1. Nhng cu chuyn v s ng cm Tht bi ca Pepsi vi Pepsi AM Require Ideate Make Evaluate Kin thc b sung Additional knowledge Mt s mc thi gian lin quan 1989: Pepsi gii thiu Pepsi AM, loi nc ngt c cha hm lng caffeine cao 1990: Pepsi AM b ngng sn xut do doanh s qu thp PlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers doanh s qu thp nh gi ca chuyn gia Nu ngi tiu dng khng nhn bit l h c nhu cu th s rt kh m cung ng mt gii php...Mt hng c th to ra nhu cu nhng chi ph cho vic ny s rt ln (Robert McMath, chuyn gia v marketing nhn nh v s tht bi ca Pepsi trong Brand Failures: The Truth about the 100 Biggest Branding Matt Haig, 2005) Nhn nh ch quan: Nhiu ngi tr thch ung nc ngt c cha caffeine thay v caf cho ba sng www.meslab.vn I www.meslab.org 44 2. Nhng cu chuyn v s ng cm Thnh cng ca thng hiu Canifa Require Ideate Make Evaluate Kin thc b sung Additional knowledge Mt s mc thi gian lin quan 2001: Cng ty Hong Dng chuyn hng v th trng ni a, thng hiu Canifa ra i 2014: 90% doanh thu t th trng ni a, PlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers 2014: 90% doanh thu t th trng ni a, h thng 50 ca hng trn ton quc, ti tr nhiu hot ng v thi trang Nhn nh Chng ti t yu cu cao nht cho cc sn phm l xut pht t nhu cu v th hiu ngi tiu dng. i khi chng ta c ngh khch hng mun, nhng m khng lng nghe h ni. Chia s ca b on Bch Ngc, Gim c thng hiu Canifa, v chin lc nghin cu v thu nhn phn hi ca khch hng. (tapchikinhdoanh.com.vn) T 2001 n nay, dn u th trng thi trang dt len Vit Nam H lm th no t v duy tr mc tiu ? www.meslab.vn I www.meslab.org 45 3. Nhng cu chuyn v s ng cm S pht trin ca CLB Kayak Nng Require Ideate Make Evaluate Kin thc b sung Additional knowledge Cc hot ng ni bt ca CLB Kayak Nng T chc cc cuc ua thuyn kayak trong cc s kin qung b du lch ca Nng PlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers Nng T chc cc tour du lch bng kayak, thu ht du khch bng nhng tri nghim th v trn hnh trnh T chc cc chuyn i kt hp hot ng x hi tnh nguyn Nhn nh Kayak khng ch l mt sn phm du lch c khai thc mnh trong thi gian va qua m theo cm nhn ca nhiu du khch, cho kayak trn sng Hn ngm quang cnh trn sng v hai bn ng ph l mt tri nghim rt th v v ng Thnh lp thng 04/2014, h thu ht c rt nhiu s quan tm v ng h, to nn nhng du n v tri nghim kh b qua ca du lch Nng Ti sao h lm c iu ? www.meslab.vn I www.meslab.org ph l mt tri nghim rt th v v ng nh (vietnamplus.vn) 46 4. Nhng cu chuyn v s ng cm im khc bit ca thnh cng v tht bi Nu sn phm khng p ng hoc khi dy c Require Ideate Make Evaluate Kin thc b sung Additional knowledge kin chuyn gia to nn nhng sn phm gi tr, bn cn phi hiu khch hng v quan tm n cuc sng ca h, nhng ngi s dng sn phm ca bn (An introduction of Design Thinking PlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers Nu sn phm khng p ng hoc khi dy c nhng nhu cu ca khch hng, s tht bi l khng th trnh khi Ngc li, nu thc s hiu khch hng v khi dy, p ng tt nht nhng nhu cu ca h, sn phm ca doanh nghip c kh nng thnh cng cao hn Kh nng p ng nhng nhu cu ca khch hng, c hin hu v tim n, l yu t quan trng nht thuyt phc khch hng n vi sn phm. T , (An introduction of Design Thinking Process Guide Institute of Design at Stanford) ngha thc s ca thit k v sng to l s tha mn ca ngi dng. iu bt u bng s thu hiu nhng nhu cu, hy vng v mong c ca h (IDEO Human Centerd Toolkit IDEO) thuyt phc khch hng n vi sn phm. T , khng nh cht lng sn phm v v th ca doanh nghip trong tm tr ngi tiu dng Vy phi lm g v lm nh th no xc nh chnh xc cc nhu cu ? www.meslab.vn I www.meslab.org 47 5. ng cm vi khch hng Require Ideate Make EvaluatePlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers ng cm ngha l g? ng cm l kh nng thu hiu nhng cm gic, mong mun, tng, hnh ng ca ngi khc bng cch t mnh vo hon cnh ging nh h. (Encylopedia Britannica) www.meslab.vn I www.meslab.org c im ca ng cm S ng cm ch c to nn khi t mnh vo v tr ca ngi khc hiu v cm nhn nhng cm xc ca h S ng cm to nn nhng kt ni mnh m v ngha hn gia ngi vi ngi 49 6. ng cm vi khch hng Ti sao chng ta cn c s ng cm? Khch hng l ngi quyt nh s thnh cng thay tht bi ca sn phm, Require Ideate Make EvaluatePlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers Khch hng l ngi quyt nh s thnh cng thay tht bi ca sn phm, doanh nghip Sn phm ch thc s thuyt phc khch hng khi c th p ng tt nht cc nhu cu ca h Nhu cu ca khch hng ph thuc gii tnh, tui, tng lp, iu kin kinh t,... v thay i theo thi gian sn phm c th p ng tt nht cc nhu cu ca khch hng, nh thit k phi thc s thu hiu nhng nhu cu v vt cht v tinh thn ca h,k phi thc s thu hiu nhng nhu cu v vt cht v tinh thn ca h, nhng i hi v tnh cht v s quan trng ca cc nhu cu ng cm vi khch hng l con ng ngn nht v hiu qu nht c c s thu hiu nhu cu . www.meslab.vn I www.meslab.org 50 7. ng cm vi khch hng L bc u tin ca qu trnh Pht trin sn phm v mang trit l Thit k hng ngi dng (Human Centered Design) Require Ideate Make EvaluatePlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers NG CM XCLPBITON TO TNG TOMU TH NGHIM Trong trit l thit k hng ngi dng, s ng cm l tri tim ca thit k. Nu khng hiu thu o cch nhn nhn, cm xc v tri nghim ca h, du n ca thit k ch l s v ngha Tim Brown, Gim c iu hnh ca IDEO. www.meslab.vn I www.meslab.org 51 8. Qu trnh ca s ng cm 6 bc ng cm vi khch hng Require Ideate Make EvaluatePlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers 1 3 5 Lm r vn 1 Kin thc lin quan 2 La chn i tng 3 Cch thu thp d liu 4 Tin hnh phng vn 5 Tng hp thng tin 6 S ng cm ch c c khi bn ng hnh v tri nghim cng ngi dng tht s hiu cc nhu cu vt cht, tinh thn v th gii quan ca h tm ra nhng gi tr thit thc nht cho h An Introduction to Design Thinking Process Guide - Institute of Design at Stanford. www.meslab.vn I www.meslab.org 52 9. Qu trnh ca s ng cm Bc 1: Xc nh vn Require Ideate Make Evaluate Kin thc b sung Additional knowledge Xc nh vn Khoanh vng cc vn cn tm hiu: rng pht hin nhng nhu cu n, hp c s tp trung v kh nng kim sot ch PlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers V d p dng Cng ty DK d nh trin khai cc shop bn hng phc v chm sc sc khe t Hn Quc, nhng kha cnh no khch hng (ngi mua) c th s quan tm? Hng ha nhp khu chnh hng, cht lng V tr ca hng Design ca hng, tri nghim mua hng Cc chng trnh gim gi, khuyn mi, Xc nh xem vi sn phm mnh nh pht trin, khch hng s quan tm n nhng vn g. To mt checklist theo di. www.meslab.vn I www.meslab.org Cc chng trnh gim gi, khuyn mi, tng qu Chm sc sau bn hng Giao hng tn nh Xem hng qua camera IP Gi c cc mt hng Hnh thc, bao b, ng gi 53 10. Qu trnh ca s ng cm Bc 2: Tm hiu kin thc lin quan Require Ideate Make Evaluate Kin thc b sung Additional knowledge Tm hiu kin thc lin quan hiu c cc vn xung quanh sn phm mnh s pht trin tng tc (tho lun, phng vn,...) khch hng tt hn (thc s ng cm vi PlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers khch hng tt hn (thc s ng cm vi khch hng) cht li checklist cc vn cn kho st chun nht. lng trc nhng vn s pht sinh sau ny, khi sn phm i vo thit k v s dng tm hiu cc kh khn, thch thc c th gp phi trong qu trnh lm sn phm chun b cc phng n cng ngh, k thut, dng c,..cn thit cho vic ng cm vi khch hng v cho qu trnh pht Tm hiu cc kin thc lin quan n ch sn phm ang pht trin cht li danh sch cc vn s tm hiu cng nh tho lun, tng tc tt nht vi khch hng www.meslab.vn I www.meslab.org cm vi khch hng v cho qu trnh pht trin sau ny. V d p dng Vi v d ca Cng ty DK trang trc, vic tm hiu kin thc lin quan n: Thi quen mua hng, vn ha tiu dng Nguyn l b tr ca hng Cc c th sn phm sc khe,... 54 11. Qu trnh ca s ng cm Bc 3: Chn i tng phng vn Require Ideate Make Evaluate Kin thc b sung Additional knowledge Mt s ch khi chn i tng phng vn Chn cc i tng c mc thu nhp, iu kin sng, iu kin tip xc vi cng ngh khc nhau PlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers Chn ng i tng: khch hng mc tiu Chn theo mc Nhng ngi mua sn phm Nhng ngi dng sn phm Nhng ngi quan tm n sn phm cng ngh khc nhau m bo s cn bng v gii tnh, dn tc, tng lp x hi Ngoi th trng chnh ca sn phm, nn chn thm mt s i tng a phng khc c iu kin tng t Tm hiu v truyn thng vn ha, tn gio c cc la chn ph hp Ch tm kim cc i tng c bit hng th vi ch thit k d quan st thy nh hng ca sn phm n tm l v hnh vi ca h Chn ng v i tng c ngha rt quan trng cho cc bc thc hin sau ny, c bit trong vic lp k hoch v chun b ngun tng www.meslab.vn I www.meslab.org 55 12. Qu trnh ca s ng cm Bc 4. La chn phng php thu thp d liu Require Ideate Make Evaluate Kin thc b sung Additional knowledge Cc phng php thu thp d liu Phng vn c nhn Phng vn nhm PlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers Phng vn nhm Quan st ngi dng Tri nghim cng ngi dng Ngi dng t k Cng tc vi nhng ngi c uy tn trong cng ng Tham vn chuyn gia Tm hiu gii php ni khc V d p dng Phng php tt gip thu thp d liu hiu qu thu hiu khng ch ring c nhn m c nhng tng tc gia h v cng ng trong tng hon cnh www.meslab.vn I www.meslab.org MES LAB c mt d n thit k nh cho khch hng vi mnh t v ngun kinh ph cho trc. Nhm thit k n tn a phng ni ch nh sinh sng, tri nghim cng h, ghi chp tm t nguyn vng ca tng ngi trong gia nh, hi v s thch, thi quen, nhu cu s dng hng ngy v iu kin t nhin, x hi cng nh c th vn ha ca a phng. 56 13. Qu trnh ca s ng cm Bc 5. Phng vn khch hng Require Ideate Make Evaluate Kin thc b sung Additional knowledge t kt qu phng vn tt Chun b chu o cc cu hi Luyn tp cc tnh hung gi nh K thut phng vn linh hot PlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers K thut phng vn linh hot m bo tnh chnh xc khi phng vn Gii thiu r rng v ni dung s b ca thit k cho khch hng trc khi phng vn Ch ghi chp, khng nh gi ni dung theo quan im c nhn Kt qu phng vn nn c xc nhn ca khch hng Lu Ngh thut phng vn l s cn bng gia nhu cu tm hiu thng tin v thu ht c cm tnh ca ngi c phng vn c th thu nhn c nhng chia s chn thc ca h www.meslab.vn I www.meslab.org Lu Phng vn ti ni m sn phm s c s dng, ti ch ca khch hng To s thoi mi nht cho khch hng khi phng vn Lun cm n khch hng sau khi phng vn xong 57 14. Qu trnh ca s ng cm Bc 6. Tng hp thng tin Require Ideate Make Evaluate Kin thc b sung Additional knowledge Nhim v chnh ca bc ny Tm hiu v phn tch d liu thnh cc nhu cu c th cho thit k Phn loi, sp xp v h thng ha cc nhu cu theo nhm PlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers nhu cu theo nhm nh gi mc quan trng ca tng nhm nhu cu c k hoch v gii php ph hp Mt s k thut cn bit Thng k s liu Phn tch d liu Sp xp v phn loi d liu H thng ha d liu Tng hp cc d liu thu c thnh mt ti liu thng nht v c h thng tin cho vic phn tch v lm cc bc tip theo. www.meslab.vn I www.meslab.org Qun l d liu Lu Ti liu chi tit v ch ny c th tm thy ti a ch URL sau y (ch dnh cho khch hng mua sch): www.meslab.vn/npdbook2015/chap2/1 Password (nu c): npdbook2015 58 15. Cc phng php thu thp d liu Phng vn c nhn Require Ideate Make Evaluate Kin thc b sung Additional knowledge Mt s lu Khi phng vn c nhn, khng nn c mt nhng ngi khng lin quan trnh gy p lc cho c 2 pha: ngi phng vn v ngi c phng vn PlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers Ty quy m d n thit k, s lng ngi c phng vn thng trong khong 10 ~ 50 ngi Phng vn trc tip ti ni ca khch hng to Nhm kho st nn c khng qu 3 thnh vin, bao gm: Ngi thc hin phng vn Ngi ghi chp ni dung Ngi ghi hnh Phng vn trc tip ti ni ca khch hng to cm gic thoi mi v d quan st thy nhng ni dung c nhc ti trong cuc phng vn (i tng, khng gian, con ngi) Phng vn t xa qua in thoi, th tn, th in t hoc cc biu mu trc tuyn www.meslab.vn I www.meslab.org 60 16. Cc phng php thu thp d liu Phng vn nhm Require Ideate Make Evaluate Kin thc b sung Additional knowledge u im Hiu cng ng nhanh chng D tm hiu v i sng v nng ng, cc mi quan tm chung ca cng ng PlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers Phng vn nhm l phng php thu thp d liu thng qua tho lun m vi mt nhm nh khch hng mc tiu S ngi: 7 ~ 10 ngi a im: khng gian chung ca cng ng Gii tnh: phng vn chung hoc ring tng gii theo cc c im v vn ha, tn gio ca cng ng cng ng To c hi cho cc thnh vin cng ng th hin quan im c nhn Nhc im Kh tm hiu mc thu nhp c nhn Hn ch vic chia s nhng suy ngh ring t cc c im v vn ha, tn gio ca cng ng La tui: a dng nht mc c th, ty thuc theo ch v hon cnh c th Ch khc: cng khai ni dung v mc ch, c th c thm qu tng cho nhng ngi tham gia www.meslab.vn I www.meslab.org 61 17. Cc phng php thu thp d liu Tri nghim cng ngi dng Require Ideate Make Evaluate Kin thc b sung Additional knowledge Tri nghim nh th no? Gp g ngi dng ni lm vic hoc ni h sng c th gip hnh thnh nhiu tng c o v nhng c hi bt ng PlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers ng hnh trong cng vic vi ngi dng gip tm hiu thu o hn v nhu cu, vng mc v tnh cp thit ca nhu cu vi h Sinh hot chung vi ngi dng trong vi ngy m tng thm tin cy v thn thit vi h. T , c th gip cho nhm thit k nhn c chia s tht hn Nh thit k cn phi thc s hiu ngi dng nhng sn phm thit k ra khng ch ph hp v cng nng m cn cung cp cho ngi dng nhng tri nghim tt nht www.meslab.vn I www.meslab.org 62 18. Cc phng php thu thp d liu ngi dng t k Require Ideate Make Evaluate Kin thc b sung Additional knowledge Mt s lu Giao v hng dn cho mt vi ngi cch s dng cc thit b nh my nh, my quay, my ghi m hoc nhng s nht k h ghi li nhng hot ng thng ngy hoc nhng g c lin quan n PlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers ngy hoc nhng g c lin quan n ch thit k Nhng ngi tr hoc thanh thiu nin thng thch th tm ti v th hin nhng mi quan tm ca h theo cch ny hn l nhng ngi ln tui ng ngn ngi dnh thi gian gip ngi dng v k thut v cch thc khai thc hiu qu cc thit b ny, n s gip nng cht lng nhng thng tin thu c ngi dng t k li cu chuyn ca h, tri nghim ca h theo cch h suy ngh L mt trng hp c bit ca phng php quan st ngi dng www.meslab.vn I www.meslab.org 63 19. Cc phng php thu thp d liu Cng tc vi nhng ngi c uy tn cng ng Require Ideate Make Evaluate Kin thc b sung Additional knowledge Lm nh th no? Tm kim nhng thnh vin c uy tn, nh hng ln trong cng ng Mi h tham gia cng tc cng nhm thit k PlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers Thu ht c s quan tm v ch ca cng ng k Cng tc trn tinh thn tn trng ln nhau Trao i thng thn v r rng v khon h tr c th cho nhng ngi khi tham gia d n Cng khai, minh bch nhng yu cu, trch nhim v quyn li ca c 2 bn (nhm thit k v ngi cng tc) Chia s r rng nhng kh khn, li ch v nhng tc ng khc ti cng ng Thu ht c s quan tm v ch ca cng ng Gip vic nm bt thng tin v tc ng ti cng ng hiu qu hn Chng minh cho s cng khai v minh bch ca nhm thit k www.meslab.vn I www.meslab.org 64 20. Cc phng php thu thp d liu Tham vn chuyn gia Chuyn gia l nhng ngi c kin thc chuyn su Require Ideate Make Evaluate Kin thc b sung Additional knowledge Mt s lu Vic tham vn chuyn gia khng th thay th c cho vic nghin cu, phng vn c nhn hoc cng ng ngi dng PlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers Chuyn gia l nhng ngi c kin thc chuyn su v lnh vc lin quan n ch thit k Tham vn kin ca h gip rt ngn thi gian tm hiu v nhng ni dung trong chuyn mn ca h, c th l cc gii php k thut cng ngh, hoc lch s ca nhng tng hoc gii php lin quan Nhng chuyn gia ch l s t so vi cng ng ngi dng. V vy, khi tham vn, khng yu cu cc chuyn gia xut gii php hoc chn gii php Thng thng, cc chuyn gia u rt t tin, thm ch l qu t tin, vo chuyn mn ca mnh nn hay t c cc gi nh ring v thnh kin vi nhng sng to khc Nu c th, tham vn nhiu chuyn gia c cc cch nhn nhn khc nhau v ch trnh b nh hng bi cc thnh kin ca c nhn h chuyn gia xut gii php hoc chn gii php chnh l tng ca h www.meslab.vn I www.meslab.org 65 21. Cc phng php thu thp d liu Tm hiu gii php ni khc Require Ideate Make Evaluate Kin thc b sung Additional knowledge Tm nh th no? Cc thnh vin xut cc hot ng, hnh vi, cm gic gip gi m vn Vi mi ni dung trn, ghi ra vi a im c th thc hin hoc tm thy chng PlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers c th thc hin hoc tm thy chng Tho lun la chn a im v sp xp k hoch kho st (brainstorm) Ghi chp li cc tng ny sinh v cc tri nghim, cm gic ng nh Cng chia s vi cc thnh vin khc xut v la chn tng mi c th p dng cho thit k y l mt phng php hiu qu v cn thit gip nhm thit k gii ta v lm mi nhng suy ngh ca mnh IDEO HCD Toolkit Cng mt vn nhng mi ni, ty theo iu kin thc t, s c nhng gii php khc nhau. Nhm thit k c th tham kho xut nhng tng mi cho sn phm ca mnh www.meslab.vn I www.meslab.org HCD Toolkit 66 22. Nhng cch thc nng cao hiu qu phng vn Chun b chu o cc cu hi Require Ideate Make Evaluate Kin thc b sung Additional knowledge Tho lun nhm xy dng b cu hi phng vn xut v chn cc ch cn tm hiu xut v chn cc cu hi theo ch PlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers xut v chn cc cu hi theo ch Sp xp, h thng ha li ton b to s lin mch Mt s lu C cc cu hi bt chuyn, to khng kh thn mt v thoi mi C cc cu hi gi m nhng suy ngh ca khch hng v nhng nhu cu, tri nghim mong mun C cc cu hi tm hiu su v vn Cc cu hi phi lin mch, tip cn vn theo hng chi tit dn nhm to cm gic thoi mi, hp dn v khng b lc hng www.meslab.vn I www.meslab.org 68 23. Nhng cch thc nng cao hiu qu phng vn Luyn tp trc cc tnh hung gi nh Require Ideate Make Evaluate Kin thc b sung Additional knowledge Quy trnh tham kho Lit k v phn loi cc nhm i tng phng vn Xy dng cc tnh hung phng vn c th xy ra PlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers Gip la chn cch thc tip cn hiu qu nht Gip ch ng trc cc pht sinh c th c khi phng vn Tm kim cc cch thc phng vn hiu qu H tr vic t o to v nng cao kinh nghim cho xy ra Nhm thit k nhp vai vo cc tnh hung c th v th nghim phng vn rt kinh nghim Tng hp nhng vn pht sinh v xut gii php Th nghim li mi ngi trong nhm u bit v hiu c th vn dng linh hot H tr vic t o to v nng cao kinh nghim cho cc thnh vin trong nhm thit k Rn luyn k nng giao tip www.meslab.vn I www.meslab.org 69 24. Nhng cch thc nng cao hiu qu phng vn K thut phng vn linh hot Require Ideate Make Evaluate Kin thc b sung Additional knowledge V d v 5 cu hi Ti sao Khch hng khng hi lng v hng ha nhn c khng ng vi yu cu k thut: Cu hi 1: Ti sao khch hng li nhn c sn phm khng ng vi yu cu? V bn sn xut lm khng ng vi yu PlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers Thuyt phc ngi c phng vn cho xem nhng vt hoc ni v nhng i tng, dng c, khng gian,...c tc ng hay nh hng ti h ngh ngi c phng vn din gii nhng kinh nghim, tri nghim ca h bng hnh v phc ha hoc gin d hiu hn Dng 5 cu hi ti sao gip o su v tm kim V bn sn xut lm khng ng vi yu cu k thut Cu hi 2: Ti sao bn sn xut li lm khng ng vi yu cu? V ngi bn hang gi in trc tip cho Gim c sn xut, yu cu lm ngay. Sai st v yu cu k thut xy ra trong qu trnh giao tip v lc in vo phiu. Cu hi 3: Ti sao ngi bn hng gi trc tip cho Gim c sn xut yu cu lm lun m khng i theo quy trnh c sn ca cng ty? Bi v phiu yu cu sn xut phi c ch k ca Gim c bn hng (lc khng c mt), v iu ny lm tr mt n hng. Cu hi 4: Ti sao mu c phn ph Dng 5 cu hi ti sao gip o su v tm kim nguyn nhn thc s cho nhng hnh ng hoc mi quan tm ca ngi c phng vn Trong mt vi trng hp, ngh khch hng m t k hn nhng suy ngh ca h tht s hiu l do thc p nhng hnh vi hoc hot ng www.meslab.vn I www.meslab.org Cu hi 4: Ti sao mu c phn ph duyt dnh cho gim c bn hng? n y, ch cn 4 cu hi ti sao, bn c th hiu ch v mt ch k khng c nhiu gi tr gip lm nh hng n c qu trnh. 70 25. Cc biu mu tham kho Xem Ph lc 3 Require Ideate Make EvaluatePlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers Biu mu #1 Biu mu #2 Biu mu #3 Biu mu #4 www.meslab.vn I www.meslab.org 72 26. Bi tp Bi tp 1 Require Ideate Make EvaluatePlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers Th no l hiu v ng cm vi khch hng? Tm quan trng ca ng cm trong trit l thit k hng ngi dng? Mc ch ca vic ng cm vi khch hng? Cc cch thc thc hin t c mc ch trn? www.meslab.vn I www.meslab.org 73 27. Bi tp Bi tp 2 Require Ideate Make Evaluate Kin thc b sung Additional knowledge Gi Da theo nhng hiu bit, mi quan tm v tri nghim ca chnh bn thc hin bi tp ny PlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers Chn v phn tch cch thc th hin s ng cm vi khch hng ca mt sn phm (c bn cho rng) thnh cng theo bn? www.meslab.vn I www.meslab.org 74 28. Bi tp Bi tp 3 Require Ideate Make Evaluate Kin thc b sung Additional knowledge Gi Lp k hoch kho st Phc tho mt vi thng tin s b v ch PlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers Chn mt ch thit k bn thch (hoc theo yu cu ca ging vin hoc thng nht trong nhm thc hnh). Tm hiu v kho st nhu cu ca t nht 10 khch hng v ch ny trong thi gian 01 tun Xy dng b cu hi kho st, phng vn Xc nh cc khch hng tim nng Phng vn v ghi chp kt qu theo cc biu mu ph hp www.meslab.vn I www.meslab.org 75 29. Tng kt Chng 2 Require Ideate Make EvaluatePlayIntroduction CHNG 2NG CM VI KHCH H NG Empathy with Customers ng cm vi khch hng l tri tim ca trit l thit k hng ngi dng Nhm mc ch xc nh c nhng nhu cu thc s ca ngi dng v tnh cn thit ca nhng nhu cu c th p ng tt nht C 6 bc trong qu trnh ng cm vi khch hng Cc k thut cn nm bao gm: Cc phng php thu thp d liu v cc cch thc nng cao hiu qu phng vn khch hng www.meslab.vn I www.meslab.org 77