Customer focused product positioning (By David Pas & Alexander Frimout)
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Transcript of Customer focused product positioning (By David Pas & Alexander Frimout)
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CONFIDENTIAL Template Innovation Day 2017 CONFIDENTIAL
CUSTOMER FOCUSEDPRODUCT POSITIONING
David PasAlexander Frimout
TRACK 3 - USER CENTRICITY
[email protected]@verhaert.com
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CONFIDENTIAL
David Pas
INTRO
Coordinator
Design Coach 5x5, Designregio KortrijkGuest Lecturer University of Antwerp, Product Design, Design Sciences departmentGuest Lecturer University of Antwerp, Innovation Management, Applied Economical Sciences department
Alexander Frimout
Consultant
Innovation Consultant
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CONFIDENTIAL
CONTEXT
Strategy
Business
Technology
User centricity
TRANSFORMATION FRAMEWORK
Designthinking
Digital & datasciences
Business modelinnovation / servitization
3D printingAdvancedmaterials
IoT &sensors
Robotics &autonomous
platforms
Early uservalidation
(User)co-creation
Behavioralchange
Roadmap
Accelerated by open innovation and technology transfer
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CONFIDENTIAL
ONLINE SURVEY RESULTSYOUR THOUGHTS ON CUSTOMER FOCUSED PRODUCT POSITIONING
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CONFIDENTIAL
USER INSIGHTS
Survey powered by
2 OUT OF 3 feel they lack the real competence to DESIGN compelling USE CASES
1 OUT OF 2 feel they have immature organizational abilities regarding A STRUCTURED PROCESS FOR IMPLEMENTING USER INSIGHTS
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CONFIDENTIAL
TRANSFORMATION OPPORTUNITYFROM BOSCH SECURITY SYSTEMS TO BOSCH SMART HOME
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CONFIDENTIAL
HIGH END SURVEILLANCE SYSTEMS
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CONFIDENTIAL
To enter the consumer market, they realized that existing ‘performance’ driven solutions would not help to take off.
BOSCH WAS LOOKING FOR A ‘WOW’
“The key success factor in residential market is the excellent user experience!”
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CONFIDENTIAL
6.813 IP CAMER’S ON AMAZON
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CONFIDENTIAL
THE MARKET SEEMED TO BE SATURATED ALREADY
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THE ASSIGNMENT
Conceptualization of a do-it-yourself residential outdoor Wifi-camera for surveillance purposes.
For : people living in (semi-) detached houses.How : differentiation based on look & feel of product and it’s app.Regions : USA and Canada, EMEA (focus on Germany, Benelux, UK, France)
.
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CONFIDENTIAL
The availability of affordable digital imaging sensor electronics made its entry in new markets, but mainly indoor
BUT ALSO COOL THINGS, OFFERING A NEW MEANING
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Looking for killer devices that will open the door for the whole selection of existing and future BOSCH smart home products.
AN OPPORTUNITY TO BREAK INTO THE SMART HOME MARKET
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THE RESULTA SMART TWO-IN-ONE FRONT DOOR CAMERA: IT DETECTS WHEN SOMEONE IS OUTSIDE THE DOOR, BUT ALSO WORKS AS A PORCH LIGHT
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CONFIDENTIAL
THE RESULTINVENTED FOR LIFE
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AND INVENTED ‘WITH’ PEOPLE
“…and the image becomes better too”
“switching on the lights simply scares off”
“and I would like to have a lot of lights, even all
my lights switched on or flashing…and sound”
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CONFIDENTIAL
INVENTED TO BE A ‘SMART HOME’ DEVICE
E.g. by adding the ability to adjust light settings helps to create a positive and smart touchpoint
Leading to a more positive connection than a ‘security device’.
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CONFIDENTIAL
HOW WE DID ITA STUDY LOGIC TO CREATE A ‘WOW’
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STUDY LOGIC
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CONFIDENTIAL
3 MAIN STEPS
Desk researchDesign researchConcept validation
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CONFIDENTIAL
1. DESK RESEARCH COMPETITOR LANDSCAPING : FEATURES & PRICE DRIVERSWHITE SPOTS : PURCHASE DRIVERS
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CONFIDENTIAL
COMPETITOR LANDSCAPING
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CONFIDENTIAL
FINDING PRIMARY PRICE DRIVERS
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CONFIDENTIAL
THE WHITE SPOT
SECURITYFUNPURCHASE DRIVERS
DESIRE TO FEEL PROTECTED, SAFE, SECURE
AND CARED FOR
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THE WHITE SPOT
SECURITYFUNPURCHASE DRIVERS
DESIRE TO FEEL PROTECTED, SAFE, SECURE
AND CARED FOR
DESIRE TO GET THE PLEASURE OUT OF YOUR
LIFE
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CONFIDENTIAL
THE WHITE SPOT
SECURITYFUN
Traditional market offerings are positioned strongly around security
and control values.
PURCHASE DRIVERS
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THE WHITE SPOT
New indoor market offerings focus much more strongly on
the “play” aspects and the unintended uses of cameras.
SECURITYFUN
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THE WHITE SPOT
SECURITYFUN
OUTDOOR
DO-IT-YOURSELF
(SEMI) DETACHED HOUSES
CONNECT WITH BOSCH SMART HOME
There is an opportunity to differentiate between traditional and new market with a restriction that it needs to be
outdoor, and for a target group living in a (semi) detached house.
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CONFIDENTIAL
2. DESIGN RESEARCHBRAINSTORM ON JOB-TO-BE-DONEUSER SCENARIO’S FOR IN DEPTH INTERVIEWS
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VERHAERT LYTICS
Online survey to check the relevancy of featuresFirst user insights from <100 participantsobjective = qualitative design research, not market research
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HELPING THE POLICE TO CATCH INTRUDERS WAS AN UNDERSERVED NEEDMOST PEOPLE WERE NOT SATISFIED WITH THE IMAGE QUALITY TODAY
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JOB-TO-BE-DONE’S
SECURITYFUN
CURIOSITY
CONTROL
ON HOLIDAY AT WORK
SECURITYAT HOME
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THINKING IN SCENARIO’S
SECURITY
CURIOSITY
CONTROL
HOMESICKNESS
GARDEN VIEW
SMART NOTIFICATIONS
REAL STREET VIEW
GUARDIAN ANGEL
WATCH MY CONTRACTORS
WATCH THE PETS
WATCH THE HOUSE
HOME DELIVERY
CAR SURVEILLANCE
WATCH MY STUFF OUTSIDE
SNEAK PREVIEW OUTSIDE
UNWANTED VISITORS
TERRAIN SURVEILLANCE
PRIVACY
NEIGHBOR SURVEILLANCE NETWORK
DUAL CAMERA
GETTING NOTICED WHEN NEEDED
ARCHITECTURAL
FULL WIRELESS
WATCH THE KIDSFUN
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NEXT SURVEY
lowest ‘recognition’ of needs (to be used outdoor)
most fun stuff is indoor, which is out
of scope
fun and control combination is contradictional
more ‘niche’ applications
S E C U R I T Y F U N
C U R I O S I T Y
C O N T R O L
80 %
15%
2 0 %
1 0 %
highest recognition of needs
(and suitable for outdoor usage)
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JOB-TO-BE-DONE RANKING
S E C U R I T Y F U N
C U R I O S I T Y
C O N T R O L
80 %
15%
2 0 %
1 0 %
• avoid intruders by deterring• catch intruders with perfect images• avoid false notifications
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87% BELIEVES THAT A CAMERA-LIGHT COMBINATION HELPS TO SCARE-OFF AND IMPROVES THE IMAGE QUALITY AT NIGHT
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3. CONCEPT VALIDATION GO OUT IN THE FIELD
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LOCAL INSIGHTS, GLOBAL VALIDATION
THE US MARKET IS BY FAR THE MOST DEVELOPED WHEN IT COMES TO HOME SECURITY
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THE MAJORITY WANTED SOMETHING THAT DOESN'T DRAW MUCH ATTENTION BUT ONCE YOU COME CLOSE, IT CAN SCARE-OFF
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INSTALLATION OF OUTDOOR CAMERAS IS A LARGE USER HASSLEDRAWING NEW CABLES THROUGH OUTER WALLS IS CHALLENGING
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SUMMARY
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USER CENTRICITY IS KEY
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70 ONLINE RESPONDENTS40 IN DEPTH INTERVIEWS+ 20 OBSERVATIONS AND FIELD VISITSIN USA, ITALY, FRANCE, THE NETHERLANDS, GERMANY, BELGIUM
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COMBINED WITH PROFOUND DESK RESEARCH
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GLOBAL VALIDATION
does it resonate with the target market?
“If the quality of the camera is as good as my son’s GO PRO and the light is also strong, I’ll put $300” (SCOTT)
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THE OUTDOOR ‘ENTRY’ OF A SMART HOME PORTFOLIO
The Bosch Eyes outdoor camera is a part of the new Bosch Smart Home family, under the ‘invented for life’ branding
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EVEN INVOLVING THIRD PARTY PRODUCTS
BUILDING EXTENSIONS ON THE “TROJAN HORSE”
“pretending that you’re home is the best way to scare-off intruders….”
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THANK YOUQUESTIONS ?
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Innovation Day is an initiative of Masters in Innovation, the umbrella brand of the Verhaert Group which aims to connect, train and accelerate professional innovators.
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