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Engage customers like never before through the power of Design Thinking

Nicholas Kontopoulos Global Head of Strategic Marketing Programs, SAP Customer Engagement Solutions

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Workshop Objectives

Purpose of workshop: to show you how ‘Design Thinking’ can help you create delightful customer experiences across your entire enterprise, and enable you to disrupt the markets you operate in.

Success for us will be achieved if you are able to walk away with an appreciation of how ‘design thinking’ can be applied in reimagining your customers interaction with your brand across the entire customer journey.

Agenda: •  Welcome (Nicholas)

•  What to expect (Koert)

•  Design Thinking Circuit (Rahul) •  Break (10min)

•  Personas & Customer Journey Mapping (Hiromi)

•  Wrap-up (Nicholas)

3 ©  2014 SAP SE or an SAP affiliate company. All rights reserved.

Why do we need to Innovate?

How can Design Thinking help to improve the Customer Experience and Business Innovation?

feasibility (technology)

viability (organization)

desirability (human)

innovation,

holistic solutions

Scoping 360° Research Synthesis Ideation Prototyping Validation

Problem Space Solution Space PROBLEM SPACE SOLUTION SPACE

What is Design Thinking?

Customer Centric Design

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Our Values for today for a Creative Mindset

Empathize- Think Customer-Centeric

Have a Beginners Mind

Defer Judgment – Ask Questions

Be Visual

Collaborate - Build on the Ideas of Others

Experiment & Make Mistakes - Fail Early and Often

Have Fun!!!

9 ©  2014 SAP SE or an SAP affiliate company. All rights reserved.

chair something to

sit comfortably on

…design for me a

1 minute to…

…someone ask me an

open questions about

sitting comfortably

…design for me again

10 ©  2014 SAP SE or an SAP affiliate company. All rights reserved.

What do you notice?

“If I had asked people what they wanted, they would have said a faster horse. - Henry Ford

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“It’s not the customers job to know WHAT THEY WANT”

- Steve Jobs

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Design Thinking Circuit

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Customer insights come from listening & intense observation.

Emotional persona: The customer is not just a physical statistic.

SKETCH IT!

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The best way to create a great idea is to have lots of them. Don’t judge an idea. High speed ideation should be collaborative & fun.

A NEW SALES TOOL!

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Prototyping : A tangible representation of your ideas. Failing Early. Keeping the customer at the core of the design process.

BUILD A CAR!

Use this title slide only with an image Empathy: develop a deeper understanding of who the customer “really” is. Build a visual persona.

SUPER CUSTOMER !

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Human tendency is to say to People “No, but” instead of “Yes and”. Build a positive environment for innovation. Lateral ideation & unrestrained creativity.

YES…AND!

Use this title slide only with an image “Tangibilize” multiple ideas in the form of simple visuals. Experience the idea before production.

RAPID PROTOTYPING!

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Customer Journey Map

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LOOK

BUILD PERSONAS

Ling Li

M

12

Single

Remote Village in China

Being a good student

Reading

Do well at school

Become a doctor

Hard working

Go to work Take care of parents when he gets older Earn money to buy books Save for college

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Your Turn!

IDEA GENERATION

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The Generous Store

Generate Ideas from customer perspective

Deeper understanding of customer journey

Collaborate with stakeholders & customers

CUSTOMER JOURNEY MAP

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PAIN POINTS MOMENTS OF TRUTH

Doctors Surgeons

Patient

Patient’s Family

Insurers

Govt

Harry

Male 22 yrs

Smoker

No history Worries

about his health

Multi channel

Feel Ill Research Symptoms

CHOOSE TOOTH PASTE

See doctor

Get second opinion

Make research easier

This is confusing!

How will I pay for this? Want this to

be over

Just the flu

Need to tell family? A little worried

Ratings of doctors

Where can I

find the best

doctor?

Hospital website Pharmacist

Specialist GP

Intake form

Patient friendly

language

Info about medicine

Help Harry feel

supported

Direct insight into

costs

healthcare hospital Harry gets sick

CUSTOMER JOURNEY MAP

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Your Turn!

WHAT IS AFTER THE CJM? VISUALIZATION & RAPID

PROTOTYPING

SOME WORKSHOP

IMPRESSIONS

Experience Design Thinking Workshop

SAMPLE WORKSHOP AGENDA (adaptable for each particular situation)

Understand Problem Create Solutions Ideation �  Introduction to Ideation &

techniques �  Generate ideas, build up and blend

ideas �  Cluster and prioritize ideas

Prototyping �  Introduction to Prototyping �  Prototyping of solutions

Validation �  Introduction to Validation �  Iterate prototype �  Presentation & feedback

Wrap Up �  Review / Feedback

Kick-Off �  Introduction, Team Forming �  Overview and Introduction to Design

Thinking

Scoping �  Intro to the Design Challenge �  Completion of the Scoping

360° Research �  Introduction to 360° Research �  Sample techniques �  Research

Synthesis �  Introduction to Synthesis �  Storytelling & wall of data creation

Participants: 2-4 multi-disciplinary teams - each consisting of 4-6 people – a mix of people from: end-users, line of business experts, developers, technology experts, suppliers, customers etc.

What is the problem really?

Typical tools used in Design Thinking workshop

Stakeholder Map: shows the different possible stakeholders and their relation to the organization

Persona: Emphathizes with the consumers or stakeholder to focus efforts

Customer Journey Mapping: Identify opportunities for improvement.

Synthesis: clustering, combining, categorizing and labeling, in order to simplify and prioritize.

Needs & Insights: uncover the deeper goals and ways the customer or stakeholder wants to feel

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Disruptive

Breakout

Sustaining Source: Clayton Christensen

QUIZ What is innovation?

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Workshop Objectives

Purpose of workshop: to show you how ‘Design Thinking’ can help you create delightful customer experiences across your entire enterprise, and enable you to disrupt the markets you operate in.

Success for us will be achieved if you are able to walk away with an appreciation of how ‘design thinking’ can be applied in reimagining your customers interaction with your brand across the entire customer journey.

Agenda: •  Welcome (Nicholas)

•  What to expect (Koert)

•  Design Thinking Circuit (Rahul) •  Break (10min)

•  Personas & Customer Journey Mapping (Hiromi)

•  Wrap-up (Nicholas)