Embed Size (px)
Citation preview
WELCOME
2020
CUSTOMER
INSIGHT
SUMMIT AND
PANEL
DISCUSSION
2020 Customer Insight
Dr. David Sutherland, Senior Lecturer
Human-Centered Design Thinking, Innovation Processes,
and New Product Development Best Practices
3
4
Dr. David Sutherland, Senior LecturerDavid Sutherland, Senior Lecturer at the University of
Georgia Terry College of Business, is Senior Advisor at
Intersection-Inc. and The Design Academy. David was
Founder and Managing Director of Launch Institute, a
technology scouting firm. He based the founding of Launch
Institute on his 25 years of corporate experience focused on
technology innovation projects and consulting. His work has
taken him across the globe, including the USA, Europe,
Asia, Africa, and Australia. David is also a Senior Lecturer at
the University of Georgia’s Terry College of Business where
his teaching focuses on entrepreneurship, Design Thinking,
and business innovation.
executive.terry.uga.edu
David Sutherland, PhD
March 13, 2020
Executive Summit
Design Thinking &
Innovation Remarks
We will cover today…
Design Thinking
What?
Why?
Lessons Learned
A discussion with the pros
Working definition
Challenge /
Opportunity
(existing state)
New Solution /
Outcome
(preferred state)
Design Thinking is a methodology used by teams to solve complex problems, and find desirable solutions for
customers.
Design Thinking supports and encourages collaborative creativity to solve problems in a holistically and
human-centered way. Unconventional paths are thereby welcome. Business, research and even politics
increasingly recognize the intrinsic potential of Design Thinking teams - whose focal point is people.
Distinctions
Define
the right
need(s)
SolutionsResearch
the challenge
Go slow to go fast..Typical
The UGA Hybrid
RESEARCH
§ Competitive Landscape
§ Field Guide
§ Surveys
§ Journaling
§ Secondary Research
ETHNOGRAPHY
§ Interviewing
§ Eyewitness Observation
§ Contextual Inquiry
§ Immersive Research
TEST
§ Usability Testing
§ Heuristic Evaluation
ECOSYSTEM
§ Stakeholder Mapping
§ Journey Mapping
§ Personas
FRAME
§ Problem Tree Analysis
§ Laddering
§ Insight Generation
ORGANIZE
§ Affinity Clustering
§ Concept Mapping
ASSESS / FILTER
§ POPs
§ Opportunity Matrix
§ DFV (Desirable,
Feasible, Viable)
§ Select The Hits
§ Bullseye Diagram
GENERATE
§ Sketching
§ Creative Mash-Up
§ WIBNI (Wouldn’t It Be
Nice if…)
§ Cyclone Session
§ SETLES Trends
MODEL
§ Rapid Prototyping
§ Storyboards
§ Experience Prototyping
§ Business Model Canvas
§ Wireframing
REALIZE
§ Simulations
§ Publish The Concept
§ Appearance Models
STRATEGY
§ Pitch Out
§ Design Brief
§ Road Mapping
RESEARCH
§ Competitive Landscape
§ Field Guide
§ Surveys
§ Journaling
§ Secondary Research
ETHNOGRAPHY
§ Interviewing
§ Eyewitness Observation
§ Contextual Inquiry
§ Immersive Research
TEST
§ Usability Testing
§ Heuristic Evaluation
ECOSYSTEM
§ Stakeholder Mapping
§ Journey Mapping
§ Personas
FRAME
§ Problem Tree Analysis
§ Laddering
§ Insight Generation
ORGANIZE
§ Affinity Clustering
§ Concept Mapping
ASSESS / FILTER
§ POPs
§ Opportunity Matrix
§ DFV (Desirable,
Feasible, Viable)
§ Select The Hits
§ Bullseye Diagram
GENERATE
§ Sketching
§ Creative Mash-Up
§ WIBNI (Wouldn’t It Be
Nice if…)
§ Cyclone Session
§ SETLES Trends
MODEL
§ Rapid Prototyping
§ Storyboards
§ Experience Prototyping
§ Business Model Canvas
§ Wireframing
REALIZE
§ Simulations
§ Publish The Concept
§ Appearance Models
STRATEGY
§ Pitch Out
§ Design Brief
§ Road Mapping
The Design Academy Methodology
Design Centric companies outperfom
Source: http://www.dmi.org/blogpost/1093220/182956/Design-Driven-Companies-Outperform-S-P-by-228-Over-Ten-Years--The-DMI-Design-Value-Index
2020 Customer Insight
Dr. David Sutherland, Senior Lecturer
Human-Centered Design Thinking, Innovation Processes,
and New Product Development Best Practices
2020
CUSTOMER
INSIGHT
SUMMIT AND
PANEL
DISCUSSION
31
It’s 2020 —What do you
need your team to do
differently?
Perform better together
Lead others more effectively
Develop deeper expertise in
certain business acumen
executive.terry.uga.edu
executive.terry.uga.edu
Partner with Terry –
Terry Executive Education Center in Atlanta
In the heart of Buckhead near MARTA, restaurants,
lodging, and premium shopping
Effective learning environment - large executive style
classrooms, team breakout rooms, boardroom,
innovation classroom, catering, and flexible event space
Education boosted by technology - state-of-the-art audio
visual equipment and onsite support staff
Designed for team-building and networking - large special
events room for receptions and dinners, accommodating
up to 120 attendees
32
33
Why partner with a business school for
development programs in 2020?
Best current thinking
Talent retention
Bench strength
Organizational transformations
Technology enablement
Improved performance
Process improvement
And more…
executive.terry.uga.edu
Day 1 Day 2 Day 3 Day 4
Mon Tues Wed Thur
Executive Welcome Projects Launch
Financial Acumen
& Value Creation
Customer
CentricityBusiness Strategy:
Outthinking the
Competition
Leading for
Engagement
Break Break Break Break
Business Strategy:
Outthinking The
Competition
Leading for
Engagement
Financial Acumen
& Value Creation
Integrating
Mergers &
Acquisitions
Lunch LunchLunch & Executive
DialogueLunch
Cultivating a
Personal
Leadership Brand
Leading for
Engagement
Effective
CommunicationCritical Thinking &
Decision Making
Break Break Break Break
Cultivating a
Personal
Leadership Brand
Leading for
Engagement
Effective
Communication &
Video Coaching
Feedback
Critical Thinking &
Decision Making
Team Project Work
Welcome Reception & Dinner
Project Team Dinner Project Team Work
Day 5 Day 6 Day 7 Day 8Mon Tues Wed Thurs
Design Thinking &
Leading Innovation
Service &
Operational
Excellence
Managing
Customer
Profitability
Business Analytics:
Leveraging The
Power of Data
Break Break Break Break
Design Thinking &
Leading Innovation
Beer Game
Simulation (Inventory Management
& Operations)
Managing
Customer
Profitability
Business Analytics:
Leveraging The
Power of Data
Lunch LunchLunch & Executive
DialogueLunch
Developing
Emotional
Intelligence
Enhancing Team
Effectiveness
Continuous
Improvement
Leading &
Managing Change
Break Break Break Break
Developing
Emotional
Intelligence
Enhancing Team
Effectiveness
Continuous
Improvement
Leading &
Managing Change
Project Report Outs &
Closing
Group Dinner Activity Project Team Work Celebration Dinner
Week One Straw Model: Week Two Straw Model:
executive.terry.uga.edu2-3
mo
nth
bre
ak fo
r pro
ject e
xp
lora
tion
& w
eb
ina
rs
2020 Example Corporate Partner Programs
34
2020 Example Corporate Partner ProgramsOur recommended program design architecture leverages from the following key content areas:
Designed to challenge current perceptions about leadership and the values that shape
it, and hone leadership capabilities that can lead change by influencing and inspiring others.
Expose participants to the latest strategic insights and approaches, providing them with
the frameworks and toolsets they need to leverage their own capabilities in innovative ways to capitalize on opportunities in the
marketplace.
Focus on skills and strategies needed to execute on processes and projects optimally, and to measure performance along the way in order to maximize organizational resources.
Focus on applied learning: 4-6 carefully selected strategic challenges per cohort that will
foster cross-functional collaboration and enable participants to drive organizational impact by “working on the business” rather
than just “working in the business”.
Leadership Development
Strategic Thinking
Operational Excellence
Applied Knowledge
executive.terry.uga.edu
35
Applied Knowledge = Action Learning
• Projects address real-world business/leadership challenges while reinforcing new course learnings
• Projects ideas are generated by corporate sponsors or participants themselves
• Team-work is central to project execution
• Collective insights developed have potential for implementation in organizations
Key aspects of a well-developed Action
Learning project include:
Connection to real business issues -
relevant to the strategy or current needs of
the organization
Potential for measurable impact – not just
an “exercise”; results will be experienced
as productive
Visible Learning - using the process to
export outcomes into the wider
organization
36
executive.terry.uga.edu
Team Project Framework: Customer
Experience Journey Mapping
Pictured: UCB Executive Lean Six Sigma Program
37
executive.terry.uga.eduIndividual
Certificate-
Based
Options
Meaningful academic credentials from the Terry College of
Business including presentation certificate and CEUs
• Lean Six Sigma Green Belt
• Project Management Certificate
• CERTIFIED FINANCIAL PLANNERTM
• Accelerating Leadership for Women
• Transition to Manager Boot Camp
• Advanced School of Marketing Research
• Online
Certificate In Digital Marketing | Fundamentals of Finance
Tarkenton Certificate in Entrepreneurship | Lean Six Sigma Yellow Belt
• Certificate in Business Leadership
Change Leadership | Strategic Management | Finance Essentials
Teambuilding | Leading for Engagement | Data Analytics
Strategic Innovation | Human-Centered Design Thinking
• Trucking Profitability Strategies Conference
38
39
Human-Centered Design Thinking Essentials
• Develop rich understanding of your customer experience through deeper empathy
• Invent a natural rhythm and flow of creative problem solving and new ideas
• Implement or refine an innovation process that increases rewards and reduces risk
May 6–7, 2020
Terry Executive Education CenterAlso available as a custom corporate workshop
executive.terry.uga.edu
Next Steps for 2020
Please contact me at your earliest convenience with questions, or
to initiate agreements and begin development of your program.
Thank you!
Linda Read
(404) 842-4829
executive.terry.uga.edu
Terry
Partnership
Advantage
40
TS Balaji
VP Experience Design & Customer Experience
Cox Communications
Chris Mitchell
Commercial VP/Americas
Futamura
Lori Oliver
Founder and CEO
Birth and The Inactive Company
Michael McCathren
Sr. Principal, Enterprise Innovation
Chick-fil-A, Inc.
• executive.terry.uga.edu
Thank you!
Questions? Contact Linda Read at
404-842-4829 or [email protected]
• executive.terry.uga.edu
43
2020
CUSTOMER
INSIGHT
SUMMIT AND
PANEL
DISCUSSION
