Tara Hunt from Citizen Agencycreated this brilliant slideshow (RSS readers will need to open this article to view). This really helps me get a picture of the mind of the customer. Once we understand their minds, then we can ensure our process steps are creating value.
Slide 124 inspires me from a Lean perspective. While there are some necessary non-value-added steps that have to be taken (especially in healthcare), look for the possibility to make it value added by giving the customer tools to personalize their experience.