Understanding Your Customer through Design Thinking

6pm for a 6:30pm start

Design Thinking is a deeply human process that taps into abilities we all have but get overlooked by more conventional problem-solving practices. It relies on our ability to be intuitive, to recognize patterns, and to construct ideas that are emotionally meaningful as well as functional. It allows us to innovate and design products that customers will love to use.

Rob McLellan (https://www.linkedin.com/profile/view?id=36820952), from the Telstra Design Practice, is going to lead us in applying one tool from the Design Thinking toolkit, called Customer Journey Mapping.

The Customer Journey Map is:

• a visual tool for capturing and presenting key insights into customer interactions

• an important tool to build empathy with customers. A way to ‘step into the shoes of the customer’ by understanding their current reality.

The Customer Journey Map focuses on what makes us human; what we think, feel and do as we interact with a product, service or ecosystem.

What actions do customers take to meet their needs or goals?

How do customers evaluate their experiences?

What emotions do they have along the journey?

It distributes key insights in a form that is easy to understand, while promoting customer-centric thinking.