Presented at FITC Toronto 2019 More info at www.fitc.ca/toronto Karri Ojanen RBC Royal Bank of Canada Overview Over the past number of years companies have adopted the idea of customer-centricity. People across functions can fluently talk about the importance of paying special attention to end-user needs and overall customer experience. But innovation and forward-thinking ideas that connect both customer and business needs can’t simply be squeezed out of brainstorm sessions and sticky notes if the organization doesn’t learn how to effectively look outside of its own silos. In this session, Karri will show how to move from jumping to solutions to driving innovation by understanding the question first. Target Audience Designers, researchers, strategists, product managers, and technology leads Three Things Audience Members Will Learn Methodologies and tools to form insights out of a holistic understanding of customer challenges How to synthesize data to form a vision of the better future How to break the vision into manageable chunks that drive value for the business and the customer at every launch

1. Start by understanding the problem,
not by delivering the answer.

3. Image credit: Treehouse

9. Image credit: Brighton Energy Co-op

11. UX and CX
“Focus on the user
experience…”
“We can all imagine
if we were the customer…”
“What would the user do?”
“What’s best for the user?”

12. Agree Disagree
Great customer experience is critical
to our organization’s success
Agree Disagree
My organization competes on the
basis of customer experience
Source: The 2018 Customer Experience Industry Report, UserTesting.com

13. Agree Disagree
User research improves the quality
of our products
Source: The 2018 Customer Experience Industry Report, UserTesting.com

14. –Harvard Business Review
30,000 new consumer products are launched annually.
80% of them fail.

15. –Gartner, 2018
Less than 0.01 percent of all consumer mobile apps
will become financially successful.

16. –The 2018 Customer Experience Industry Report, UserTesting.com
“When making business decisions, my company puts too much
emphasis on quantitative evidence.”

17. –The 2018 Customer Experience Industry Report, UserTesting.com
“By the time we get research results on a subject, the company has
already made the decision and moved on.”

18. – Alan Cooper
“There are far, far more “UX designers” employed today than there were
20 years ago, and yet most of the newly created software I use today
suffers from the same interaction errors that were around 20 years
ago.”
Image credit: Adaptive Path/UX Week

19. What if we’re doing something
wrong?

20. The TTC. What is it?

21. Uber. What is it?

22. Helping a person to purchase a new home.
What is it?

23. A pack of gum. What is it?

24. Set requirements Launch
Visualize the requirements
Build

25. Gather data to support,
inform, and challenge
the requirements
Design & build
Launch
Set requirements

26. If your product doesn’t connect with a
customer need,
it will fail.

27. Stop starting at the end.

28. Connect with the need first.

29. What service does this provide?

30. Service
Service is the need/end-goal the end-user has
Products
Products enable the delivery of the service

32. Video: Jamin Hegeman - So you want to be a service designer

33. What is the current experience like?

34. What would the ideal experience be like?

35. Ideate

36. Prototype

37. Plan the evolution

38. Video: David Kelley on Design Thinking

39. Uncertainty/patterns/insights Clarity/focus
Research Concept Design

40. Define challenge
Observe people
Form insights
Frame opportunities
Form ideas
Prototype and test ideas
Build in iterative, agile cycles

43. Karri Ojanen
Practice Lead, Interaction and Service Design
RBC Royal Bank of Canada
LinkedIn & Twitter
karri@stadi-design.com