Design Thinking For Improved And Innovative Customer Experiences

Today at Forrester’s Customer Experience Forum in NYC, I’ll be running a workshop to introduce our clients to design thinking. What is design thinking? It’s an approach and a process that you can use to improve and innovate customer interactions across all of your digital and physical touchpoints.

To understand what that really means, it would probably help to know a little about what we’ll be doing in the workshop. Teams of two will start out by interviewing each other about a recent gift giving experience. Through questions like, “How did you come up with the idea for the gift?” and “What was difficult about finding and giving this gift?” they’ll try to uncover each other’s motivations, needs, and emotional drivers. Immediately after, they’ll synthesize their individual learnings and focus on a particular challenge that they want to take on — a gift-giving problem that they want to solve for the other person.

Then they’ll sketch out at least five different ways that they could address that problem and get feedback from their partner (and target customer) about those ideas. After they refine their solution, they’ll prototype it using large sheets of paper, sticky notes, popsicle sticks, pipe cleaners, colored markers, and other craft supplies. This may sound like playtime — and it will be fun — but it’s also a serious and highly effective way to make their ideas tangible and testable. And testing is exactly what will come next. The partners will share their solutions with each other and get feedback about what worked well and, perhaps more importantly, what could be improved.

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