CEM Asia Summit: Design Thinking Workshop

1. Engage customers like never before through the power of Design Thinking Use this title slide only with an image Nicholas Kontopoulos Global Head of Strategic Marketing Programs, SAP Customer Engagement Solutions

2. Workshop Objectives Purpose of workshop: to show you how ‘Design Thinking’ can help you create delightful customer experiences across your entire enterprise, and enable you to disrupt the markets you operate in. Success for us will be achieved if you are able to walk away with an appreciation of how ‘design thinking’ can be applied in reimagining your customers interaction with your brand across the entire customer journey. Agenda: slide only with an image • Welcome (Nicholas) Use this title • What to expect (Koert) • Design Thinking Circuit (Rahul) • Break (10min) • Personas & Customer Journey Mapping (Hiromi) • Wrap-up (Nicholas)

4. Why do we need to Innovate?

5. How can Design Thinking help to improve the Customer Experience and Business Innovation? viability (organization) feasibility (technology) desirability (human) innovation, holistic solutions

6. What is Design Thinking? Scoping 360° Research Synthesis Ideation Prototyping Validation Problem PROB SLpEaMce SPACE SOLUTIONS oSlPuAtioCnE Space Customer Centric Design

7. Our Values for today for a Creative Mindset Empathize- Think Customer-Centeric Have a Beginners Mind Defer Judgment – Ask Questions Be Visual Experiment & Make Mistakes - Fail Early and Often Collaborate - Build on the Ideas of Others Have Fun!!! © 2014 SAP SE or an SAP affiliate company. All rights reserved. 8

8. …design for me a chair …design for me again something to sit comfortably on 1 minute to… …someone ask me an open questions about sitting comfortably © 2014 SAP SE or an SAP affiliate company. All rights reserved. 9

10. “If I had asked people what they wanted, they would have said a faster horse. - Henry Ford

13. Customer insights come from listening & intense observation. Emotional persona: The customer is not just a physical statistic. Use this title slide only with an image SKETCH IT!

14. A NEW SALES TOOL! The best way to create a great idea is to have lots of them. Don’t judge an idea. High speed ideation should be collaborative & fun. Use this title slide only with an image

15. Prototyping : A tangible representation of your ideas. Failing Early. Keeping the customer at the core of the design process. Use this title slide only with an image BUILD A CAR!

16. SUPER CUSTOMER ! Empathy: develop a deeper understanding of who the customer “really” is. Build a visual persona. Use this title slide only with an image

17. Human tendency is to say to People “No, but” instead of “Yes and”. Build a positive environment for innovation. Lateral ideation & unrestrained creativity. Use this title slide only with an image YES…AND!

18. RAPID PROTOTYPING! “Tangibilize” multiple ideas in the form of simple visuals. Experience the idea before production. Use this title slide only with an image

21. LOOK

22. BUILD PERSONAS Ling Li M 12 Single Remote Village in China Being a good student Reading Do well at school Become a doctor Hard working Go to work Take care of parents when he gets older Earn money to buy books Save for college

24. IDEA GENERATION

26. Generate Ideas from customer perspective Deeper understanding of customer journey Collaborate with stakeholders & customers CUSTOMER JOURNEY MAP

27. CUSTOMER JOURNEY MAP healthcare hospital Harry gets sick Need to tell family? Just the flu Feel Ill A little worried Where can I find the best doctor? Research Symptoms How will I pay for this? Want this to This is confusing! CHOOSE See TOOTH doctor PASTE be over Get second opinion Hospital website Specialist GP PAIN POINTS MOMENTS OF TRUTH Doctors Surgeons Patient Govt Patient’s Family Insurers Harry Male 22 yrs Smoker No history Worries about his health Help Harry feel supported Multi channel Make research easier Ratings of doctors Pharmacist Intake form Patient friendly language Info about medicine Direct insight into costs © 2014 SAP SE or an SAP affiliate company. All rights reserved. 28

29. WHAT IS AFTER THE CJM? VISUALIZATION & RAPID PROTOTYPING

30. Experience Design Thinking Workshop SOME WORKSHOP IMPRESSIONS

31. SAMPLE WORKSHOP AGENDA (adaptable for each particular situation) Understand Problem Create Solutions Ideation  Introduction to Ideation & techniques  Generate ideas, build up and blend ideas  Cluster and prioritize ideas Prototyping  Introduction to Prototyping  Prototyping of solutions Validation  Introduction to Validation  Iterate prototype  Presentation & feedback Wrap Up  Review / Feedback Kick-Off  Introduction, Team Forming  Overview and Introduction to Design Thinking Scoping  Intro to the Design Challenge  Completion of the Scoping 360° Research  Introduction to 360° Research  Sample techniques  Research Synthesis  Introduction to Synthesis  Storytelling & wall of data creation Participants: 2-4 multi-disciplinary teams - each consisting of 4-6 people – a mix of people from: end-users, line of business experts, developers, technology experts, suppliers, customers etc.

32. What is the problem really? Typical tools used in Design Thinking workshop Stakeholder Map: shows the different possible stakeholders and their relation to the organization Persona: Emphathizes with the consumers or stakeholder to focus efforts Customer Journey Mapping: Identify opportunities for improvement. Needs & Insights: uncover the deeper goals and ways the customer or stakeholder wants to feel Synthesis: clustering, combining, categorizing and labeling, in order to simplify and prioritize.

34. Workshop Objectives Purpose of workshop: to show you how ‘Design Thinking’ can help you create delightful customer experiences across your entire enterprise, and enable you to disrupt the markets you operate in. Success for us will be achieved if you are able to walk away with an appreciation of how ‘design thinking’ can be applied in reimagining your customers interaction with your brand across the entire customer journey. Agenda: slide only with an image • Welcome (Nicholas) Use this title • What to expect (Koert) • Design Thinking Circuit (Rahul) • Break (10min) • Personas & Customer Journey Mapping (Hiromi) • Wrap-up (Nicholas)

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