Sarit Kozokin - Design Thinking

1. Design Thinking and
Radical Collaboration
Sarit Kozokin
Business Operations Leader
IBM Trusteer

2. A recipe for a good product

3. Mission
Challenge
Car2be, a chain of garage
shops, would like to offer
mobile quoting services to
its customers through
mobile app called fixmycar
“I do everything online on
my mobile nowadays”
Sheila, 22
“I do not have time to get
multiple offers”
Dana, 45
“Let’s provide better
services to our
customers and shorten
the quoting and
negotiation process”
George, Manager, 38
LOB End-user

4. Design Thinking Cornerstones
Understand
Explore
Prototype
Evaluate

5. Understand
Explore
Prototype
Evaluate
IBM Design Thinking Cornerstones

6. 3 only !!!
Hills

7. Playbacks
Listen for feedback
Tell your story
Invite stakeholders

8. Radical Collaboration
everyone
has the
answers
We need to be
open to new ideas
everyone
can offer a
piece of the
puzzle

9. Collaboration with Sponsor Users
People that care
Active participants
Look for extremes

10. Product
Management
Sponsor user
Design
Engineering
Define
the
mission
Discover
and
Envision
Playback 0Kick off
Build and Define
Final playback
Collaboration Model

11. Tamar,
Project
manager
, 30
Empathy Map

12. Feasibility for us Easy to doChallenging
ImportancetoourUSER
Unwise
Utilities
Big Bets
No brainer
Prioritization Grid

13. Playback zero
Delivery playbacks
Final Playback Dear Tamar,
Yossi and Co.
offers to fix your
car for
1,200NIS
You can drive to
their shop now!
Playbacks

14. ‫תודה‬!