"From Design Thinking to Design Doing" Suzanne Pellican's presentation from the O'Reilly Design conference on January 21, 2016 at Fort Mason in San Francisco, CA.
3. Our Mission
We exist to improve customers’
financial lives so profoundly,
they can’t imagine going back to
the old way.
4. Customer-driven Innovation Design for Delight
find an
important
problem
that we and
those we enable
can solve well
with durable
advantage
Two Core Capabilities
11. Act 2
2007 – 2013
Creating a culture
of innovation
12. Evoking positive
emotion by going
beyond customer
expectations in
ease and benefit
throughout their
customer journey
...so people buy more and tell
others about their experience
13. The big national stores can buy and sell
thousands of designs. I have to buy just a few
of many different designs, and it costs more.
– Julie, Owner, Paper Caper
“
Deep Customer Empathy
Know your customer better than they know themselves.
14. Go Broad to Go Narrow
To get to one good idea, you must create lots of ideas.
Choose what’s most delightful, not was easiest… or cheapest…