© 2016 Jackman Reinvention Inc.1

Design Thinking Workshop.

Humber Launch Startup Shop. Tuesday, April 5th, 2016

PART 1 - TUESDAY, APRIL 5TH

• Design Thinking • Research and Insights • Creative Ideation

Homework PART 2 - TUESDAY, APRIL 12TH • Business viability & Audience • Prototyping principles • Team exercise • Team Presentations

Workshop Agenda

PART 1 - TUESDAY, APRIL 5TH

Today’s Agenda 1. Introductions

2. About Jackman 3. Design Thinking + Q&A – Andres Ospina 4. Research and Insights + Q&A – Amye Parker 5. Creative Ideation + Q&A – Mike Magnacca 6. Exercise 7. Homework 8. Mingle and snacks

05 mins 10 mins 20 mins 20 mins 20 mins 30 mins 05 mins 10 mins

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Reinvent verb:To become the most powerful and relevant version of yourself – in the least amount of time.

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Jackman Conviction We believe there is a more powerful you. Purpose We exist to discover and rapidly realize untapped value.

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RESEARCH & INSIGHTS

MANAGEMENT CONSULTING

BRAND STRATEGY & MARKETING

360° CUSTOMER EXPERIENCE DESIGN

ACTIVATION

ABOUT US. We are a customer experience reinvention company.

Jackman is unique in combining the disciplines essential to business reinvention and activation:

We have helped shape hundreds of billions of dollars in annual sales for our engagement partners.

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Design Thinking.Andres Ospina

• Principles • Components & Process • Attributes of a Design Thinker • The Journey • Where you can apply Design Thinking?

Design Thinking

• Principles • Components & Process • Attributes of a Design Thinker • The Journey • Where you can apply Design Thinking?

Design Thinking

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Flashback to 1998

Yes, not everyone who speaks Spanish is from Mexico.

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Listen & Observe Create Empathy Meaningful Service

• Principles • Components & Process • Attributes of a Design Thinker • The Journey • Where you can apply Design Thinking?

Design Thinking

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EMPATHIZE

Research techniques to create empathy

with the user.

IDEATE

Use the customer experience insights to discover value

creation moments.

DEFINE

Filter ideas using business criteria.

PROTOTYPE

Build something quick that represent your hypothesis.

Components & Process.

PROTOTYPE

OBSERVE

DEFINE

IDEATE

Design Thinking Cycle.

(Repeat)

Problem SolvingDesirability

Viability

Design Thinking Theorem.

Innovation

Business Rationality

Ideation Creativity

Human Empathy

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Design Thinking:The essential ability to combine empathy, creativity and rationality to meet user needs and drive business success.

• Principles • Components & Process • Attributes of a Design Thinker • The Journey • Where you can apply Design Thinking?

Design Thinking

Design Thinking is a mindset.

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Pride is the worse enemy of Design Thinking

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Humility is key to success - Jeff Gothelf

I have no idea what I’m doing

Sometimes you just start as the shirtless guy dancing alone

Design thinking is like karaoke, you just need

to get out, take a chance... it doesn’t matter

how good it is really, that’s not the point. Is

there anything dangerous in karaoke?…

- David Kelley

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Welcome chaos Complex Theory

“The life of a designer is a life of fight: fight against the ugliness.” - Massimo Vignelli

PERSEVERANCE

“It doesn’t matter how you hit back, it’s about how much you can take and keep fighting.”

- Anderson Silva

• Principles • Components & Process • Attributes of a Design Thinker • The Journey • Where you can apply Design Thinking?

Design Thinking

Are you creating the right paths?

“You have to start with the customer experience and work backwards to technology.”

- Steve Jobs

Customer Experience Design Journey.

Design Thinking

Lean Startup

Agile / Lean UX

Delightful Experience

I have no idea what I'm doing.

TECHNOLOGYHUMANS

Customer Experience Design Journey.

Design Thinking

Lean Startup

Agile / Lean UX

Delightful Experience

We have a couple of ideas, let’s test them.

TECHNOLOGYHUMANS

Customer Experience Design Journey.

Design Thinking

Lean Startup

Agile / Lean UX

Delightful Experience

We choose the best idea, let’s build it.

TECHNOLOGYHUMANS

Customer Experience Design Journey.

Design Thinking

Lean Startup

Agile / Lean UX

Delightful Experience

Make customers happy.

TECHNOLOGYHUMANS

Customer Experience Design Journey.

Design Thinking

Lean Startup

Agile / Lean UX

Delightful Experience

Business Results

TECHNOLOGYHUMANS

Structure the product design process from the WHY to the WHAT.

Simon Sinek Golden Circle Approach

Design Thinking makes your storytelling better because it’s your customers’ story.

• Principles • Components & Process • Attributes of a Design Thinker • The Journey • Where you can apply Design Thinking?

Design Thinking

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Design Thinking In education.

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Collect Feedback and Ideas.

We want to do it because it is fun!

Find the why

Prototype and test your ideas quickly and see how your audience reacts to it.

It doesn’t matter if you have negative feedback, what’s most important is what you do with it.

One on One Time + On the road calls

Tuesdays: 10:30am - 11:30am You make the call 999 999 9999

Create services for your audience

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“Dabbling in freelance work I can take everything that I’ve learned and apply it to working with clients big or small. Definitely my favourite class and most impactful topic this entire two year course.”  —  Casy

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User results:

• Students learning without fear of making mistakes.

• Jobs in the field.

Business results: • Interactive Production class redesign.

• Web Design & Interactive media program redesign.

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Design Thinking in interaction design.

Pay attention to small details. Little things can make a big impact for the user and the business

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Design Thinking in yourself.

You can apply Design Thinking to anything or anyone, even yourself!

Q&A

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Research & Insights.Amye Parker

Humber Design Thinking - Research Section53

Ace Hotel.

Research Methodologies.

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Behavioural What people do

Attitudinal What people say

Qualitative Few

Quantitative Many

Ethnography

Online Surveys

Digital Analytics

Focus Groups

Shop-alongs

In-Depth Interviews

Observation

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Method Benefit

Eye tracking Identify visual hotspots of the CX (in-store or online) or marketing material.

Online communities Gather deep emotional insight / feedback from target consumers over time.

Video ethnographies Absence of researchers enables video to capture truer consumer behaviors.

Mobile recruiting Richer feedback from customers when visiting stores with objectives in mind.

Virtual reality Measure accurate impact or and reactions to a reinvented CX (vs. pictures).

Geo-fencing / beacons Capture in-the-moment feedback with precise consumer survey targeting.

Foot traffic sensors Additional in-store behavior metrics (e.g. flow, hotspots, time spent, demos).

Facial coding Capture true emotional reactions within the current or reinvented CX.Pass

ive

Act

ive

New technologies

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1. Exploration

2. Deep Dive

3. Assessment

4. Refinement

Get smart on available research, develop an initial customer experience journey and identify other knowledge gaps.

Provide a deeper understanding of consumers and the competitive landscape to help validate any early hypotheses, quantify critical moments of the customer experience and support customer targeting decisions and other strategic choices.

Measure the impact and effectiveness of product/service offerings, marketing touchpoints, creative concepts, and other initiatives.

Continue to identify other potential opportunities for strengthening the strategy and customer experience.

4 Phases of Research

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1 2 3 4

Questions Answered • What trends and changes are happening in this category? • What are consumer perceptions of our brand? • What do the current brand users look like? • What is the current state customer journey? • What information gaps exist?

Content & Deliverables • Current State Customer Journey Map • Support Case for Change development. • Develop initial research plan based on current hypotheses, knowledge gaps.

Methods Used • Primary Qualitative: focus groups, in-depth interviews, and shop-alongs. • Secondary: existing loyalty databases, cross-tabulation resources. • Digital Analytics: foot traffic analytics.

Exploration

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What is a Customer Journey?

A Customer Journey is a visual map of the interactions a user has with a brand that leads to purchase.

1 2 3 4

Rotman Design Thinking Workshop59

What is a Customer Journey?

Key Tips: • The map is written from the users’ perspective

to understand the intersection between their expectations and the business services to satisfy those expectations

• By building user journey maps, we’re able to identify key Pain Points within the existing customer experience. We then look to transform these pain points into opportunities that reinvent the customer experience

1 2 3 4

Rotman Design Thinking Workshop60

Identifying pain points and opportunities from the journey.

• Highlights the low points of the journey to identify opportunities from the perspective of the user and the provider

• Pain points and opportunities will offer a chance for us to elevate the experience for the most significant and valuable shift in the experience.

• These opportunities will help us focus the next step, the Creative Ideation, to tackle the challenges and capitalize on opportunities to reinvent the Customer Experience

Key Tips: • Look for moments where the customer feel frustrated or confused. • Empathy is the key principle that allows you to discover customer pain points.

1 2 3 4

Rotman Design Thinking Workshop61

Customer Journey Example. 1 2 3 4

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Questions Answered • Who are the different types of consumers? • What does the competitive landscape look like? • Who is winning with consumers and how? • Where is there whitespace?

Content & Deliverables • Develop consumer segments. • Identify brand positioning.

Methods Used • Quantitative: online surveys, communities and bulletin boards. • Secondary: Investing in published research articles or whitepapers.

Deep Dive 1 2 3 4

JAC_Segmentation_Primer_20150407v263

What is Consumer Segmentation?

What is it? • The concept of categorizing consumers into subgroups based on their

needs, attitudes, and/or behaviors.

Why does it matter? • Helps businesses focus the strategy in order to amplify their brand and

win with target customers.

Brand Purpose

What we stand for, to whom.

Product Price

Promotion People

Clarity Alignment

Engagement Power

Core concept: Narrow the focus to amplify differences and broaden reach

and relevance.

1 2 3 4

Humber Design Thinking - Research Section64

Customer Segmentation Example. 1 2 3 4

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Creative Ideation.Mike Magnacca

“If I had asked people what they wanted, they would have said faster horses.”

- Henry Ford

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Marketing research identifies gaps, but true innovation comes

from the visionaries.

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Three step process to create innovative ideas:

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Tip #1:

“Do” the Pig.

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Tip #2:

Reframe the Question.

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“If I have an hour to solve a problem and my life depended on the solution, I would spend the first fifty-five minutes determining the proper question to ask, for once I know the proper question, I could solve the problem in less than five minutes.”

- Albert Einstein

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I love the GhosterCoaster at Canada’s Wonderland, but I am too tall/old to ride.

• Are there similar rides that I am not too tall/old for?

• What do I like most about this ride?

Problem Question

Why do I always get bad grades on my projects?

• How can I improve? • What help can I seek? • What strengths can I bring to my

next project?

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Tip #3:

No bad ideas.

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McDonald’s Theorem

Exercise

JAC_Design Thinking Workshop_040416aw.pptx81

Imagine you are the owner of a local sit-down restaurant based in Toronto. In 2002, you opened your first restaurant and since then have created a chain of 14 restaurants. However, over the last few years the number of customers eating at your restaurants and sales have started to decline. You have overheard customers complain about the food, service, and atmosphere. If you do not change, you have calculated you will go bankrupt within the next five years. How are you going to innovate the customer experience of the restaurant to grow your customers and sales?

Case Introduction.

JAC_Design Thinking Workshop_040416aw.pptx82

After forming groups of three to four: 1. Step one: Create empathy (know your audience).

• Review the research materials provided. • Create a customer journey map, highlighting the emotions of a customer throughout

the process. (Use empathy )

2. Step two: Ideate. • Reframing the problem to create a single purposeful problem statement on the low

emotional points of the customer journey map you, the owner, should aim to solve. • Writing down as many ideas as you can (one idea per sticky note) • Categorize your ideas based on value creation moments.

Steps of Innovation.

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Homework

JAC_Design Thinking Workshop_040416aw.pptx85

1. Choose any type of problem that your team wants to solve. 2. Observe, interview and obtain analytics from the users affected by the problem selected. 3. Identify your target audience. 4. Create a customer journey. 5. Identify opportunities to improve the customer or user experience. 6. Have a creative ideation session with your team. 7. Generate as many ideas as possible. 8. Categorize your ideas based on value creation moments.

Homework

Bring homework PART 2 - TUESDAY, APRIL 12TH • Business viability & Audience • Prototyping principles • Team exercise • Team Presentations

Coming up on workshop two