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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