J Boye Master Class #iwdk - Laura Vilsbaek - Design Thinking Applied to Digital Business Development

J. Boye Digital Business Development Masterclass

#iwdk16

[email protected]

@lauravilsbaek

Photo: Micky Wiswedel

DESIGN & DIGITALSITTIN’ IN A TREE

http://www.lauravilsbaek.dk

J. Boye: Digital Business Development Masterclasslauravilsbaek.dk / @lauravilsbaek

PROGRAMME1. About me

2. Design Thinking

3. Design Thinking tools

4. Design Thinking applied to Digital

5. K-I-S-S-I-N-G

EAAA - Strategiproces for Multimedie og Digital Kommunikation Laura Vilsbaek - Projektledelse i Praksis - lauravilsbaek.dk

• Digital business development: Inspiration, facilitation and process management

• Master of Arts

• Work: Designit, Skybrud.dk, ZUPA Recommended

• Clients: Merial, Goertek, Jyske Bank etc.

• www.lauravilsbaek.dk / @lauravilsbaek

LAURA VILSBAEK

http://www.lauravilsbaek.dk

DESIGN THINKING

INNOVATION

“Design thinking is a human-centered approach to innovation that draws from the designer's toolkit

to integrate the needs of people, the possibilities of technology,

and the requirements for business success.”

—Tim Brown, president and CEO, IDEO

Source: ideo.com

INNOVATION

http://ideo.com

GOOD FOR BUSINESS

Source: http://www.dmi.org/?page=DesignDrivesValue

GOOD FOR BUSINESS

http://www.dmi.org/?page=DesignDrivesValue

IT’S NOT ABOUT THE DESIGNER

IT’S ALL ABOUT PEOPLE

DESIGN THINKINGTOOLS

Source: http://dschool.stanford.edu/redesigningtheater/the-design-thinking-process/

THE DESIGN PROCESS

http://dschool.stanford.edu/redesigningtheater/the-design-thinking-process/

THE DESIGN PROCESS• Understand your users

• Users are not rational

• Users are emotional

• Users are not like you

• Users are everything like you

• Users are people

UNDERSTANDING USERS

THE USER JOURNEY


It’s all about actions and actual user experience

THE USER JOURNEY


THE USER JOURNEY

Remembering entire sequences: Before, during and efter


THE USER JOURNEY

Identifying touch points


THE USER JOURNEY

Identifying hassles


THE USER JOURNEY

Identifying peak + end


THE USER JOURNEY

Identifying your baseline


THE USER JOURNEY

Identifying moments of loyalty


THE USER JOURNEY

Identifying ambassadors


THE USER JOURNEY

…involving new users…

THE USER EMPATHY MAP

DESIGN THINKING APPLIED TO DIGITAL

DIGITAL IS ALL ABOUT THE USER

FOCUS ON THE ACTUAL EXPERIENCE

ANY CHANCE OF HELP FROM DIGITAL

PRODUCTS OR SERVICES?

SERVICE EVIDENCING

Source: http://trivsel.skybrud.dk/

http://trivsel.skybrud.dk/

BRIDGE THE SERVICE ANTICIPATION GAP


Source: https://youtu.be/1C07vGoqzbg

https://youtu.be/1C07vGoqzbg


SERVICE ANTICIPATION GAP

Baseline: Users’ needs and expectationsPeak: Differentiating experiences

SERVICE BLUEPRINT


Synlighedslinje

Interaktionslinje

Fysisk bevis

Brugeroplevelse

Backstage aktiviteter

Support processer

Frontstage aktiviteter

Photo: Micky Wiswedel

DESIGN & DIGITALSITTIN’ IN A TREE

K-I-S-S-I-N-G

[email protected]@lauravilsbaek

THANKS

mailto:[email protected]

http://lauravilsbaek.dk