Dwayne Edwards is a Product Manager at Volvo Cars of North America where he develops products that support Volvo’s subscription model and the customer experience. He holds a Master of Business Administration from Yale School of Management and is passionate about building new products and business models that create value and reach customers in new and exciting ways.
Robin Beers, Ph.D., is a senior vice president with Digital Solutions for Business (DS4B) and leads Customer Insights and Experience Design for Wells Fargo. Dr. Beers is responsible for bringing diverse customer listening practices, design capabilities, and experience strategy expertise together to drive user experiences that increase business value. She holds a doctorate in organizational psychology and views customer-centered practices as catalysts for keeping corporations in step with the market.
If there’s one way to explain human behavior, look at mice. In the book ‘Who Moved My Cheese?’, Spencer Johnson describes the world of mice who vie for a block of cheese. Each day they go to the same spot to find their food. That is until one day the ‘hand of God’ moves the cheese and the mice panic. Facing starvation, they go day after day to the original spot looking for the cheese rather than searching for it elsewhere. The moral of the story: change is hard to implement because we’re creatures of habit.
Design thinking is a problem-solving framework that has been steadily gaining popularity in the last decade as organizations strive to become more human centric. The hallmarks of design thinking–empathizing, defining, ideating, prototyping and testing—influence major companies like PepsiCo, Charles Schwab, and Walgreens to solve problems for a better customer experience.
Like all doctors, mine has a reception desk and waiting room. The other day, while I was waiting to see her, I began to process how Design Thinking could improve a visit to the doctor’s office. We've become an experience-centric society, and what could be more human-focused than a visit to the doctor?