Design Thinking, Omnichannel & the Future of Customer Experience

Katja Forbes — 2016

DESIGN THINKING OMNI CHANNEL THE FUTURE OF CUSTOMER EXPERIENCE

& @HELLOSYFTE #digitalks

Image from: synthe0czero.net/

@LUCKYKAT

EXPERIENCE DESIGN

So I’m an experience designer…

#digitalks @HELLOSYFTE

1 2 3#digitalks @HELLOSYFTE

@LUCKYKAT

IT’S NOT JUST A… _______ IT’S AN EXPERIENCE!


IT’S ALL ABOUT THE INTERACTION

“Uber, the world’s largest taxi company, owns no vehicles

Facebook, the world’s most popular media owner,

creates no content.

Alibaba, the most valuable retailer, has no inventory.

And Airbnb, the world’s largest accommoda0on

provider, owns no real estate.

Something interes8ng is happening.”

Tom Goodwin, SVP Havas Media


FROM CORPORATIONS…


…TO CONSUMERS


RELAX…IT’S JUST SOCIAL MEDIA


SOCIAL MEDIA FAIL…

#digitalks

REMEMBER #YOURTAXIS?

@HELLOSYFTE

ONLINE

DETRACTORS VS ADVOCATES


ITS ABOUT HOW YOU FEEL


IMPRESSION


INTERACTION


RESPONSIVE


RESILIENT


UNCERTAIN GROUND


UX, CX, SD, WTF?

hKps://ringly.com/ @HELLOSYFTE #digitalks

@HELLOSYFTE

TOUCHPOINT IS NOT A CHANNEL

#digitalks

@HELLOSYFTE

CUSTOMER EXPERIENCE

TOUCHPOINT EXPLORE

1

TOUCHPOINT CHECK-IN

3

TOUCHPOINT BOOK A ROOM

2 TOUCHPOINT ENTER ROOM WITH A MOBILE KEY

4

TOUCHPOINT CHECK-OUT

5 CHANNELS HOTEL RECEPTION

WEBSITE

MOBILE APP

#digitalks

SERVICE DESIGN

TOUCHPOINT ENTER ROOM WITH A MOBILE KEY

4 BOOK A

HOTEL ROOM

CUSTOMER ACTIONS

EMPLOYEE ACTIONS / FRONT STAGE

SUPPORT PROCESSES / BACK STAGE

CHECK IN ENTER ROOM PURCHASE

ON DEMAND MOVIE

CHECK OUT

ARRIVE AT DESTINATION

PROMOTE HOTEL

CLEAN AND SET UP ROOM

WELCOME CUSTOMER

ASK FOR BOOKING & CREDIT CARD DETAILS

ASK WHETHER CUSTOMER ENJOYED STAY

SEND OR PRINT INVOICE

LINE OF INTERACTION

LINE OF VISIBILITY

MARKETING PLANS

BOOKING SYSTEMS

TRANSPORTATION ALLIANCES

STAFF ALLOCATION

RESERVATION SYSTEMS

SECURITY/ACCESS SYSTEMS & PROTOCOLS

ON DEMAND TV SYSTEM

CUSTOMER FEEDBACK & BILLING SYSTEMS


OMNI-CHANNEL

CUSTOMERS DON’T CARE…


THE NEW OMNI-CHANNEL CUSTOMER

INFORMED, EMPOWERED AND CONNECTED


THE OLD WAY…

CHANNELS AND SILOS…


FOR EXAMPLE…

MIGRATE CUSTOMERS TO MORE SUITABLE, COST EFFECTIVE CHANNELS.

#digitalks Image credit: ghanaculturepoli0cs.com @HELLOSYFTE

THE FUTURE…

THERE CAN BE ONLY ONE…


IT’S ACTUALLY A MIX…

SHIFT YOUR THINKING

#digitalks hKps://www.flickr.com/photos/hutchike/2182668 @HELLOSYFTE

DISNEY GETS OMNI CHANNEL

RIGHT DOWN TO THE SMALLEST DETAILS

#digitalks Image credit: Disney @HELLOSYFTE

DESIGN THINKING

A SET OF TOOLS AND TECHNIQUES




DESIGN THINKING


DESIGN THINKING MINDSETS


PEPSI “You have two-three years to adapt

to a new design thinking culture.

If you don't change,

I will be happy to aDend your re8rement par8es.”

Indra Nooyi

CEO of Pepsico


EMPATHY

@HELLOSYFTE #digitalks

PROTOTYPE & TEST

SOMETHING NEW EVERY 3 MONTHS…


“DESIGN IS EVERYONE’S JOB. NOT EVERYONE IS A DESIGNER, BUT EVERYBODY HAS TO HAVE THE USER AS THEIR NORTH STAR.”

#digitalks hKps://www.flickr.com/photos/mikemoselle/20178612084

Phil Gilbert, General Manager of Design

IBM soWware

@HELLOSYFTE

FINDING THE ROOT OF THE PROBLEM

SOMETIMES ITS NOT THE TECHNOLOGY…


IBM DESIGN THINKING

PRINCIPLES, LOOP, KEYS

#digitalks hKp://www.ibm.com/design/thinking/ @HELLOSYFTE

IBM DESIGN THINKING

PRINCIPLES

#digitalks hKp://www.ibm.com/design/thinking/

A focus on user outcomes Drive business by helping users achieve their goals.

Restless reinven1on Stay essen0al by trea0ng everything as a prototype.

Diverse empowered teams Move faster by empowering

diverse teams to act.

@HELLOSYFTE

IBM DESIGN THINKING

LOOP


Observe Immerse yourself in the real world.

Reflect Come together and

look within.

Make Give concrete

form to abstract ideas.

@HELLOSYFTE

IBM DESIGN THINKING

KEYS


Hills Align teams on meaningful user outcomes to achieve.

Playbacks Stay aligned by regularly

exchanging feedback.

Sponsor Users Invite users into the work to stay true to real world needs.

@HELLOSYFTE

NOT JUST BIG CORPS

Black Arrow Label is a one woman show


STORIES…

I TELL A LOT OF THEM…


FROM…


TO…


THE PEAK END RULE


Image from: synthe0czero.net/

PERFECTIONISM IS JUST A FORM OF PROCRASTINATION

@HELLOSYFTE #digitalks

RESOURCES

d.School Virtual Crash Course - http://dschool.stanford.edu/dgift/!!IBM Design Thinking - http://www.ibm.com/design/thinking/!!Design Thinking Workshops – http://www.syfte.com.au!!Online Courses - http://www.ideou.com/products/from-ideas-to-action!!https://www.interaction-design.org/courses/design-thinking-the-beginner-s-guide (certificate)!!http://www.designorate.com/where-can-one-learn-design-thinking-online/ !(list of courses)!! ! @HELLOSYFTE #digitalks

[email protected] @hellosyfte

Thanks! #digitalks

Design Thinking, Omnichannel & the Future of Customer Experience

Business