Customer Experience Experience, improvement & design Design Thinking
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Customer Experience
Experience, improvement & design
Design Thinking
Customer Experience
Design Thinking
Discover Define Develop Deliver
DivergeConverge
Make sure you solve the right
problem.
Time
Idea
s, a
ltern
ativ
es, o
ppor
tuni
ties
Problem Space Solution Space
Customer Experience
Design Thinking
Iterative & Exploratory
Proces
Customer Experience
Design Thinking
Discover Define Develop Deliver
DivergeConverge
Time
Idea
s, a
ltern
ativ
es, o
ppor
tuni
ties
Iterative & Exploratory
Proces Problem Space Solution Space
Make sure you solve the right problem.
Customer Experience
Design Thinking
Discover Define Develop Deliver
DivergeConverge
Make sure you solve the right problem.
Time
Idea
s, a
ltern
ativ
es, o
ppor
tuni
ties
Iterative & Exploratory
Proces
Research Ideation Prototyping Implementation
Problem Space Solution Space
Customer Experience
Design Thinking
Discover Define Develop Deliver
DivergeConverge
Make sure you solve the right problem.
Time
Idea
s, a
ltern
ativ
es, o
ppor
tuni
ties
Research Ideation Prototyping Implementation
Problem Space Solution Space
Empathy Expansive thinking Experimentation Think with Google Design Sprint
Iterative & Exploratory
Proces Understand Define Sketch Decide Prototype Validate
Customer Experience
Design Thinking
Discover Define Develop Deliver
DivergeConverge
Make sure you solve the right problem.
Time
Idea
s, a
ltern
ativ
es, o
ppor
tuni
ties
Research Ideation Prototyping Implementation
Problem Space Solution Space
Empathy Expansive thinking Experimentation
Understand your customerIterative & Exploratory
Proces Define the “problem”
Persona Customer journey Experience journey User interviews
The golden path Future press release
Understand Define
Everybody has a story about a bad experience
Think with Google Design Sprint
Customer Experience
Design Thinking
Research Ideation
Empathy
Research
Discover Define
The Golden Path, or the Key Usey Journey as it is also called, is the key set of steps that a user takes to find a product’s real value. This path should be the ideal default and not focus on exceptions or errors
Think in term of stories.
Customer Experience
Design Thinking
Research Ideation
Empathy
Research
Discover Define
The Golden Path, or the Key Usey Journey as it is also called, is the key set of steps that a user takes to find a product’s real value. This path should be the ideal default and not focus on exceptions or errors
Think in term of stories.
Customer Experience
Design Thinking
Research Ideation
Empathy
Research
Discover Define
A future press release can help focus the team on the desired outcome
• What is your product called? • What’s specifically launching on this (imaginary) day? • Who is your product for? • What user pain are you targeting? • Why, in your own voice, did you make this product? • What will the customer’s perspective be? • What makes this product extraordinary? • How would your favorite customer describe the experience of the product?
• State of the problem & customer definition • Overview of solution & customer definition • Details of the solution • Why we did this, in our own voice • Why customers love it, in their voice • How customers get started using it
• This is a structure format, not an open-ended creative writing exercise
• Write in accessible language, no acronyms • Incorporate quotes from real people, including
yourself • Keep it to one page or shorter • Positive in tone, not "finally we fixed..." or "now this
doesn't suck" • Avoids competitive comparisons, but emphasize
differentiators • Think sketching - a balance between compelling and
throwaway
Customer Experience
One of Germany’s biggest theme parcs wants to improve his customer experience.
Case Study
What?
Phase 1 - Research
Come up with at least 9 new ideas for Lego Deutschland to improve it’s customer experience using design thinking methodology.
Define the main problem you want to ‘fix’ Use all available information
to construct the golden path and a future press release.
Customer Experience
Design Thinking
Discover Define Develop Deliver
DivergeConverge
Make sure you solve the right problem.
Time
Idea
s, a
ltern
ativ
es, o
ppor
tuni
ties
Research Ideation Prototyping Implementation
Problem Space Solution Space
Empathy Expansive thinking Experimentation Think with Google Design Sprint
Iterative & Exploratory
Proces Understand Define Sketch Decide Prototype Validate
Customer Experience
Design Thinking
Discover Define Develop Deliver
DivergeConverge
Make sure you solve the right problem.
Time
Idea
s, a
ltern
ativ
es, o
ppor
tuni
ties
Research Ideation Prototyping Implementation
Problem Space Solution Space
Empathy Expansive thinking Experimentation Think with Google Design Sprint
Understand Define Sketch Decide Prototype Validate
Iterative & Exploratory
Proces
Customer Experience
Design Thinking
Define
Ideation
Ideation
Expansive thinking
Sketch Decide
Customer Experience
Design Thinking
Define
Ideation
Ideation
Expansive thinking
Sketch Decide
Customer Experience
Design Thinking
Define
Ideation
“Ideation is the mode of the design process in which you concentrate on idea generation. Mentally it represents a process of “going wide” in terms of concepts and outcomes. Ideation provides both the fuel and also the source material for building prototypes and getting innovative solutions into the hands of your users.”
Ideation
Customer Experience
Design Thinking
Ideation
Ideation
Conscious mindLogic
Reasoning Self-Talk
Unconscious mindEmotions Feel good Intuition
Customer Experience
Design Thinking
Define
Ideation
Ideation
Customer Experience
Design Thinking
Ideation
Ideation techniques
Brainstorm
1+1=3In group
Build on other ideas
Customer Experience
Design Thinking
Ideation
Ideation techniques
Brainstorm
1+1=3In group
Build on other ideas
Customer Experience
Design Thinking
Ideation
Ideation techniques
BraindumpIndividual
Post-it notes
15’
Customer Experience
Design Thinking
Ideation
Ideation techniques
Brainwrite In group Post-it notes
Build on other idea
Customer Experience
Design Thinking
Ideation
Ideation techniques
Worst Possible Scenario
Customer Experience
Design Thinking
Ideation
Ideation techniques
Play with constraints
What if?!
Customer Experience
Design Thinking
Ideation
Ideation techniques
5-3-65 ideas
3 minutes 6 rounds
108
Customer Experience
Design Thinking
Ideation
Ideation techniques
Game storming
Cover Story
Customer Experience
Design Thinking
Ideation Principles
Build on each others’ ideas. It’s easy to kill an idea, so especially in the early stages, systematically follow up ideas with, “yes, and” instead of shooting them down with “no, but” comments.
Customer Experience
Design Thinking
Ideation Principles
Generate lots of ideas. At this point quantity over quality, so really let loose. Time to grab a pile of sticky notes or your favorite note-taking app. The best way to have a great idea is to have many ideas.
Customer Experience
Design Thinking
Ideation Principles
Write headlines. Being able to describe an idea in less than six words helps you clarify it. Imagine your favorite media outlet or magazine covers your great idea: What would you want to read?
Customer Experience
Design Thinking
Ideation Principles
Illustrate. Pictures are usually louder than words and harder to misinterpret.
Customer Experience
Design Thinking
Ideation Principles
Think big. Invite bold, intrepid ideas–yes, this is the “10x” part–not incremental solutions.“Just beyond crazy is fabulous!”
Customer Experience
Design Thinking
Ideation Principles
Defer Judgement. Don’t judge ideas in the midst of brainstorming (remember Rule #1) but let them grow so you can build on them and iterate.
Customer Experience
Design Thinking
Ideation Principles
Customer Experience
Design Thinking
Ideation Principles
Define
Ideation
Expansive thinking
Sketch
Idea
s, a
ltern
ativ
es, o
ppor
tuni
ties
Decide
Think with Google Design Sprint
Iterative & Exploratory
Proces Create
Customer Experience
Design Thinking
Define
Ideation
Idea portfolio
In an idea portfolio, ideas are ranked according to two variables and arranged on a portfolio or graph. It is a great way to prepare the groundwork for an informed decision, and even allows a strategic view of the options.
Customer Experience
Design Thinking
Define
Ideation
Idea portfolio
In an idea portfolio, ideas are ranked according to two variables and arranged on a portfolio or graph. It is a great way to prepare the groundwork for an informed decision, and even allows a strategic view of the options.
feasability ‘does this make sense’
impact in cx
Customer Experience
Design Thinking
Define
Ideation
Idea portfolio im
pact
on
CX
Feasibility
Does it feel good? Does it take away or reduce a customer pain?
Are competitors doing it? Can we make money from it?
Does it create a strategic advantage?
Does it feel good? Does it take away or reduce a customer pain?
Are competitors doing it? Can we make money from it?
Does it create a strategic advantage?
Customer Experience
Design Thinking
Define
Ideation
Idea portfolio im
pact
on
CX
Feasibility
Customer Experience
Design Thinking
Discover Define Develop Deliver
DivergeConverge
Make sure you solve the right problem.
Time
Idea
s, a
ltern
ativ
es, o
ppor
tuni
ties
Iterative & Exploratory
Proces
Research Ideation Prototyping Implementation
Problem Space Solution Space
Customer Experience
Design Thinking
Discover Define Develop Deliver
DivergeConverge
Make sure you solve the right problem.
Time
Idea
s, a
ltern
ativ
es, o
ppor
tuni
ties
Research Ideation Prototyping Implementation
Problem Space Solution Space
Empathy Expansive thinking Experimentation Think with Google Design Sprint
Understand Define Sketch Decide Prototype Validate
Iterative & Exploratory
Proces
Customer Experience
One of Germany’s biggest theme parcs wants to improve his customer experience.
Case Study
What?
Phase 2 - Ideation
Thursday December 17, each group presents a his idea portfolio ready.
Brainstorming, 5-3-6, … Idea Portfolio
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