design thinking with persona
DESCRIPTION
In this presentation we explore the link between business need and customer need and how to innovate (and remove business problems or discover business opportunities) through persona creation and Design ThinkingTRANSCRIPT
Design Thinking
PERSONASwith
How to really innovate any business problem or need?
You have a business need?
Business
But, consumers have needs too
Consumer
Design Thinking is framework to innovate and think different
The Design Thinking journey begins with really understanding the customer…..
Design ThinkingPhase
Traditional project management
Phase
Customers need
Business need
Explore
Externalise
Evolve
Define your business problem
Your need
Discover
CrystallizeAnalysis
Prototype
Implementation
Brid
ge th
e ga
p vi
a in
sigh
t
Explore –go out into the world
Source: Adapted from Second Road (www.secondroad.com.au/)
To bridge these needs requires a new way of thinking
And it starts with the consumer
Customers what are they thinking, doing and feeling?
Do we have the technology/
Process need?
Does businessmodel/case
make sense?
Looks at
Feasibility of an idea
looks at
Viabilityof an idea
Source: Adapted from IDEO (www.IDEO.com)
looks at
Desirability of an idea
START HERE
(i.e. not “market research” but contextual/ ethnographic research)
…I mean really understand the customer – by going out into their world…
Why?
To build empathy with our customers
Empathy requires you recognise and understand another’s point of view
Best way to do this is with a persona
An archetype
(i.e. model of a person, an ideal example)
personas are more then just demographic information, a persona needs to capture the persons behaviour, belief and philosophy.
More importantly their motivation or intentions.
BUT…
So, what do we need to look for when we create our personas?
We need to know what they are…
Thinking
Thinking
Doing
Thinking
FeelingDoing
Thinking
FeelingDoing
in order to build...
Think
FeelDo
Empathy
Think
FeelDo
Empathy
Insight
Think
FeelDo
Empathy
Opportunities
Insight
Think
FeelDo
Empathy
Opportunities
Insight
New business ideas
Think
FeelDo
Empathy
Opportunities
Insight
New business ideas
Prototype
Think
FeelDo
Empathy
Opportunities
Insight
New business ideas
Prototype
Look, listen and try it out
with our persona
Think
Do
Empathy
Opportunities
Insight
New business ideas
Prototype
Feel
Look, listen and try it out
with our persona
Tool to help with working out these new business ideas, we prototype so see what works
Why prototype?
Building prototype(s) helps us quickly learn about the idea and identify what to refinement opportunity are need - thus creating an
optimum result.
If we have that, we have a…
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