layering customer profiles with human-centered design to unearth innovation · 2019-12-11 ·...
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Layering Customer Profiles with
Human-Centered Design to Unearth
Innovation
Presented By: Patrick Salaski, Instructor at Metropolitan
State University
The Twin Cities Business Architecture Summit 2019
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Learning Objectives
• Understanding Customer Needs
– “Traditional” Business Architecture Method (Value Proposition
Canvas)
– Design Thinking Approach
– Comparison of Pro’s and Con’s of Each Approach
– Applying the concepts in “real-life”
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Institute for Professional Development at Metropolitan State University2
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Business Architecture Defined
BUSINESS ARCHITECTURE DEFINITION
3 Business Architecture Value | September 2019 | Confidential, for internal use only
ORGANIZATIONAL VALUE
SIMPLIFY COMPLEXITY
TRANSFORM CUSTOMER EXPERIENCE
TRANSLATE STRATEGY TO ACTION
Business architecture is a disciplined approach to solve organizational challenges or take advantage of opportunities.
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Emerging Trends – Business Architecture
4
TRADITIONAL BUSINESS ARCHITECTURE EMERGING BUSINESS ARCHITECTURE
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Business Model Canvas
5
Business Model Generation, Osterwalder and Pigneur, 2010®
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Create, Deliver & Capture Value
6
8
Key Partners
1
Customer Segments
2
Value Proposition
7
Key Activities
6
Key Resources
4
Customer
Relationships
3
Channels
9
Costs
5
Revenue
Create Deliver
Capture
www.strategyzer.com
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Business Model Canvas Role in Driving Change
7
Source: http://innovationexcellence.com/
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Understanding Your Customers
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?Why do we need a bet ter way to tell t he story of how we create value for our customers and our company?
put yourself in t he customers’ shoes
http://www .krw-intl.com/wp-content/uploads/2015/04/stevejobs1.jpg
You can't just ask customers what t hey want and then t ry t o giv e t hat
t o t hem. By t he t ime y ou get it built , t hey'll want something new
”“
- Steve Jobs, Apple
Personas are fictional characters,
which you create based upon your
research in order to represent the
different user types that might use
your service, product, site, or brand in
a similar way.
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Using Personas
• Personas are used to describe a particular customer
segment
• They personalize the segment and put a ‘human’
perspective on things
• They are fictional – Not
specifically describing a
person but representative
of the broader whole
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9
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PersonasEXAMPLE
Name
Demographics
ValueProposition
Narrative
Goals/Needs
Frustrations/Pains
Motivators
Personality /Behavioral
Channels
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PersonasEXAMPLE
Name
Demographics
ValueProposition
Narrative
Goals/Needs Frustrations/Pains
Motivators
Personality /Behavioral
Channels
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Customer Experience
External and Internal Perspectives
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12
Employee
Experience
Design Thinking techniques can be applied to different parts of your
organization…. externally or internally.
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Personas
Value PropositionInfluencing positive outcomes for
at-risk youth.
n n
n n
n n
n n
n n
Seeing Change in Youth
Nice to Have Essent ial
What are her needs and expectat ions?
Watching others Grow.
Profile: Program Host
AashiAashi is a science teacher. She loves to watch others learn, develop and reach their full potent ial.
Community is Recognized
Nice to Have Essent ial
Using Personal Skills
Nice to Have Essent ial
What are her pain points?
Not Delivering on Promises.
Youth Don't Part icipate
Low Pain Extreme Pain
Conflict ing Priorit ies
Low Pain Extreme Pain
Can't Meet Commitments
Low Pain Extreme Pain
Program Costs Too High
Low Pain Extreme Pain
Staff & Volunteer Engagement
Nice to Have Essent ial
Receiving Addit ional Funding
Nice to Have Essent ial
Program Doesn't Produce Results
Low Pain Extreme Pain
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14
Personas
n n
n n
n n
n n
n n
See people's lives improve
Nice to Have Essential
What are her needs and expectations?
See improvement
Profile: Case Manager (County Worker)
MaryMary is a case manager for the past 15 years in Otter Tail County. She is married with children and is involved in her church.
See community improve
Nice to Have Essential
Help people get what they need
Nice to Have Essential
What are her pain points?
Can't help clients
Unable to assist the client
Low Pain Extreme Pain
See clients lives decline, can't help
Low Pain Extreme Pain
Limited number of services to offer
Low Pain Extreme Pain
Outdated information
Low Pain Extreme Pain
See people in work area improve
Nice to Have Essential
Financial security
Nice to Have Essential
Clients unable to access help
Low Pain Extreme Pain
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The Value Proposition
15
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Key Components of the Business Model Canvas
16
Business Model Generation, Osterwalder and Pigneur, 2010®
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The Ultimate Goal
17
Observe CustomersCreate Value
Fit
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Customer Profile
19
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20
www.strategyzer.com
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Customer Jobs
21
• What customers are trying to get done in
their work and lives
– Functional
– Social
– Emotional
– Supporting
Job Importance
+Important
Insignificant
-
www.strategyzer.com
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Customer Pains
22
• The bad outcomes, risks and obstacles
related to customer jobs
– Doesn’t work
– Boring
– Makes me look/feel bad
– Annoying
– Waste of time
Pain Severity
+Extreme
Moderate
-
www.strategyzer.com
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Customer Gains
23
• The expected benefits, more or less,
that the customers are seeking
– Required
– Expected
– Desired
– Unexpected
Gain Relevance
+Essential
Nice to Have
-
www.strategyzer.com
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24
www.strategyzer.com
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Empathy Map
25
Strategyzer.com
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Practical ApplicationGROUP EXERCISE
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Real-World Case Study
27
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In Your Group
28
1. Name your ‘Customer Segment’ (Create a Persona)
1. Define the “Jobs” Your Persona is Trying to Get Done
1. Define the “Pains” and “Gains” Your Persona is likely to experience
trying to get their Jobs Done
1. Rank your persona’s “Pains” and “Gains” – (Importance and Degree
of Pain)
1. Report out your persona’s top 5 “Pains” and “Gains”
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Value Map
29
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Value Map vs. Customer Profile
30
Strategyzer.com
www.strategyzer.com
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Products & Services
31
• List the products and services around
which you will build your value
proposition
– Physical / Tangible
– Intangible
– Digital
– Financial
Relevance
+Essential
Nice to Have
-
www.strategyzer.com
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Pain Relievers
32
• How do products / services eliminate or
reduce negative emotions, undesired
costs and situations and risks
– Be explicit
– Focus on extreme pains
Relevance
+Essential
Nice to Have
-
www.strategyzer.com
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Gain Creators
33
• The expected benefits, more or less,
that the customers are seeking
– Look for the ‘delight’ factors
– Various forms
• Cost/Time savings
• Reduced effort
• Quality
• Positive social or emotional Relevance
+Essential
Nice to Have
-
www.strategyzer.com
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Summing Up Session
• Persona’s can be a helpful way to get everyone aligned on
identifying key stakeholders
• Many terms are used to define ‘customers’
– Stakeholders
– Clients
– Constituents
• Personas can be created to represent different parties that are
involved or impacted
• Taking the time to map the Jobs, Pains and Gains for various
stakeholders helps build empathy and see things from a different
perspective
• Prioritizing “pains” & “gains” helps pinpoint the most critical areas to
focus on from a customer point-of-view
34
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Questions