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Design Thinking Brought to you by Salesforce Cloud Services

Drew Davidson VP Experience Design at AKTA - a Salesforce company

drew@akta.com @awdavids

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Design Thinking Brought to you by Salesforce Cloud Services

Drew Davidson VP Experience Design at AKTA - a Salesforce company

drew@akta.com @awdavids

Near Future

You will have data to automate decision-making. You will be missing the why that drives consumer behavior.

Future

 1. Machine Learning  2. Natural Language  3. Artificial Intelligence  Consumers will expect a relationship, not marketing.

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Marketers will become relationship designers.

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How can you begin designing relationships instead of campaigns?

Current Thinking Will Not Help

People are emotional beings, not numbers. Consumers are unique at the micro level. They have lives outside of your products.

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Enter Design Thinking

What is Design Thinking?

Holistic approach to solving human problems. Utilizes research, logical reasoning, imagination, and intuition across a wide-variety of disciplines to achieve success. An iterative process of discovery, exploration, and experimentation that involves your customers.

Four Rules of Design Thinking

1. The Human Rule 2. The Ambiguity Rule 3. The Redesign Rule 4. The Tangibility Rule

1. The Human Rule

Every system has a human element.

-  Motivations -  Needs -  Perspectives -  Expectations

2. The Ambiguity Rule

Ambiguity over certainty and assumptions. -  Look for gaps -  Reframe constraints -  Encourage exploration -  Challenge certainty

3. The Redesign Rule

Nothing is designed, it is redesigned. -  Design is never done -  New problems are

exceedingly rare -  Studying the past helps you

anticipate the future

Obstacles

 Tech Stack  Data Ownership and Dependencies  Competing Priorities  Organizational Silos  Time & Money  Short vs. Long-Term Goals

4. The Tangibility Rule Ideas can start change, but making them real is when the impact begins.

-  Humans are the hurdle, not technology

-  You must work with others -  Prototypes as communication tools -  Examples over ideas

Design Thinking Process

4 Measure

3 Implement

2 Ideate

1 Research

Definition

Research

Ideation

Implement

Measure

Get Started Today

TALK to your customers

Create a HOLISTIC view

MEASURE everything

1 2 3

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Prepare to design new Customer Relationships through Design Thinking.

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Thank You Questions?

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