Notre Dame Deloitte Center for Ethical Leadership 5th Annual Forum Slides

3 © 2015 Jeremy Alexis Intents of the Forum #1
Innovative approaches to supporting ethical decisions and actions in business. #2 How design thinking can be used to develop new business tactics © 2015 Jeremy Alexis

4 © 2015 Jeremy Alexis Structure of the Forum Know
the users well (Empathy) Determine how the users might be better served (Design criteria) Develop creative options based on the design criteria (Ideate) Develop a workable approach that can be tested. (Prototype/Test) Issue: Addressing the needs of users (employees) when they are facing ethical dilemmas. © 2015 Jeremy Alexis

7 © 2015 Jeremy Alexis Using your template from the
pre-work, copy on to post-its what users… • Say (on yellow post-its) • Do (on orange post-its) • Think (on green post-its) • Feel (on blue post-its)

9 © 2015 Jeremy Alexis A persona is a representation
of a customer segment in the form of an idealized person. Personas should always be based on thorough research of the users of a service or product. A large number of users/customers should be interviewed and the results of the interviews should be analyzed and clustered according to common traits. Based on the clustering the persona categories emerge with different traits influencing their interactions and/or attitude towards the service. From these traits and other commonalities between the individuals in the cluster an imaginary person is constructed. The various personas constructed should together capture all important attitudes which are held by the users of the service. As the design process continues, the personas are used as stand-ins for the actual users of the service to check feasibility of ideas and that any important features aren’t missing. Personas, however, are not meant to replace the actual users, rather they are meant to be a good way of reflecting on user needs. Source: April Starr Other sources: The British Standard for Service Design (BS 7000 -3, BS 7000 -10, BS EN ISO 9000). Morelli, N. (2002): “Designing product/service systems. A methodological exploration.” Design Issues 18(3): 3-17. http://servicedesign.wikispaces.com/ Shostack, L. G. (1982): How to Design a Service. European Journal of Marketing, 16(1), 49-63. Shostack, L. G. (1984): Design Services that Deliver. Harvard Business Review (84115), 133-139. Saffer, D. (2005): Designing for interaction: creating smart applications and clever devices. Berkeley. CA: New Riders

10 © 2015 Jeremy Alexis Personas can be casual and
fun:

11 © 2015 Jeremy Alexis They can also be highly
structured:

12 © 2015 Jeremy Alexis The art of creating personas:
Personas are usually developed by finding patterns based from one or more of the following: What are people doing (behaviors and activities)? How do they go about doing it? What are their goals / ambitions / aspirations? What do they value? What obstacles do they face? What questions do they have? Once you have created a set of draft personas, refine by… Giving each type a descriptive name. Ensuring they are MECE (mutually exclusive, collectively exhaustive). Making sure you can fit 90% of the target audience into one of the types. Identifying and resolving any missing users. Identifying and eliminating any null types.

13 © 2015 Jeremy Alexis Journey Mapping © 2015 Jeremy
Alexis

14 © 2015 Jeremy Alexis What is a Journey Map?
The Journey Map analyzes the journey of a user as they complete a task or participate in an experience. Care is taken to consider touchpoints and the emotions throughout the phases of the journey. © 2015 Jeremy Alexis

15 © 2015 Jeremy Alexis How is Journey Mapping Used?
Journey Mapping, sometimes referred to as experience mapping, provides a framework to methodically review the user’s experience and identify areas of innovation opportunity. © 2015 Jeremy Alexis

16 © 2015 Jeremy Alexis Let’s try one… © 2015
Jeremy Alexis

17 © 2015 Jeremy Alexis I need a coffee! ©
2015 Jeremy Alexis

21 © 2015 Jeremy Alexis Constructing the Journey Map Start
with identifying steps – Using sticky notes, record the steps in the journey – Think about the 5 E’s of the Journey • Entice / Enter / Engage / Exit / Extend – What is the user doing at each stage? – What actions is the user taking to move themselves on to the next stage and why are they motivated to do so? – Identify 10 – 15 key steps What are the touchpoints? – Where does the user interact with another? – Think about physical interactions (e.g. buildings), human contact (fact to face or remote) and communications – Record touchpoints along the journey and place alongside the journey What are the emotions at each step of the journey? – What emotions are they feeling? Why do they care? – What are the uncertainties? – What structural, process, cost, implementation, or other barriers stand in the way? – Record positive emotions/sentiments on sticky notes and place above the journey (+) – Record negative emotions/sentiments on sticky notes and place below the journey (-) © 2015 Jeremy Alexis

23 © 2015 Jeremy Alexis Ideation: The Goal © 2015
Jeremy Alexis To generate ideas that go beyond the obvious. To harness the wisdom of the team To uncover unexpected possibilities.

24 © 2015 Jeremy Alexis Extreme Climbers © 2015 Jeremy
Alexis Develop a single device (a watch) that will meet the information needs of extreme rock climbers who race each other up cliffs.

Brainstorming

26 © 2015 Jeremy Alexis Establish a Guiding Criteria ©
2015 Jeremy Alexis Users would benefit from a single device having: • Useful data • Time of day • Time elapsed since start of climb. • Time elapsed since last meal • Altitude • Direction • Map and location. • Ability to communicate. • Location “beacon” • Durability given rough use. • Readability in low light and odd “stances” • No hands operation • Long battery life.

2015 Jeremy Alexis 2. Individual team members generate ideas that might address one or more of the questions and write them on post-its

2015 Jeremy Alexis 3. Members post the notes on a white board or easel pad

4. As a team, group the ideas and edit duplicates
and near- duplicates. Label the groups.

5. Consider the groupings, edit and add new ideas as
they surface

6. Consolidate the ideas. Identify those that are most attractive
to the team. Annotate as needed.

7. Bridge to prototyping by summarizing your ideas into a
set of common features and a set of options.

Remember: You can also use images to describe your innovative
thinking and to begin to think about prototypes.

Brainstorming ground rules • No self-censoring • No idea is
too far-out to consider • No critical commenting during idea generation • It constrains creativity • No adherence to a fixed process • it is ok to backtrack and introduce new ideas at any time • No intent to identify a one best option. • The goal is to identify possibilities that can be incorporated into prototypes as options.

If you were the company below, how would you solve
the problem?

Spend no money…

Spend as much as possible…

44 © 2015 Jeremy Alexis A typology of testing How
do we test? What are we testing? Uncontrolled audience Controlled audience Key variables Whole concept Minimum viable product Experiments Pilots / market tests Simulations Redbox Lean start up ABI Limarita McDonald’s innovation center Mayo clinic Hyatt MSK © 2015 Jeremy Alexis

46 © 2015 Jeremy Alexis Process: 1. Identify what must
be true in order for this concept to be valid? These are your assumptions. 2. Of the items you identified, which are least likely to be true? These are your key barriers and should be tested first. 3. How can you conduct simple but robust tests on these barriers? What standard of proof is required to make a decision? How can you in integrate key stakeholders into the testing? 4. When complete determine what you learned – how can you refine the concept? What is the next test you need to run? • Plan to iterate, good experiments likely include several rounds of prototyping • It is not uncommon to be running multiple tests at the same time (I am running four experiments, one is failing…) © 2015 Jeremy Alexis

47 © 2015 Jeremy Alexis Then you can plan and
execute tests: Concept: Four to fifth grade transition strategy – parent friendly common core standards and summer exercises Barrier we are testing: Parents will not use the exercises over the summer If / then hypothesis If we present easy to use exercises to parents before summer break they will run the exercises with their kids over the summer. Standard of proof Compare NWEA/MAP scores (for this standard) from spring to fall. For this school not losing points would be considered success. Testing plan Use the exercises for one standard from Kahn academy. Have one class out of the grade level keep a learning log over the summer. Collect work over the summer. Conduct interviews with the class to learn what worked and what did not. Compare student readiness to the students that did not participate. © 2015 Jeremy Alexis

48 © 2015 Jeremy Alexis Interpret the results and then
plan your next experiment: Concept: Content strategy for teen and young adult cancer patients What was the outcome of the test The patients did not fully accept either option. They made it clear that they liked the community (patient) generated content but want it vetted by the hospital first. What was validated / invalidated? The patients already have access to plenty of hospital created information. They like hearing about how other patients have dealt with treatment, but are concerned about misinformation. New information and insights did we collect? The patients would value connections to patients at other hospitals – they are more interested in connecting with people undergoing the same treatment than connecting with people in the same hospital (who, although they have cancer, are getting different treatments) Resulting new hypothesis: If we offer network of patient created, clinician vetted content they will feel more in- control of their care, compared to offering them content created by the hospital. © 2015 Jeremy Alexis

Notre Dame Deloitte Center for Ethical Leadersh...

Notre Dame Deloitte Center for Ethical Leadership 5th Annual Forum Slides

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