Activity: Design Thinking
Every professional in an organisation can be busy with Design Thinking. In this activity, we provide you with a tool to make this reality. We ask you to make a “journey map” to define where there are possibilities for you to solve a problem by utilizing empathetic, creative, and analytical skills.This “journey map” helps you to think systematically through the steps your customers / stakeholders – internal or external – have when they interact with your product or service.
Step 1: Define the pain points
1. Make a list of your top stakeholders (3 to 5)
2. Make on a piece of paper for each of the stakeholders two 2 columns, write on one side what is their pain and in the other column what is your pain (related to your products and services and these stakeholders).
Step 2: Cure the pain
1. Choose a pain of one of your stakeholders that you want to map.
2. Write down each step of the customer journeys. Make sure to include even small steps that may seem trivial. The goal is to get you to consider the nuances of the experience that you may normally overlook.
3. Display the steps sequentially in a timeline. Your map may include branches to show alternative paths in the customer journey.
4. Look for insights. What patterns emerge? Anything surprising or strange? Question why certain steps occur, the order they occur in, and so forth.
5. Based on your customer journey map decide where you can optimise the journey for you, organisation, stakeholder. Come up with suggestions and decide what you are going to implement.
Journey Map Example
Pain point is high-anxiety patients trip to the hospital’s emergency room. A simple version of this patient journey might include the following moments:
· Experience pain or discover the symptom.
· Consider home treatment versus going to the hospital: the go/no go decision.
· Choose transportation to the hospital.
· Arrive and park (or pay the taxi, etc.).
· Enter the hospital and find the emergency room.
· See the triage nurse.
· Fill out the insurance forms.
· Wait. And wait some more.
· Get ushered into a treatment room.
· Put on an uncomfortable hospital gown, and wait some more.
· See multiple preliminary nurses and technicians.
· See the doctor for an assessment and sometimes preliminary diagnosis.
· Undergo additional blood tests, X-rays, and so forth.
· Receive a firmer diagnosis, which can lead to getting: instructions for home care, an outpatient procedure, a prescription, a follow-up appointment with a general practitioner or specialist, or admission to the hospital.
After laying out every step, ask yourself how you might cost-effectively innovate and turn the ordinary experience into something extraordinary. For instance, spell out the journey ahead “journeying” the journey.
We hope this tool provides you with some insights to further develop your Design Thinking skills.
BY FRANK KUIJSTERS
Director – Digne Consult Asia Pacific