Understanding people may not sound like rocket science. But it’s one of the hardest and most rewarding challenges of an innovation team. It can be easy to make assumptions about how others experience the world, and if this is left unchecked it can lead to poorly thought out products and services. To keep the practical and emotional needs of its customers at the center of innovation, teams at Philips use the Experience Flow tool. This visual map captures the activities and emotions of people in a particular context over time, in relation to a product, service or ritual in their everyday lives. It helps the whole team to see and understand their customers in new ways, and spot the insights that lead to people-centered solutions.
Read the full background story and how to make and use an Experience Flow here.
“What makes the Philips approach unique is how we build Experience Flows as a collaborative and multidisciplinary team, how we present them as a captivating poster, and how deep we go to understand people.”
Mili Docampo Rama, Head of People Research at Philips Design
“The difference between a Philips Experience Flow and a normal customer journey report is like the difference between reading a thesis about a person and seeing that person in real life situations,”
Mike Sutliff, Rheumatology Manager at biopharmaceuticals company AbbVie