design for innovation by marianne jacobsen / knowit
TRANSCRIPT
DESIGN FOR INNOVATION.The arrogance of success is to think that what you did yesterday will be sufficient for tomorrow.
William Pollard
UKONTROLLERTEKONTAKTPUNKT
The world’s largest accommodation provider – owns no real estate.
UKONTROLLERTEKONTAKTPUNKT
The world’s largest taxi company – owns no vehicles.
UKONTROLLERTEKONTAKTPUNKT
The world’s most popular media owner – creates no content.
UKONTROLLERTEKONTAKTPUNKT
6
«The Millennials»
Be quick or be dead!
UKONTROLLERTEKONTAKTPUNKT
Disrupt or be disrupted!
UKONTROLLERTEKONTAKTPUNKT
Innovate or die!
UKONTROLLERTEKONTAKTPUNKT
Define your innovation strategyUKONTROLLERTEKONTAKTPUNKT
#1
11
INNOVATION AMBITION MATRIX
RADICAL OPPORTUNISTIC
SUBSTANTIAL PIONEER
INCREMENTAL FAST FOLLOWER
12
INNOVATION AMBITION
?
Our goal is to get things wrong faster than others.
Daniel Ek, CEO Spotify
Listen to the customer!UKONTROLLERTEKONTAKTPUNKT
#2
18
90%market share in Norway
19
Relevant for their clients` customers
#3 UKONTROLLERTEKONTAKTPUNKT
Focus on the whole customer journey
Touchpoints matter, but it’s the full journey that really counts. ALEX RAWSON, HARVARD BUSINESS REVIEW
Customer journey – home buyers
BEFORE DURING AFTER
MAPPING YOUR CUSTOMER JOURNEYS
ATTENTION CONSIDER BUY SERVICE LOYALTY
KONTROLLERTEKONTAKTPUNKT
RELATION PHASE
UKONTROLLERTEKONTAKTPUNKT
CONTROLLED CONTACT POINT
RELATION PHASE
UNCONTROLLED CONTACT POINT
BEFORE DURING AFTER
• DM(BM/PM)
• Søkemotorop3malisering(SEO)
• Sosialemedier(SOME)
• Annonser/banner
• Eierbanker
• 3.partsneAsider
• PublicRela3ons(PR)
• VGTV,DBTV
• YouTube™• Viral-kampanje
• Ekstra
Redaksjonellomtale•
Sosialemedier•
Google-søk•
Jungeltelegraf•
NeAverk,får3ps•
Testvurdering•
Konkurrenter•
3.partsneAsider•Salgspres.bankBM•
Ekstra•
Ekstra•
• Konkurrenter
• 3.partsneAsider
• Testvurdering
• NeAverk,anbefaling
• Jungeltelegraf
• Google-søk
• Sosialemedier(SOME)
• Redaksjonellomtale
• Finansportalen
• penger.no
• Salgspres.bankBM
Ekstra•
Dinepenger•
FInansportalen•
Facebook•
Remarke3ng•
Søk(betaltetreff)•
Landingsside•EgneneAsider•
Forsikringskalkulator•
Søkemotorop3malisering(SEO)•
• Mobil
• Kundeservice
• Chat
• EgneneAsider
• Eierbanker• Ekstra
• Ekstra
• Ekstra
• Ekstra• Ekstra
• Ekstra
Betalingsløsninger•
3.partsløsninger•
eID-løsning•
Digitaltsignering•
Ekstra•
Ekstra•
Ekstra•
Ekstra•Ekstra•
Ekstra•
Ekstra•
• Ekstra
• Ekstra
• Ekstra
• Ekstra
• Testvurdering
• EgetneAverk,erfaringer
• Sosialemedier(SOME)
• Redaksjonellomtale
• Ekstra
• ekstra
• Ekstra
• Skademelding/skadeoppgjør
• Lojalitetsprogram(s3ge?)
• LojalitetsrabaA
• Oppfølgeingsbrev
• Avslutningsbrev(flere)
• Facebook/Instagram
• NeAbu3kk
• Facebook/Instagram
• Betalingspåminnelse• Partnere/leveraøndør
• PR/AgendaseAer
Faktura•
DM•
E-post•
Velkomstbrev/pakke•
Årlig(vilkår/bevis)•
Remarke3ng•
EgneneAsider•SMS•
Sikkerhetsbu3kken(Falck)•
• Konkurrenter
• Ekstra
• Testvurdering
• NeAverk,anbefaling
• Jungeltelegraf
• Google-søk
• Sosialemedier(vareprat)
• Redaksjonellomtale
• Ekstra
• ekstra
• Ekstra
ATTENTION CONSIDER BUY SERVICE LOYALTY
MAPPING YOUR CUSTOMER JOURNEYS
28
Customer journeys are created across disciplines!
29
MARKETING IT PRODUCT
30
MARKETING IT PRODUCT
HELHETLIGE KUNDEREISER
31
MARKETING IT PRODUCT
=
32
MARKETING IT PRODUCT
HOLISTIC CUSTOMER JOURNEYS=
The companies that excel in journeys have a more distinct competitive advantage than those that excel in touchpoints. ALEX RAWSON, HARVARD BUSINESS REVIEW
33
#4 UKONTROLLERTEKONTAKTPUNKT
Differentiate - not just digitize
35
The Caring Insurance Company
Better user experience on customer website for business & private
36
But nobody uses their website
PERSONAS|PRIVATECUSTOMER
IgnoredIngrid
I don’t feel appreciated as a customer. At all. Ingrid (33), nurse
Ingrid 33, nurse• Rented apartment, 2 children • Red Cross voluntary • Strained and sober economy
Attitudes and values• Prioritizes family very high • Engaged in various volunteering • Blood and organ donor
Influencers• Parents and close family • Own network, social media • Comparable Services.
Frustrations• Feels neglected as a customer • Technical solutions, updating Java • What if something happens?
Instagram Spo:fy Pregnant Ne?lix Endomondo Bank
Ingridis33yearoldnurse.Shelivesinarentedapartmentwithherpartner,twochildrenandacat.Loyalinsurancecustomerforseveralyears.Noclaims,neverheardfromherinsurancecompany.
GENERALConcernedfamilyandselflesslyinrelationtovolunteering.BesidethejobtakesIngridregularnightshiftsforRedCrosshotlineatriskhavekids.Hasbeenablooddonorfor7yearsandisregisteredorgandonor.
INGRIDSRELATIONTOINSURANCEIngridexperiencinginsuranceservicesandcondi:onsthatvirtuallyunavailable.She’dliketoberightassured,butdonotthinksheis.Gotnoclaimspast7years.Qualifyingtotalcustomerandloyaltydiscounts,butdonotevenknow.
Needs and goals• Want easily understandable terms • Wants personal service • Assured that she has relevant insurance
GENERAL
Assisted
LiSleinsight
Nottechnically
Self-reliant
Wellinformed
Technicalwhiz
YEAR
3YEAR
1YEAR
7 YEAR
2YEAR 4
YEAR 5 YEAR
6
AMBASSADORREGION
HIGHRISKREGION
Totalcustomer,5year+ Loyaltybonusxx
Characteristics
FAVORITE-APPS
SOMEOFHERTHINGS&GADGETS
38
The insurance company that cares?
?ENKEL INNOVATIV SKREDDERSØM
ma
Make your service mirror your brand Differentiate - not just make it better
#5 UKONTROLLERTEKONTAKTPUNKT
Play!
44
Innovate by combining.
45
MICROWAVE DISHWASHER
+
Innovate by combining.
46
HOSPITAL
+
HOTEL WALT DISNEY
+
Innovate by combining.
47
CAR SHARING DRIVERLESS CARS
+
Innovate by combining.
48
Innovate by experimenting.
49
Innovate by questioning.Why can`t I see the pictures right away?
50
Innovate by questioning.Why can`t my photo messages be more beautiful?
SMS WhatsApp Snapchat
280.000User accounts in 6 months
“ 5 can’t miss apps.
“ Best Mobile Design Award.
“ #1 Best new apps in 111 countries.
+ +Customer insight Holistic customer journey Brand DNAPLAY!
DESIGN FOR INNOVATION
