DESIGN
THINKING
Member Services September
2015

Design thinking is a human
centered and collaborative
approach to problem solving,
using a designed mindset to
solve complex problems.
Tim Brown (British Industrial Designer & President of IDEO)

• Member on-boarding process
• Walk in our customers shoes
• Look at the customer journey differently
• Present a solution to Management 6 weeks from now
• This is only the beginning …
From Today
A better process for members

DESIGN THINKING
Learning
Ideate
Test
empathise
prototypeFoundation of a human-
centered design process
Necessary to Observe,
Engage and Immerse.
Chance to refine
and improve
solutions
Define
Empathy findings are
unpacked and synthesised
into compelling
needs and insights
Mode during the
design process in
which the focus lies
on idea generation
Getting ideas and
explorations out
of the head into
the physical world

DESIGN THINKING
empathise
What is the Empathise Mode?
Foundation of a human-centered design process
Necessary to:
Observe: View users and their behavior in the
context of their lives
Engage: Interact with and interview users through
both scheduled and short “intercept” encounters
Immerse: Experience what your user experiences

DESIGN THINKING
define
What is the Define Mode?
 Empathy findings are unpacked and synthesised into
compelling needs and insights
 Mode of “focus” rather than “flaring”
 Goals: develop a deep understanding of the users and
the design space; come up with an individual statement
or point of view
 Point of view should be a guiding statement that focuses
on specific users, and insights and needs
 Understanding the meaningful challenge is fundamental
to creating a successful solution

DESIGN THINKING
ideate
What is the Ideate Mode?
 Mode during the design process in which the focus lies
on idea generation
 Represents process of “going wide” in terms of concepts
and outcomes – mode of “flaring” rather than “focus”
 Goal is to explore a wide solution space; a large quantity
of ideas and a diversity among those ideas
 From this depository of ideas prototypes can be built to
test with users

DESIGN THINKING
prototyping
What is the Prototype Mode?
• Getting ideas and explorations out of the head into
the physical world
• A prototype can be anything with a physical form:
a wall of post-it notes, a role-playing activity, a space,
an object, an interface, a storyboard
• Keep prototypes rough and rapid to learn quickly and
investigate a lot of different possibilities
• Prototypes are most successful when people (design
team, user, etc.) can experience and interact with them
• What you learn from those interactions drive deeper
empathy and shape successful solutions

DESIGN THINKING
Test
What is the Test Mode?
 Chance to refine and improve solutions
 Another iterative mode in which low-resolution artifacts
are placed in the appropriate context of the user’s life
 Prototype as if you know you’re right, but test as if you
know you’re wrong!

DESIGN THINKING
Design Thinking is the result of combining analytical thinking and intuitive thinking
ANALYTICAL
THINKING
INTUITIVE
THINKING
DESIGN
THINKING
100% RELIABILITY 100% VALIDITY50 / 50 MIX

DESIGN THINKING
Design Thinking integrates business, technology and
people
INNOVATION
TECHNOLGY
FEASIBLE
Can it be done?
WORKFLOW
VIABLE
Does it matter in
the organisation?
PEOPLE
DESIRABLE
Do people
want it?
PATIENT AND
FAMILY CENTERED
CONTINUOS
INSIGHTS AND
ITERATIONS
OPTIMISM MAKING IDEAS
TANGIBLE
EMPATHYBUILD TO THINK
LEARN
DEFINE
IDEATE
PROTOTYPE
TEST

DESIGN THINKING
Idea
IMPLEMENTING
USING
APPLYING
DESIGN
THINKING
IN ITERATIONS TO
MONITOR (DATA)
FOR NEW IDEAS/ISSUES
Start
proces
s again
Project management
methodology
Knowledge and prototype of
the design thinking phaseEMPATHY Take the role of your end-user
AWARENESS Know how to improve status quo
ADAPTIVITY Learn from feedback and adapt
KNOWLEDGE Define the challenge you face
CREATIVITY Foster ideas

DESIGN THINKING
Traditional vs. Design Thinking
Flawless planning
Avoid failure
Rigorous analysis
Presentations
Arms' length customer
research
Periodic
Thinking
Enlightened trial & error
Fail fast
Rigorous testing
Lightweight experiments
Deep customer
immersion
Continuous
Doing
TRADITIONAL
THINKING
DESIGN
THINKING

DESIGN THINKING
Design Thinking integrates business, technology and people
10
WHAT IS?
WHAT IF?
WHAT WOWS?
WHAT WORKS?
Journey
Mapping
Value Chain
Analysis
Mind
Mapping
Brain-
Storming
Concept
Development
Assumption
Testing
Rapid
Prototyping
customer
Co-Creation
Learning
Launch
VISUALIZATION
72
3
4
5
6
8
9
1

DESIGN THINKING
Design Thinking for Innovation
1
2
3
EMPATHY AND DEEP
HUMAN
UNDERSTANDING
CONCEPT
VISUALIZATION
IDEATION
PROTOTYPING
AND USER EVALUATION
STRATEGIC
BUSINESS
DESIGN

DESIGN THINKING
Design Thinking Process
 Project plan
 Personals and
stories
 Research summary
 Problem
definition
 Key insights
 Design principles
 Solutions
 Low-fidelity prototypes
 High-fidelity prototypes
 Product
Understand Point of viewObserve Ideate Prototype Test

CUSTOMER
JOURNEY MAP
Member Services 2015
empathis
e

I don't believe people are looking
for the meaning of life as much as
they are looking for the experience
of being alive.
Joseph Campbell (Professor of Mythology)
empathise

DEFINITON
The Journey of the User
The Experience Map is a strategic tool
document and presents complex user
interactions with a product or service.
The journey of the customer is the
center of it – including the starting and
the end point as well as the fulfillment
of the customer expectations.
The composition of an Experience Map builds up knowledge and unity on all
management and working levels. Moreover, a satisfying customer interaction
and a better product experience is established.

ADDED VALUE
Benefits of an Experience Map
Evaluation
Assess structural
knowledge of
customer
experience /
behavior of all
channels
tool
Collective tool to
display product
experiences
simplicity
Follow customer
insights in a
simple
and usable form
development
Develop toward
customer-
oriented
thinking
INNOVATION
Identify areas of
ideas and
innovation

CUSTOMER JOURNEY MAP
Main Components
the TAKEAWAY
The takeaway contains
strategic insight and
proposals which derive
from the Experience Map
and summarises detected
obstacles and
opportunities.
THE LENS
The lens is a filter which
analyses the journey of the
customer and summarizes it
to the core experience;
superior principles
and key values are listed.
Journey of the
customer
The journey of the
customer is always
individual and case-related.
It should illustrate the most
important points such as
phase transitions and
channel changes.

IMPLEMENTATION
CUSTOMER JOURNEY MAP
empathise

The first draft starts with the identification of interaction points and the
drawing of a path. To mirror thoughts and emotions, interaction points show
positive and negative signs.
CUSTOMER JOURNEY MAP
Step One

Next, emotions and thoughts are regarded more intensively with the aim to
identify the underlying need. The qualitative information of the results are
added as comments to the interaction points. Emotional conditions are
depicted graphically. Also, quantitative information, such as statistical details
find their place around the path.
CUSTOMER JOURNEY MAP
Step Two
Potential member calls Ai
Group
Potential member receives
access to a range of Free
taster services
Number goes through a
double fwd and is not
answered
Potential member signs up to
an entry level membership to
gain access to more services

CUSTOMER JOURNEY MAP
Emotional Conditions – Summarised Depiction
MENTAL
State
UNPLEASANT PLEASANT
MOOD SCALE
EMOTION AS COLOR
COMBINATION
ANGRY
IRRITADED
SAD
TENSE
BORED
NEUTRAL EXCITED
CALM
HAPPY
CHEERFULL
RELAXED

CUSTOMER JOURNEY MAP
Step Three
Now, the phases of interaction are identified
by dividing interaction points into rational units.

CUSTOMER JOURNEY MAP
Rising interest in a
specific product or
group of products
attention
Research of
information on
focused products
Research
The customer
decides by means of
specific criteria.
decision
The customer
purchases the
product via a
specific channel.
purchase
Initial operation of
the product and
necessary steps
First usage
Daily, regular use of
the product within
the respective
context
Further usage
Due to specific
criteria, the product
is defect or not used
any longer.
End of usage
Disposal of the
product and
purchase of a
replacement
product,
if required
disposal
Stage
Touchpoint

CUSTOMER JOURNEY MAP
Step Four
Afterwards, the types of interaction between separate
interaction points are determined and marked.

CUSTOMER JOURNEY MAP
Fundamental Types of Interaction
Direct
connection
One step leads directly
to the next one.
Bi-Directional
connection
One step leads to the
next, but the user can
also go back.
controlled
evaluation
Use ranges between several
possibilities within a closed
and controlled surrounding.
Open
Exploration
User ranges freely between
several dependent and
independent possibilities.

CUSTOMER JOURNEY MAP
Step Five
The last step is the evaluation of possibilities and obstacles for the
customer:
communicative
Does the user need a specific content
or specific essential information?
Is it possible to improve the sorting
of available information by means of
their relevance for the customer?
Interactional
What prevents the
customer from interacting?
How can the interaction
be improved?