Exercice : Design Thinking Visualization tool

Challenge

Working for a telecommunications company, we must constantly optimize and enrich our customer  journeys. This is done on all channels and points of contact: physical stores, online, telephone.

More and more products and offers are being sold. Marketing teams have more and more ideas. Our  portfolio can be increasingly difficult to understand. So far there is a risk of making our sales channel  more complex.

Competition is very tough and our customers demand more and more efficiency. Digitization and  simplicity are the key words. Things need to be done smoothly and quickly, We have to constantly  adapt ourselves.

Selection

What we are seeing is that most employees already know things that can be improved. They faced  our customers and their needs.

There is real expertise in the teams but not always shared and synthesized. People speak different  languages ( techical, commercial..), but they see the same thing. To do this, the tools I use most often  are visualization.

Application

Each week, we focus on a specific customer journey to optimize. The goal is to identify the pain and  what can be done quickly to make our customer more satisfied: this is part of the quality process. For  example, when a customer enters a store to subscribe to a price plan, it is important not to ask for  the same information twice. For the seller, some fields must be filled in automatically, the number of  clicks must be at least. Look&feel is not the primary focus, but the user interface (for the seller)  should be intuitive.

Expertise comes from all over the company. It is essential to capitalize on the commercial, technical  and marketing strengths.

To introduce the meeting, one of the participants “play” the customer and the other his interlocutor  of the company. We will ask everyone to watch the scene, identify the main pains and some quick  wins.

Insight

By applying the visualization methods, not only the pains of the customers arose, but also some pains  of the employees.

If I refer to the example of physical stores, it turned out that in order to address the customer, the PC  screen had to be larger than the one we had. So, this has not only made us think of the user interface  (digital), but made us think of changing the design of our stores.

Approach

The teams went through several work sessions on design thinking. Within the company, it helped  everyone share the same goal: to be customer-centric. However, some teams were not involved:  they were initially considered "too far from the client", like finance or lawers teams.

In a team spirit and in order to benefit from different contributions, we are considering integrating,  in small doses, new profiles in design thinking meetings.

