers

✔ + +

✔ − −

✔ −

✔ −

NOW, IT’S YOUR TURN!

Congratulations, you’re an entrepreneur!

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You’ve just started DC’s newest party planning company: NextParty. In order to best serve your clients and their guests, you need to understand what constitutes a “great party,” this means you have to learn about your customers’ needs and expectations around parties and other social events. To do this you’ll interview a potential customer and map his/her journey of attending a great party.

Here’s how you’ll do it:

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1.  BREAK INTO TEAMS OF THREE Assign each person a role: LEAD INTERVIEWER DOCUMENTER RESEARCH PARTICIPANT

2.  EXPLORE Using the a guide, the lead interviewer interviews the participant while the documenter takes notes.

3.  ANALYZE As a team, make sense of the information you just learned about your research participant.

4.  MAP Using the information your synthesized from your interview in step three, map your participant’s journey at great party. Do this as a team.

5.  SHARE Compare your map to another team’s map. What are differences? The similarities? Based on these

Where are some places to learn more? I’m digging this design thinking thing.

SHAMELESS PLUGS

OTHER COMPANIES TRENDS

Eric Ries’s The Lean StartUp

Design Thinking becoming a process

Design vs. Business

Back end of innovation

Creativity vs. Innovation

Twitter: @peerinsight Website: peerinsight.com Blog: peerinsight.com/musings Videos: peerinsight.com/videos Book: Designing For Growth: A Design Thinking Toolkit for Managers

Design Thinking DC MeetUp – DT:DC

Design Thinking documentary

HBR article on Design Thinking

CHECK OUT

Thank you!

Natalie Foley VP nfoley@peerinsight.com @natalie_s_foley

Jessica Dugan Senior Design Consultant jdugan@peerinsight.com @jess_dugan

PLEASE STAY IN TOUCH  

Website peerinsight.com

Twitter @peerinsight

Blog peerinsight.com.musings