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Session 502: SM + Design Thinking =
Solved Business Problems
A Forrester Consulting Workshop
Your facilitators for today
Chris Gallacher
Principal Consultant
Rudy Seber
Senior Consultant
3© 2018 FORRESTER. REPRODUCTION PROHIBITED.
• Ensure participation from everyone
• Understand what design thinking is and how to apply its principles for your IT organization to foster an outside-in approach to service design through delivery.
• Practice applying (a taste of) design thinking principles
Workshop objectives
Agenda
Time Agenda
10:00 – 10:15 Introductions and Goals
10:15 – 10:30 What is Design Thinking?
10:30 – 11:45 Working Session: Applying Design Thinking Principles
11:45 – 12:00 Wrap-up and Next Steps
Approach for this morning
• Fully engage
• Demonstrate respect
• Extend yourself
• Trust the methodology
• Share your best practices!
• Keep track of your takeaways
To get the most of this workshop
Parking lot today: Existing constraints
• Welcome
• Roundtable Introductions
Introductions Name
Title / Role / Organization
Why are you here today?
What is Design Thinking?
Different kinds of thinking
Engineering Thinking
Business Thinking
Research Thinking
Design Thinking
First things first—what do we mean by design?
1st Order
Design
Symbols
2nd Order
Design
Things
3rd Order
Design
Actions
4th Order
Design
Systems
Design thinking can be used throughout, but is increasingly necessary at higher orders
• Acquisitions — More than 46 design firms have been acquired since 2004, roughly half in the last year
• Valuations — 9 of the 25 highest-valued startups have founders with design backgrounds, up from 5 in 2015
• Partnerships — More designers entered VCs in the last 2 years that the previous 4 combined
Silicon Valley is interested in design
Sources: (Data from 2016) Forrester Research; Kleiner, Perkins, Caulfield & Byers
Platforms Employee PotentialProducts Services
Organizations are investing in design
to improve…
• More accurate requirements lower engineering costs
• Less customer confusion lower support costs
• Better digital experience greater adoption of self-service
• Positive word of mouth more referrals; less marketing
• Higher quality experience increased customer loyalty
… and finding that design leads to:
Design Thinking 101 – How does it
work?
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Stanford’s ME 310
This is the human-centered design
process (a.k.a., design thinking)
It begins with empathy
Contextual Interviews Environmental Studies Diary Studies
Artifact Collection Journey Analysis Co-Creation
Observing
customers in
context reveals
problems and
needs not
apparent in
surveys or
interviews
Sources: Mozilla,
Wells Fargo
Followed by (analysis and) definition
London Underground’s design principlesAndroid’s design principles
Airbnb documented core user journeys with help from a Pixar animator
In design thinking,
analysis is the
process of framing
the opportunity
from the customers’
point of view, based
on key customer
insights.
Sources: Fast Company,
Livework, Android
Then ideation
Marriott’s ‘Travel Brilliantly’ Ideation Site
Starbucks’ MyStarbucksIdea.com
With analysis as a
jumping off point,
ideation drives rapid
exploration of a
range of possible
solutions. Ideation is
a critical step in
innovation
activities—and
increasingly it’s done
with help from
customers.
Sources: Google, Marriott,
Starbucks
Google Ventures’ Ideation Process
Then prototyping
Prototypes can take
the form of low- or
high-fidelity designs.
The key is to make
them quickly and
inexpensively, to
validate design
ideas before making
a larger investment.
Sources: Marriott, Ally Bank,
Ideo
TYPE USE TO HOW TO TEST
Concept /
Storyboard
Gauge a concept’s
potential with
consumers
Customer
interviews
Dry tests
Low-FI
Prototype
(Paper)
Validate core
components of the
experience
Task based
walkthrough
Wizard Of
Oz
Prototype
Validate core task
flows
Task based
walkthrough
High-Fidelity
Prototype
Ensure product
meets performance
targets
A/B Test
Beta Test
And, finally, testing
Testing and
validation happen
repeatedly
throughout the
design process, as
you work from
back-of-the-napkin
idea to working
high-fidelity
prototype.
Fid
elit
y
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A Taste of Design Thinking
CREATIVE COMMONS ATTRIBUTION-NONCOMMERCIAL-SHAREALIKE 4.0 INTERNATIONAL
Design Thinking
Empathize Ideate
Prototype
Test
Define
Our problem statement
28© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Step 1:
Have the customer walk you through their current experience
Activity: Interview your customer
TIPS:
• Interview your customer using open ended questions:
• What? How? Who? When? Why?
• Be able to play back the experience like a movie in your head
10 min
Step 2:
Dig deeper
Activity: Interview your customer
TIPS:
• Look for insights about what frustrates, angers, scares, inspires, and delights your
customer.
• Watch for body language
• Look for places where you might be making an assumption
5 min
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Step 1:
Write the objective(s) of your customer.
•
Activity: Capture findings
TIPS:
• Be clear and concise - max 3 bullets
• Use verbs to describe desire action required or outcomes
• Tell what is in scope and out of scope
4 min
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Step 2:
Take a stand with a point of view
Activity: Define problem statement
TIPS:
• Start by telling stories to each other
• Discuss core truths and surprising insights
• State the opportunity in the customer’s language
6 min
Ideation Frameworks – We Will Use 3Es
The 3 Es of CX
Ease
Emotion
EffectivenessCustomers can
accomplish their goals…
…without difficulty…
…and they feel good
about the experience.
37© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Experience posters
http://www.fastcompany.com/3008993/mobilizing/foodspotting-founder-alexa-andrzejewski-designing-the-experience-is-the-first-ste
Experience posters
Title
POV statement &
Description
(elevator pitch)
Benefits
Key features
(Visuals help!)
40© 2018 FORRESTER. REPRODUCTION PROHIBITED.
KEY TAKEAWAYS
• Mind your filters
• Use the three Es of CX to generate ideas that are focused on making the experience easier, more effective, and emotionally engaging.
• Fail fast
FORRESTER.COM
Thank you© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Chris [email protected]
Rudy [email protected]
44© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Chris Gallacher
Previous Work Experience
Prior to joining Forrester, Chris was a principal consultant in
the IT practice of PA Consulting Group, helping clients
implement IT service management programs. Chris also
spent 10 years at BP in multiple roles within its Global
Infrastructure and Operations group.
Background
Chris is a principal consultant in Forrester’s Business
Technology Strategy consulting practice. He focuses on
helping organizations develop their service management
strategy as well as applying CX principles to IT service
delivery. Chris also advises clients around best-practice use of
cloud computing, next-generation IT platforms, and
automation. He has over 15 years of industry experience,
including five years working in consulting roles.
Education
Chris earned his master's in business information technology
at Middlesex University in London. He is a certified ITIL
Expert, CISSP, and TBM Executive.
PRINCIPAL CONSULTANT
BUSINESS TECHNOLOGY
45© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Rudy Seber
Previous Work Experience
Prior to joining Forrester, Rudy spent 10 years as a business
technology specialist at Boston University. He was
responsible for the infrastructure and operations of the global
programs division, including DevOps, service management,
process management, IAM, data centers, database
development, and asset management.
Background
Rudy is a senior consultant on Forrester’s infrastructure,
business technology, and security and risk consulting practice.
Rudy works with leaders across all three to build and optimize
their practices — helping clients align technology to meet
business goals. Rudy has worked extensively with clients to
help them transform their information security programs
through the utilization of his areas of expertise, which include
security and risk, infrastructure and operations, service
management, identity and access management (IAM), change
management, cloud, and data center strategy.
Education
Rudy holds an MBA and a B.A. in economics from Boston
University, an ITIL V3 Foundation certification, and is a
Certified Information Systems Security Professional (CISSP).
SENIOR CONSULTANT
BUSINESS TECHNOLOGY
