Video and slides synchronized, mp3 and slide download available at URL http://bit.ly/1MiWtrN. Jeanine Spence explores the customer centric and iteration concepts of Design Thinking as an approach to problem solving through the lens of the personal. Spence presents 5 ways to put these techniques into practice and start to innovate with you at the center. Filmed at qconsf.com. Jeanine Spence is a user experience strategist who uses design thinking methods to help companies uncover customer value opportunities that lead to breakthrough innovation. She is the author of the Customer Experience Capability Model, a strategic framework that demystifies what it takes to deliver outstanding customer experiences.

1. Go on, say yes, and…
design thinking made
personal
Jeanine Spence
Experience Strategist
Current Associates & The SFE Group

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Watch the video with slide
synchronization on InfoQ.com!
http://www.infoq.com/presentations
/design-thinking-customer-centric

3. Purpose of QCon
- to empower software development by facilitating the spread of
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Strategy
- practitioner-driven conference designed for YOU: influencers of
change and innovation in your teams
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- connecting and catalyzing the influencers and innovators
Highlights
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Presented at QCon San Francisco
www.qconsf.com

4. Say yes, and…

5. hope for the best

6. or go on a designed journey

7. of discovery.

10. Design thinking reflection

11. A story.

14. Challenge assumptions.

16. Sit in ambiguity
Find my new customer
Uncover insights
Not take the first paved off-ramp
Discover something new
Evaluate value propositions
Handle constraints

22. • When faced with a challenge
• Choice, go with the familiar or say yes
and jump in

25. INSIGHT and
FEEDBACK
FRAME with
OUTCOMES
BRAINSTORMBUILD
FOCUS
Design Thinking

26. Reflection,
inspiration
Reframing
Long term, short
term outcomes
Wild ideas, new mathPress release,
profile, elevator
pitch
Me
Design Thinking
Feedback

27. But, let’s focus on a simpler
topic.

28. Take a new kind of trip.
Drew’s story.

29. • Drew’s story

30. • Drew’s story

31. • Drew’s story

32. Off the beaten path
Problem: mainstream tours don’t
feel like a real journey
Outcome: see rural areas, personal
connection with people
Learn language
Orienteering
Backpack
Water filters
Ride a motorcycle
International license
Fishing
Language lessons
Motorcycle course
Water filter research
Drew & Kristy
Design Thinking

33. Off the beaten path
Problem: mainstream tours don’t
feel like a real journey
Outcome: see rural areas, personal
connection with people
Learn language
Orienteering
Backpack
Water filters
Ride a motorcycle
International license
Fishing
Language lessons
Motorcycle course
Water filter research
Drew & Kristy
Couldn’t learn language
Loved motorcycling
Criteria for filters
Problem: Getting to remote
areas is difficult
Outcome: see rural areas,
personal connection with
people
Design Thinking
Learn language
Orienteering
Backpack
Water filters
Ride a motorcycle
International license
Fishing

34. Try it.

35. Yes, and…

36. I’m going on a trip and…

38. Reflect on a specific trip.

40. Why did you take that trip?
Write down your thoughts.

42. Ask why again.
Discuss in pairs.

43. Write down your new insight.

44. Surprises?

45. Plan a new trip.

46. Plan a new trip.

47. Who is going on this trip?

48. Reflect, why take this trip?
Is this the same for everyone?

49. Write down your insight.

50. Frame your story.
Scenario, press release, facebook
post

51. Define outcomes of your trip.
Snapshots, family or friend
dynamics, personal growth.

52. Share insights, story, &
outcomes.
Discuss in group of 4.

53. Revise your story &
outcomes.
(Align with all travellers)

54. Brainstorm ideas.
Discuss in group of 4.
Reversal, wild ideas, new math.

55. List 4-10 ideas to try.

56. Plan to prototype 2 ideas.
Discuss in pairs.

57. Decide how you will get
feedback.
Discuss in pairs

58. Share your ideas.
Discuss in group of 4.

59. INSIGHT and
FEEDBACK
FRAME with
OUTCOMES
BRAINSTORMBUILD
FOCUS
Design Thinking

60. Reflect, write up one
takeaway.
Write on sticky note, put up on
boards to share.

62. Thank you.
Jeanine Spence
Experience Strategist
Current Associates & The SFE Group
jeanine@currentassociates.com
www.sfeinfo.com

63. Watch the video with slide synchronization on
InfoQ.com!
http://www.infoq.com/presentations/design-
thinking-customer-centric