Introduction The aim of this Study Trip is to offer ‘hands-on’ learning experience based on the Design Thinking methodology and approach to help participants discover, understand and be inspired by various cases of Retail, Product and Business Model innovation. Design Thinking has emerged as a strong problem solving methodology spreading to different areas of service innovation. Design Thinking is based on a sprint approach of diverging and converging moments of Research, Design, Prototype and Implementing. This approach helps teams to create innovation by always keeping the final customers at the center of the process, in order to understand their context, actions and situations. To achieve this we designed a specific program of 5 days offering masterclasses, venue visits, innovation cases and practical exercises that will help participants to learn the basic knowledge of Design Thinking and to create new innovative concepts using all the information and inspiration collected. Some of the problem statements we will face during this Study Trip are: • How can I build unique store concept and customer experience that inspire future purchases? • How can I explore other business models that can help to differentiate themselves? • How can I create new products which answers my customers’ needs?
DESIGN THINKING INNOVATION IN RETAIL STUDY TRIP
The specific deliverables of the Study Trip will be: • Training materials, key learnings and insights from the trip; • Customer Journey Map (retailer-specific); • Recommendation for new product development and concept innovation (depending on problem statement) to implement when they return and tips on how to execute the ideas (retailer-specific).
September 2017
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Methodology & Example of Tools diverge
converge
diverge
designthinkersacademy
CUSTOMER JOURNEY MAPPING
converge
EMOTIONAL STATUS OF PERSONA
+
+ Explain Emotions
Name Profile
-
Behaviour
CONTEXT
WHAT IS THE PERSONA TRYING TO DO?
create choices
make choices
create choices
make choices JOURNEY STAGES
CUSTOMER JOURNEY MAP Customer Journey Mapping builds empathy and, at its best, is a continuous activity to get rich and qualitative information about why your customers do what they do, how they experience interacting with organizations through the different touchpoint.
TOUCHPOINTS
Customer’s Needs
OPPORTUNITIES AREAS
RESEARCH BEDRIJF
DESIGN
PROTOTYPE
IMPLEMENT
Barriers
STAKEHOLDER MAP Stakeholder mapping is used to get an overall view on service systems. All possible stakeholders are written down, ranked by their level of influence and divided into groups.
DATUM
STAKEHOLDER MAPPING Wie zijn de Stakeholders?
DATE
PERSONA CARD NAME
SKETCH
Use a realistic name. Don’t use names of colleagues.
DESCRIPTION What type of persona is it. Describe the most prominent differentiator.
QUOTE Capture the essence to one or two points that could come out of the persona’s own mouth.
BEDRIJF
DATUM
SERVICE SCENARIO WAARDE PROPOSITIE
PERSONA CARD Persona cards help identify people (behavior, attitudes) that the service is designed for.
DATE
ACTION PLAN TEAM / RESOURCES
WHO IS IT?
WHAT GOALS?
BUSINESS MODEL
SERVICE SCENARIO: ONTWERP HET SERVICE STORYBOARD
SUCCESS FACTORS
Sketch the personal profile, age, location, job title, what kind of person is it? Think about one or more personas from segmentation.
WHAT ATTITUDE?
What is the supreme motivator? What are (latent) needs and desires?
DOELGROEP
CHALLENGES
What is the point of view? What is the expectation, perception of service, company or brand. What motivates the persona to go to the website, into the shop, or use the service.
WHICH BEHAVIOUR? What does she or he do? Tell stories about the behaviour while using a service, product or site. Channel usage for various needs (internet, visiting comparable sites, mobile, social media). What works well, what are the frustrations, what is stopping her or him from choosing a function, service or product? EXAMPLES How important are functional, emotional, expressive benefits. Be specific, which one is more important? Or a mix of? Fast or slow decision maker? Why, how can you tell? Decisions made on fact or emotion? Why, how can you tell?
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ACTION STEPS
TARGET
SERVICE SCENARIO Service Scenarios are stories from the end user point of view when making use of a concept for a new innovative service. They are used as a basis for piloting and the creation of Service Blueprints. PROTOTYPING The prototypes are used to test the new innovative service concepts in a low budget and low risk environment. This to further understand end user behavior and to collect new insights for the pilots to build.
Overview of location visits Day 01 De Hallen; Heineken Experience; Bilder & De Clercq.
Day 04 Rotterdam - Martkhal and Katendrecht area; Eindhoven - StrijpS.
Day 02 G-Star Raw; X Bank.
Day 05 Ace&Tate; Hutspot.
Day 03 H.I.D.C.; Droog; Walking tour to De Bijenkorf, Scotch&Soda, Van Stapele and Marie Stella Maris.
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Facilitators profiles
Day 00 - Welcome
Tim Schuurman, partner at DesignThinkers Academy. Tim has extensive experience in facilitating and developing Service Design Thinking training sessions and master classes. Tim teaches courses at several universities and facilitates in-company training sessions and master classes.
Focus: welcome and presentation dinner
Jeroen van der Weide, senior facilitator at DesignThinkers Academy. Jeroen specialises in developing innovative climates within organisations. This involves helping people find new solutions for business problems, and designing and facilitating creative processes, brainstorms and positioning sessions.
18:30
Meeting in the foyer of NH Carlton ;
19:00
Dinner at CafĂŠ de Jaren for all participants with Tim Schuurman and Jeroen van der Weide, partner and senior facilitator at DesignThinkers Academy.
Edoardo Costa, service designer at DesignThinkers Academy. With a background in product and interaction design, Edoardo brings a multidisciplinary approach to Service Design Thinking projects. He focuses on Customer Journey Mapping methodologies in order to analyse, conceptualise and visualise service concepts with a user-centric perspective.
CafĂŠ de Jaren NH Carlton
Els Dragt, author of How to Research Trends. Els monitors trends 24/7 and analyses and translates societal shifts into brand strategies and consumer insights for various local and international clients. She is also a lecturer and teacher at Fontys International Lifestyle Studies. Ester Boer, business and retail coach. Ester has been involved in the retail industry for the past 15 years, both as a business owner and manager and as a coach for retail innovation. She helps retail players analyse and improve their customer experience through data analysis and omni-channel strategies.
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Day 01 - Trends & Design Research
Day 02 - User Centered Approach
Focus: Innovation in food retail Design Thinking activity: Trends & Design Research
Focus: Innovation in multi-brand store and international chain Design Thinking activity: Personas and Customer Journey Mapping
08:45
Meeting in the foyer of NH Carlton ;
09:00
Arrival in and welcome to DesignThinkers Academy
09:00
Arrival at and welcome to DesignThinkers Academy ;
09:30
09:30
Programme kick-off , review of homework and objectives, introduction to Design Thinking with Jeroen van der Weide and Edoardo Costa, senior facilitator and service designer at DesignThinkers Academy;
Personas and Customer Journey Mapping: presentation about Personas and Journeys with Tim Schuurman, partner at DesignThinkers Academy;
10:30
Innovation in retail: presentation about data analysis and omni-channel approaches in the retail sector with Ester Boer, retail coach;
12:00
Lunch at DesignThinkers Academy;
13:00
Keynote presentation by Rob Schilder, CEO of G-Star Raw;
14:30
Visit to G-Star Raw flagship stores, to discover more about the design of their retail customer experience;
16:00
Visit to X-Bank a high-end concept store created in collaboration with a hotel chain, with general manager Nicolette Meijer;
17:00
Wrap-up of the day at DesignThinkers Academy and preview of next day’s activities.
10:30
12:00
13:30
Trend & Design Research: presentation on trend scouting and design research with Els Dragt, trend expert and author of How to Research Trends; Visit to De Hallen shops and presentation by Johan Valster, director of De Hallen; Working Lunch in order to experience design research in a real context with real customers;
15:00
Visit to Heineken Experience with Q&A with Ana Lages Camboim, Guest Experience Specialist;
17:00
Visit to Bilder & De Clerq to experience the cross between shopping for groceries and eating at a restaurant;
18:00
Wrap-up of the day at DesignThinkers Academy and preview of next day’s activities.
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Day 03 - Product Innovation
Day 04 - City Trip
Focus: Innovation in product ideation Design Thinking activity: Opportunity area & Ideation
Focus: Neighbourhood renovation & retail opportunities Design Thinking activity: Stakeholder engagement 08:00
Meeting at NH Carlton and transportation from Amsterdam to Rotterdam;
10:00
Visit to Katendrecht area and study of how this old industrial area was regenerated through new living solutions with Barber Roodenburg, manager at Fenix Food Factory;
Ideation & Co-creation: set of exercises to transform opportunities into ideas & solutions;
12:00
Visit to Markthal Rotterdam one of the latest architectural interventions in the city which combine living and market spaces;
Keynote presentation by Holland International Distribution Council with Jasper Eggebeen, Sr. Manager Supply Chain Solutions;
13:00
Lunch at Markthal and transportation to Eindhoven;
16:00
Visit to Strijp-S another example of urban renewal which hosts activities ranging from Philips industrial production to a Dutch Design Week centre with Eric van Bakel;
17:00
Close-up and travel back to Amsterdam.
09:00
Arrival in and welcome to DesignThinkers Academy
09:30
Ideation & Prototyping: introduction to ideation and cocreation techniques with Jeroen van der Weide and Edoardo Costa, senior facilitator and service designer at DesignThinkers Academy;
10:00
11:00
12:00
Lunch at DesignThinkers Academy;
13:00
Visit to Droog shop, hotel & agency and presentation of company organisation & business model with hospitality manager Jurgen Smit;
15:30
Walking presentation with Emiel Gerardu, retail consultant to visit De Bijenkorf (pop-up store concepts), Scotch&Soda, Van Stapele and Marie Stella Maris;
17:30
Wrap-up of the day at DesignThinkers Academy and preview of next day’s activities. 6
Day 05 - Implementation Strategies
Follow-up session
Focus: Implementing ideas Design Thinking activity: Roadmap and Action Plans
Focus: Helping participants apply their lessons in practice Activity: 2-day follow-up training and 1-on-1 coaching sessions (optional)
09:00
Arrival at and welcome to DesignThinkers Academy ,
2-Day Follow-up Session
10:00
Visit to Ace&Tate the first bricks and mortar shop of the online eyeglasses brand with Andre Rodriguez Drissen;
11:00
Visit to Hutspot a curated space for an urbanised lifestyle with Arjen Roos, creative director;
The two-day follow-up session will be organised in Singapore with all the participants of the Study Trip. This session will be facilitated by two DesignThinkers coaches and will have the objective of helping participants with their projects and any questions they might have about implementation strategies. A joint session will allow participants to share insights and inspiration.
12:30
Lunch at DesignThinkers Academy;
13:30
Strategies for implementation: using roadmaps and action plans to transform ideas into sustainable business opportunities and implementation cases with Jeroen van der Weide, Ester Boer and Edoardo Costa, senior facilitator, retail coach and service designer at DesignThinkers Academy;
14:30
Preparation Follow-up Session with a focus on expectations and objectives;
15:30
Wrap-up of the week at DesignThinkers Academy with certificate ceremony, distribution of hand-outs and drinks;
16:00
The objective is to create an implementation roadmap that they can immediately start executing.
Remote one-on-one coaching sessions lasting approximately two hours (optional) The one-on-one coaching sessions will give additional support to participants in the implementation of their roadmaps. These sessions will be run remotely via Skype in groups, with all participants hailing from the same company and working on the same project. The objective is to give full and personalised support in methodology and tools for successful project implementation.
Final review of the whole week and feedback between participants and SPRING.
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About DesignThinkers Academy Our mission is to provide space and time for teams and individuals to be inspired and challenged and to learn by doing, and to strengthen their ability for creative problem solving. People and teams in organisations are under growing pressure to be more flexible, entrepreneurial and customer-centred. Organisations are under growing pressure to differentiate themselves, generate sustainable business and attract talented people. These capabilities need to be developed and maintained. DesignThinkers Academy aims to inspire these people and teams by organising thought-provoking events, lectures, trainings and personal coaching programmes so as to help organisations build the necessary capabilities, culture and mindset. We facilitate conversations on Service Design Thinking by developing and running the DesignThinkers Academy Network, which brings together thousands of professionals from all over the globe‌ and is growing fast. Our aim with the DesignThinkers Academy Network is to provide an open network so as to facilitate and inspire a rich dialogue between creative thinkers and doers. We aim to develop a learning community that has a positive impact on people’s lives, careers and our ever-changing world. Visit our website, look around and sign up to the DT Academy Network for free.
www.designthinkersacademy.com
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