Page 333 - The Design Thinking Playbook

#1.9 Prototyping, #2.1 Spaces & environment #3.7 Best customer experience & new technologies

RÉSUMÉS Natalie likes to tap unknown fields of application with design Natalie is the Head of Service Experience at Swisscom. She
thinking, and for several years has been responsible for teams in worked as a research assistant at the Institute for Business
human-centric service and product design at Swisscom. She is Informatics at Bern University and did her PhD in the area of online
certainly not above any feedback debacle in terms of a half-baked marketing.
prototype. She induces enthusiasm in others, with whom she loves
to experiment with wild and free thoughts. Since the turn of the
millennium, she has applied and taught the FlowTeam® method.

WHY ARE YOU A Since 2010, I have been deeply involved in design thinking. I began As early as when writing my doctorate, I dealt with customer
DESIGN THINKING coaching and experimenting in my own projects with a curious atti- retention and customer behavior. When I started at Swisscom, I
EXPERT? tude, a balanced creative/analytical approach, and inspiring tools. I encountered design thinking for the first time in a human-centered
achieved breakthroughs in service design that still today inspire me design workshop. Design thinking is a priority at Swisscom, and
and many other people. What mainly interests me are new, as yet as an employee you get a great deal of support in the use of the
unknown areas of application. methods. Everybody here should have the opportunity of using
design thinking in their day-to-day work.

YOUR MOST IMPORTANT Design thinking fascinates me because intuitive and analytical No matter the idea you have and no matter how excited you and
DESIGN THINKING TIP? skills can be combined with each other. Sometimes, this results in your colleagues are over it, the idea is valuable only once it has
participants being completely at a loss during the process. This is been tested with the customer. Begin involving the customer in the
why I find the aspect of letting go quickly quite intriguing—when early phases of your ideas. His or her feedback ought to provide
testing a prototype, for instance. If you can overcome the feeling you with guidance. Usually, the first prototype is enough to get
of failure as rapidly as possible and transform it positively, you will exciting statements.
achieve a satisfying goal far more quickly.

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