So how do you really a solve business problem from a customer-centric approach and discover innovate ideas in the process?
You might be revamping your website, looking to develop a new financial or health service or enhance an existing product, web or mobile application? In this presentation, I explore my 4 Design Tools and explain my 10 step Design Process.
Key feature of this presentation is a case study of NSW City Rail that I did focusing on the business problem of ’overcrowding’ on platforms. Using a Mental Model, Persona and Concept Scenario Design, I was able to discover core issues and opportunities to improve. I key secret of the Mental Model is the need to segment users into ‘task-based’ audiences (not demographics) in order to gain better insight to the consumer train travel experience.
A Mental Model is essentially a visual representation of how users view a flow (i.e. consumer journey). It allows us to easily get behind the business problem and gain insight. It also allows us to easily conduct a gap analysis between the consumer action (i.e. does, think and feel) vs. how we as a business can support that task.
I am a BIG fan of Indi Young, a Founding Partner of Adaptive Path, who developed the concept of a Mental Model.
Enjoy and feel free to ask any questions or email me for a copy. Happy to share.