CNX16 - Design Thinking

#CNX16
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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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.

#CNX16
Marketers will become
relationship designers.

#CNX16
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.

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

Get Started Today
TALK to your
customers
Create a
HOLISTIC view
MEASURE
everything
1 2 3

#CNX16
Prepare to design new
Customer Relationships
through Design Thinking.

Join Us For Dreamforce 2016
October 4-7, 2016 | San Francisco, CA

CNX16 - Design Thinking

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