INFS5700 Introduction to Business Analytics
Week 8 Tutorial Activity
• Feedback on Week 7 BAM workshop
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• Design Thinking Workshop: Trussell Trust
Design Thinking
• The essence of design thinking is to approach problems in a similar manner to the way designers would. It is a holistic approach that aims for innovation. It involves using a designer’s sensibility to satisfy user requirements, based on technological feasibility, with the possibility of making a practical business strategy, creating a prospective market and adding value for customers.
• The process of design thinking is a five-step process as shown below ➢ Step 1: Empathise
➢ Step 2: Define
➢ Step 3: Ideate
➢ Step 4: Prototype ➢ Step 5: Test
Design Thinking Workshop: Trussell Trust
This activity involves applying design thinking to explore the business case of Trussell Trust. In your groups complete the following tasks:
➢ Define a Problem (20 minutes)
➢ Developing User Personas (30 minutes)
➢ Developing a Storyboard (30 minutes)
➢ Create an Opportunity Canvas (20 minutes)
Feel free to the use the templates provided on course Moodle page. Alternatively, you can use Miro (you will need to create an account before accessing its products)
Define a Problem (20 mins)
➢ To identify a grand challenge or problem faced by the focal company/organization
➢ It should be developed from the perspectives of people in the system, such as service users and service providers
➢ It helps to focus ideation around discrete aspects of the potential solution
GoGet car-sharing example
Define a Problem (20 mins)
• Activity instructions
➢Select two analytics projects for implementation at Trussell Trust based on the Analytics Leverage Matrix you produced in last week’s workshop
➢Express the two analytics projects (use cases) as two challenge statements in the language relevant and meaningful to the organisation
Developing User Personas (30 minutes)
➢ Having expressed the problem from the company’s perspective, you now create a number of customer personas to explore the problem in a grounded way, empathising with the customer and thinking about the problem from their perspective
➢ In practice, multiple personas would be developed with some to capture the extreme cases
• Persona Part A
An out-of-town customer, , 52-year-old female with a partner and three children. She works in finance and is visiting Australia on vacation with her family. A typical day on vacation involves sightseeing and trips out in the Sydney area. For some of these trips Frida and her family need a car.
GoGet car-sharing example
Developing User Personas (30 minutes)
➢ Having expressed the problem from the company’s perspective, you now create a number of customer personas to explore the problem in a grounded way, empathising with the customer and thinking about the problem from their perspective
➢ In practice, multiple personas would be developed with some to capture the extreme cases
• Persona Part B
In second part of the persona profile, we see that Frida is worried about driving on the left-hand side of the road and with negotiating roundabouts – in America, they drive on the right and roundabouts are rarely encountered.
GoGet car-sharing example
Developing User Personas (30 minutes)
Activity instructions
➢Develop three personas representing three different users relevant to your analytics use case design challenge (including one extreme case)
➢Create personas using the template provided in the next slide
Developing User Personas Template (30 minutes)
Developing a Storyboard (30 mins)
➢ Storyboards communicate a concept by visualising user interactions. They use the art of narrative to focus on a person’s experience of using your service
Storyboard Part A – Reducing vehicle collision damage Storyboard Part B – Reducing vehicle collision damage
Developing a Storyboard (30 mins)
• Activity instructions
➢Create a storyboard for your design challenge
➢Use the template provided to develop a storyboard
Create an Opportunity Canvas (20 mins)
➢ It provides a basis for the preparation of a business case and presentation of the analytics use case to senior management for approval and funding
Create an Opportunity Canvas (20 mins)
• Activity instructions
➢Create an opportunity canvas for the analytics use case explored in your design thinking activity
GoGet car-sharing example
• Present your opportunity (including personas and storyboards) to the class in a form suitable for presentation to management to ask for budget sign off (3 minutes each)
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