CCD coaching and support

Our client, focused on building a customer-centric organisation, wanted to provide a formal training program that builds the skills of their managers in customer-centred thinking and methods. We adapted our standard customer-centred design (CCD) training to meet the needs and objectives of the organisation and delivered a series of workshops to build skills and solve a real business problem.

A training program was developed to engage participants in the theory and history of CCD processes.

Seminars were interspersed with hands-on design challenges so theory could be embedded with demonstrable learning. Engineering, product, marketing and CCD teams worked together to gather insight, analyse and define problems, sketch, prototype and iterate solutions in order to understand the full life-cycle of the design process. Teams also reformulated their traditional product development process with a CCD approach. 

What were the key benefits?

  • An assessment of the comprehension and engagement of CCD process and tools across product teams.
  • Familiarisation with and hands on practice at using CCD tools such as principles, journeys and personas to solve business problems.
  • Increased understanding of how CCD can be used to solve business problems across product, engineering and marketing teams.
  • Increased skills and knowledge in extracting research insight, and inquiring with customers to inform product development.
  • Workshop activities to engage and align cross-disciplinary teams in shared business and customer problems.

What were the key results?

  • Repeatable hands-on CCD workshop program tailored to business IP and needs.
  • Report and recommendations for future CCD engagement efforts with the business.
  • A set of CX activity and method fact sheets and templates to be used by participants in the field when engaging with customers.
  • Tailor made CCD training tools and cards for workshop participants.
  • A group commitment to align language and process.

What was the approach?

Learning needs, attitudes, risks and challenges were canvassed over a series of interviews, workshops and surveys with managers and participants. This qualitative research informed the structure of the program and the creation of course material and take-away tools.

CXCO reviewed the existing product development process, customer research and design tools to create workshop material relevant to participants and that addressed pressing business challenges.

 A team of design coaches were present with the seminar facilitator to ensure all participants could be supported during their learning. Reflection occurred after each activity to reiterate key messages and assess learning outcomes. A post workshop survey helped to inform how the training program could be evolved for future teams.