13th April 2019 - Knowing your Customer (Weekend)
1 Day Short Course - Knowing Your Customer (Glasgow)
Who the training is for:
Our Students come from a diverse background, but are aiming at careers in Business Analysis, Digital Strategy, Service Design, Product Management and similar. Some are already in these roles and are looking to strengthen and advance their skills, whilst some are re-skilling from another career.
Why this topic is relevant:
Knowing who your customers are, what makes them tick, their problems, their needs and expectations, are critical for good change. In the context of digital transformation – customer focus is key.
Customer experience is the battleground of the future, and through an understanding of your ideal or likely customers you can anchor decision making away from the HIPPO and reduce subjectivity in decisions.
This interactive and informative workshop will equip learners with practical tools to understand their customers and illustrate them in a way that can be communicated to stakeholders to affect empathy within the design and development process. We will explore how:
- To identify methods for capturing broad customer insight
- To apply insights into a proto-persona and persona and how these artefacts can be used throughout a project
- To deepen understanding of customers through empathy maps
- To illustrate a customer’s journey through a mapping exercise