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DESIGN THINKING forDISRUPTIVE BUSINESS
LESLIE BAYONA
26 NOV 2015
Moxiemox·ie ˈmäksē/ aggressive energy; initiative; determination to solve a difficult problem.
WHY DESIGN?USELESS DATA PROVIDES NO VALUE
INFORMATION OVERLOAD LEADS TO
MISCOMMUNICATION= CHAOS
BROKEN INTERNAL PROCESS CAN BE FELT OUTSIDE
CUSTOMER EXPERIENCE (CX)
ORGANIZATIONALALIGNMENT
DESIGN FOR PRODUCT PROCESS PEOPLE
DESIGN
INNOVATION&
CUSTOMER EXPERIENCE (CX)
meaningful & relevant experiences add value
GOAL: craft this customer experience, starting with your product
Design Thinking principles can be powerful
to adopt innovative new ideas and experiences.
VALUE PROPOSITION DESIGN CREATING VALUE OUT OF INSIGHTS
IaaS
agility faster deployment of resources
subscription model
manageability
manageability
Mapping the Value Proposition of Value Proposition Design
CEB CHALLENGER COMMERCIAL TRAINING TAILORING CONTENT FOR YOUR CUSTOMER
Unique valuable perspectives on my market Help me navigate alternatives Help avoid potential risks Educate on new issues and outcomes
CEB (CORPORATE EXECUTIVE BOARD)
CHALLENGER MODEL
What customers look for: PERSPECTIVE
EDUCATION
RISK
ALTERNATIVES • Teach customers a new way to think about business • Tailor approach to resonate • Take control of the buying process
Constructive Tension TRIGGERS ACTION
FOR SALES TO CLIENT ENGAGEMENTS Information toolkit
Encourage information that’s new
But how does the customer tie this up with his business?
CHALLENGER PRESENTATION FORMAT I. Background of the Company II. Tailoring to the Individual - the advocate in the company willing and able to help your cause. INDUSTRY ( COMPANY ( ROLE (INDIVIDUAL)))
Reframe how the customer views their business that inspires action to your solution .
NEW CONTENT FORMULA70% CUSTOMER, 30% OWN PRODUCTS
FROM TRADITIONAL SALES PITCH TO CHALLENGER
Insights Make customer think different
Suggest action leading to your solution
Step 1: Identify a pain point Step 2: Educate customers on associated costs for leaving issues unresolved
AS A BUSINESS ADVISER: Discover Opportunities › Align Vision › Implement and Grow
FROM TRADITIONAL SALES PITCH TO CHALLENGER
Market Share, Profit, Growth, Stabilize, Improve, Reduce, Expand, Ask, Report, Measure, Promote
Constructive Tension TRIGGERS ACTION
Begin: INSIGHT Raising a concern Mid: IMPACT Identify true cost End: Share unique SOLUTION leading to your unique strengths
TRUST = VALUE Increase Product Benefits while Reducing Cost
USE CASES: ENUMERATE SCENARIOS TO SERVE AS MARKET INSIGHT
CONTENT MARKETING STRATEGY STAYING RELEVANT WITH NEW INFORMATION
DO THIS NOW
"At heart, a focus on the business of technology,
grounded in design, with a light touch of curiosity about life."
IBM DESIGN EXPERIENCE CASE STUDY BLEND DESIGN THINKING AND AGILE
Blend Design Thinking And AgileThe goal of IBM Design Thinking is to create those links between problem solving, execution, and release and to help cross-functional teams deliver experiences, not just design them rethink existing project portfolios. Drive: shist the company away from feature- and function- driven sostware development toward UX as a market differentiator.
IBM’S DESIGN THINKING BUILDS ON:HILLSSPONSOR USERSPLAYBACKS
The level of B2B product design will continue to rise. Users of B2B sostware are becoming increasingly accustomed to easy- to-use, effective, and appealingly designed products. IBM’s focus on a good user interface (UI) for B2B products increases the pressure for other companies to follow suit or perish.
THE INGREDIENTS: Adapted, Adopted, And Improved Practices
CRAFTING A HILLS STATEMENTIBM defines Hills as “user-centric statements that define the mission and scope of a product release and serve to focus the design and development work on desired market outcomes.”
WHO, WHAT, WOW!
EXAMPLE
“A growth market-based sales manager can assemble a response team from around the world in 24 hours without management’s help.”
CATEGORY NAME CloudPRODUCT NAME Microsost Office 365PRODUCT NICKNAME MS O365
WHO WHAT WOW
EDUCATION INDUSTRY A university can allow its faculty and students
to collaborate seamlessly using best-in-class productivity tools
accessible anywhere, even outside of the classroom.
HILLS STATEMENTA university can allow its faculty and students to collaborate seamlessly using best-in-class productivity tools accessible anywhere, even outside of the classroom.
Finance Department X University can save up on Microsost Office sostware licenses with TCO savings up to 30% on the Cloud.
IT Department X University’s IT department doesn’t have to worry about migrating their data into the Cloud MS O365, as a MS CSP we can do this in 5 days.
DO THIS NOW
CRAFTING A HILLS STATEMENT
EXAMPLE
“A growth market-based sales manager can assemble a response team from around the world in 24 hours without management’s help.”
CATEGORY NAME
PRODUCT NAME
PRODUCT NICKNAME
WHO INDUSTRY INDUSTRY INDUSTRY WOW PRODUCT HILLS STATEMENT
WHAT
Use Case / Workload
Use Case / Workload
Use Case / Workload
Use Case / Workload
CATEGORY HILLS STATEMENT
DUE MONDAY NOV 30 12NN VIA EMAIL TO LESLIE
HILLS STATEMENT TEMPLATE
EXAMPLE HILLS STATEMENT“A growth market-based sales manager can assemble a response team from around the world in 24 hours without management’s help.”
“Your pitch should explain what you are working on, the technical insight that’s driving it, how you are measuring your success (particularly customer benefit), and perhaps how it fits into the big picture.”
― Eric Schmidt, How Google Works
