Lektion 2: En sammanlänkad kundupplevelse

Lecture at Berghs School of Communication in Digital Management

Transcript

1. BERGHS SCHOOL OF COMMUNICATION 1
2. BERGHS SCHOOL OF COMMUNICATION EN SAMMANLÄNKAD KUNDUPPLEVELSE 2 APRIL 15 2015
3. BERGHS SCHOOL OF COMMUNICATION Schema 3 18:00 - 18:05 - Återblick 18:05 - 19:30 - En sammanlänkad kundupplevelse 19:30 - 19:50 - Rast 19:50 - 20:30 - Lean Start-up & Human Needs Model
4. BERGHS SCHOOL OF COMMUNICATION 4 Interaktion Organisation Göra det så enkelt och effektivt som möjligt att använda en produkt eller tjänst Skapa en så effektiv organisation som möjligt för att möta kundens behov.
5. BERGHS SCHOOL OF COMMUNICATION Varför? Varför designar vi lösningen?
   För vem? Vilka är våra användare? Skiljer dom sig åt?
   Vad? Vad ska vi designa?
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6. BERGHS SCHOOL OF COMMUNICATION Låt oss börja med en berättelse 6
7. BERGHS SCHOOL OF COMMUNICATION 7
8. BERGHS SCHOOL OF COMMUNICATION En sammanlänkad kundupplevelse 8
9. BERGHS SCHOOL OF COMMUNICATION Varför är det här så viktigt? 9
10. BERGHS SCHOOL OF COMMUNICATION 10 Vilket land kommer den här personen ifrån?
11. BERGHS SCHOOL OF COMMUNICATION Vara ett steg före… 11
12. BERGHS SCHOOL OF COMMUNICATION Hur många av er har en smartphone? 12
13. BERGHS SCHOOL OF COMMUNICATION Källa: http://techland.time.com/2012/08/16/your-life-is-fully-mobile/ 13
14. BERGHS SCHOOL OF COMMUNICATION Hur många av er använder appar på en daglig basis? 14
15. BERGHS SCHOOL OF COMMUNICATION We are heading for a zombie appocalypse 15 “ “ Scott Jenson
16. De kräver en app
17. BERGHS SCHOOL OF COMMUNICATION De är själviska
    De är frånkopplade från varandra 17
18. BERGHS SCHOOL OF COMMUNICATION We drive into the future using only our rear view mirror. 18 “ “ Marshall McLuhan
19. Mjukvara Köpa Installera Återanvända
20. BERGHS SCHOOL OF COMMUNICATION Kontext 20
21. Mjukvara Köpa Installera Återanvända Upplevelse Hitta Använda Komma ihåg
22. BERGHS SCHOOL OF COMMUNICATION Maybe you don’t want to ask a question, maybe you just want it answered for you, before you ask it. 22 “ “ Larry Page
23. BERGHS SCHOOL OF COMMUNICATION 23
24. BERGHS SCHOOL OF COMMUNICATION Hur kan en sådan här upplevelse se ut? 24
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28. BERGHS SCHOOL OF COMMUNICATION Good design is as little design as possible 28 “ “ Dieter Rams
29. BERGHS SCHOOL OF COMMUNICATION Övning: ICA 29
30. BERGHS SCHOOL OF COMMUNICATION ICA 30 • Para ihop er i grupper om två • Diskutera hur ICA kan bli en ”digital curlingförälder” — dvs hur kan ICA underlätta för konsumenter att handla mat? • Vilka datakällor kan ICA använda sig av (t.ex. vitvaror, träningsappar, sociala nätverk)? • Skissa några idéer och diskutera med din partner
31. BERGHS SCHOOL OF COMMUNICATION Låt inte kunderna göra jobbet 31
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34. BERGHS SCHOOL OF COMMUNICATION 34 Men finns det också en baksida?
35. BERGHS SCHOOL OF COMMUNICATION 35 Resebyrå Bank Butik
36. BERGHS SCHOOL OF COMMUNICATION ”One of the ways to infuse platform thinking into your business is to look at a problem that is being solved manually, and repeatedly, and see if it can be solved by external users instead.” 36 “ Sangeet Paul Choudary
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38. BERGHS SCHOOL OF COMMUNICATION What surfaced in each session was a collective feeling among the employees of being overwhelmed that the digital revolution was creating a world that seemed more impersonal to them. 38 “ “ Steve Cadigan
39. BERGHS SCHOOL OF COMMUNICATION Among the insights they shared were that the digital revolution was accelerating an obsession with phones, tablets and apps and that time spent on these devices and tools was taking away from authentic interactions with each other.” 39 “ “ Steve Cadigan
40. BERGHS SCHOOL OF COMMUNICATION 40 Gör digitala medier att vi är mindre personliga?
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43. BERGHS SCHOOL OF COMMUNICATION 43 Skapa värde Människa - Människa Människa - Dator
44. BERGHS SCHOOL OF COMMUNICATION 44 Value > Pain
45. BERGHS SCHOOL OF COMMUNICATION 45
46. BERGHS SCHOOL OF COMMUNICATION Kunder är inte lika viktiga… 46
47. BERGHS SCHOOL OF COMMUNICATION Focus on the user and all else will follow 47 “ “ Google
48. BERGHS SCHOOL OF COMMUNICATION 48 Är användaren den viktigaste intressenten?
49. BERGHS SCHOOL OF COMMUNICATION 49 24 miljarder dollar
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51. BERGHS SCHOOL OF COMMUNICATION “It should go without saying, if the person who works at your company is 100 percent proud of the brand and you give them the tools to do a good job and they are treated well, they’re going to be happy,” 51 “ “ Richard Branson
52. BERGHS SCHOOL OF COMMUNICATION 52 Motivation
53. BERGHS SCHOOL OF COMMUNICATION 53
54. BERGHS SCHOOL OF COMMUNICATION 54 Autonomy Mastery Purpose
55. BERGHS SCHOOL OF COMMUNICATION 55 3 karaktärsdrag för ett framgångsrikt team
56. BERGHS SCHOOL OF COMMUNICATION 56 1) Du kan jobba självständigt
57. BERGHS SCHOOL OF COMMUNICATION 57 2) Du känner att du alltid lär dig
58. BERGHS SCHOOL OF COMMUNICATION 58 3) Du har ett syfte
59. BERGHS SCHOOL OF COMMUNICATION Hitta ett problem som är värt att lösa 59
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64. BERGHS SCHOOL OF COMMUNICATION The way we set ourselves apart from the crowd was focusing on problems. 64 “ “ Kevin Systrom
65. BERGHS SCHOOL OF COMMUNICATION 65 Dålig fotokvalitet Lång uppladdningstid Ingen distribution till andra nätverk
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68. BERGHS SCHOOL OF COMMUNICATION 68 Problem
69. BERGHS SCHOOL OF COMMUNICATION Don’t complain, make things better. 69 “ “ Tina Roth Eisenberg
70. BERGHS SCHOOL OF COMMUNICATION Vad för problem löser ni i era utmaningar? 70
71. BERGHS SCHOOL OF COMMUNICATION 1) Var ett steg före
    2) Låt inte kunderna göra jobbet 3) Medarbetare är viktigare
    4) Lös problem 71
72. BERGHS SCHOOL OF COMMUNICATION Lean Startup 72
73. BERGHS SCHOOL OF COMMUNICATION Wasteful action is not work “ “ Taiichi Ohno 73
74. BERGHS SCHOOL OF COMMUNICATION För lång tid
    För komplex
    För mycket pengar
    Inte vad kunderna ville ha 74
76. BERGHS SCHOOL OF COMMUNICATION The biggest lie in software is Phase II “ “ Jeff Gothelf 76
77. BERGHS SCHOOL OF COMMUNICATION Krav Specifikationer Design Implementera Verifiera Underhålla Problem Lösning Traditionell produktutveckling 77
78. BERGHS SCHOOL OF COMMUNICATION Ta ett designbeslut Förstå att det inte var rätt 15 veckor Typiska tillvägagångssättet 78 “Lean” startup 5 dagar Ta ett designbeslut Förstå att det inte var rätt
79. BERGHS SCHOOL OF COMMUNICATION En startup är ett experiment 79
80. BERGHS SCHOOL OF COMMUNICATION Lär dig att misslyckas 80
81. BERGHS SCHOOL OF COMMUNICATION Snabbt 81
82. BERGHS SCHOOL OF COMMUNICATION Skapa en lärande kultur 82
83. BERGHS SCHOOL OF COMMUNICATION 83 You need to set up and organize so that you can do as many experiments per unit of time as possible. “ “ Jeff Bezos
84. BERGHS SCHOOL OF COMMUNICATION Lean startup är... • En metod för produktutveckling • Baserad på situationer med stor ovisshet • Kan användas både i små och stora organisationer 84
85. BERGHS SCHOOL OF COMMUNICATION är min produkt värdefull (“valuable”)? 85
86. BERGHS SCHOOL OF COMMUNICATION Validated Learning 86
87. Learn Build Measure Data Code Ideas
88. Build faster • Continuos integration • Incremental deployment Learn Build Measure Data Code Ideas
89. Measure faster •A/B & Multivariate testing •Real-time monitoring •Funnel analysis Measure Data Code
90. Learn faster • Customer interviews • Cross-functional teams • Usability tests • Hypothesis • Sketching Learn Build Measure Data Code Ideas
91. BERGHS SCHOOL OF COMMUNICATION Minimum Viable Product (MVP) 91
92. BERGHS SCHOOL OF COMMUNICATION 92 The minimum viable product is that version of a new product which allows a team to collect the maximum amount of validated learning with the least effort. “ “ Eric Ries
93. BERGHS SCHOOL OF COMMUNICATION 93 Success is not delivering a feature; success is learning how to solve a customer’s problem. “ “ Scott Cook
94. BERGHS SCHOOL OF COMMUNICATION Vad är minimikraven för att adressera en kunds problem? 94
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99. BERGHS SCHOOL OF COMMUNICATION Pivot “A change in strategy without a change in vision” 99
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101. BERGHS SCHOOL OF COMMUNICATION Validated Learning
     Minimum Viable Product (MVP)
     Pivot 101
102. BERGHS SCHOOL OF COMMUNICATION Börja med ett mänskligt behov 102
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104. BERGHS SCHOOL OF COMMUNICATION 104 What job causes you to hire a milkshake? “ “ Clayton Christensen
105. BERGHS SCHOOL OF COMMUNICATION 105 Jobs to be done
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107. BERGHS SCHOOL OF COMMUNICATION 107 Phones would be better if we didn’t have to carry them around. “ “ Astro Teller
108. BERGHS SCHOOL OF COMMUNICATION Hur kan vi applicera detta? 108
109. BERGHS SCHOOL OF COMMUNICATION Human Needs Model 109
110. BERGHS SCHOOL OF COMMUNICATION 110
111. BERGHS SCHOOL OF COMMUNICATION 111 I want to watch a recently released romcom I want to watch a movie I want to be entertained
112. BERGHS SCHOOL OF COMMUNICATION Diskussion 112
113. BERGHS SCHOOL OF COMMUNICATION Övning: Human Needs Model 113 • Para ihop er i grupper om två • Skapa en Human Needs Model för Swedbank • Vad är de viktigaste behovet en bank bör fylla? • Vad är sekundärt, tertiärt behov osv?
114. BERGHS SCHOOL OF COMMUNICATION 114 Thank you! Marcus Castenfors @mcastenfors | mcastenfors.com | mcastenfors@gmail.com