This interactive workshop will introduce you to the “Design Thinking” methodology, pioneered by Stanford University’s distinguished Design School. Participants will form into groups and employ Design Thinking to map an actual customer journey – from persona identification, to charting customer interactions and expectations, to experience mapping. Uncover how customers want to be treated across their journey – and identify key areas for improvement. This hands-on session will push you to think out of the box to more successfully adapt to, attract, and engage today’s savvy B2B buyers and capitalize on digital growth opportunities.
October 23, 2001 Apple launched the iPod with the slogan “1,000 songs in your pocket.”
Sony created the Walkman in 1979 It was the must-have device of the decade so they owned the personal and portable music player space. But besides the hardware it owned much of the music content because in 1987, Sony bought CBS records. It even developed a vision of integration of devices and content long before Apple dreamt of going into the music business. For a generation Sony was the world’s most successful consumer electronics company. Sony was the Apple of its day.
So why didn’t Sony invent the iPod?
Sony’s silo structure and culture. Sony couldn’t get it’s hardware and software engineers to cooperate and they had to have Sony Music and the established distribution all collaborating together. Sony also failed to maintain a corporate culture that permits development of innovative products which Apple practices.
“Like breathing is a prerequisite of life, profitability is necessary for any company to survive. But it’s not its purpose nor is it sufficient by itself. Contrary to popular belief, Jobs showed that profitability is not the purpose of a business. Making money is the result, not the goal.
In his view, the purpose of a business is to add value with great products or services. If a company does that well, profitability will come, almost naturally. So the profit a product or service makes must not be the central focus, but rather its value, meaning and pleasure for people.
Instead of putting money in the center, he puts people in the center. It’s this change of center that brings a revolution. People in the center who need value, fulfilment and meaning. And it’s focusing on the customer experience that will deliver that.
While SAP is using DT throughout our company, SAP did not invent Design Thinking. Tom and David Kelley created the Design Thinking methodology.
The process was popularized by David Kelley, co-founder of IDEO, an innovation consultancy known for producing a parade of groundbreaking inventions, such as the portable heart defibrillator.
So what is Design Thinking?
There are 3 main ingredients to Design Thinking: The People, The Space and The Approach. This leads us to Innovation.