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DESIGN THINKING DESIGN ACTION

OUR JOURNEY (SO FAR)

Rod Butcher

Fidelity International

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Why bother?

Expectations +

behaviours

Technology-driven

disruption

Inside-out

thinking

Challenges

of size

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What is Design Thinking in Fidelity International?

A six-month old baby (now 3 people)

Designing tomorrow’s customer experiences

Practical application of common sense

Human

centred

design

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We need to take a long hard outside – in look at ourselves, and our sector

https://www.youtube.com/watch?v=_U2MZGNaCkA

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Key Principles

BUILD

EMPATHY

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There’s no such thing as a hole in the

other guy’s end of the boat

BUILD

EMPATHY

WORK

TOGETHER

Key Principles

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BUILD

EMPATHY

WORK

TOGETHER

GO EXPLORE

Key Principles

A

B

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BUILD

EMPATHY

WORK

TOGETHER

GO EXPLORE

ACT

DIFFERENTLY

Key Principles

The best way to kill an idea is to take

it to a meeting

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How we do it

DISCOVER DESIGN DEVELOP DELIVER

A variant on the UK Service Design Council Double Diamond

DOING THE RIGHT THINGS DOING THINGS RIGHT

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How we do it

Customer

immersion

Front line

engagement

Stakeholder

Interviews

Journey

Mapping

Catalytic

Questioning

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How we do it

North

Star

Persona/s

How Might

We?

Storyboards

Challenge

Cards

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How we do it

Iterate and

test

Peer review

Customer

input

Dive

underwater

Case for

action

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Rules of Engagement

Q what’s the customer problem?

Q do you fully support the approach?

Q will you make change happen, and how?

Q will you build the muscle?

Q will you shield and protect the seedlings?

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So What?

“We can do this”

“This isn’t very Fidelity”

“Never compromise”

The virus spreads

Quick wins spin off

Go faster

Deliver

Measure

External Challenger Board