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Start by Understanding the Problem, Not by Delivering the Answer

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Presented at FITC Toronto 2019
More info at www.fitc.ca/toronto

Karri Ojanen
RBC Royal Bank of Canada

Overview
Over the past number of years companies have adopted the idea of customer-centricity. People across functions can fluently talk about the importance of paying special attention to end-user needs and overall customer experience.

But innovation and forward-thinking ideas that connect both customer and business needs can’t simply be squeezed out of brainstorm sessions and sticky notes if the organization doesn’t learn how to effectively look outside of its own silos. In this session, Karri will show how to move from jumping to solutions to driving innovation by understanding the question first.

Target Audience
Designers, researchers, strategists, product managers, and technology leads

Three Things Audience Members Will Learn
Methodologies and tools to form insights out of a holistic understanding of customer challenges
How to synthesize data to form a vision of the better future
How to break the vision into manageable chunks that drive value for the business and the customer at every launch

Publicada em: Design
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Start by Understanding the Problem, Not by Delivering the Answer

  1. 1. Start by understanding the problem, not by delivering the answer.
  2. 2. Image credit: Treehouse
  3. 3. Image credit: Brighton Energy Co-op
  4. 4. UX and CX “Focus on the user experience…” “We can all imagine
 if we were the customer…” “What would the user do?” “What’s best for the user?”
  5. 5. Agree Disagree Great customer experience is critical to our organization’s success Agree Disagree My organization competes on the basis of customer experience Source: The 2018 Customer Experience Industry Report, UserTesting.com
  6. 6. Agree Disagree User research improves the quality of our products Source: The 2018 Customer Experience Industry Report, UserTesting.com
  7. 7. –Harvard Business Review 30,000 new consumer products are launched annually. 80% of them fail.
  8. 8. –Gartner, 2018 Less than 0.01 percent of all consumer mobile apps will become financially successful.
  9. 9. –The 2018 Customer Experience Industry Report, UserTesting.com “When making business decisions, my company puts too much emphasis on quantitative evidence.”
  10. 10. –The 2018 Customer Experience Industry Report, UserTesting.com “By the time we get research results on a subject, the company has already made the decision and moved on.”
  11. 11. – Alan Cooper “There are far, far more “UX designers” employed today than there were 20 years ago, and yet most of the newly created software I use today suffers from the same interaction errors that were around 20 years ago.” Image credit: Adaptive Path/UX Week
  12. 12. What if we’re doing something wrong?
  13. 13. The TTC. What is it?
  14. 14. Uber. What is it?
  15. 15. Helping a person to purchase a new home. What is it?
  16. 16. A pack of gum. What is it?
  17. 17. Set requirements Launch Visualize the requirements Build
  18. 18. Gather data to support, inform, and challenge the requirements Design & build Launch Set requirements
  19. 19. If your product doesn’t connect with a customer need, it will fail.
  20. 20. Stop starting at the end.
  21. 21. Connect with the need first.
  22. 22. What service does this provide?
  23. 23. Service Service is the need/end-goal the end-user has Products Products enable the delivery of the service
  24. 24. Video: Jamin Hegeman - So you want to be a service designer
  25. 25. What is the current experience like?
  26. 26. What would the ideal experience be like?
  27. 27. Ideate
  28. 28. Prototype
  29. 29. Plan the evolution
  30. 30. Video: David Kelley on Design Thinking
  31. 31. Uncertainty/patterns/insights Clarity/focus Research Concept Design
  32. 32. Define challenge Observe people Form insights Frame opportunities Form ideas Prototype and test ideas Build in iterative, agile cycles
  33. 33. Karri Ojanen Practice Lead, Interaction and Service Design RBC Royal Bank of Canada LinkedIn & Twitter karri@stadi-design.com

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