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The People Formerly Known as the Consumer

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Michael Koenka
Michael Koenka

Quick guide to people-centered design by Michael Koenka of MDK Strategy. This covers processes, deliverables, plus handy insights into when to use it and why. Hats off and mad props goes out to the great peeps at Google Ventures, IDEO and Stanford Design for influencing this deck.

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©2015 MDKSOCIAL EXPLORING PEOPLE- CENTERED DESIGN
©2015 MDKSOCIAL
MAKING PEOPLE WANT THINGS MAKING THINGS PEOPLE WANT > From! To! Online Marketing & Advertising Strategy Creating tomorrow’s products & services ABOUT MDK // AMSTERDAM
“THE WORLD AS WE KNOW IT IS A PRODUCT OF OUR THINKING. WE CANNOT CHANGE IT WITHOUT CHANGING OUR THINKING.” ALBERT EINSTEIN, Theoretical Physicist! ©2015 MDKSOCIAL
SAVE YOUR SOUL FOLLOW YOUR DREAMS ©2015 MDKSOCIAL
THERE WILL NEVER BE A PERFECT TIME TO MAKE A DIFFERENCE ©2015 MDKSOCIAL
START WITH THE 86.400 SECONDS YOU HAVE TODAY ©2015 MDKSOCIAL
THE RICHEST PLACE ON EARTH
HOW TO BRING YOUR IDEAS TO LIFE ©2015 MDKSOCIAL
BUSINESS MODEL CANVAS ©2015 MDKSOCIAL
BEHAVIOURAL ENGINEERING CANVAS ©2015 MDKSOCIAL Source: Hunter&Bard, MDK // Amsterdam!
GOOGLE VENTURES DESIGN SPRINTS ©2015 MDKSOCIAL
DIFFERENT STROKES FOR DIFFERENT FOLKS Different problems require different approaches to solve them. For challenges where both problem and solution are unknown from the start, the Stanford Design Method is a great solution. This (creative, intuitive, emotional) approach isn’t always the answer. Some other questions need more rational thinking to help arrive at a valid answer. ©2015 MDKSOCIAL Which method should I use?!
BUT A HUMAN TOUCH ALWAYS HELPS ©2015 MDKSOCIAL
PEOPLE-FOCUSED PROBLEM SOLVING
AN ITERATIVE PROCESS 2. DEFINE 1. EMPATHISE 3. IDEATE 4. PROTOTYPE 5. TEST
1. EMPATHISE Put yourself in someone else’s shoes. Understand the situation, context and mental state of the users for which you’re working. •  OBSERVE people’s behaviour in the context of their daily lives •  ENGAGE in conversations and interviews.Ask a lot of why’s. •  LISTEN: ask people to complete a task and describe their process.
2. DEFINE Simplify and crystallize your findings into a clear and focused perspective, or articulated challenge. •  PEOPLE: really understand the user personality types •  TRIGGERS: synthesize and shortlist needs you think are important •  INSIGHTS: express and collect insights you developed, and scope principles
3. IDEATE Focus on idea generation. Turning problems into solutions. Explore a wide range, quantity and variety of ideas to go beyond the obvious. •  CREATIVITY: blend the un/conscious with rational thoughts and imagination •  GROUP SYNERGY: leverage the group to build on each others’ ideas •  SPACE: give creative lots of space and freedom to play. Hold off on evaluation.
4. PROTOTYPE Build to think. Find a simple, fast way to shape ideas so you can experience and interact with them in real life. •  JUST BUILD IT: Create something quick and dirty.This can be a physical object or a clickable sketch/demo. Nothing fancy needed for prototyping. •  STORYBOARD IT: give people a chance to experience your solution in a real- world scenario or context. Re-create the moment they’ll be using your product.
5. TEST Ask for lots of feedback on your prototypes. Learn about your user and experience, use this to reframe your views and refine your prototype. •  ENGAGE: let people use your prototype. Put it into their hands and listen to what they have to say about it. Document everything. Be a detailed observer. •  EXPERIENCE: give people space and freedom to share their experiences with your prototype, and explain to you how they feel after use.
KEY BENEFITS OF PEOPLE-FOCUSED PROBLEM SOLVING
1. THINK FASTER. DO MORE. Design thinking squeezes the creativity out of you. It provides the tools and structures to rapidly validate your ideas with the actual people who will be using your products.This has an added benefit of minimizing total risk exposure.
2. STAND OUT FROM THE CROWD. Today, it’s nearly impossible to differentiate on price, product or presence alone. The role of customer experience becomes even more crucial for success – especially in banking. Service models dominate.
3. DELIGHT YOUR CUSTOMERS. A customer-focused approach helps you improve the customer experience across multiple channels, contexts, and interaction moments. When done well, this greatly impacts customer satisfaction, loyalty, repeat purchases, and ambassadorship.
WHAT SHOULD YOU REMEMBER? Some key takeaways from the talk!
There will never be a perfect time, or a perfect moment in your life to do something great. 1
People-centric thinking is a proven means to answer real problems faced in everyday life. 2
This type of thinking is all about getting things done as quickly and effectively as possible. 3
SPEND TODAY WISELY. CALL MDK NOW. MASTERMIND SESSIONS THE 40-DAY LAUNCHPAD PITCH TRAINING Capture fresh ideas through diversity and collaboration. Go from concept to commerce in just 40 days. Convince literally anyone, anytime, anywhere. GROWTH HACKING Turn your good ideas into great solutions. FOUR NOBLE PATHS TO YOUR NEW LIFE.
PHONE // +31614293527 EMAIL // MICHAEL@MDKSOCIAL.COM WEB // DISCOVER.MDKSOCIAL.COM

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The People Formerly Known as the Consumer

  • 3. MAKING PEOPLE WANT THINGS MAKING THINGS PEOPLE WANT > From! To! Online Marketing & Advertising Strategy Creating tomorrow’s products & services ABOUT MDK // AMSTERDAM
  • 4. “THE WORLD AS WE KNOW IT IS A PRODUCT OF OUR THINKING. WE CANNOT CHANGE IT WITHOUT CHANGING OUR THINKING.” ALBERT EINSTEIN, Theoretical Physicist! ©2015 MDKSOCIAL
  • 5. SAVE YOUR SOUL FOLLOW YOUR DREAMS ©2015 MDKSOCIAL
  • 6. THERE WILL NEVER BE A PERFECT TIME TO MAKE A DIFFERENCE ©2015 MDKSOCIAL
  • 7. START WITH THE 86.400 SECONDS YOU HAVE TODAY ©2015 MDKSOCIAL
  • 9. HOW TO BRING YOUR IDEAS TO LIFE ©2015 MDKSOCIAL
  • 13. DIFFERENT STROKES FOR DIFFERENT FOLKS Different problems require different approaches to solve them. For challenges where both problem and solution are unknown from the start, the Stanford Design Method is a great solution. This (creative, intuitive, emotional) approach isn’t always the answer. Some other questions need more rational thinking to help arrive at a valid answer. ©2015 MDKSOCIAL Which method should I use?!
  • 14. BUT A HUMAN TOUCH ALWAYS HELPS ©2015 MDKSOCIAL
  • 16. AN ITERATIVE PROCESS 2. DEFINE 1. EMPATHISE 3. IDEATE 4. PROTOTYPE 5. TEST
  • 17. 1. EMPATHISE Put yourself in someone else’s shoes. Understand the situation, context and mental state of the users for which you’re working. •  OBSERVE people’s behaviour in the context of their daily lives •  ENGAGE in conversations and interviews.Ask a lot of why’s. •  LISTEN: ask people to complete a task and describe their process.
  • 18. 2. DEFINE Simplify and crystallize your findings into a clear and focused perspective, or articulated challenge. •  PEOPLE: really understand the user personality types •  TRIGGERS: synthesize and shortlist needs you think are important •  INSIGHTS: express and collect insights you developed, and scope principles
  • 19. 3. IDEATE Focus on idea generation. Turning problems into solutions. Explore a wide range, quantity and variety of ideas to go beyond the obvious. •  CREATIVITY: blend the un/conscious with rational thoughts and imagination •  GROUP SYNERGY: leverage the group to build on each others’ ideas •  SPACE: give creative lots of space and freedom to play. Hold off on evaluation.
  • 20. 4. PROTOTYPE Build to think. Find a simple, fast way to shape ideas so you can experience and interact with them in real life. •  JUST BUILD IT: Create something quick and dirty.This can be a physical object or a clickable sketch/demo. Nothing fancy needed for prototyping. •  STORYBOARD IT: give people a chance to experience your solution in a real- world scenario or context. Re-create the moment they’ll be using your product.
  • 21. 5. TEST Ask for lots of feedback on your prototypes. Learn about your user and experience, use this to reframe your views and refine your prototype. •  ENGAGE: let people use your prototype. Put it into their hands and listen to what they have to say about it. Document everything. Be a detailed observer. •  EXPERIENCE: give people space and freedom to share their experiences with your prototype, and explain to you how they feel after use.
  • 23. 1. THINK FASTER. DO MORE. Design thinking squeezes the creativity out of you. It provides the tools and structures to rapidly validate your ideas with the actual people who will be using your products.This has an added benefit of minimizing total risk exposure.
  • 24. 2. STAND OUT FROM THE CROWD. Today, it’s nearly impossible to differentiate on price, product or presence alone. The role of customer experience becomes even more crucial for success – especially in banking. Service models dominate.
  • 25. 3. DELIGHT YOUR CUSTOMERS. A customer-focused approach helps you improve the customer experience across multiple channels, contexts, and interaction moments. When done well, this greatly impacts customer satisfaction, loyalty, repeat purchases, and ambassadorship.
  • 26. WHAT SHOULD YOU REMEMBER? Some key takeaways from the talk!
  • 27. There will never be a perfect time, or a perfect moment in your life to do something great. 1
  • 28. People-centric thinking is a proven means to answer real problems faced in everyday life. 2
  • 29. This type of thinking is all about getting things done as quickly and effectively as possible. 3
  • 30. SPEND TODAY WISELY. CALL MDK NOW. MASTERMIND SESSIONS THE 40-DAY LAUNCHPAD PITCH TRAINING Capture fresh ideas through diversity and collaboration. Go from concept to commerce in just 40 days. Convince literally anyone, anytime, anywhere. GROWTH HACKING Turn your good ideas into great solutions. FOUR NOBLE PATHS TO YOUR NEW LIFE.
  • 31. PHONE // +31614293527 EMAIL // MICHAEL@MDKSOCIAL.COM WEB // DISCOVER.MDKSOCIAL.COM