Brand

Innovation

Customer-Centred Innovation Toolkit

Toolkit

See it from the customer's seat.

Tools to understand your customer, map their experience and find where to improve it.

Format

Digital download, instant access

DESIGNED FOR

Teams designing better products, services and experiences

Innovation · Toolkit
£ 95 

One-off. Choose the toolkit on its own, or add a coaching call with James.

Buy now

Yours to keep, organisation-wide

QUICK SUMMARY

In a nutshell.

INCLUDES
  • Tools to define who your customer really is
  • Empathy mapping to see the world through their eyes
  • A customer journey map to find where to improve
  • A future-vision exercise to set the ambition
  • Tools to feel your brand from the customer's side
OUTCOMES
  • A shared, honest view of your customer
  • A journey map that shows where to act
  • A clear ambition for the experience you want to create
DEEP DIVE

The process, step by step.

Each tool has a specific job and a specific place in the running order. Run them like this and the outcome takes care of itself.

CLICK EACH ITEM TO READ MORE
Who's Our Customer?
Get clear on who your customers are.
30 minutes

Exercise

We work with you to get clear on your customers; both current, potential and desire customers. We’ll narrow the list down to groups of similar customers; you may have one or you may have many.
Read more about this tool →
Customer Experience
Step into your customer's shoes with an empathy map.
60 minutes

Canvas

We’ll identify 1-3 customer personas that are relevant to your business and will explore what it is like to be them using an Empathy Map. We'll consider how they think and feel, what they do and say as well as considering their pains, wants and gains from working with you.
Read more about this tool →
Customer Journey Map
Map the customer's path and find where to improve.
90 minutes

Canvas

We’ll create customer journey maps that show current and desired paths allowing you to understand what your customers are currently experiencing and spotting where you can make changes.
Read more about this tool →
Empathy Mapping
See the world through someone else's eyes.
30 minutes

Exercise

A handy prompt to help you imagine yourself in others’ shoes and view at things from their perspective. What is your subject thinking? What are they seeing? What kinds of things are they saying to the people they care about?
Read more about this tool →
Future Customer Vision
Imagine the future once your goals are achieved.
15 minutes

Exercise

We’ll guide you through a quick exercise to imagine the future when you’ve achieved your goals. You’ll consider the opportunities you identified and what they look like now they are realised.
Read more about this tool →
Mirror Test
See your weaknesses through a competitor's eyes.
30 minutes

Exercise

Put yourself in the shoes of your competitor, or your opposite number. If you were them, and imagine they know everything about you and your weaknesses. What would they do with that information? How would they capitalise?
Read more about this tool →
On the Receiving End
Feeling brand from the customer's seat
15 minutes

Exercise

Each participant recalls a recent moment as a customer when an interaction or experience delighted or failed them. They can choose any brand or product they like to generate a useful and insightful discussion.
Read more about this tool →
Line of Sight
Trace your work to the customer who feels it
45 minutes

Canvas

A simple canvas that helps you trace forward from one person's role and responsibilities to the moment a customer feels their work, with an honest read of the impression they are likely to receive. The core tool of the Signature skill builder workshop, also used in other Brand-focused sessions.
Read more about this tool →
Leave Your Mark
Give added focus to a part of your work that can be traced to the customer.
20 minutes

Exercise

Everyone in the organisation has a chance to influence customer perception and experience. Participants name one part of their work to which they will give deliberate focus, commits it to a peer, shares back to the room, and traces the line reaching the customer from every desk.
Read more about this tool →
See & Be Seen
Explore how your team is seen by others.
45 minutes

Exercise

It’s easy to get caught up in doing our jobs and not considering how we are seen from an outside viewpoint. This simple activity will help to explore both the current reality and the future desire of how your team is seen by others.
Read more about this tool →
DEEP DIVE

The agenda, step by step.

The session is made up of a series of explainers, scenarios and tools. Read more below to get a clear picture of what to expect.

CLICK EACH ITEM TO READ MORE
Who's Our Customer?
Get clear on who your customers are.
30 minutes

Exercise

We work with you to get clear on your customers; both current, potential and desire customers. We’ll narrow the list down to groups of similar customers; you may have one or you may have many.
Read more about this tool →
Customer Experience
Step into your customer's shoes with an empathy map.
60 minutes

Canvas

We’ll identify 1-3 customer personas that are relevant to your business and will explore what it is like to be them using an Empathy Map. We'll consider how they think and feel, what they do and say as well as considering their pains, wants and gains from working with you.
Read more about this tool →
Customer Journey Map
Map the customer's path and find where to improve.
90 minutes

Canvas

We’ll create customer journey maps that show current and desired paths allowing you to understand what your customers are currently experiencing and spotting where you can make changes.
Read more about this tool →
Empathy Mapping
See the world through someone else's eyes.
30 minutes

Exercise

A handy prompt to help you imagine yourself in others’ shoes and view at things from their perspective. What is your subject thinking? What are they seeing? What kinds of things are they saying to the people they care about?
Read more about this tool →
Future Customer Vision
Imagine the future once your goals are achieved.
15 minutes

Exercise

We’ll guide you through a quick exercise to imagine the future when you’ve achieved your goals. You’ll consider the opportunities you identified and what they look like now they are realised.
Read more about this tool →
Mirror Test
See your weaknesses through a competitor's eyes.
30 minutes

Exercise

Put yourself in the shoes of your competitor, or your opposite number. If you were them, and imagine they know everything about you and your weaknesses. What would they do with that information? How would they capitalise?
Read more about this tool →
On the Receiving End
Feeling brand from the customer's seat
15 minutes

Exercise

Each participant recalls a recent moment as a customer when an interaction or experience delighted or failed them. They can choose any brand or product they like to generate a useful and insightful discussion.
Read more about this tool →
Line of Sight
Trace your work to the customer who feels it
45 minutes

Canvas

A simple canvas that helps you trace forward from one person's role and responsibilities to the moment a customer feels their work, with an honest read of the impression they are likely to receive. The core tool of the Signature skill builder workshop, also used in other Brand-focused sessions.
Read more about this tool →
Leave Your Mark
Give added focus to a part of your work that can be traced to the customer.
20 minutes

Exercise

Everyone in the organisation has a chance to influence customer perception and experience. Participants name one part of their work to which they will give deliberate focus, commits it to a peer, shares back to the room, and traces the line reaching the customer from every desk.
Read more about this tool →
See & Be Seen
Explore how your team is seen by others.
45 minutes

Exercise

It’s easy to get caught up in doing our jobs and not considering how we are seen from an outside viewpoint. This simple activity will help to explore both the current reality and the future desire of how your team is seen by others.
Read more about this tool →
What you leave with

Three things you walk away with.

The best ideas start with the person on the receiving end. This toolkit gives you the tools to get clear on who your customer is, step into their experience, map their journey and find the moments that matter most.

Know your customer

A shared, honest view of your customer

See the journey

A journey map that shows where to act

A clear ambition

A clear ambition for the experience you want to create

How it works

From booking to the room.

one

Book your seat

Choose a date and book online. You get instant confirmation, and an invoice if you need one.

two

Get your details

We send joining instructions, the location or link, and anything to prepare beforehand.

three

Come along

Join a small cohort of peers from other organisations for the session.

four

Take it back

Leave with practical tools and a clear next step to put to work with your own team.

How it works

From purchase to running it.

one

Buy the kit

A one-off purchase, with instant access to every file and a licence for your whole organisation.

two

Download everything

Get the full toolkit as a single download: guides, tools, workbook and slides.

three

Make it yours

Read the facilitator's guide and tailor the deck and materials to your team.

four

Run it

Use the kit as designed and lead your team through the process from start to finish.

In the kit

Everything you need, from start to finish.

The kit is built to be opened and used. No theory to interpret, no convoluted instructions or setup. Everything is ready.

Facilitator's playbook

A step-by-step running order with timings and prompts, so you can run the session with confidence.

Editable slide deck

A brandable deck in PowerPoint and Keynote to run the session your way.

Printable workbooks and canvases

Every tool as a print-ready worksheet or canvas, for the room or a whiteboard.

Coaching call with James

An optional 30-minute call to plan your session and get the most from the kit.

In the SESSION

Time well spent, from start to finish.

I've been delivering open workshops for years. They're different beasts to in-person sessions, and I use a considered mix of technology and facilitation techniques to make them effective and engaging experiences. Here's what you can expect when you attend this one.

Placeholder illustration

Facilitator's playbook

A step-by-step running order with timings and prompts, so you can run the session with confidence.

Editable slide deck

A brandable deck in PowerPoint and Keynote to run the session your way.

Printable workbooks and canvases

Every tool as a print-ready worksheet or canvas, for the room or a whiteboard.

Coaching call with James

An optional 30-minute call to plan your session and get the most from the kit.

Is it right for you?

An honest read on fit.

A good fit if
  • You want to design around real customer needs
  • You want practical tools your team can run
  • You are improving a product, service or experience
  • You are ready to act on what you learn
Probably not for you if
  • You want market research done for you
  • You want a full customer-experience programme delivered
  • You are looking for theory on customer strategy
  • You have no way to change the experience

Common questions.

What's included in the toolkit?

Every tool in the kit, a facilitator playbook with a running order and timings, an editable slide deck, printable workbooks and canvases, and worked examples. Everything you need to run it yourself.

How is it delivered?

It is a digital download. The moment you buy, you get instant access to download everything, yours to keep.

Do I need facilitation experience to run it?

No. Every tool comes with step-by-step facilitator notes and timings, so you can run it with confidence even if you have never facilitated before.

Can I run it with my whole team or organisation?

Yes. Your licence is organisation-wide, so you can use it with any team, as many times as you like.

Can I edit and brand the materials?

Yes. The slides and worksheets are editable, so you can brand them and adapt them to your own context.

Can I get help running it?

Yes. You can add a coaching call with James to plan your session, or bring him in to facilitate it for you.

Need a hand?

Talk to James first.

If you are not sure whether this is right for your team, a short call is the fastest way to find out. No pressure, no pitch.