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Agile Customer Thinking - Introduction Workshop

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A deck used to introduce Agile Customer Thinking and practice deconstructing current projects to customer problems - low fidelity exersice.

Publicada em: Negócios

Agile Customer Thinking - Introduction Workshop

  1. 1. SEEING THE WORLD THROUGH THE EYES OF YOUR CUSTOMERS, NOT YOUR PRODUCTS DIGITAL DESIGN THINKING AGILE CUSTOMER THINKING
  2. 2. THERE IS A GAP BETWEEN WHAT WE WANT OUR ORGANIZATIONS TO BECOME AND WHAT WE PUT INTO THEM TO GET THERE. Our imagination is shaped by the tools we use to see the world; the data we collect, the experiences we engage in and the stories we share. “Our tools are not time machines” - Helge Tennø
  3. 3. AGILE CUSTOMER THINKING
  4. 4. BUYING SUCCESS (TRAFFIC) IS LIMITED TO THE CAMPAIGN ITSELF — AND WE ARE PRODUCING LIMITED LEARNING. 1. Why did it work / what did people find valuable? 2. Can we replicate the success? 3. Can we scale it to other activities, formats, services or relationships? 4. Can we share any insights or learning with the rest of the organization so that they can grow as well? THE ULTIMATE GOAL IS CUSTOMER VALUE
  5. 5. ExerciseWORKSHOP GRAB YOUR PEN AND POST-IT
  6. 6. “When asked direct questions about their interests and preferences, people tend to give answers they believe the questionnaire wants to hear.Again, this is not because they intend to mislead. It is because people respond to these questions within their cortexes, the part of the brain that contains intelligence rather than emotion or instinct” - Clotaire Rapaille,The Culture Code “We tend to throw out the most meaningful and most revolutionary if we ask people about their preferences” - Malcolm Gladwell If we ask for peoples opinions, they will start inventing details and stereotypically correct details. If we ask them to retell a story we can get much closer to the truth. (Dave Snowden, Cognitive Edge, Cynefin, SenseMaker) “A distributed network doesn’t know what it’s going to do until input hits it.And when you are the input variable… So the entire premise of building a higly efficient top down bureaucratic system, that is built around the idea of being able to predict the actions of [a customer network] … goes out the window.” - Chris Fussel, McChrystal Group @AERIALS 2015 FRAMEWORK: A. People dont know what they want — until you give it to them B. What do people find valuable? (the yolk)
  7. 7. The Corporate Perspective TASK 1 A. WRITE THE TITLE OF ONE OF YOUR CURRENT PROJECTS Pick one post-it note and write one project title of a project you are currently working on
  8. 8. The Corporate Perspective TASK 1 A. WRITE THE TITLE OF ONE OF YOUR CURRENT PROJECTS Write a short sentence summarizing what your organization is trying to accomplish with this project B. WHAT IS THE PURPOSE OF THE PROJECT?
  9. 9. The Corporate Perspective TASK 1 A. WRITE THE TITLE OF ONE OF YOUR CURRENT PROJECTS Write a few of the projects success measures / KPI’s B. WHAT IS THE PURPOSE OF THE PROJECT? C. HOW WILL THE SUCCESS OF THE PROJECT BE MEASURED
  10. 10. The Corporate Perspective TASK 1 A. WRITE THE TITLE OF ONE OF YOUR CURRENT PROJECTS B. WHAT IS THE PURPOSE OF THE PROJECT? C. HOW WILL THE SUCCESS OF THE PROJECT BE MEASURED Summarize briefly how what you are outputting in order to achieve the project goals D. HOW DO YOU DO THIS?
  11. 11. Customer Job-to-be-done PART 2 WRITE DOWN WHICH SITUATION THE CUSTOMER IS IN AND WHICH PROGRESS THEY ARE TRYING TO ACHIEVE OR STRUGGLE THEY ARE TRYING TO OVERCOME A. WHAT IS THE CUSTOMER TRYING TO SOLVE?
  12. 12. REMEMBER, WE ARE NOT PUBLISHERS OR PRODUCER. WE ARE: SOLVING CUSTOMER PROBLEMS
  13. 13. REMEMBER, WE ARE NOT PUBLISHERS OR PRODUCER. WE ARE: SOLVING CUSTOMER PROBLEMS
  14. 14. Customer Job-to-be-done PART 2 WRITE DOWN WHICH SITUATION THE CUSTOMER IS IN AND WHICH PROGRESS THEY ARE TRYING TO ACHIEVE OR STRUGGLE THEY ARE TRYING TO OVERCOME A. WHAT IS THE CUSTOMER TRYING TO SOLVE?
  15. 15. Customer Job-to-be-done PART 2 B. HOW DO WE SOLVE THIS PROBLEM? Write three suggestions on individual post-it notes. For how you will solve this problem. Adjustment / evolution / revolution A. WHAT IS THE CUSTOMER TRYING TO SOLVE?
  16. 16. Customer Job-to-be-done PART 2 B. HOW DO WE SOLVE THIS PROBLEM? Write three suggestions on individual post-it notes. For how you will solve this problem. Adjustment / evolution / revolution A. WHAT IS THE CUSTOMER TRYING TO SOLVE?
  17. 17. Customer Job-to-be-done PART 2 C. PICK THE MOST CRITICAL HYPOTHESIS Pick the most important hypothesis to continue with B. HOW DO WE SOLVE THIS PROBLEM? A. WHAT IS THE CUSTOMER TRYING TO SOLVE?
  18. 18. Assumptions PART 3 A.FOR THE HYPOTHESIS TO BE TRUE, THIS ASSUMPTION about the customer HAS TO BE TRUE Write 3X assumptions that has to be true for the customer hypothesis to be true.
  19. 19. Assumptions PART 3 A.FOR THE HYPOTHESIS TO BE TRUE, THIS ASSUMPTION about the customer HAS TO BE TRUE Choose the most important customer assumption B. PICK THE MOST CRITICAL CUSTOMER ASSUMPTION
  20. 20. Assumptions PART 3 A.FOR THE HYPOTHESIS TO BE TRUE, THIS ASSUMPTION about the customer HAS TO BE TRUE C. HOW CAN WE TEST THIS ASSUMPTION? B. PICK THE MOST CRITICAL CUSTOMER ASSUMPTION
  21. 21. HYPOTHESIS ASSUMPTION CUSTOMER JOB-TO-BE-DONE LEARN / CHANGE 1 2 3 4 5 6 How do we implement and how do we measure? How do we organize?
  22. 22. Discuss PART 4 TURN TO THE PERSON NEXT TO YOU AND DISCUSS: HOW CAN YOU APPLY THIS ON MONDAY?
  23. 23. Thank you!

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