DESIGN-THINKING: PRACTICE OF CUSTOMER EXPERIENCE RESEARCH
Abstract
The purpose of our research is to find new tools for analysing hidden client needs (pains), regulating the sequence of reasoning when making decisions during the creation of innovative projects. We propose an approach of a creating a map of studying the customer experience of interaction with the product in which we can use Customer Jorney Map (CJM), method of triads and model PEDPL: Pre-Experience, Experience, Post-Experience, Lost-Experience). An important segment of model PEDPL is analysis “Lost Experience” when we can study new processes out-of-plane current business, an alternative to the use of a known product, expansion of functions, the reincarnation of the user experience in another plane, taking into account unrealized characteristics and interests of consumers (cultural characteristics, preferences, habits, traditions, etc.). This analysis can account for all patterns of the user experience in the product. This methodology puts in evidence new approaches to structuring information, which is important for immersing in user experience, understanding their problems and finding new solutions. Scientific novelty consists of proposed new tools for visualizing associative thinking, constructing a sequence of steps and methods for studying consumers, isolating the problem, developing an idea. The article presents a quest for the rector and the mayor, solving the problem: how easy and inexpensive to make a comfortable life of a short-sighted person in the city and University. In the preparation of the prototype used such methods of design thinking as the map of empathy, the method of the triad, CJM, PEDPL, SAP business origami. The results of the application can be in demand when developing a new Internet service or mobile application, or, for example, to develop a brand strategy, when it is important to explore the hidden needs of the client.
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