Marco Eisenberg & Klaus Heine www.upmarkit.com
Introduction Short Introduction to Design Thinking
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Design Thinking is a user-centered and creative approach that can resolve any strategic question a company is facing.
It is typically used for the...
Creation of business ideas & product innovations Development of process & organizational innovations Remodeling of the customer journey Resolution of any tricky strategic decision Some question to start with… How to improve user experience? experience? How to attract attract Millenial‘s? Millenial‘s? How to enter enter a new market? market? How to reduce employee employee turnover? How to reorgan reorganize ize a company? company? How to to redesign the the sales process? How to improve conv conversation ersation rates? rates? How to redesign the the sales incentives? incentives? How to attrac attractt talents? How to regain customer customers? s? How to excel excel with a new business unit? How to adapt to future future scenarios? How to remodel remodel the brand-consumer brand-consumer interactions? interactions? How to design an effective effective loyalty program? program? How to increase increase consumer consumer satisfaction?
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Introduction to Design Thinking
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At least twelve people from the same company, but from different departments. Working in groups of six people. Each group is led by a moderator.
Understand
Start with a general topic. A key challenge of a Design Thinking workshop is to shape a relevant and specific problem. Desk research helps to gain background knowledge.
Observe
Conduct market research to develop a sound understanding of your users and their needs and desires. Visit relevant sites, oberserve real-life users and how they interact with each other, talk to users. Find out their pain points and difficulties.
Point of View
Interpret the empirical findings. Put yourself in the situation of your users. Feel how your users feel. Create user personas, use cases, empathy and consumer journey maps, day-in-a-life scenarios, etc.
Ideate
Generate a big variety of outside-the-box ideas. No idea is too far-fetched. No idea is judged. Focus on solving consumer needs and desires.
Prototype
Build a simple representation of your ideas: models, sketches or cardboards.
Test
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Return to your users for feedback. Find out what works and what does not work. Then refine your design.
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Mario Eisenberg led a big variety of Design Thinking workshops. Below, Below, you can find a description of some s ome selected workshops. They provide an idea of typical applications of Design Thinking.
Modelling the Autonomous Driving Experience for a European Automobile Manufacturer Manufacturer Autonomous driving experience is the hot topic in the automobile industry. The technological challenge is accomanied with the necessity to make autonomous driving a great experience for the user. Driving a car is fun for most people, but it may be lost by automatic driving. Therefore, it is necessary to understand the target groups for autonomous driving (teenagers, elderly citizens, etc.) and their specific requirements. Design Thining was used in this workshop to develop an autonomous driving experience.
Reorganization of the Sales Process for a South African Investment Investment Firm The corporte investment firm, owned by one of the biggest banks in South Affrica, advises clients selling or buying companies in Africa and brings together potential investors to organize financing. The company made use of Design Thinking to redesign the sales process of equity shares. First of all, we had to develop an understanding of how the sales process is working today. All types of stakeholders involved in the M&A process had to be identified and many of them were interviewed to understand their problems, needs and preferences. It turned out that a key problem was that potential investors are virtually flooded with investment opportunities and ithat is hard for the bank to get through to the investors. During the workshop, possible possible solutions (prototypes) were developed and tested.
Redesigning the Sales Process for a German Compressor Producer As part of the selling processo of their compressors, the German company is using a software to measure the performance and energy consumption of existing compressors in the factories of their clients. Based on this analysis, they offer their clients new products. The analysis software is a central element of the selling process, but became outdated. Objective of the Design Thining workshop: How can we reorganize the selling experience of compressors?
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Developing a new Business Unit for a German Engine Manufacturer Manufacturer A manufacturer of electric motors and gear mechanisms was looking to expand into a new business segment, which would still allow using their existing manufacturing tools and machines. The company was wondering what other type of products they could manufacture with their existing resources. Objectives of the Design Thining workshop: To come up with new business ideas, to evaluate business plans and to design a business strategy for the new business unit.
Developping a Future Strategy for a European Insurance In surance Company The insurer wanted to use Design Thinking for the development of a future strategy for the company: How does the business area of our company look like in 2030 and which steps do we need to take today, to be on the right track and to withstand rising competition? The challenge for the developement of future scenarios with Design Thinking lays in a fundamental shift of consumer‘s living conditions and preferences: There There is a strong increase in mobility and individuality in life concepts and a growing demand for individual configurability of insurance services, which none of the insureres can provide p rovide today.
Remodelling Brand-Consumer Interactions for a Belgian Bank One of the biggest Belgian banks wanted to redesign and completely automate their brand-consumer interactions along the entire consumer journey. This requires a fundamental strategic reorientation and organizational transformation, based on the selection and development of suitable technologies and digtial tools. During the Design Thinking workshop, possible solutions (prototypes) were tested with empathetic interviews with more than 250 potential clients. Results suggest, for instance, that consumers prefer chatbots to reemble their own style of speaking (from easy-going to formal). This is possible with an analysis of consumer‘s communication behavior on Facebook and other social media platforms, with the help of machine learning / artifical intelligence.
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We offer offer workshops that combine two powerful drivers of business success: Design Thinking & Branding.
Marco Eisenberg is teaching since 2010 at the DSchool of Hasso-Plattner-Institute (HPI) in Potsdam and was a major contributor in the creation of the HPI D-School in Cape Town. Town. He conducted over 500 Design Thinking workshops worldwide for clients such as Bosch, Daimler, SAP, Siemens, Eon, and Kion Group.
Design Thinking Branding Dr. Klaus Heine works as luxury marketing professor at Emlyon Business School in Lyon and Shanghai, and as consultant specializing in high-end brand-building. He has worked on projects for many luxury & high-end brands including, for instance, Chaumet, Dior, JaegerLeCoultre, Gaggenau, KPM Berlin, Loewe, Kering Group, Panerai, and Richemont.
For any inquiries, please send an email to
[email protected]. www.upmarkit.com
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Introduction to Design Thinking
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