Understanding Design Thinking - Part - 7 [ Design Thinking: Summary ]

Understanding Design Thinking - Part - 8 [ Design Thinking: Final Assessment ]

Human-Centered Design Approach

This video explains the Human-Centered Approach of Design Thinking.

What is Customer Experience?

The Customer Experience of an organization or CX is a summary of all the interactions a customer has over time with the organization through different touchpoints like websites, mobile applications, customer services, and stores.

The Customer experience describes the relationship a customer has with a brand or organization. The more indulging and impactful the interaction the higher are the chances for the customer to remain loyal to the brand.

Components of Customer Experience

To understand Customer Experience, you have to understand the four components of a good Customer Experience (CX).

Four Components of CX

Archetypes
Activities
Interactions
Principles

Archetypes

Archetypes describe patterns of behaviors, attitudes, and motivations shared between people towards a brand or product.

Traditionally, it was used by businesses to associate a symbol or trait with a brand or product.
For example, Apple is usually associated with creativity and Nike with the hero.
Archetypes help businesses to empathize with customers when designing Customer Experiences (CX).
While creating archetypes, businesses should focus on higher order needs like affiliation, sense of belonging, and self-fulfillment. This helps in building trust and long-term relationship with customers.
Lower order needs like the convenience and time-saving are also important but do not contribute much in building strong customer relations.

Activities

Activities capture the actions and goals of a customer across their end-to-end experience, from their perspective.

The key to designing a great customer experience is to have a perspective and to understand the customer holistically.
For example, a person visiting a theme park makes a bunch of decisions before they even enter the park. Companies like Disney and Universal studios should include travel logistics in their activities while creating a journey map.
For the organizations to design a good customer experience, they should get rid of any previous knowledge and presumptions, and put themselves in the customer's shoes.

Strengthening Customer Relationship

Customer relationship strength is measured by the quality and amount of Interaction with the customer. Relationship Framework is a tool used to measure customer relationship. This tool finds ways for customer relationship improvement through three key points: breadth, depth, and consistency.

Breadth refers to how frequently the organization interacts with the Customers. The more a company interacts, the more is the breadth. While considering the breadth of relationship, care must be taken to avoid unnecessary interaction, and instead look for opportunities to have meaningful interactions that enhance customer experience.
Depth refers to how deep and meaningful the interactions are and how they serve the emotional, higher-order needs and desires of a customer. Depth helps in building archetypes.
Consistency refers to the quality of interaction with the customer. No different than a human relationship, customers are displeased by inconsistent interactions. They expect brands to provide the same assistance each time regardless of the problem or place.

Understanding Design Thinking - Part - 6 [ Evolution in Design Thinking ]

Understanding Design Thinking - Part - 5 [Prototyping]

Understanding Design Thinking - Part - 4 [Generating Ideas]

Leading Design Thinking

There are many types of leaders, some guide the team, some lead the team by putting effort, and some are good at making things happen. A good Leader in a Design thinking team should have the following four qualities.

The first quality is the ability to frame a problem based on the inputs available.
The second quality is to allow experimentation. While experimenting and prototyping, priority should be given to the hardest functionalities or features and fail fast methodology must be applied.
The third quality is communicating ideas. A good leader must welcome different ideas generated by different members of a team and communicate them with the other members of the team to develop them.
The fourth quality is collaborating with the team. It is important that the leader should work with the team to solve the problems. A good leader must make himself available to the team.

Skills of a Design Thinking Leader

This video helps you understand the qualities and skills of a design thinking leader.

Building the Team

A good leader must know the type of skills required to complete a team.

Often the team is so busy focusing on the needs and wants of the users, the problem and finding the solution that they forget the most important part of the team. i.e., knowing the team members and knowing the needs of each team member and their expectations from the team.

Team Leap Activity

Team leap is a team activity to build the team trust and empathy.
The length of team leap activity is about an hour. It is an activity where you focus on individual goals, working styles, pet peeves, etc.
This activity is generally conducted during the beginning of the project when a new initiative starts in an already existing team when new members are added to a team to discuss the project objectives and know the working styles within a team.
This helps in setting up norms in the workplace that the team is comfortable with.

The Common Goal

There are different types of people in a team with different skills working on the different aspects of the problem.
It is the Team Leader who has to set a common goal that every individual in the group should focus on.
This helps in keeping track of the bigger picture and not deviating away from it.
The team should agree on the problem statement and the reasons for solving the problem. This sets the stage for a successful design thinking collaboration.
Mission Countdown is a technique of aligning the team in which rather than discussing the long documents the team meets up and summarizes the problem statement in four words, what, why, how and for whom.
The team then builds a critical statement that works as a guide in every step of problem-solving, and every team member must remember this statement.

Understanding Design Thinking - Part - 1 [Defining Design Thinking]

Welcome to the course on Understanding Design Thinking. In this course, you will learn the following topics:

This course is for people who are trying to solve complex problems and develop products and experiences that are more user-centred. It is useful for people who are attempting to bring about a change or innovation in the way an organization approaches a problem. Design Thinking is a user-centred way of problem-solving in which the needs and wants of the user are given priority.

We will cover the below topics in this course. Click each link to open that topic or direct click next to continue the Course.

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Friday, April 1, 2022