Design thinking is a holistic approach that aims for innovation in a similar manner to the way designers would.
Design thinking involves using a designer’s sensibility to satisfy user requirements, based on technological feasibility and practical business strategy, to create a prospective market or value for customers.
EMPATHISE AND
Problem expressed as ‘challenge statement’
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Focuses on insights and needs of a particular user or composite character
Created via synthesis of information to discover connections and patterns
Developed from perspective of people in the system
To craft a useful, actionable problem statement
To establish a point-of-view
Mode of design process in which you concentrate on idea generation
Process of ‘going wide’ with concepts and outcomes
‘Flare’ rather than ‘focus’ GOAL
To provide a large repository of diverse ideas that are the source material for building prototypes to test with users
DEVELOP PERSONAS
Creation of archetypes Represent a person’s
demographics, behaviours, beliefs, motivations, intentions
Can represent external users (eg customer) or internal (eg staff)
Developed from perspective of people in the system
To facilitate understanding of users’ needs, experiences, behaviours, and goal.
STORYBOARD
Communicate a concept by visualising user interactions
Use narrative to focus on experience of using your service
Requires only pen and paper
To prototype your service concept
PROTOTYPE AND TEST
Can be wireframe development using prototyping software Can be a physical build Stakeholders can interact with prototype and provide feedback on design
To help participants empathise more deeply with the problem situation
OPPORTUNITY CANVAS
State problem in language of business (not language of modelling)
Specify actions that might result
Include specifics (number of customers affected, costs etc.)
Explain impact to the bottom line
To dig deeper into analytics opportunities To provide a basis for business case
(BROWN 2008)
PERSONA DEVELOPMENT
PERSONAL INFO
LOVES HATES
TYPICAL DAY
HOPES + FEARS
CLASSIC QUOTE
Customer is from USA and on vacation in Sydney. They need to hire a car for a couple fo days to do some sightseeing with their family.
USA drives on the rigth – Australia drives on the left. Australia has roundabouts – these are very rare in USA. Must drive clockwise around a roundabout and give way to traffic from the right – the opposite to USA.
Customer does a web search and comes across GoGet, a car-sharing scheme. The reviews are good so they decide to sign up and make a booking.
GoGet booking system algorithm flags customer as high risk of having collision and causing vehicle damage.
Customer sees increased insurance excess and/or increased rental rate. customer is offered opportunity to take driving awareness online training in exchange for reduced excess.
Customer takes online training, passes and gets reduced excess.
STORYBOARDING
PROTOTYPING
OPPORTUNITY CANVAS
USERS & CUSTOMERS
Users – GoGet fleet management
Customers – GoGet Customer (vehicle driver)
Vehicles that are damaged in collisions result in expensive repair costs and reduced vehicle availability.
SOLUTION IDEAS
Build a predictive model to identify customers at high risk of being involved in a collision
HOW USERS USE SOLUTION
High risk customers will be treated as special cases. This could include higher charges, increased excess, special advice (eg driving on the correct side of the road and negotiating rounabouts)
USER METRICS
Reduction in the number of collisions
SOLUTIONS TODAY
All drivers are treated the same, regardless of risk profile
ADOPTION STRATEGY
Users will be given report of high risk customers and prescriptive analytics will initiate action
BUSINESS CHALLENGES
Repair costs are significant expense item for GoGet resulting in direct cost (bodyshop) and indirect cost (increased premiums). Customers face increased usage cost due to spreading cost of accidents across all users.
Budget to be developed
BUSINESS BENEFITS AND METRICS
1. Reduction in number of collisions 2. Reduction in repair costs
3. Reduction in insurance premiums
4. Change in revenue due to change in customer behaviour (eg impact of increased excess)
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