Design Thinking, Omnichannel & the Future of Customer Experience

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  • Katja Forbes 2016

    DESIGN THINKING OMNI CHANNEL THE FUTURE OF CUSTOMER EXPERIENCE

    & @HELLOSYFTE #digitalks

  • Image from: synthe0czero.net/

    @LUCKYKAT

    EXPERIENCE DESIGN

    So Im an experience designer

    #digitalks @HELLOSYFTE

  • 1 2 3#digitalks @HELLOSYFTE

  • @LUCKYKAT

    ITS NOT JUST A _______ ITS AN EXPERIENCE!

    #digitalks @HELLOSYFTE

  • ITS ALL ABOUT THE INTERACTION

    Uber, the worlds largest taxi company, owns no vehicles

    Facebook, the worlds most popular media owner,

    creates no content.

    Alibaba, the most valuable retailer, has no inventory.

    And Airbnb, the worlds largest accommoda0on

    provider, owns no real estate.

    Something interes8ng is happening.

    Tom Goodwin, SVP Havas Media

    #digitalks @HELLOSYFTE

  • FROM CORPORATIONS

    #digitalks @HELLOSYFTE

  • TO CONSUMERS

    #digitalks @HELLOSYFTE

  • RELAXITS JUST SOCIAL MEDIA

    #digitalks @HELLOSYFTE

  • SOCIAL MEDIA FAIL

    #digitalks

    REMEMBER #YOURTAXIS?

    @HELLOSYFTE

  • ONLINE

    DETRACTORS VS ADVOCATES

    #digitalks @HELLOSYFTE

  • ITS ABOUT HOW YOU FEEL

    #digitalks @HELLOSYFTE

  • IMPRESSION

    #digitalks @HELLOSYFTE

  • INTERACTION

    #digitalks @HELLOSYFTE

  • RESPONSIVE

    #digitalks @HELLOSYFTE

  • RESILIENT

    #digitalks @HELLOSYFTE

  • UNCERTAIN GROUND

    #digitalks @HELLOSYFTE

  • UX, CX, SD, WTF?

    hKps://ringly.com/ @HELLOSYFTE #digitalks

  • @HELLOSYFTE

    TOUCHPOINT IS NOT A CHANNEL

    #digitalks

  • @HELLOSYFTE

    CUSTOMER EXPERIENCE

    TOUCHPOINT EXPLORE

    1

    TOUCHPOINT CHECK-IN

    3

    TOUCHPOINT BOOK A ROOM

    2 TOUCHPOINT ENTER ROOM WITH A MOBILE KEY

    4

    TOUCHPOINT CHECK-OUT

    5 CHANNELS HOTEL RECEPTION

    WEBSITE

    MOBILE APP

    #digitalks

  • SERVICE DESIGN

    TOUCHPOINT ENTER ROOM WITH A MOBILE KEY

    4 BOOK A

    HOTEL ROOM

    CUSTOMER ACTIONS

    EMPLOYEE ACTIONS / FRONT STAGE

    SUPPORT PROCESSES / BACK STAGE

    CHECK IN ENTER ROOM PURCHASE

    ON DEMAND MOVIE

    CHECK OUT

    ARRIVE AT DESTINATION

    PROMOTE HOTEL

    CLEAN AND SET UP ROOM

    WELCOME CUSTOMER

    ASK FOR BOOKING & CREDIT CARD DETAILS

    ASK WHETHER CUSTOMER ENJOYED STAY

    SEND OR PRINT INVOICE

    LINE OF INTERACTION

    LINE OF VISIBILITY

    MARKETING PLANS

    BOOKING SYSTEMS

    TRANSPORTATION ALLIANCES

    STAFF ALLOCATION

    RESERVATION SYSTEMS

    SECURITY/ACCESS SYSTEMS & PROTOCOLS

    ON DEMAND TV SYSTEM

    CUSTOMER FEEDBACK & BILLING SYSTEMS

    #digitalks @HELLOSYFTE

  • OMNI-CHANNEL

    CUSTOMERS DONT CARE

    #digitalks @HELLOSYFTE

  • THE NEW OMNI-CHANNEL CUSTOMER

    INFORMED, EMPOWERED AND CONNECTED

    #digitalks @HELLOSYFTE

  • THE OLD WAY

    CHANNELS AND SILOS

    #digitalks @HELLOSYFTE

  • FOR EXAMPLE

    MIGRATE CUSTOMERS TO MORE SUITABLE, COST EFFECTIVE CHANNELS.

    #digitalks Image credit: ghanaculturepoli0cs.com @HELLOSYFTE

  • THE FUTURE

    THERE CAN BE ONLY ONE

    #digitalks @HELLOSYFTE

  • ITS ACTUALLY A MIX

    SHIFT YOUR THINKING

    #digitalks hKps://www.flickr.com/photos/hutchike/2182668 @HELLOSYFTE

  • DISNEY GETS OMNI CHANNEL

    RIGHT DOWN TO THE SMALLEST DETAILS

    #digitalks Image credit: Disney @HELLOSYFTE

  • DESIGN THINKING

    A SET OF TOOLS AND TECHNIQUES

    #digitalks @HELLOSYFTE

  • #digitalks @HELLOSYFTE

  • #digitalks @HELLOSYFTE

  • DESIGN THINKING

    #digitalks @HELLOSYFTE

  • DESIGN THINKING MINDSETS

    #digitalks @HELLOSYFTE

  • PEPSI You have two-three years to adapt

    to a new design thinking culture.

    If you don't change,

    I will be happy to aDend your re8rement par8es.

    Indra Nooyi

    CEO of Pepsico

    #digitalks @HELLOSYFTE

  • EMPATHY

    @HELLOSYFTE #digitalks

  • PROTOTYPE & TEST

    SOMETHING NEW EVERY 3 MONTHS

    #digitalks @HELLOSYFTE

  • DESIGN IS EVERYONES JOB. NOT EVERYONE IS A DESIGNER, BUT EVERYBODY HAS TO HAVE THE USER AS THEIR NORTH STAR.

    #digitalks hKps://www.flickr.com/photos/mikemoselle/20178612084

    Phil Gilbert, General Manager of Design

    IBM soWware

    @HELLOSYFTE

  • FINDING THE ROOT OF THE PROBLEM

    SOMETIMES ITS NOT THE TECHNOLOGY

    #digitalks @HELLOSYFTE

  • IBM DESIGN THINKING

    PRINCIPLES, LOOP, KEYS

    #digitalks hKp://www.ibm.com/design/thinking/ @HELLOSYFTE

  • IBM DESIGN THINKING

    PRINCIPLES

    #digitalks hKp://www.ibm.com/design/thinking/

    A focus on user outcomes Drive business by helping users achieve their goals.

    Restless reinven1on Stay essen0al by trea0ng everything as a prototype.

    Diverse empowered teams Move faster by empowering

    diverse teams to act.

    @HELLOSYFTE

  • IBM DESIGN THINKING

    LOOP

    #digitalks hKp://www.ibm.com/design/thinking/

    Observe Immerse yourself in the real world.

    Reflect Come together and

    look within.

    Make Give concrete

    form to abstract ideas.

    @HELLOSYFTE

  • IBM DESIGN THINKING

    KEYS

    #digitalks hKp://www.ibm.com/design/thinking/

    Hills Align teams on meaningful user outcomes to achieve.

    Playbacks Stay aligned by regularly

    exchanging feedback.

    Sponsor Users Invite users into the work to stay true to real world needs.

    @HELLOSYFTE

  • NOT JUST BIG CORPS

    Black Arrow Label is a one woman show

    #digitalks @HELLOSYFTE

  • STORIES

    I TELL A LOT OF THEM

    #digitalks @HELLOSYFTE

  • FROM

    #digitalks @HELLOSYFTE

  • TO

    #digitalks @HELLOSYFTE

  • THE PEAK END RULE

    #digitalks @HELLOSYFTE

  • Image from: synthe0czero.net/

    PERFECTIONISM IS JUST A FORM OF PROCRASTINATION

    @HELLOSYFTE #digitalks

  • RESOURCES

    d.School Virtual Crash Course - http://dschool.stanford.edu/dgift/!!IBM Design Thinking - http://www.ibm.com/design/thinking/!!Design Thinking Workshops http://www.syfte.com.au!!Online Courses - http://www.ideou.com/products/from-ideas-to-action!!https://www.interaction-design.org/courses/design-thinking-the-beginner-s-guide (certificate)!!http://www.designorate.com/where-can-one-learn-design-thinking-online/ !(list of courses)!! ! @HELLOSYFTE #digitalks

  • KATJA.FORBES@SYFTE.COM.AU @hellosyfte

    Thanks! #digitalks