Layering Customer Profiles with Human-Centered Design to Unearth Innovation · 2019-12-11 ·...

Layering Customer Profiles with

Human-Centered Design to Unearth

Innovation

Presented By: Patrick Salaski, Instructor at Metropolitan

State University

The Twin Cities Business Architecture Summit 2019

Learning Objectives

• Understanding Customer Needs

– “Traditional” Business Architecture Method (Value Proposition

Canvas)

– Design Thinking Approach

– Comparison of Pro’s and Con’s of Each Approach

– Applying the concepts in “real-life”

2019 All Rights Reserved – Materials cannot be used, reproduced, or edited without written permission by the

Institute for Professional Development at Metropolitan State University2

Business Architecture Defined

BUSINESS ARCHITECTURE DEFINITION

3 Business Architecture Value | September 2019 | Confidential, for internal use only

ORGANIZATIONAL VALUE

SIMPLIFY COMPLEXITY

TRANSFORM CUSTOMER EXPERIENCE

TRANSLATE STRATEGY TO ACTION

Business architecture is a disciplined approach to solve organizational challenges or take advantage of opportunities.


Institute for Professional Development at Metropolitan State University

Emerging Trends – Business Architecture

4

TRADITIONAL BUSINESS ARCHITECTURE EMERGING BUSINESS ARCHITECTURE



Business Model Canvas

5

Business Model Generation, Osterwalder and Pigneur, 2010®

Create, Deliver & Capture Value

6

8

Key Partners

1

Customer Segments

2

Value Proposition

7

Key Activities

6

Key Resources

4

Customer

Relationships

3

Channels

9

Costs

5

Revenue

Create Deliver

Capture

www.strategyzer.com

Business Model Canvas Role in Driving Change

7

Source: http://innovationexcellence.com/



Understanding Your Customers


Institute for Professional Development at Metropolitan State University8

?Why do we need a bet ter way to tell t he story of how we create value for our customers and our company?

put yourself in t he customers’ shoes

http://www .krw-intl.com/wp-content/uploads/2015/04/stevejobs1.jpg

You can't just ask customers what t hey want and then t ry t o giv e t hat

t o t hem. By t he t ime y ou get it built , t hey'll want something new

”“

- Steve Jobs, Apple

Personas are fictional characters,

which you create based upon your

research in order to represent the

different user types that might use

your service, product, site, or brand in

a similar way.

Using Personas

• Personas are used to describe a particular customer

segment

• They personalize the segment and put a ‘human’

perspective on things

• They are fictional – Not

specifically describing a

person but representative

of the broader whole



9



PersonasEXAMPLE

Name

Demographics

ValueProposition

Narrative

Goals/Needs

Frustrations/Pains

Motivators

Personality /Behavioral

Channels



PersonasEXAMPLE

Name

Demographics

ValueProposition

Narrative

Goals/Needs Frustrations/Pains

Motivators

Personality /Behavioral

Channels

Customer Experience

External and Internal Perspectives



12

Employee

Experience

Design Thinking techniques can be applied to different parts of your

organization…. externally or internally.

Personas

Value PropositionInfluencing positive outcomes for

at-risk youth.

n n

n n

n n

n n

n n

Seeing Change in Youth

Nice to Have Essent ial

What are her needs and expectat ions?

Watching others Grow.

Profile: Program Host

AashiAashi is a science teacher. She loves to watch others learn, develop and reach their full potent ial.

Community is Recognized


Using Personal Skills


What are her pain points?

Not Delivering on Promises.

Youth Don't Part icipate

Low Pain Extreme Pain

Conflict ing Priorit ies


Can't Meet Commitments


Program Costs Too High


Staff & Volunteer Engagement


Receiving Addit ional Funding


Program Doesn't Produce Results


14

Personas

n n

n n

n n

n n

n n

See people's lives improve

Nice to Have Essential

What are her needs and expectations?

See improvement

Profile: Case Manager (County Worker)

MaryMary is a case manager for the past 15 years in Otter Tail County. She is married with children and is involved in her church.

See community improve


Help people get what they need


What are her pain points?

Can't help clients

Unable to assist the client


See clients lives decline, can't help


Limited number of services to offer


Outdated information


See people in work area improve


Financial security


Clients unable to access help


The Value Proposition

15

Key Components of the Business Model Canvas

16

Business Model Generation, Osterwalder and Pigneur, 2010®

The Ultimate Goal

17

Observe CustomersCreate Value

Fit



Value Proposition Canvas

18

Fit

www.strategyzer.com

https://youtu.be/ReM1uqmVfP0

Customer Profile

19

20

www.strategyzer.com

Customer Jobs

21

• What customers are trying to get done in

their work and lives

– Functional

– Social

– Emotional

– Supporting

Job Importance

+Important

Insignificant

-

www.strategyzer.com

Customer Pains

22

• The bad outcomes, risks and obstacles

related to customer jobs

– Doesn’t work

– Boring

– Makes me look/feel bad

– Annoying

– Waste of time

Pain Severity

+Extreme

Moderate

-

www.strategyzer.com

Customer Gains

23

• The expected benefits, more or less,

that the customers are seeking

– Required

– Expected

– Desired

– Unexpected

Gain Relevance

+Essential

Nice to Have

-

www.strategyzer.com

24

www.strategyzer.com

Empathy Map

25

Strategyzer.com



Practical ApplicationGROUP EXERCISE



Real-World Case Study

27



In Your Group

28

1. Name your ‘Customer Segment’ (Create a Persona)

1. Define the “Jobs” Your Persona is Trying to Get Done

1. Define the “Pains” and “Gains” Your Persona is likely to experience

trying to get their Jobs Done

1. Rank your persona’s “Pains” and “Gains” – (Importance and Degree

of Pain)

1. Report out your persona’s top 5 “Pains” and “Gains”

Value Map

29

Value Map vs. Customer Profile

30

Strategyzer.com

www.strategyzer.com

Products & Services

31

• List the products and services around

which you will build your value

proposition

– Physical / Tangible

– Intangible

– Digital

– Financial

Relevance

+Essential

Nice to Have

-

www.strategyzer.com

Pain Relievers

32

• How do products / services eliminate or

reduce negative emotions, undesired

costs and situations and risks

– Be explicit

– Focus on extreme pains

Relevance

+Essential

Nice to Have

-

www.strategyzer.com

Gain Creators

33

• The expected benefits, more or less,

that the customers are seeking

– Look for the ‘delight’ factors

– Various forms

• Cost/Time savings

• Reduced effort

• Quality

• Positive social or emotional Relevance

+Essential

Nice to Have

-

www.strategyzer.com



Summing Up Session

• Persona’s can be a helpful way to get everyone aligned on

identifying key stakeholders

• Many terms are used to define ‘customers’

– Stakeholders

– Clients

– Constituents

• Personas can be created to represent different parties that are

involved or impacted

• Taking the time to map the Jobs, Pains and Gains for various

stakeholders helps build empathy and see things from a different

perspective

• Prioritizing “pains” & “gains” helps pinpoint the most critical areas to

focus on from a customer point-of-view

34

Questions

www.MetroStateIPD.org

612-659-7230

http://www.metrostateipd.org/

Layering Customer Profiles with Human-Centered Design to Unearth Innovation · 2019-12-11 ·...

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