Crush CX with Human-Centered Design

Transcript

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

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

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

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5. 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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6. 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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7. 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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8. A more beautiful question
   Human-centered design
   a.k.a.
   Design thinking
   

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

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

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

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

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

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17. 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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18. 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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19. Problem theory: Finding, buying and owning business apps is hard
    Arik Abel | @arikabel Crush CX with Human-Centered Design #pmmsummit
    

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

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21. A more beautiful question
    This Outside World: Tech Stack
    

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

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

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

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

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

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

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

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

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32. 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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33. 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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34. 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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35. 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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36. A more beautiful question
    

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

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