A talk by Principal Consultant Kristine Pitts at the Centre for Human Computer Interaction Open Day 2017.

1. Using co-design with customers
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A case study
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2. CO-DESIGN with customers

3. Co-Design?
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Image credit - Learning Layers
hKp://learning-layers.eu/why-co-design-for-an-rd-project/

4. Involving customers in the design process
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• But customers are not
designers??
• Surely the concepts are
informed by our in-depth
research?
• Don’t we need to thoroughly
understand our customers
first?

5. DISRUPTING the market

6. A challenger
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• A mobile only bank
• Target market iden2fied
• Lots of money spent on
market research
• Had a long list of key
concepts
hKp://www.havenrm.com/challenger-banks/

7. Our challenge
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• Wanted support with design
and tes2ng of the mobile app
• Not focusing on the end to
end service
• No contact with customers to
date

8. Our approach
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• Engage customers in the
concept design phase
hKps://www.retaildoc.com/blog/how-to-engage-retail-customers-
begins-with-a-wow-moment

9. Co-design workshops

10. Understanding parGcipant behaviour
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• How do they think/feel/relate to their mobile phone?
• How do they think/feel/relate to their bank?

11. Day in the life of
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• How does the mobile bank
support you?
• What can it do for you?
• How does that fit with your
life?
• Why is that useful?

12. Introducing the Bank’s concepts
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• What do you think?
• How would it work for you?
• Vote for favourites
• How does it fit within your
Day-in-the-life?

13. INFLUENCING investment

14. Key outcomes for the client
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• First hand experience of their
customer
• Uncovered a previously
ignored challenge
• Refined their concepts
• Priori2sed their concepts for
development
• Discovered new concept

15. In summary - Why co-design with customers
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• Build understanding of how
your high-level concepts can
work for the customer
• Uncover new concepts
• Uncover key blockers that
needs to be overcome before
your concepts can work
• Priori2se your development

16. Thank You!

17. Any QuesGons?
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Kristine Pitts - Principal Consultant
kristine.pitts@serco.com
Telephone:
020 7421 6499
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