Crush CX with Human-Centered Design

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Warmer blanket story Crush CX with Human-Centered Design Arik Abel Founder, Rubric Design Sr. PMM, TiVo

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Warmer blanket story Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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How might we reduce the cost of incubators for 3rd world hospitals? Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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How might we create a baby-warming device that helps parents in remote villages give their dying infants a chance to survive? Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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Heats up with boiling water and keeps baby at the right temperature for hours $25 price point makes it easy for a village to own and share Team has helped over 300,000 babies in 10 years Embrace Infant Warmer Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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A more beautiful question Technique #1 Ask a more beautiful question Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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A more beautiful question Human-centered design a.k.a. Design thinking

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Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit Design index Design Thinking. Why should I care?

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Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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A more beautiful question Technique #1 Ask a more beautiful question Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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How might we engage and delight B2B buyers with consumer-like experiences?

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How might we apply engaging consumer experiences to the B2B buyer journey? Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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Find your co-conspirators: Design Thinking @ Lenovo community Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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A more beautiful question Technique #2 Interviews Active listening Contextual inquiry Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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Tell me about the last time you brought in a new digital tool Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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Problem theory: Finding, buying and owning business apps is hard Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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A more beautiful question Technique #4 - Outside Worlds Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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A more beautiful question This Outside World: Tech Stack

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A more beautiful question Technique #3 Prototyping Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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First AirStack paper prototype Learnings within 30 minutes: Potential sales objections Buyer, influencer and user personas to test Use cases and messaging Potential features Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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Hackathon Style: Moonshots @ NC State Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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Rapid Prototyping: Walk West website redesign Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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A more beautiful question Technique #5 Think aloud testing Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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A more beautiful question Technique #6 Buy a feature Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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A more beautiful question Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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Technique #7 Walk a Mile Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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Arik Abel | @arikabel Crush CX with Human-Centered Design #high5conf Ethnography: Can I watch TV with you and your family?

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Takeaways & final thoughts • Human-centered design = practice, not process • Framing the right problem is key, get others involved • Draw, mockup, print out, record, video, transcribe, document, analyze – everything • Get concepts back in front of people quickly and often, validate • Plenty of resources to help: IDEO, LUMA, Stanford d.School, books…

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Like what you saw? Let’s talk Custom webinars for your team + tips and tools via email Linkedin.com Arik Abel Rubricdesign.co Newsletter sign-up

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Takeaways from this presentation Learn more Embrace Innovations | embraceinnovations.com Stanford d.School | dschool.stanford.edu IDEO | ideo.com Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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What is human-centered design Today’s key takeaways • Fundamentals of human-centered design • 7 techniques to explore • Resources to follow up on • Inspiration to do something new Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit

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A more beautiful question

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LUMA Institute | luma-institute.com Search “Luma Institute Handbook” “Luma Institute Cards” Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit