STEP 1: Understand Your Customer
This part of the book is a primer on how to conduct customer research. It describes dozens of specific techniques with step-by-step explanations and provides a wide range of “tips and tricks” from the perspective of a thought leader with 25 years’ experience doing customer research.
STEP 2: Map the Customer Journey
Many companies today are trying to figure out how to use “Customer Journey Mapping” to drive their digital strategies. This section of the book outlines a detailed methodology that teams can literally use as a cookbook for creating their journey maps.
STEP 3: Build The Future
This section provides an easy-to-understand explanation of what Design Thinking is, and then details (for the first time in print) the author’s expanded Design Thinking 2.0 methodology which many companies have hired him to train them on.
STEP 4: Optimize the Short Term
This section provides a wide range of practical methods to rapidly assess where a digital product such as a web site or mobile app can be made to deliver a better business result and how to quickly make those improvements. Many of the techniques presented are not widely known.
STEP 5: Lead the change
This section provides robust advice to those charged with playing a leadership role in transforming a company’s digital customer experience. It includes content on overcoming resistance to change, building teams, and “selling” a vision.