design thinking fmi critical thinking stream · customer journey map ￮ how are customers...

DESIGN THINKING FMI

Critical Thinking Stream

2

Design Thinking Understanding end-users’ needs better in order to discover their

real problems

www.spring2innovation.com

3

Disruption is Rampant

Design Thinking is a Roadmap to Innovation

Process of discovering real problems & co-creating

real solutionswww.spring2innovation.com

4

Design Thinking⇒ Breakdown problems & Narrow the Challenge⇒ Empathy - Re-evaluate problems at a human level⇒ Reframe


Invest Appropriately

5

⇒ Processes⇒ Services

Internally & Externally


6

Bad Design


7

GOOD Design

8

End-To-End Client Experience


De-Risk Through Design Thinking

￮ Solution based thinking￮ Set of principles, practices, and processes that attempts to

understand & deliver on needs of users by building empathy, understanding root causes and delivering on what is possible

9www.spring2innovation.com

Test

Prototype

Ideate

Empathize Define

Understanding end-users’ needs better in order to

discover their real problems


11

P&G

12

PERSONAS• Represent a major user group• Goals, desires & limitations of users• Guide decisions• Data & insights collected from users

13

Personas

Empathy Maps


15

REFRAME


16

JOURNEY MAPPING


Customer Journey Map￮ How are customers interacting with the business?￮ Life cycle￮ Channels

￮ Online￮ Mobile Identify ALL channels￮ Call centre￮ Retail

￮ Assists in cross-channel customer experience


Design Thinking in Action￮ Departments: CFR, HC, TBS, ISED

￮ Goal: Create a user-centric design process to support presentation of guidance information on new Canada.ca website

￮ Outcomes: Unanimously accept agreement of definition of regulatory guidance & templates

Number of workshops: 5 interactive workshopsNumber of total hours of workshops: 22 hoursDuration: July 2015 to January 2016 (7 months) Number of participants (combined): 174Departments and Agencies Involved: 17External Stakeholder Groups: 18 19

22

ideatE

24

PROTOTYPING


25

TEST


www.Spring2Innovation.com

47


29

Key Takeaways

• Look at your client as a person• Match your value proposition to their values• There is a huge human element to business


30

What is the one thing you’re going to do

tomorrow?


Contact Information

Nilufer ErdebilSpring2 Innovation [email protected]@[email protected]

31


mailto:[email protected]

http://www.spring2innovation.com/

Questions on Design Thinking


design thinking fmi critical thinking stream · customer journey map ￮ how are customers...

Documents