Design Thinking: engage customers like never before. Inconsistent customer interactions. Undifferentiated touch points. Indifferent customers. If these are business challenges you are facing, it’s time to take a closer look at the customer journey that your business is providing. Join us in a hands-on, interactive session that will introduce you to a new way of thinking. Design Thinking is a user centric problem-solving mindset that combines empathy, rationality and creativity, and keeps the end-user of your product/service at the center of the design process. These techniques are being used by the world’s most prolific innovators to deliver powerful interaction experiences across the entire customer journey. What we covered within the workshop: 1) The basic foundations and benefits of Design Thinking as an innovation process. 2) How to start integrating Design Thinking ideas and techniques into your daily customer interactions. 3) How to use Design Thinking to draw customer journey maps and gain actionable insights.

1. Engage customers like never before
through the power of Design Thinking
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Nicholas Kontopoulos
Global Head of Strategic Marketing Programs,
SAP Customer Engagement Solutions

2. Workshop Objectives
Purpose of workshop: to show you how ‘Design Thinking’ can help you create delightful customer experiences across
your entire enterprise, and enable you to disrupt the markets you operate in.
Success for us will be achieved if you are able to walk away with an appreciation of how ‘design thinking’ can be applied in
reimagining your customers interaction with your brand across the entire customer journey.
Agenda:
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• Welcome (Nicholas)
Use this title • What to expect (Koert)
• Design Thinking Circuit (Rahul)
• Break (10min)
• Personas & Customer Journey Mapping (Hiromi)
• Wrap-up (Nicholas)

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5. Why do we need to Innovate?

6. How can Design Thinking help to improve the Customer
Experience and Business Innovation?
viability
(organization)
feasibility
(technology)
desirability
(human)
innovation,
holistic solutions

7. What is Design Thinking?
Scoping 360° Research Synthesis Ideation Prototyping Validation
Problem PROB SLpEaMce SPACE SOLUTIONS oSlPuAtioCnE Space
Customer
Centric
Design

8. Our Values for today for a Creative Mindset
Empathize- Think Customer-Centeric
Have a Beginners Mind
Defer Judgment –
Ask Questions
Be Visual
Experiment & Make Mistakes -
Fail Early and Often
Collaborate - Build on the Ideas of Others
Have Fun!!!
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9. …design for me a
chair
…design for me again
something to
sit comfortably
on
1 minute to…
…someone
ask me an
open
questions about
sitting
comfortably
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10. What do you notice?
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11. “If I had asked people what
they wanted, they would have
said a faster horse.
- Henry Ford

12. “It’s not the customers job to know
WHAT THEY WANT”
- Steve Jobs
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13. Design Thinking Circuit
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14. Customer insights come from
listening & intense observation.
Emotional persona: The
customer is not just a physical
statistic.
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SKETCH IT!

15. A NEW SALES TOOL!
The best way to create a great
idea is to have lots of them.
Don’t judge an idea.
High speed ideation should be
collaborative & fun.
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16. Prototyping : A tangible
representation of your ideas.
Failing Early.
Keeping the customer at the
core of the design process.
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BUILD A CAR!

17. SUPER CUSTOMER !
Empathy: develop a deeper
understanding of who the
customer “really” is.
Build a visual persona.
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18. Human tendency is to say to People
“No, but” instead of “Yes and”.
Build a positive environment for
innovation.
Lateral ideation & unrestrained
creativity.
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YES…AND!

19. RAPID PROTOTYPING!
“Tangibilize” multiple ideas in
the form of simple visuals.
Experience the idea before
production.
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20. Customer Journey Map
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21. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 21

22. LOOK

23. BUILD PERSONAS
Ling Li
M
12
Single
Remote Village in China
Being a good student
Reading
Do well at school
Become a doctor
Hard working
Go to work Take care of parents when he gets older
Earn money to buy books Save for college

24. Your Turn!
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25. IDEA
GENERATION

26. The Generous Store
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27. Generate Ideas from
customer perspective
Deeper understanding
of customer journey
Collaborate with stakeholders &
customers
CUSTOMER JOURNEY MAP

28. CUSTOMER JOURNEY MAP
healthcare hospital Harry gets sick
Need to
tell
family?
Just the
flu
Feel Ill
A little worried
Where can I
find the best
doctor?
Research
Symptoms
How will I
pay for
this? Want this to
This is
confusing!
CHOOSE
See
TOOTH doctor
PASTE
be over
Get second
opinion
Hospital
website
Specialist GP
PAIN POINTS MOMENTS OF TRUTH
Doctors
Surgeons
Patient
Govt
Patient’s
Family Insurers
Harry
Male
22 yrs
Smoker
No
history Worries
about
his health
Help
Harry feel
supported
Multi
channel
Make
research
easier
Ratings of
doctors
Pharmacist
Intake form
Patient friendly
language
Info about
medicine
Direct
insight into
costs
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29. Your Turn!
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30. WHAT IS AFTER THE CJM?
VISUALIZATION & RAPID
PROTOTYPING

32. Experience Design Thinking Workshop
SOME
WORKSHOP
IMPRESSIONS

33. SAMPLE WORKSHOP AGENDA
(adaptable for each particular situation)
Understand Problem Create Solutions Ideation
Ÿ Introduction to Ideation &
techniques
Ÿ Generate ideas, build up and blend
ideas
Ÿ Cluster and prioritize ideas
Prototyping
Ÿ Introduction to Prototyping
Ÿ Prototyping of solutions
Validation
Ÿ Introduction to Validation
Ÿ Iterate prototype
Ÿ Presentation & feedback
Wrap Up
Ÿ Review / Feedback
Kick-Off
Ÿ Introduction, Team Forming
Ÿ Overview and Introduction to Design
Thinking
Scoping
Ÿ Intro to the Design Challenge
Ÿ Completion of the Scoping
360° Research
Ÿ Introduction to 360° Research
Ÿ Sample techniques
Ÿ Research
Synthesis
Ÿ Introduction to Synthesis
Ÿ Storytelling & wall of data creation
Participants:
2-4 multi-disciplinary teams - each consisting of 4-6 people – a mix of
people from: end-users, line of business experts, developers, technology
experts, suppliers, customers etc.

34. What is the problem really?
Typical tools used in Design Thinking workshop
Stakeholder Map: shows the different possible stakeholders and their relation to the
organization
Persona: Emphathizes with the consumers or stakeholder to focus efforts
Customer Journey Mapping: Identify opportunities for improvement.
Needs & Insights: uncover the deeper goals and ways the customer or stakeholder wants
to feel
Synthesis: clustering, combining, categorizing and labeling, in order to simplify and
prioritize.

35. QUIZ What is innovation?
Disruptive
Breakout
Sustaining
Source: Clayton Christensen
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36. Workshop Objectives
Purpose of workshop: to show you how ‘Design Thinking’ can help you create delightful customer experiences across
your entire enterprise, and enable you to disrupt the markets you operate in.
Success for us will be achieved if you are able to walk away with an appreciation of how ‘design thinking’ can be applied in
reimagining your customers interaction with your brand across the entire customer journey.
Agenda:
slide only with an image
• Welcome (Nicholas)
Use this title • What to expect (Koert)
• Design Thinking Circuit (Rahul)
• Break (10min)
• Personas & Customer Journey Mapping (Hiromi)
• Wrap-up (Nicholas)