Presentation from 2013 NextGen conference in Washington DC. Peer Insight's Natalie Foley and Jessica Dugan presented how to use Customer Journey Mapping to understand your customer.
To Create Your Own Wig Online To Create Your Own Wig Online
Using Design Thinking to Understand Your Customer
1. Using Design Thinking to
Understand your Customer
for 2013 NextGen Summit
JULY 26, 2013
2. 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?
2
3. Peer Insight creates impact & growth
using design thinking
3
• 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
4. Design Thinking is often treated
as a mystery
Asked to describe design, Tim Brennan of Apple’s
Creative Services drew the following picture:
4
Impact
5. We see design thinking as a
problem-solving process…
5
What is? What if? What wows? What works?? $
EMPATHIZE
framing
interviewing
observing
analyzing
VISUALIZE
exploring
brainstorming
creating
CO-CREATE
building
refining
evaluating
ITERATE
experimenting
testing
implementing
6. …optimized for innovation
is a problem-solving
tool optimized for…
Design Thinking
which is becoming the
predominate path to….
Innovation
Growth
6
7. Design thinking is obsessed with users…
CUSTOMER
DESIRABILITY
Do users want it?
7
8. …but it solves for users along 3 dimensions
CUSTOMER
DESIRABILITY
Do users want it?
ECONOMIC
VIABILITY
Does it scale
profitably?
TECHNICAL
FEASIBILITY
Can we deliver it
reliably?
8
13. The customer is an individual,
not a data point
13
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
14. Start with the standard steps of the journey,
then get emotional
14
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
High
Low
15. Plot your customer’s points of pain and
moments of delight
15
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
16. 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
✔ + +
✔ − −
✔ −
✔ −
18. Congratulations, you’re an entrepreneur!
18
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.
19. Here’s how you’ll do it:
19
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
20. Where are some places to learn more?
I’m digging this design thinking thing.
SHAMELESS PLUGS
OTHER COMPANIESTRENDS
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