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FWD People Centered

Design (PCD)
Customer Experience
Content

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What is Human Centered What is People Centered PCD Tools & Application
Design? Design (PCD)?

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01

What is Human
Centered Design?

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01 – What is Human Centered Design?

Definition of Human Centered Design

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01 – What is Human Centered Design?

Results of Human Centered Design

Real life example:

Human Centered Design

can lead to innovations
that disrupt traditional vs.
industries.

• Established video-rental shops around the
country
• Gained profit based on customer late fees,
dubbed as “bad profit”, which became company’s
main profit.
• Result: customers were not happy with these fees
and filed for bankruptcy in 2010.
• Competitor for Blockbuster by allowing customers
to select DVDs online with mailing service.
• Adopted business model due to the boom of
digital age, by introducing online movie streaming
on-demand.
• Pivoted their services again by offering unlimited
streaming for a monthly fee (subscription model)
• Currently, Netflix has around 220 mio subscribers
worldwide

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01 – What is Human Centered Design?

Results of Human Centered Design (cont’d)

Real life example:

Human Centered Design

can also come in the
form of small changes
that makes a difference
in user’s everyday lives.

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01 – What is Human Centered Design?

Human Centered Design in a nutshell

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02

What is People
Centered Design
(PCD)?

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02 – What is People Centered Design (PCD)?

Definition of People Centered Design (PCD)

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02 – What is People Centered Design (PCD)?

PCD: The Process

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02 – What is People Centered Design (PCD)?

PCD tools

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PCD Tools &

Application

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03 – PCD Tools & Application

PCD Process: Discover

What does it do?
It helps us to understand, rather than simply assume, what the problem is. This phase involves speaking to and
spending time with target users who are affected by the issues we are trying to solve.

How to start?
1. Identify the high-level problem area or
opportunity that needs to be discovered from How might we…? statements
user’s perspectives

Stakeholder mapping

2. Conduct User Research – a technique that Immersion (Ethnography)

allows us to gather first hand data to
User interviews
understand about our users (i.e. context, how
users think/feel, motivations, behaviors, Guerilla intercepts
needs, pain points)
Persona

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PCD Process: Discover

How might we…? statements

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PCD Process: Discover

How might we…? Statements (cont’d)

01 How might we help improve people's understanding of how insurance actually works?

How might we leverage new digital technologies to enhance the customer experience
02 (from buying an insurance plan to making a claim)?

How might we make insurance feel more relevant for emerging demographics - including
03 younger generations?

How might we personalize insurance so that when customers are browsing, we can offer
04 them the exact right plan based on who they are and what they need (i.e., the kind of data
we ask for and that they're willing to share)?

How might we find new and interesting reasons to stay in touch with our customers, after
05 they've bought an insurance plan or made a claim?
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PCD Process: Discover

User Research techniques

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03 – PCD Tools & Application

PCD Process: Discover

User Research techniques – user interviews

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03 – PCD Tools & Application

PCD Process: Discover

User Research techniques – user interviews

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PCD Process: Define

What does it do?
It helps us to sharpen and reframe the challenge that we want to solve based on the insights that we have
received from the target users.

How to start?

1 2
Identify the user journey – a visual representation Reframe your challenge statement (how might
of the process from user’s perspectives, needs, we…? statement) to open more possibilities for
and pain points when achieving a goal. people-centered solutions

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PCD Process: Define

User (customer) journey mapping

What is it?

A user journey helps us to

quickly see how current
users are interacting,
where there are points of
frictions or delight.

Importantly, it helps us to
zoom out and see the user
flow in its entirety so we
can look for solutions that
redefine the overall
experience as well as
improve specific parts of
the journey.

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PCD Process: Define

User (customer) journey mapping (cont’d)

Notes:
• An insight is a description of the underlying cause
and effect that explains multiple observations (not
a data point).
• An insight helps us to identify underlying causes
and explanations, which lead us to the root
problems we should solve for, instead of just the
symptoms.
• INSIGHT = [Describe User] + [Describe the need] +
[Describe reason that drives the need]

INSIGHTS
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PCD Process: Define

Reframe challenge statement (cont’d)

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03 – PCD Tools & Application

PCD Process: Define

Reframe challenge statement

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03 – PCD Tools & Application

PCD Process: Develop

…or idea generation step

What is it?

Idea generation is the process of turning insights

into different ideas.

We then prioritize and further develop the ideas,

which we want to test and launch.

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PCD Process: Develop

Idea generation tool

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03 – PCD Tools & Application

PCD Process: Develop

Idea generation & clustering

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PCD Process: Develop

Idea generation rules

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PCD Process: Deliver

What does it do?
It involves building and iteratively testing with users different solutions at small-scale, rejecting those that will
not work and improving ones that will.

How to start?

1 2 3
Prioritize our ideas, which help us Create business solution canvas Prototype and rapid test, which
organize these ideas based on a that will help us think through how visualizes the proposed ide and tests
logical framework that considers to make our solution real with more our assumptions/hypotheses on a
both user and business needs (i.e. is detail (deliver tangible results to solution to derive further insights.
it loveable, doable, and valuable?) users and business).

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PCD Process: Deliver

Business Solution Canvas

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PCD Process: Deliver

Business Solution Canvas

Source for above: https://www.garyfox.co/business-model-canvas-examples/

Other examples: https://www.softformance.com/blog/10-lean-canvas-examples/
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PCD Process: Deliver

Prototyping - storyboard

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Key takeaways

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 Thank you.

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