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Design Thinking och storytelling
som metoder för affärs- och erbjudandeutveckling
Det var en gång senhösten år 2001...
The Story Lab arbetar med affärs- och erbjudandeutveckling för företag i en tjänste- och upplevelseekonomi
Affärs-utveckling
Kommunikation
Erbjudande– som engagerar och
skapar storytelling
”If growth is what you’re after, you won’t learn much from complex measurements of customer satisfaction or retention. You simply need to know what your customers tell their friends about you.”
”The only path to profitable growth may lie in a company’s ability to get its loyal customers to become, in effect, its marketing department.”
Frederick F. Reichheld
Design Thinkingvs
traditionell affärsutveckling
Många (70%) strategiska initiativ når inte sina mål.** ) Charan & Colvin , Dalton, Vickers m.fl.
Det där vill jag vara med på!
–
–
–
–
Jag förstår inte!
“You can analyze the past, but you have to design the future”
Edward De Bono
ThinkingDesign +
Känsla, intuition och inspiration
Rationalitet och analys
Roger Martin,Professor Management Strategies,
University of Toronto
”A discipline that uses the designer’s sensibility and met-hods to match people’s needs with what is technologically feasible and what is a viable business strategy can convert into customer value and market opportunity.”
Tim Brown, CEO IDEO
Design Thinking
Utforska nya mysterium
Bygger idéer
Medskapande mellan experter, medarbetare och kunder
Exploatera vad vi redan vet
Diskuterar idéer
Experter på affärsutveckling
Söker efter att bevisa lösningen (validity)
Abduktivt resonemang– ”hur kan det vara om?”
En absolut lösning
Väljer pålitliga lösningar
Deduktivt/induktivt resonemang– ”vad är rätt och fel?”
Riktlinjer som ska implementeras
Kvalitativ research
En mer utforskande process
Kundvärdet som utgångspunkt
Kvantitativ research
Linjär milstolpebaserad process
Ekonomin som utgångspunkt
Design Thinking
Traditionell affärsutveckling
Traditionell affärsutveckling
Stra
tegi
och
lösn
ing
SpelFlow, deltagande,
engagemang, motivation och lojalitet
DeSignKvalitet i varje touch-point i kundens resa genom upplevelsen
StorytellingFånga, förtydliga och
överföra mening
Design Thinking- hur design thinking bäst kan användas för att skapa kon-
kurrensfördelar i en tjänste- och upplevelseekonomi
Design- att designa i 3D- produktdesign och arkitektur
Kvalité i varje touchpoint i KunDenS reSa genom upplevelSen
needs input
SenSeS emotional Filter
habitual Filter
conciousness
external
information
internal
information
memorieS
time
beSlutSFattanDe viD varje touchpoint
Kvalité i varje touchpoint i KunDenS reSa genom upplevelSen - arbetSplatSen
interna mötenexterna mötenDigitala möteninstallationsplatser...
vi bryr oss om apples datore för att apple bryr sig om sina datorer.
vi bryr oss mer om ett café om caféägaren bryr sig mycket om sitt café
SpegeleFFeKten - ju mer man bryr Dig DeSSto mer Kommer anDra bry Sig...
Med tjänster uppstår ett behov av att designa i tid – storytelling, scenarios och storyboarding
”Akiko and her husband starts their Saturday cleaning their home. They are newly married and enjoy their nice mansion apartment.
When they are done, they surf the Internet for good wines and other things to buy.
Then they go shopping according to a plan, buying some of the things they found good prices for in the web search. They fill the boot of the car with groceries and other things.” [snapshot 1]
Fånga, FörtyDliga och överFöra meningStorytelling.
Spel Flow, DeltaganDe, engagemang och motivation
inre och yttre motivation
Drawing on four decades of scientific research on human motivation,
pink exposes the mismatch between what science knows and what business does.
while carrots and sticks worked successfully in the twentieth century,
that’s precisely the wrong way to motivate people for today’s challenges.
there are three elements of true motivation—autonomy, mastery, and purpose.
motivation
The Innovation Stack
Competitive lead-time relatively short
Years of competitive advantage
Hamel, 2007Harvard Business Review
Research, avgränsning och problemformulering
Kvalitativ semistrukturerad basintervju Deltagande observation
Personas
När vi träffar en person, när personen blir verklig, anpassar vi vårt berättande naturligt till personen. Ett sätt att lyckas med det i masskommunikation är att arbeta med fiktiva personer – personas.
Master Mirjam – vill hitta en bra master
Om Mirjam Om Stockholms universitet och deras kommunikation
Namn, ålder, bostad
Gör på dagarna Gör på fritiden Drivkraft, önskan om framtiden och oro
Kommunikationsformer
Kännedom om SU
Varför SU? Om SUs kommunika2on
Budskap – huvudbudskap och anpassat budskap
Lämpliga beräAelser
• Mirjam
• 27 år och bor i Karlstad
• Skriver kandidatuppsats i kemi och jobbar på OKQ8
• Hänger med kursarna och surfar runt på olika Mastersutbildningar. Lund, London och Stockholm lockar.
• Ett bra jobb eller eventuellt forskning.
• Först en bra mastersutbildning med uppsats på en arbetsplats.
• Orolig för att inte få jobb efter utbildningen.
• Mobil
• Mejl
• MSN
• Webb
• Vet att SU finns
• Stockholm har stor arbetsmarkand och nära till Uppsala
• Forskning i världsklass inom kemi
• Läser på webben om olika mastersalternativ
• Forskning på högsta nivå – ett ledande forskningsuniversitet
• SU har en riktigt bra master och en stor arbetsmarknad nära.
• När jag gjorde mitt val till universitetet
• Då insåg jag att…
Typiska citat:”Stockholm lockade för här fanns större utbud av föreningsliv. Jag hade kompisar som flyttat hit””En master här är billig och ganska bra säger kursarna som pluggat utomlands tidigare.””Jag börjar tänka mer på vad som händer sen, efter utbildningen. Vilka jobb som finns och så.”
Personasberättelser
Customer Journey Mapping och Service blueprint
Förstå och beskriva den socio-kulturella kontexten
Visualisera spelplanen – förstå den socio-kulturella berättelsen
Avgränsning och problemformulering
KunderVad är önskvärt?
AffärsmodellVad är hållbart?
Tekniskt och kulturelltVad är möjligt?
Strategi och lösning
Utforskande resa istället för en linjär process, där medarbetare, intressenter och kunder är med
Pappersprototyper i workshops
Tjänstescenarios
Tjänstescenarios
Kundtester i ett tidigt skede
Fullskaliga modeller
Prototyp av system för handel med utsläppsrätter i form av ett spel
Ny strategi
Ny organisationsmodell
Ny organisationsmodell
Vad är en tjänst?
Jordbruksekonomi
6 %
Industriell ekonomi
30,6 %
Tjänsteekonomi
64,4 %
Källa: CIA, 2009
Colour Key
Källa: CIA, 2006
vägleda förändring
relevant
icke-relevant
KundbehovKonkurrens-position
Differentierad
icke differentierad
marknad premiumpris
iscensätta upplevelser
leverera tjänster
tillverka produkter
utvinna råvaror
Kundanpassning
Kundanpassning
Kundanpassning
Kundanpassning
Kommodifiering
Kommodifiering
Kommodifiering
Kommodifiering
Gilmore & Pine, 1999, Harvard Business School
Tjänster, betalar för att få en rad aktiviteter utförda på beställning
Upplevelser, betalar för sitt eget engagemang och den minnevärda händelsen
Transformations, betalar för förändring och helst en bestående förändring
Tre sorters kvalitéer avgör tjänsteupplevelsen, och dessa bör vara integrerade för att upplevas äkta
teKniSK Kvalitévad är det som utförs,
produceras?
FunKtionella Kvalitén
hur utförs tjäns-ten? med vilket en-
gagemang?
platSenSKvalité
var utförs tjänsten?
Äkta upplevelser skapar lojalitet - men tjänsten i sig står inte för hela upplevelsen utan är beroende av samspelet med kommunikatio-
nen med kunderna och medarbetarnas engagemang
marKnaDS-KommuniKation
tjänStenDen specifika
tjänstens utform-ning
meDarbetarnaS engagemang
vägleda förändring
relevant
icke-relevant
KundbehovKonkurrens-position
Differentierad
icke differentierad
marknad premiumpris
iscensätta upplevelser
leverera tjänster
tillverka produkter
utvinna råvaror
Kundanpassning
Kundanpassning
Kundanpassning
Kundanpassning
Kommodifiering
Kommodifiering
Kommodifiering
Kommodifiering
Gilmore & Pine, 1999, Harvard Business School
Tjänste- och upplevelseekonomin
Meaning: purchasing on the basis of lasting consequences
beyond the consumption
Quality: purchasing on the basis of excelling in product
performance
Cost: purchasing on the basis of obtaining an affordable
price
Availability: purchasing on the basis of accessing a reliable
support
Authenticity: purchasing on the basis of conforming to
self image
Upplevelseekonomi - äkthet är dominerande köpdrivkraft
CIA, 2006 Harvard, 2007
Äkthet: Köp baseras på självbild
Kvalitet i upplevelseekonomin är äkthet
En gnutta ”fake” kan ruinera det äkta
Äkta ≠ Sant
“The authenticity paradox. Everything is fake, fake, fake!”
0 © 2010 The Story Lab AB | | | | | |
Success factors when rendering authenticity
10-11-03 Design Thinking och storytelling | Seminarium
Communication Economy Leadership Positive psychology
Authentic Experience
A company’ reputation is a result if two things; its own actions and behaviours, and the perception of its key audiences.
The business imperative in experience economy is render authenticity and management of the customer perception for authenticity become the primary new source of competitive advantage
Life changing and meaningful moments in life create meaning and fuel to be an leader.
Authentic happiness drives from positive feelings that arise from using (authentic experience) my own signature strengths and upon virtue, spontaneously.
1 © 2010 The Story Lab AB | | | | | |
Success factors when rendering authenticity
10-11-03 Design Thinking och storytelling | Seminarium
Communication Economy Leadership Positive psychology
Authentic Experience
A company’ reputation is a result if two things; its own actions and behaviours, and the perception of its key audiences.
The business imperative in experience economy is render authenticity and management of the customer perception for authenticity become the primary new source of competitive advantage
Life changing and meaningful moments in life create meaning and fuel to be an leader.
Authentic happiness drives from positive feelings that arise from using (authentic experience) my own signature strengths and upon virtue, spontaneously.
Self image / awareness
Individuals identification with a brand is crucial for the effect of communication
Both consumers and business to business customers now purchasing offerings, not only based on availability, affordability and excellence in product performance, the purchase is based on how well it conform to their self-image
“Leadership demands the expression of a authentic self”.
Focus on self image without self awareness decrease capacity for development
2 © 2010 The Story Lab AB | | | | | |
Success factors when rendering authenticity
10-11-03 Design Thinking och storytelling | Seminarium
Communication Economy Leadership Positive psychology
Authentic Experience
A company’ reputation is a result if two things; its own actions and behaviours, and the perception of its key audiences.
The business imperative in experience economy is render authenticity and management of the customer perception for authenticity become the primary new source of competitive advantage
Life changing and meaningful moments in life create meaning and fuel to be an leader.
Authentic happiness drives from positive feelings that arise from using (authentic experience) my own signature strengths and upon virtue, spontaneously.
Self image / awareness
Individuals identification with a brand is crucial for the effect of communication
Both consumers and business to business customers now purchasing offerings, not only based on availability, affordability and excellence in product performance, the purchase is based on how well it conform to their self-image
“Leadership demands the expression of a authentic self”.
Focus on self image without self awareness decrease capacity for development
Playful / meaningful
Meaning and playfulness make your message viral
When people become engaged because the experience is playful or meaningful, they experience it as authentic and valuable.
Employees today seeking meaning in their work, and meeting quartly earning expectations can ruined long-term shareholder value.
your strengths and virtue must be anchored in something larger, a meaning and purpose.
3 © 2010 The Story Lab AB | | | | | |
Success factors when rendering authenticity
10-11-03 Design Thinking och storytelling | Seminarium
Communication Economy Leadership Positive psychology
Authentic Experience
A company’ reputation is a result if two things; its own actions and behaviours, and the perception of its key audiences.
The business imperative in experience economy is render authenticity and management of the customer perception for authenticity become the primary new source of competitive advantage
Life changing and meaningful moments in life create meaning and fuel to be an leader.
Authentic happiness drives from positive feelings that arise from using (authentic experience) my own signature strengths and upon virtue, spontaneously.
Self image / awareness
Individuals identification with a brand is crucial for the effect of communication
Both consumers and business to business customers now purchasing offerings, not only based on availability, affordability and excellence in product performance, the purchase is based on how well it conform to their self-image
“Leadership demands the expression of a authentic self”.
Focus on self image without self awareness decrease capacity for development
Playful / meaningful
Meaning and playfulness make your message viral
When people become engaged because the experience is playful or meaningful, they experience it as authentic and valuable.
Employees today seeking meaning in their work, and meeting quartly earning expectations can ruined long-term shareholder value.
your strengths and virtue must be anchored in something larger, a meaning and purpose.
Storytelling “Either you’are going to tell stories that spread, or you will become irrelevant” A great story is true.
"In the next century, the winners of the economy will be the products and services that express the most compelling stories."
All authentic leaders tells about authentic experiences which guide them where to go.
Storytelling help people to create a coherent sense and meaning of how things works at a large and small scale of life.
4 © 2010 The Story Lab AB | | | | | |
Success factors when rendering authenticity
10-11-03 Design Thinking och storytelling | Seminarium
Communication Economy Leadership Positive psychology
Authentic Experience
A company’ reputation is a result if two things; its own actions and behaviours, and the perception of its key audiences.
The business imperative in experience economy is render authenticity and management of the customer perception for authenticity become the primary new source of competitive advantage
Life changing and meaningful moments in life create meaning and fuel to be an leader.
Authentic happiness drives from positive feelings that arise from using (authentic experience) my own signature strengths and upon virtue, spontaneously.
Self image / awareness
Individuals identification with a brand is crucial for the effect of communication
Both consumers and business to business customers now purchasing offerings, not only based on availability, affordability and excellence in product performance, the purchase is based on how well it conform to their self-image
“Leadership demands the expression of a authentic self”.
Focus on self image without self awareness decrease capacity for development
Playful / meaningful
Meaning and playfulness make your message viral
When people become engaged because the experience is playful or meaningful, they experience it as authentic and valuable.
Employees today seeking meaning in their work, and meeting quartly earning expectations can ruined long-term shareholder value.
your strengths and virtue must be anchored in something larger, a meaning and purpose.
Storytelling “Either you’are going to tell stories that spread, or you will become irrelevant” A great story is true.
"In the next century, the winners of the economy will be the products and services that express the most compelling stories."
All authentic leaders tells about authentic experiences which guide them where to go.
Storytelling help people to create a coherent sense and meaning of how things works at a large and small scale of life.
Co-creation A billion people has a mobile phone with a video camera and are ready to record and post everything that they it is thrilling.
Co-creation increase loyalty
Transform from “I” to “We”, and that “we” is build up by both leaders and followers authenticity.
Vital engagement is about connecting a persons inner drive to activities, a tradition (story and rituals) and a community
5 © 2010 The Story Lab AB | | | | | |
Success factors when rendering authenticity
10-11-03 Design Thinking och storytelling | Seminarium
Communication Economy Leadership Positive psychology
Authentic Experience
A company’ reputation is a result if two things; its own actions and behaviours, and the perception of its key audiences.
The business imperative in experience economy is render authenticity and management of the customer perception for authenticity become the primary new source of competitive advantage
Life changing and meaningful moments in life create meaning and fuel to be an leader.
Authentic happiness drives from positive feelings that arise from using (authentic experience) my own signature strengths and upon virtue, spontaneously.
Self image / awareness
Individuals identification with a brand is crucial for the effect of communication
Both consumers and business to business customers now purchasing offerings, not only based on availability, affordability and excellence in product performance, the purchase is based on how well it conform to their self-image
“Leadership demands the expression of a authentic self”.
Focus on self image without self awareness decrease capacity for development
Playful / meaningful
Meaning and playfulness make your message viral
When people become engaged because the experience is playful or meaningful, they experience it as authentic and valuable.
Employees today seeking meaning in their work, and meeting quartly earning expectations can ruined long-term shareholder value.
your strengths and virtue must be anchored in something larger, a meaning and purpose.
Storytelling “Either you’are going to tell stories that spread, or you will become irrelevant” A great story is true.
"In the next century, the winners of the economy will be the products and services that express the most compelling stories."
All authentic leaders tells about authentic experiences which guide them where to go.
Storytelling help people to create a coherent sense and meaning of how things works at a large and small scale of life.
Co-creation A billion people has a mobile phone with a video camera and are ready to record and post everything that they it is thrilling.
Co-creation increase loyalty
Transform from “I” to “We”, and that “we” is build up by both leaders and followers authenticity.
Vital engagement is about connecting a persons inner drive to activities, a tradition (story and rituals) and a community
Transparancy Digital information has created a global playing field of unpredicted transparency and radically democratized access to information .
People no longer accept fake offerings; they want real offerings from genuinely transparent sources.
The person need to be connected to a transparent larger whole to generate learning's from actions and realise the persons potential.
Mastery and autonomity
6 © 2010 The Story Lab AB | | | 10-11-17 Design Thinking & Pervasive games | GM 2020
Pervasive games Use reality and technology to stage meaningful, engaging and sometimes transformational experiences
7 © 2010 The Story Lab AB | | | 09-10-23
8 © 2010 The Story Lab AB | | | 09-10-23
9 © 2010 The Story Lab AB | | | 09-10-23
10 © 2010 The Story Lab AB | | | 10-11-17 Design Thinking & Pervasive games | GM 2020
11 © 2010 The Story Lab AB | | | 10-11-17 Design Thinking & Pervasive games | GM 2020 © Andrew Sorcini, aka mrbabymn
12 © 2010 The Story Lab AB | | | 10-11-17 Design Thinking & Pervasive games | GM 2020
13 © 2010 The Story Lab AB | | | 09-10-23
Från TV-serie till din vardag
Exempel: Sveriges Television ”De drabbade”
14 © 2010 The Story Lab AB | | | 10-11-17 Design Thinking & Pervasive games | GM 2020
Why?
15 © 2010 The Story Lab AB | | | 10-11-17 Design Thinking & Pervasive games | GM 2020
Because it is authentic
16 © 2010 The Story Lab AB | | | 10-11-17 Design Thinking & Pervasive games | GM 2020
With design strategies of
Pervasive Games
17 © 2010 The Story Lab AB | | | 10-11-17 Design Thinking & Pervasive games | GM 2020
Mental patterns
Motivation
Engagement
Transformative experiences Word of mouth
Storytelling
Meaning
Systems for Co-creation
Design thinking Culture
New behaviours
360° Self images
18 © 2010 The Story Lab AB | | | | | | 10-11-17 Design Thinking & Pervasive games | GM 2020
"Instead of providing gamers with better and more immersive alternatives to reality, I want all of us to become responsible for providing the world with a better and more immersive reality.”
Jane McGonigal, Pervasive game designer
19 © 2010 The Story Lab AB | | |
THE STORY LAB
Kungsgatan 26, 1 vån
111 35 Stockholm, Sweden
info@thestorylab.se
www.thestorylab.se
+46 (0)8 723 15 10
Thank you!
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