from empathic design to content leadership by valerie bourdeau
DESCRIPTION
Over the last 10 years, design has gained strategic importance, design thinking has become the norm in many fields outside R&D such as product management, sales or even strategic planning. None of this has any meaning without the thorough understanding of the customers’ needs (a concept which has become known as ‘empathic design’), and the notion that all business efforts should be based on these. However, empathic design is only a starting point, I have experienced that it is essential to develop a common company mentality to really make it work.TRANSCRIPT
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From empathic design to content
leadership AKA from UX design to customer driven innovation
Date of publication (13-11-14) Valérie Bourdeau /
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Valérie Bourdeau Date of publication (13-11-14)
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Consolidated turnover
EBITDA
Net profit
Own capital
Net cash position
Employment
132 mio
+/- 18%
8 mio
133 mio
+/- 55 mio
+/- 620
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Ageing in place Environmental and Energy Concerns
Flexible living arrangements Well being & Safety
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Family houses & Apartments
1 2
Schools & Offices Care Homes & Service Flats
3
Residential & Small Commercial buildings
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Solutions in Key Functional Domains
Energy
Care
Lighting
Access
Home / Building Control
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Niko (3/6)
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From customer experience
to customer journey
to customer driven innovation
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• Your customers are the experts on your market, because they
are your market => use them as such
• The closer you feel to your customer, the more you empathise
with their needs and drivers, the more rewarding it is to work for
them
• Visualise all touchpoint experiences and ideas for improvement
will automatically follow
• Share your findings to create a customer centered mentality
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What did we do?
Observartions in the field to see which problems show up when
installing NHC.
- observations in different stages
- putting the cables into the wall
- just before completion
- after completion
- programming
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What did we see?
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What did we see?
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• Don’t ask for new feature suggestions – observe the
workarounds
• Customers are pleased to be asked
• Assumption check
Findings
• Cold, dark, wet & dirty environment at first
• Noisy, lots of people, lots of movement, - difficult to concentrate
• Difficult to keep track of belongings
• Frequent interruptions: arrival of client, helping out others
• Desk work vs buildingsite work – context!
• …
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What did we see?
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What did we see?
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Programming with no NHC background (@niko)
Installer has to complete an exercise in the NHC software.
All his actions are captured in a movie .
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What did we note?
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While observing we noted down several things:
- quotes from the installer
- things that cauth our eye
- the enviromental conditions
- …
These notes are split up in 6 categories:
- good installation practices
- context driven
- learn by doing
- product improvements
- step by step check
- separation between thinking & actions
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Customer journeys
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The Niko experience?
• How do we want to be perceived by the customers?
• How to translate this into design objectives which are maintained
in the entire communication & interaction chain towards the
customer.
• How to transmit this image to build a strong customer experience
over all the touchpoints with the customer.
• How to involve the entire company to direct their efforts in the
same customer strategy, to deliver a successful customer
experience.
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End User drivers
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Installer drivers
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independence
wealth
challenge pride
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Installer drivers
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Customer driven innovation?
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• Take customer drivers as a starting point for any development,
not technology or resources
• Customer = any potential client ≠ current buyer
• Analyse any change in the customer context and continuously
formulate concepts around them
• Think of solutions instead of products
• Share your findings internally
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Product Solution
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Product
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Solution
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Solution 1 Solution 2
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Tech-nology
partners
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Customer driven innovation
Customer drivers
Customer context
Solution
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Technology?
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Content leadership
• Content leaders see the story others don’t
because they live and breathe the industry
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Content leadership “live”
• Brown bags
• Observations by all
• Small scale experiments – fail fast fail often
• Funeral of projects
• Wall of shame
• The assumption pitfall
• Inside out vs outside in
• Ecosystems development
• Competiton analysis based on customer drivers
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Content leadership
• Visibility
• Credibility
• Human factors
• Accessibility
• Legibility
• Language
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From empathic design…
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…to customer driven innovation
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Reading list