The Washington Post: Usa il Design Thinking per deliziare i Clienti

AICEX_Quadrato_Bianco
AICEX: UX, DX, CX, Design, … tutta una stessa famiglia ..
For better than a decade, managers have been taught that focusing on the customer provides a sure path to success. Initiatives such as “voice of the customer” and tools such as “net promoter score” have helped us to better manage these all-important relationships. But what do you do when you hit a plateau, chasing ever smaller niches with ever expanding offerings that yield less and less?

Increasingly, companies that excel at serving customers are turning to unique approaches to find value propositions that continue to move the needle. Intuit, a leader in the development of personal and small-business software, is one such company. It is at the forefront of using design thinking to inspire innovation that delights customers.

Since Intuit’s inception, founder Scott Cook emphasized creating products that were easy for customers to use. Despite this, the company began to observe a narrowing gap between competitors’ product performance and their own offerings. Sensing an opportunity, former chief executive Steve Bennett pulled together a small team of several senior operating managers, their chief strategy officer, and Kaaren Hanson, Intuit’s design innovation head, to address the question of what was next. What lay beyond ease?

The team’s answer was delight, and they identified design thinking as an important strategy for getting there. Design thinking’s ability to uncover customers’ unarticulated needs and its processes for testing potential success with small inexpensive experiments provided the framework they needed. The team ultimately focused on three core design principles: “customer empathy,” “go broad before narrow” and “rapid experimentation.”

http://www.washingtonpost.com/business/capitalbusiness/use-design-thinking-to-reach-customers/2014/05/02/6e7a99c0-d05c-11e3-937f-d3026234b51c_story.html?postshare=641439724804671

Forbes: L’Empatia, il Design Thinking, e la Centralità dei Clienti

SAPVoice Empathy An Obsession With Customer-Centric Innovation by Kaan Turnali

To deliver innovative, customer-centric solutions through design thinking, we must begin with empathy.

In its simplest and purest form, empathy enables us to not only experience and understand another person’s circumstances, but it also puts us in our customers’ shoes to experience what they are feeling. This is where we find the innate struggle born out of user frustrations and bound to the intrinsic value chain of the user experience.

Without a doubt, empathy is the most important design thinking principle I will cover in this series. Its universal application offers infinite promise.

Customer-centric design is about looking out from the inside—rather than outside in

Continua a leggere “Forbes: L’Empatia, il Design Thinking, e la Centralità dei Clienti”