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Lektion 2: En sammanlänkad kundupplevelse

Lektion 2: En sammanlänkad kundupplevelse

Lecture at Berghs School of Communication in Digital Management

Marcus Castenfors

April 15, 2015
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  1. 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
  2. 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.
  3. BERGHS SCHOOL OF COMMUNICATION Varför? Varför designar vi lösningen? För

    vem? Vilka är våra användare? Skiljer dom sig åt? Vad? Vad ska vi designa?  5
  4. BERGHS SCHOOL OF COMMUNICATION We drive into the future using

    only our rear view mirror. 18 “ “ Marshall McLuhan
  5. 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
  6. 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
  7. 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
  8. 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
  9. 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
  10. 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
  11. BERGHS SCHOOL OF COMMUNICATION The way we set ourselves apart

    from the crowd was focusing on problems. 64 “ “ Kevin Systrom
  12. BERGHS SCHOOL OF COMMUNICATION 1) Var ett steg före 2)

    Låt inte kunderna göra jobbet 3) Medarbetare är viktigare 4) Lös problem 71
  13. BERGHS SCHOOL OF COMMUNICATION För lång tid För komplex För

    mycket pengar Inte vad kunderna ville ha 74
  14. 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
  15. 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
  16. 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
  17. Learn faster • Customer interviews • Cross-functional teams • Usability

    tests • Hypothesis • Sketching Learn Build Measure Data Code Ideas
  18. 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
  19. BERGHS SCHOOL OF COMMUNICATION 93 Success is not delivering a

    feature; success is learning how to solve a customer’s problem. “ “ Scott Cook
  20. BERGHS SCHOOL OF COMMUNICATION 104 What job causes you to

    hire a milkshake? “ “ Clayton Christensen
  21. BERGHS SCHOOL OF COMMUNICATION 107 Phones would be better if

    we didn’t have to carry them around. “ “ Astro Teller
  22. BERGHS SCHOOL OF COMMUNICATION 111 I want to watch a

    recently released romcom I want to watch a movie I want to be entertained
  23. 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?