CUSTOMERCENTERED INNOVATION WITH DESIGN THINKING

Transcription

1 CUSTOMERCENTERED INNOVATION WITH DESIGN THINKING

2 INTRODUCTION The proliferation of new technologies in the age of the customer requires innovation to be a business imperative for organizations. It brings in the need to reevaluate business strategy through an empathetic perspective in order to align business goals with customer expectations and demands. By adopting a human-centric approach, uncovering latent needs, and then designing the systems and processes to support those needs, organizations can identify needs and work towards optimizing and enhancing the customer experience. However, many organizations fail to connect customer-centered initiatives with meaningful business outcomes. This is where design thinking delivers results, as it puts customers at the center of an organization s roadmap to innovation and success. With DMI s expertise in delivering datadriven customer experience, we have helped clients innovate by envisioning new products and business models through data science, design thinking, user-centered design, and smart application of technology. Customer Centered Innovation with Design Thinking 2

3 INTEGRATING DESIGN THINKING IN BUSINESS STRATEGY Although design thinking has been around for Presently, very few organizations have quite some time, it is a relatively new concept successfully implemented design thinking to in the business environment. According to achieve their business goals - one of them Forrester, design thinking is A collaborative is Toyota. In order to enhance their customer approach to product and service innovation that service response in California, the Japanese puts the needs and expectations of the customer automotive manufacturer brought together at the center of a project aimed at solving a people from various functions and verticals to human or business problem through creative form a team to create a user-centric design. This experimentation.1 team, comprising of software engineers, call There are three core principles that govern the successful implementation of design thinking in an organization - technological feasibility, customer desirability, and business viability. Innovation occurs as an outcome of the union of these principles resulting in a product, service, or process that leverages technology with the best fit, fulfils customer expectations, and results into business revenue. This sets the premise for Gartner s hypothesis that more than 30% of organizations will have attempted to implement center representatives, managers, and business leaders, mapped the customer journey in order to identify and study the various pain points encountered by both customers and call center representatives. Several new ideas and strategies were discussed and tested by giving employees a platform to voice their opinion at crucial stages of the process. As a result, the redesigned solution led to a drastic reduction in the duration and number of calls received, which helped Toyota increase their savings3. design thinking by 2017, up from the current less than 10%2. 1. Forrester: Leverage Design Thinking To Spark A Customer-Obsessed Innovation Culture 2. Gartner Report: Design Thinking Can Revolutionize Your Customer Experience Strategies 3. Customer Centered Innovation with Design Thinking 3

4 INTEGRATING DESIGN THINKING IN BUSINESS STRATEGY Thus, with customer experience as a key focus So, how do organizations understand customers and not an afterthought, design thinking desires to fulfill their distinctive needs? encourages organizations to think creatively and analytically to form feasible, differentiated, and profitable solutions. DATA-DRIVEN CUSTOMER EXPERIENCE APPROACH By leveraging data from various customer based on demographics, psychographics, goals, touchpoints, organizations can determine what and attitudes. By mapping a journey based exactly customers are doing. However, it is on each persona, organizations will be able to only when this data is put into context, via a recognize nuances to ensure that the user is at user-centered approach, that organizations are the core of their solutions. able to ascertain what lies at the heart of their customers' desires. Mapping The Customer Experience Journey This consists of capturing both physical and Listed below are a few practices which are emotional aspects, as well as challenges, that essential in order to make customer experience a a customer faces while making a purchase or focus of the business strategy: contacting a help desk for example. Uncovering Customer Personas This involves utilizing primary and secondary data to paint a picture of a segment of users Customer Centered Innovation with Design Thinking 4

5 BUILDING A DESIGN THINKING PROCESS To support innovative and customer-centric initiatives, organizations cannot afford to have their teams work in silos. Design thinking as a problemsolving approach facilitates collaboration between cross-functional teams for broad perspectives on a shared challenge. At a high-level, this approach includes the following steps: Inspiration Interviewing people (stakeholders, users, and customers) Observing them in context Analyzing available data (current product/ service positioning, customer preferences based on purchase history, competition study) Mapping the customer journey Ideation Problem Framing Generating ideas around the problem Rapid prototyping and user evaluation Action Fewer but deeper concept prototypes Usability testing in addition to evaluations Executing an MVP Failing fast, where the insights gathered from observations and research are applied to recognize patterns in the business environment, is also central to design thinking. Through iterative approaches, alternate solutions are explored and evaluated along multiple dimensions while the team and the business gather more knowledge and learning about the root problem. For instance, Apple, known for its competency in unveiling new innovative products in the market, encourages failure at an early stage by adopting a prototyping process named 10 to 3 to 1. In this process, the design team is given an opportunity to come up with creative ideas by designing ten different concepts. This is followed by shortlisting three concepts for further review Customer Centered Innovation with Design Thinking 5

6 BUILDING A DESIGN THINKING PROCESS and development, and then drilled down to one concept that is deemed to be the best fit for the final production 4. Similarly, by leveraging a fail-fast and rapid prototyping methodology, DMI helped one its clients, a major media corporation, succeed in expanding their business through product innovation, design, and development. After extensive research and product strategy, we found an opportunity for our client to take a leading role in family technology solutions in order to help manage the time children spent on their devices. By working, developing, and testing prototypes over just a few months, we were able to go from ideation and an experience prototype to a beta version in less than six months. The result DMI successfully delivered a solution that enables children to perform tasks to earn time on their devices in return for being good family citizens. RESEARCH INDICATES THAT MORE THAN 60 PERCENT OF WORKERS BELIEVE COLLABORATIVE THINKING IS THE BEST WAY TO SPARK INNOVATION." 4. Customer Centered Innovation with Design Thinking 6

7 EMBRACING CREATIVITY & COLLABORATION FOR BUSINESS INNOVATION Whether it is to mobilize or digitize business, However, setting up a culture of innovation enhance employee productivity, or identify within an organization is easier said than done. customer needs to optimize business solutions, It demands a change in the mindset - from a a traditional approach to innovation (focused solution and goal focus to problem framing and solely on technology push) may not necessarily exploratory. Therefore, to supplement these help achieve business objectives. efforts for innovation, it is recommended to Environments within an organization foster innovative behaviors when transformative ideas are discussed and shared among different teams and functions. It requires collaboration between designers, developers, customers, and the business to facilitate an iterative discussion that challenges assumptions and to capture metrics during the course of the development. Research indicates that more than 60 percent of workers believe collaborative thinking is the best way to spark innovation5. With change being the only constant today, organizations need to design partner with an organization that has a customer and performance-driven culture, embraces creativity and experimentation and offers clients the ability to learn quickly by adopting the lean startup principles of failing fast and cheap. DMI, for example, has created mobile innovation studios where we are able to perform demos of the latest and greatest in the world of mobility and technology. Customers are able to immerse themselves in this type of atmosphere and apply a design thinking approach within their own organizations. systems and experiences that are constantly evolving in order to remain innovative and relevant Customer Centered Innovation with Design Thinking 7

8 KEY TAKEAWAYS To survive in this highly competitive market, organizations will have to be creative by implementing the most compelling approach that takes the following into consideration: Place customer success at the center of business strategy Emphasize on uncovering real and meaningful problems for your customers. Explore several possible solutions before executing. Be divergent and curious. Prioritize overall customer experience to drive innovation efforts Customers do not consume or live life in units of components; yet, we quite often have the experience of a service that simply does not make sense. This is typically because of the organizational silos, where different departments are responsible but are not working together. This leads to a fractured and, often, frustrating experience. New entrants view this as an opportunity to exploit. Engage an expert proficient in reinventing business through design thinking Identify organizations that help build and sustain customer-centric business innovation through radical and immersive collaboration sessions with clients based on the essence of design thinking. Customer Centered Innovation with Design Thinking 8

9 REINVENTING BUSINESS THROUGH MOBILITY Delivering successful mobility solutions requires a variety of distinct skillsets. Between mobile strategy, UX and app development, brand and marketing, big data analytics and device and app management, there s a lot to coordinate. At DMI, we ve brought together all of these services to create the first end-to-end mobility company. Our integrated approach allows us to take care of everything for our clients, from start to finish. That means no more back and forth with multiple vendors. Mobility isn t just part of what we do, it s why we exist to reinvent business through mobility. THE PROOF We ve built more than 2,000 mobile apps and sites over the past 10 years for world-leading organizations Bacardi, Toyota, Vodafone, The National Guard, Novartis, Unilever, and Universal Studios. We've been named one of the top enterprise app developers in Forrester s Mobile Enterprise App Service Providers Wave. We have 900,000+ devices under management for 100+ clients, including many Fortune 500 companies like Johnson & Johnson, Sears, The Associated Press, Allergan, and more. We provide 24 x 7 x 365 mobile service support. DMI is the one call our customers need to make to resolve any issue devices, apps, infrastructure, even carriers. We deliver secure mobile and ecommerce solutions for more than 50 leading consumer and business brands. We offer a full range of security options that include Federalgrade hardware-based security, two-factor authentication, secure container, and sophisticated encryption solutions. With our expertise and economies of scale, we can provide mobility management at a higher service level and on average 20%-40% lower cost than most companies can do on their own. Pervasive excellence is our commitment to quality service. DMI is one of only a handful of companies that is CMMI L3 appraised for both application development and services, as well as ISO 9001:2008, ISO 27001:2005, and ISO :2011 certified. Our average D&B Open Ratings performance score from our clients is 95/100. CONTACT US TO LEARN MORE: One Rock Spring Plaza 6550 Rock Spring Dr. 7th Floor Bethesda, MD P F DMI Sales Team U.S. Sales: Int l Sales: 240, sales@dminc.com DMInc.com Customer Centered Innovation with Design Thinking 9