Jake Truemper and Morgan Noel from XperienceLab discuss Human-Centered Design. What is it? How is it applied? and what are some tools and methods that the audience can take away and apply in their own businesses?
14. What were all the points of interaction with “things”
(people, processes, tools, technology)
inside and outside of the Cardinals’ control?
15. The “things” that are
in their control need
to be designed.
If not, it is difficult
and costly to change
once in “production”
Includes the tools and processes
for employees and partners to
deliver a satisfying experience
17. Do you understand the needs of the people
you are designing for?
Do you understand how those people
interact with your business?
Is your team aligned on the highest priority
experiences to design?
HCQ1
HCQ2
HCQ3
18. Sounds simple, but for many
organizations this is a massive
dynamic shift from inside-out,
to outside-in.
26. Research
● Customer &
Stakeholder
Interviews
● Surveys
● Field Research
● Experience Testing
● Data and Analytics
● Research Providers
● Research Services
& Tools
Model
● Empathy Maps
● Personas
● Mental Models
● Journey Maps
● Experience Strategy
Maps
● Service Blueprints
● Touchpoint Maps
Research &
Insight
28. Empathy Maps
What are they?
A collaborative tool for building
empathy with an intended audience.
29. THINK AND FEEL?
What does he/she
what really counts
major preoccupations
worries & aspirations
SEE?
What does he/she
environment
friends
what the market offers
SAY AND DO?
What does he/she
attitude in public
appearance
behavior towards others
HEAR?
What does he/she
what friends say
what family says
what influencers say
PAIN
fears, frustrations, obstacles
GAIN
wants, needs
31. THINK AND FEEL?
What does he/she
SEE?
What does he/she
SAY AND DO?
What does he/she
HEAR?
What does he/she
PAIN GAIN
What do you think were some of the key
PAINS and GAINS for potential Parkway
Spark! students?
32. THINK AND FEEL?
What does he/she
SEE?
What does he/she
SAY AND DO?
What does he/she
HEAR?
What does he/she
PAIN GAIN“Do I need a
car? Do I have
to buy new
clothes?”
“I learned that it
was okay to fail,
that you just
keep trying.”
“I get out of
normal school.”
37. What are they?
Experience Models and Maps are all methods
to show people in the context of how they
interact with your business.
They come in many different flavors, like:
- Mental Models
- Journey Maps
- Service Design Blueprints
Experience
Models & Maps
41. DISCOVER EVALUATE APPLY SPARK! SHOW
Students
Parents
People
SUPPORT
Tools &
Content
What do you think were identified as the
PRIORITIES on the Parkway Spark!
Experience Map?
42. DISCOVER EVALUATE APPLY SPARK! SHOW
Students
Parents
People
SUPPORT
Tools &
Content
“This is just
for smart
kids.”
“How am I graded?
What does this do
for my chances of
getting into the
college I want?”
44. What are they?
Structured statements that finalize
strategy alignment, and set the goal
posts for product/service design.
Hypothesis
Statements
45. We believe that doing/making/changing/etc.
For people involved, customers, workforce, distributors, etc.
Will achieve new attitude or behavior
46. We believe that
Creating a framework for measuring, tracking and reporting on tangible and
intangible benefits of being in the Spark! program
For
all constituents (parents, students, even skeptics)
Will achieve
a successful platform for sustainable growth and development.
50. Co-Design What are they?
Collaborative design sessions with
the design team, and the key
audiences impacted in the future
state (stakeholders, workforce,
customers)