The experience and design thinking

Let me start with some

stories

Experiences seem to

be driving conversation

The brand

The manual

The packaging

The call center

The shop

The operations

The marketing

Branding consultants

call this touch points

Branding consultants call this touch points

Everyone else calls it what it really is

The company

If social media

discussions are about

the experience of

companies…

…should we really talk

about social media

strategies?

…should we really talk

about social media

strategies?

Or just strategies?

Social

media

Company

strategies

Experiences

The question:

Which way of managing

strategy creates the

right experiences?

My hypothesis:

Not the current way!

How most manage

Efficiency

management

Quality

management

Marketing

Managing

profit

Managing

love

A separate the

managing of customer

love from the

management of profit

Call centers treat agents like

slave labor.

• Strict efficiency metrics

• Terrible work environment

• Low pay

• Large staff turnover

A typical result

Souce: Wake Up Call: Call Centers Hold Enormous Potential For Brands, Forrester

The overarching modus

operandi for everything

is efficiency

But does that create love?

Time for a new way

Using the tools of a

designer in managing

businesses

“Neither analysis nor intuition

alone is enough”

Roger Martin, Dean of the University of Toronto’s Rotman School of Management

Balance left and right

Viability:

Feasibility:

Desirability:

Innovation of course!

Bye, bye waterfall

Works well when the end result is certain

Understand

Observe

Synthezise

Ideate

Prototype

Iterate

Hello iteration!

Works well when the

end result is uncertain

Design thinking creates

desirable experiences

Design thinking creates

desirable experiences

Desirable experiences

creates love

Some examples

The Zappos pizza story

A corporate myth? No

Wonderful Virgin!

The

design

thinker

“In a world in which corporate leaders increasingly let themselves be ruled by quarterly

profits, quantitative customer research,

competitor benchmarking and cost-reduction , Mr. Jobs demonstrated that you could become the most valuable company in the world by

refusing to pay attention to any of these things.

Roger Martin, Dean of the University of Toronto’s Rotman School of Management.

My final words

Social media is about experiences

Management style influences ability

to create them

Efficiency ≠ experiences

Design thinking = experiences

Implement!

BTW, BTB