This document discusses how design thinking and service design can help companies develop engaging cross-channel solutions for local shopping. It highlights how these approaches integrate different perspectives like human values, business needs, and technology feasibility. Key elements of design thinking discussed include having a creative team process, conducting user research, building prototypes, and focusing on the customer experience. The document advocates using these methods to transform separate departments into a collaborative pipeline supported by information technology.

1. High Noon on The High Street
The Connected Consumer and the Future of Local Shopping
How Design Thinking and Service Design are helping companies
to develop engaging cross-channel solutions.
Mobile Monday Hamburg
18.3.2013

2. Profile Jens Otto Lange
Workshop Faciliation, Design Thinking, Agile Projects
PO Network
Communications
Design
Online
2

3. Picture: nekousa / photocase.com
Picture: Jens Otto Lange
The missing link
Home Highstreet
Seite 3

4. Always on, anywhere
Keys?
Purse?
Phone?
Seite 4

5. Conversations along the purchase process
Turn silos of
Customers
departements ...
Perceive Select Buy Get Help Recommend
Customer Journey
Retailer
Marketing Products Sales / POS Service Social Media
Information Technology

6. Conversations along the purchase process
... into a pipeline,
Customers
supported by IT
Perceive Select Buy Get Help Recommend
Customer Journey
Retailer
Marketing Products Sales / POS Service Social Media
Information Technology

7. Challenge = Collaboration
Digital Innovation
Marketing
Products, Services
Customer Social Media
Touchpoints Hybride product service bundles
online/offline Brand
cross-functional collaboration
Needs Sales / POS IT/Development

8. Innovation is fuzzy B
Innovation
A Knowledge work
fuzzy goals
Efficient production new = unknown
Business process intuitive
experiential
predictable goals
well-known
analytical
Causal chain
A B
Credits: Dave Gray, Sunni Brown, James Macanufo: Gamestorming 8

9. Apply designer‘s
mind set
to your work
Design Thinking
User-focus Innovation method
research
co-create
visualize
prototype
versioning

10. Design Thinking integrates perspectives
Human values
usable, desirable
Business Technology
viable feasible

11. Key elements of Design Thinking
Team
Creativity
Process Space
Seite 11

12. Creative process model of Design Thinking
Explore the Find and select Test
problem space ideas ideas
„Point of View“
Theme understand Problem co-create Vision build Prototype
Content level
Start as a group, end up as a team
Experience level © Jens Otto Lange, Thomas Stegmann 2011

13. User research
• Needs
• Feelings
• Qualitative research
• Inspiration
• Extrem users
• Interview
• Observe
13

14. Building user personas
14

15. Co-create with your team

16. Design Thinking guides agile development
What? How?
Design Thinking Agile Development
16

17. Prototype

18. Prototype: paper prototype („Pretotype“)
Picture: Jens Otto18
Lange

19. Prototype: object
Picture: Jens Otto19
Seite Lange

20. Prototype: role play
Picture: Jens Otto Lange 20

21. Prototype: concept map
21
Picture: Service Design Berlin

22. Prototype: Doing, not Talking
Think with
your hands Make
to shape
Explain
Ideas Test
Ideas

23. Design Thinking in a nutshell
User focus
Co-creative teamwork Visualize
tion
Seperate idea Time constraints
nt
from judgeme
Versioning Prototyping
Variable workspace Warm-up‘s
23

24. Jens Otto Lange enables Digital Innovation
Marke
ting &
Produ Sales
ct Ma
nagem
Custo ent
mer S
ervice
Marketing Innovation
Workshops Projects Trainings Service Innovation
Produkt Innovation
n
Desig elopm
ent
ev
Pro duct D
IT
Inte rnet &

25. Digital Innovation Facilitator - Services
How do we develop a strong How do we scope our How do we implement How do we communicate
and supportive vision? vision for implementation? our vision with developers? our vision?
Design Service Agile Project Innovation
Thinking Design Planning Communication
Focus on Customers and Users
Certified Industrial Certified Diplom
Design Thinker Designer Scrum Product Owner Kommunikationswirt
Workshops
Co-Innovation Lab User Epics & Stories Sprint Zero Co-Messaging Lab
Trainings
Scrum Product Owner
Creative Process Facilitator Digital Service Planner Communication Planner
for Marketing
Projects
Project Management
Innovation Process Design Service Design Concepts Content & Branding
Product Owner
Network Implementation partners Guppy Design

26. www.jensottolange.de
Thank you
Digital Innovation Facilitator
• Workshops
• Trainings
• Projects
@jensottolange