AI03-0215

Conoce a tus clientes:

Herramientas para estructurar la información. Primera parte

Es momento de estructurarla con las siguientes herramientas:

[{"selector":"#anim-4eee4526-15f2-4c26-9957-8634bf19e925","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2cdc658a-0417-433d-ad22-2cc1cb1cce35","keyframes":{"transform":["translate3d(-114.8265%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-17ca033d-e8e1-4065-9cc5-640e9bcb3076","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-5995a8f5-f393-440a-9613-99e42ba02bf3","keyframes":{"transform":["translate3d(-115.14196%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] ¿Ya recabaste la información de tu cliente con las técnicas que vimos anteriormente? Arrow

1. Customer Journey o Ruta de experiencia.

[{"selector":"#anim-302e610e-9fb6-4abc-afbc-3e9516910c9b","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c9baf215-a3b0-4753-83fe-cd8cbdaea59d","keyframes":{"transform":["translate3d(-116.08833%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-97a4f9aa-6c1f-461c-832b-30dbb4a9e95f","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-fc47c3c6-dd0c-4a4a-b9c3-00d79ee913e9","keyframes":{"transform":["translate3d(-114.8265%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-cc17391e-348b-4de1-bcca-6a35f7e44a69","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2bcfe211-91fe-4941-b1a2-0b459d3928b4","keyframes":{"transform":["translate3d(-114.54546%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Es una herramienta visual que nos permite resumir el proceso que atraviesan los clientes para resolver un problema e identificar oportunidades de mejora.

[{"selector":"#anim-6b2909a7-a887-4b0f-bca5-64d83c81a6d0","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4634cdc0-295b-438a-8d74-9fd2c129a48f","keyframes":{"transform":["translate3d(-115.14196%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-eff8bb4d-607e-4b9c-b482-4b4be45b1ad0","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c7d66811-7f68-4568-be2f-4f5e2615be30","keyframes":{"transform":["translate3d(-112.42425%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Además de poder describir su ruta de actividades, también puedes resaltar elementos como: – Objetos. – Personas involucradas. – Dudas. – Emociones. – Obstáculos. Entre otros… Herramienta 1: Ruta de experiencia.

[{"selector":"#anim-57dd7f15-015a-4aa6-b527-b1e9c52ad206","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ae2bcff3-adf8-4828-90a5-ab9b72d18782","keyframes":{"transform":["translate3d(-115.14196%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8283d374-20f1-4c6c-96d7-c5aaa81826c3","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0e92267f-c738-4677-8d8f-6e2ab5729acd","keyframes":{"transform":["translate3d(0px, 113.03468%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Para ello puedes usar el siguiente formato de Design Thinkers Academy : Herramienta 1: Ruta de experiencia.

2. Mapa de empatía.

[{"selector":"#anim-a3dda1b2-38a4-45c2-82a4-18b83d7236bc","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-7411c106-1445-4fbf-a8df-e3c4f6cf4145","keyframes":{"transform":["translate3d(-116.08833%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d93bf3f1-433b-46bd-810d-50d28bcd4543","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-37b0a73d-6b49-4f06-bc8d-1c2a06545a57","keyframes":{"transform":["translate3d(-114.8265%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-6d2ccc50-81c9-488a-9e26-5b1fab02fc38","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0c0c8aad-1e0c-45b0-bed2-822127ad35e9","keyframes":{"transform":["translate3d(110.60605%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Es una herramienta donde plasmamos lo que nuestro usuario o cliente vive, piensa y siente a la hora de enfrentar un problema.

[{"selector":"#anim-8bba1ebb-0c30-4b01-9204-0f4ccbe22422","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-198e2310-ecee-4257-90fe-52e3adbc2e7c","keyframes":{"transform":["translate3d(-115.14196%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d9d57c34-3ced-423c-b5d3-fb3650fc5773","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-72459916-412d-49f7-8d41-ea38540e666c","keyframes":{"transform":["translate3d(-115.14196%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d30b1315-cd1e-417d-b70c-ff5dbd8cbf90","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c6d084d0-cbd9-4ecb-97b4-f8431ad2babf","keyframes":{"transform":["translate3d(0px, 103.36918%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Para llenarlo necesitamos plasmar las siguientes descripciones: Herramienta 2: Mapa de empatía. 1. La meta. 2. ¿Con QUIÉN estamos empatizando? a. A quien quiero atender. b. Su situación. c. Su rol. 3. ¿Qué tienen que HACER? a. Lo que tienen que hacer distinto. b. Lo que quieren lograr. c. Las decisiones que deben tomar. d. Cómo sabremos si tuvieron éxito.

[{"selector":"#anim-ec833525-d447-4504-935f-a41b085c0253","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ef36e47f-5f1b-4969-9ca8-88a348e49256","keyframes":{"transform":["translate3d(-115.14196%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-11e55a01-57e1-49bf-8838-b0e94b5b4d9a","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-988fc067-b1e8-40b0-ac04-983637cf8162","keyframes":{"transform":["translate3d(0px, 124.65947%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Herramienta 2: Mapa de empatía. 4. ¿Qué VEN…? a. En el mercado. b. En su entorno inmediato. c. A otros hacer. d. En los medios. 5. ¿Qué DICEN? a. Lo que les hemos oído decir. b. Lo que imaginamos que dicen. 6. ¿Qué HACEN? a. Cómo resuelven el problema. b. Cómo se comportan. c. Qué hemos observado. d. Qué imaginamos que hacen.

[{"selector":"#anim-e95baf9c-bb16-475e-911d-baa947614535","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-49e2fe82-6040-4bf6-8f30-3fe636c1c8d0","keyframes":{"transform":["translate3d(-115.14196%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-7faeb00a-c945-451e-bcd8-b723fcff51be","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a6449bc1-5eaa-4400-8dea-aa6dc527479c","keyframes":{"transform":["translate3d(0px, 100.14338%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Herramienta 2: Mapa de empatía. 7. ¿Qué OYEN…? a. De otros. b. De sus amigos. c. De sus colegas. d. De segunda mano. 8. ¿Qué PIENSAN y SIENTEN? a. Identificar dolores. -Miedos, frustraciones y ansiedades. b. Identificar ganancias. –Deseos, necesidades, esperanzas y sueños. c. Otros pensamientos y emociones que motiven su comportamiento.

Al definir estos puntos y construir tu mapa podrás tener una imagen clara de tu cliente.

[{"selector":"#anim-4cbf9dea-71cc-474f-bf93-c37bd4101f2c","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3938bb9d-ec93-43c1-a446-7e7794924367","keyframes":{"transform":["translate3d(-115.14196%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3c92a2d3-f38e-4b91-88ae-5878287e6665","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f9397289-afe4-4260-9727-47f0c8d30cfe","keyframes":{"transform":["translate3d(0px, 131.45592%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Herramienta 2: Mapa de empatía.

¿Estás list@ para lo que viene?

[{"selector":"#anim-47b97c43-05c5-43ed-9c3a-9c24fd4a4a55","keyframes":[{"offset":0,"transform":"translate3d(0, -355.55549%, 0)","easing":"cubic-bezier(.5, 0, 1, 1)"},{"offset":0.29,"transform":"translate3d(0, 0%, 0)","easing":"cubic-bezier(0, 0, .5, 1)"},{"offset":0.45,"transform":"translate3d(0, -99.982203788%, 0)","easing":"cubic-bezier(.5, 0, 1, 1)"},{"offset":0.61,"transform":"translate3d(0, 0%, 0)","easing":"cubic-bezier(0, 0, .5, 1)"},{"offset":0.71,"transform":"translate3d(0, -33.991104844000006%, 0)","easing":"cubic-bezier(.5, 0, 1, 1)"},{"offset":0.8,"transform":"translate3d(0, 0%, 0)","easing":"cubic-bezier(0, 0, .5, 1)"},{"offset":0.85,"transform":"translate3d(0, -12.764442091000001%, 0)","easing":"cubic-bezier(.5, 0, 1, 1)"},{"offset":0.92,"transform":"translate3d(0, 0%, 0)","easing":"cubic-bezier(0, 0, .5, 1)"},{"offset":0.96,"transform":"translate3d(0, -5.546665644%, 0)","easing":"cubic-bezier(.5, 0, 1, 1)"},{"offset":1,"transform":"translate3d(0, 0%, 0)","easing":"cubic-bezier(0, 0, .5, 1)"}],"delay":0,"duration":600,"fill":"both"}] [{"selector":"#anim-7bcd2018-4044-46a7-a52d-72e67d517aaf","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-03a26d6f-efcb-4b96-b5d1-7404f3850112","keyframes":{"transform":["translate3d(0px, 117.94612%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0bdbd7c6-5442-4007-b7d2-e098be824315","keyframes":[{"offset":0,"transform":"translate3d(0, -166.2263%, 0)","easing":"cubic-bezier(.5, 0, 1, 1)"},{"offset":0.29,"transform":"translate3d(0, 0%, 0)","easing":"cubic-bezier(0, 0, .5, 1)"},{"offset":0.45,"transform":"translate3d(0, -46.74283556%, 0)","easing":"cubic-bezier(.5, 0, 1, 1)"},{"offset":0.61,"transform":"translate3d(0, 0%, 0)","easing":"cubic-bezier(0, 0, .5, 1)"},{"offset":0.71,"transform":"translate3d(0, -15.89123428%, 0)","easing":"cubic-bezier(.5, 0, 1, 1)"},{"offset":0.8,"transform":"translate3d(0, 0%, 0)","easing":"cubic-bezier(0, 0, .5, 1)"},{"offset":0.85,"transform":"translate3d(0, -5.967524170000001%, 0)","easing":"cubic-bezier(.5, 0, 1, 1)"},{"offset":0.92,"transform":"translate3d(0, 0%, 0)","easing":"cubic-bezier(0, 0, .5, 1)"},{"offset":0.96,"transform":"translate3d(0, -2.59313028%, 0)","easing":"cubic-bezier(.5, 0, 1, 1)"},{"offset":1,"transform":"translate3d(0, 0%, 0)","easing":"cubic-bezier(0, 0, .5, 1)"}],"delay":0,"duration":1400,"fill":"both"}]