Post on 13-Jul-2015
Customer led innovationDefining, shaping and making the new
Innovation Feast, WMG
11th December 2014
Approach\What
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Making innovation happen
We help people and organisations who want to build their
businesses, grow their brands or transform their products
and services.
Like them we believe the future can be different and better and that
innovation is the best way to create new value and deliver growth.
For over 16 years we have worked with global organisations,
ambitious challengers and high potential start-ups.
Defining, shaping and making the new
Viadynamics the expert innovation partner
© 2014 Viadynamics\Credentials
Defining, shaping and making the new
Via\Approach
Define – set new directions & optimising choices
Strategies, platforms, roadmaps and portfolios – we generate, assess
and prioritise the opportunities that will translate strategy into action.
Shape – develop new leaders & innovation capabilities
People, cultures and processes – we provide training, tools, techniques
and the support to shape innovation leaders and teams.
Make – spearhead new solutions & ways of working
Businesses, products, services, and brands – we help to design
experiences that are compelling for customers, consumers and users.
Innovation opportunities
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We help businesses, organisations and leaders maximise theimpact and resolve the uncertainties of innovation
© 2014 Viadynamics\Credentials
Innovation opportunities
Via\Approach
6© 2014 Viadynamics\Credentials
We engage with teams, leaders and organisations to enable them to
to think and work in new ways
To craft new experiences and build new solutions for people,after all… “innovation, begins and end with people”.
“Science of theplausible”
“Art of thepossible” “Politics of the
achievable”Business
Design
Technology
People
We bring together the perspectives necessary to explore andidentify the possible, plausible, achievable and viable
Making the new happen
7© 2014 Viadynamics\Credentials
Global leaders and challengers
We have helped make innovation happen, delivering newgrowth and value for:
Via\Collaborations
We have designed and delivered programmes that develop newcapabilities and identify opportunities for:
Making the new… relevant and achievable
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World class organisations and institutions
© 2014 Viadynamics\Credentials
Via\Collaborations
ESIGN 4EXCELLENCE
Making the new… viable and scalable
We have accelerated, de-risked and helped scale new ideasand businesses with:
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Growth business and innovative start-ups
© 2014 Viadynamics\Credentials
Via\Collaborations
Whether developing new technology (push) or lookingfor the next market opportunity (pull), we believe thatfocusing on customers and users is essential forinnovation.
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Focussing on people
Customer led innovation
© 2014 Viadynamics\WMG Innovation Feast
WMG\Innovation Feast
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Company Customers & users
It begins and end with people…
Innovation focus
© 2014 Viadynamics\WMG Innovation Feast
DeliverSolutions which work
DevelopPotential solutions
DefineThe areas to focus on
DiscoverInsight into the problem
Pro
ble
m
Pro
ble
mD
efi
nit
ion
So
luti
on
WMG\Innovation Feast
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Innovation model
Experience Led Innovation
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Innovation begins & ends with people‘Innovation begins with an eye’
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Understanding, segmentation and focus
Who are our customers and users?
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WMG\Innovation Feast
Who are our customers and users?
© 2014 Viadynamics\WMG Innovation Feast
Different time, context, attitudes and behaviours
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WMG\Innovation Feast
Who are our customers and users?
© 2014 Viadynamics\WMG Innovation Feast
Who … e.g.
pays for it? Customer
uses it day to day? User
told someone else to buy it? Specifier
selects it? Buyer
transports it and delivers it? Logistics
installs it? Installer
sells it to the customer? Retailer
looks after it is it goes wrong? Service
Key insights can come from anyone in the chain..
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Extreme(Power users)
Extreme(Rejectors)
Core
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Understanding our customers and users?
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Relevant extremes…
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Relevant extremes…
ExtremeExtreme Core
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Understanding our customers and users?
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They are not always aware of what they actually do
They don’t behave as we expect
They often don’t know what they want next…
“What people say they do, and what they really do
are very different things”
Proctor & Gamble Researcher
WMG\Innovation Feast
Challenges working customers & users?
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GenerativeTo explore current ‘pain-points’ and un-met needs, and generate new ideas
EvaluativeTo evaluate options in the development process and make decisions
ValidatoryTo validate pre or post launch to adjust and optimise
WMG\Innovation Feast
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Research objectives?
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Largesamples
Great forvalidation!
Smallsamples
Great forinnovation!
Market vs. User research?
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DiariesVideo ethnography
Observation & ShadowingContextual Enquiry
User testingCo-creation
Market ResearchQualitative / Quantitative evaluation
Range of methods…
Research techniques?
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One person on each table eats a yoghurt
The rest of the table observes.
Note down everything you see.
Observational research
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P.O.S.T Framework:
» Pain Points
» Opportunities
» Surprises
» Types
Are there any common issues emerging?
What did they find difficult?
What did you spot that they need?
What surprised you? (about their behaviour)
What did people do differently to one another?
Observational research - insights
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Think about ideas & solutions for:
» Families on a picnic
» Meals on a flight
» Singles at home
Consider also the customer journey:
before, during and after eating
Idea creation
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Before During After
Unipath, having originally created the OTC pregnancy testing category, neededto reassert its leadership and appointed us to review their strategy.
We worked with them to develop new…
» Insights – obsessive focus on the end user needs
» Proposition – changing the category rules
» Experience – shaping 360° user experience solutions
» Business value – growing market share and business value – acquired by(Inverness Medical) SPD for £150m
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New insights, proposition, experience and business value
© 2014 Viadynamics\Credentials
Clearblue
Via\Case Study
New propositions, services and customer relationships
Via\Case Study
AXA’s UK marketing director appointed us in 2009 to help define customerexperience breakthroughs across all business units.
Since then we have continued to help AXA develop new…
» Ways of working –‘Proof Point’ experience innovation process & tools
» Propositions – beyond insurance ‘products’ to health & wellbeing solutions
» Experiences – we’ve defined, shaped and are making Apps, Web and data
» Connections – one to one, one to many, disintermediation & expansion
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AXA PPP Healthcare
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Kano, Noriaki: Customer satisfaction model
KANO: Customer satisfaction model
WMG\Innovation Feast
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