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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?
2	
  
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
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
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
…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
DESIRABILITY
Do users want it?
7	
  
…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	
  
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
12	
  
Low	
  High	
  
High
Low
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
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
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
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!
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.
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
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
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

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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  
  • 9. There are 4 principles of Design Thinking
  • 10. There are 4 principles of Design Thinking
  • 12. Journey mapping tracks a customer’s journey through an experience 12   Low  High   High Low
  • 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
  • 21. 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