Designing Innovative Experiences

Innovation in Services . Alexis Goncalves . Innovation Insight Network . ASQ WCQI Conference . May 18-20 2009 . Minneapolis, MN 1

SERVICE INNOVATIONSERVICE INNOVATIONDesigning Innovative Experiences

Alexis GoncalvesInnovation Insight Network

2009 ASQ World Conference on Quality & ImprovementSession T35


Discuss Innovation Thinking

Discuss Experience Thinking

Describe an Innovation Process

Introduce some Innovation Tools

Share some practical examples

LEARNING

OBJECTIVES


INNOVATION

THINKING


INNOVATION

THINKING

when you have changed somebody’s

HABIT PATTERNS

INNOVATION GOES

BEYOND…

> A CREATIVE IDEA

> AN INVENTION

INNOVATION IS...


EXPERIENCE

THINKING


EXPERIENCE IS STRUCTURALLY DETERMINISTICevery company delivers the customer experience that is organized to deliver.

IVRPhone service

THE CUSTOMER WORLD

The welcome letterThe physical store

In-store serviceThe statements

Channel

Website

Direct mailing

The buying processCashiers

Account Manager TV ads

EXPERIENCE IS NOT JUST PRACTICALit is also emotional, and sometimes even irrational.

THINKINGEXPERIENCE


The sum total of all the interactions that a customer has with a business in the course of their daily life, as compared with their expectations.

These interactions will either strengthen or weaken the future relationship and that customer’s desire to return, spend more and recommend.

It is a blend of an organization’s physical performance, the senses stimulated and emotions evoked.

EXPERIENCE

IT IS NOT JUST PRACTICALWhat is Customer Experience?

THINKING


THE STRUCTURE OF CUSTOMER EXPERIENCE

THE CUSTOMER WORLDIV R

Reta

il st

ore

E- Mai

l

Stat

emen

ts

Chan

nel

Dire

ct

Mai

l

Web

site Cred

it ca

rd Bilb

oar

ds Appl

icatio

ns Acct

. M

gr.

TV

Ads

Day To Day Experiences

Expectations & Needs

THE BUSINESS WORLD

Technology & Infrastructure

Organizational Culture


INNOVATION

PROCESS


Visioning Discovering Analyzing Synthesizing Realizing

INNOVATION LIFE CYCLEINNOVATION LIFE CYCLE


DeclareInnovationIntent

1DevelopInsights

5ExploreConcepts

6MakeRoadmaps

7StageExperiences

8People2

Technology3

Business4


WORKING PROCESSWORKING PROCESS



1DevelopInsights

5ExploreConcepts

6MakeRoadmaps

7StageExperiences

8People2

Technology3

Business4


PROCESS IS NON-LINEARPROCESS IS NON-LINEAR



1DevelopInsights

5ExploreConcepts

6MakeRoadmaps

7StageExperiences

8People2

Technology3

Business4


Tasks Tasks Tasks Tasks TasksSense trendsDevelop foresightDeclare intent

Discover latent needsDiscover technologiesDiscover white spaces

Analyze dataFind patternsDevelop insights

Develop and evaluate conceptsCreate platformsMake briefs and roadmaps

Make prototypesCreate pilotsPlan launch

TASKSTASKS



1DevelopInsights

5ExploreConcepts

6MakeRoadmaps

7StageExperiences

8People2

Technology3

Business4


Tasks

Tools

Tasks

Tools

Tasks

Tools

Tasks

Tools

Tasks

Tools

Sense trendsDevelop foresightDeclare intent

Trend MapScenario PlanPreferred FutureDiagnostic SystemConcept SpaceBibliometrics


Ethnographic StudiesShadowingPhoto-ElicitationTechnology MiningTechnology ScoutingInnovation Canvas


Activity StructuringExperience MapContextual AnalysisExtreme UsersPerverted UsersThink Inside the BoxInsight Matrix


Bodystorming / BrainstormingUnfocused GroupSensualizationStoryboardingSecond Life Mock-upsPlatform PlanBusiness Case


Behavioral PrototypeConcept PrototypeBlueprintScenario TestingSimulationDevelopment PlanPartnership Net

TOOLSTOOLS



1DevelopInsights

5ExploreConcepts

6MakeRoadmaps

7StageExperiences

8People2

Technology3

Business4


Tasks

Tools

Tasks

Tools

Tasks

Tools

Tasks

Tools

Tasks

Tools

Sense trendsDevelop foresightDeclare intent



Ethnographic StudiesShadowingPhoto-ElicitationTechnology MiningTechnology ScoutingInnovation Canvas


Activity StructuringExperience MapContextual AnalysisExtreme UsersPerverted UsersThink Inside the BoxInsight Matrix


Bodystorming / BrainstormingUnfocused GroupSensualizationStoryboardingSecond Life Mock-upsPlatform PlanBusiness Case



Add tools… tailor it to projects.Add tools… tailor it to projects.



1DevelopInsights

5ExploreConcepts

6MakeRoadmaps

7StageExperiences

8People2

Technology3

Business4


Tasks

Tools

Tasks

Tools

Tasks

Tools

Tasks

Tools

Tasks

Tools

Sense trendsDevelop foresight



Ethnographic StudiesShadowing

Technology Mining


Activity Structuring

Contextual AnalysisExtreme UsersPerverted UsersThink Inside the BoxInsight Matrix


Bodystorming / BrainstormingUnfocused GroupSensualizationStoryboarding

Platform PlanBusiness Case



PRACTICAL EXAMPLESPRACTICAL EXAMPLES

Declare intent

Photo-Elicitation

Technology ScoutingInnovation Canvas

Experience Map

Second Life Mock-ups

11

22

33

44

55

66


Declare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55

Second Life Mock-ups66

Hospitality Industry


Declare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55

Second Life Mock-ups66 1


Declare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55


“We will put a man on the moon and bring him back again before the end of the decade.” JFK

Construct a clear Innovation Intent


Declare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55


The Ritz-Carlton Hotels

“We need to change our brand from elegant formality to one of more relevant and relaxed luxury.” Simon Cooper President & COO


Declare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55


“I want to create a fundamentally new category of Hotels… it will have the same features as a Marriott but cost only $20.00 per night.”Ratan Tata Chairman Tata Group

Ginger Hotels (Tata Group)


Declare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55


Summary

Senior executives need to create a point of view and have skin in the game.

An innovation intent clarifies:

An arena of ascending importance – not a slogan or ad campaign.

Valuable stretches we don’t know how to do today.

Base idea: Characterize the next source of industry focus, stretch, and value


Declare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55



Declare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55


Content Analysis of Images

Distribute CAMERAS to Guests along with a set of GUIDELINES for taking pictures.

DESIGN EQUIPMENT

AMENITIES SERVICE

SETTING


Declare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55


Quality of Experience

“Food tray in the hall left unattended and this gives a negative impression and represents a lower quality of service”.Hotel Guest


Declare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55


Evidence of Thoughtfulness

“The staff took time to fold the toilet paper; the attention to detail in the bathroom met my needs”.Hotel Guest


Declare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55

Second Life Mock-ups66PEOPLE

OBSERVATIONALMETHODS

Ethnographic studiesPhoto-elicitationShadowingDeep hanging outVisual diariesVideo ethnographiesCustomer LabsSEGMENTATION

DemographicsPsychographicsTechnographics

Personas, Lifestyle

SELF REPORTMETHODS

SurveysFocus Groups

InterceptsLead User

Interview

ARCHETYPING

EmotionsMetaphor elicitation

Use Observational Methods to discover people’s latent and unarticulated needs.

Summary


Declare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55



Declare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55


Surface Computer Technology

Hotel Lobby Experience: a virtual concierge for finding local restaurants, bars, entertainment, shopping and other services; a digital music jukebox; and a directory with photos and info.Sheraton Hotels and Microsoft, 2008


Declare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55


Tray Tracking Technology

The Tray Tracker System detects food trays in hotel corridors and alerts staff to their location for prompt pick-up.Axxess Industries, Inc. 2008


Declare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55


NFC + RFID Technologies

Guests make an electronic reservation and receive a SMS on their cell phone with room number and secure electronic key, avoiding check-in lines by going directly to their hotel room.Ginger Hotels, IBM, and Vingard 2008


Declare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55


Create Technology Briefs What are the problems to solve

Look for proven technologies Working prototypes Evidence of consumer interest

Determine the areas to look for Produce a Top-10 consumer needs list

Summary

Screen & Evaluate Ideas Log ideas into “Eureka Catalog”


Declare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55



Declare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55


Find the White Space


How you express your offering’s

benefit to customers

How you create an overall experience

for customers

How you connect your offerings to your customers

Core process

Process.

Enabling process

Business

model

FinanceNetworking Product

performance

OfferingProduct system

Service Channel

DeliveryBrand Customer

experience

How you service

your customers

Extended system that surrounds an offering

Basic features,

performance, and

functionality

Core processes related to

core competencies

Non-core processes

that support the business

How the enterprise

makes money

Enterprise structure and value chain

The Innovation Canvas: 10 types of Innovation

Note: adapted from “The Ten Types of Innovation”, by Larry Keeley, Doblin Inc. 1999.


web-basedtravel agent

vouchers

cell phones,Never-Lost

Minimal / none

Some activity

Moderate activity

Frequent activity

Non-stop activity

availability,models

rapid pick-up,rapid return

fleetoptimization

modelingtravel

agentsairport

shuttle busbusinesstravelers

Offering

Core process

Process.

Enabling process

Business

model

Finance

Networking Product performance

Productsystem

Service Channel

Delivery

Brand Customer experience

Rental car industry: stuck in feature warfare

Most competitive activityin the rental car industry is focused here

Note: adapted from the TEKES Report, by Jeneanne Rae, Peer Insight 2007.


web-basedtravel agent

vouchers

cell phones,Never-Lost

Minimal / none

Some activity

Moderate activity

Frequent activity

Non-stop activity

rapid pick-up,rapid return

fleetoptimization

modelingtravel

agentsairport

shuttle busbusinesstravelers

Offering

Core process

Process.

Enabling process

Business

model

Finance

Networking Product performance

Productsystem

Service Channel

Delivery

Brand Customer experience

chargeinsurers

• Now largest ($6.9b vs. $4.9b for Hertz, $2.5b for Avis)• Targets the occasional renter• Uses the insurance company channel• Brings the car to the renter; avoids airport cost structure

brings car to you

occasional rentersinsurers

availability,models

Rental car industry: Enterprise breaks out of the pack…

Note: adapted from the TEKES Report, by Jeneanne Rae, Peer Insight 2007.


Declare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55


Summary

Challenge Projects Add dimensions of experience and better business models

Use the ones that matter most Ensure you have a shared understanding of which dimensions you should concentrate

Make a Splash Use enough of them to make a splash (3 or 4 fields, changed at once, are disruptive)


Declare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55



Declare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55


Sample Experience Map


Declare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55


Summary

A. Physical Evidence

B. Customer Actions

C. Onstage Contact Employee Actions

D. Backstage Contact Employee Actions

E. Support Processes


Declare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55



Declare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55


Exploring Concepts

For Starwood, opening aloft in Second Life is a way to test-market the hotel's design and rapidly prototype the evolving concept.Starwood Hotels and Linden Lab, 2006


SummaryDeclare intent11

Photo-Elicitation

Technology Scouting

Innovation Canvas

22

33

44

Experience Map55


Select your Virtual WorldBuy an island or a plot on the mainland? Create a tribe or join an existing one?

Verify your Target MarketDetermine if your target market is in the virtual world

Conduct Qualitative ResearchUse real avatars to test your virtual world concept


Discuss Innovation Thinking

Discuss Experience Thinking

Describe an Innovation Process

Introduce some Innovation Tools

Share some practical examples

LEARNING

OBJECTIVES


Q&A


REFERENCIAS

Book “Innovation Hardwired”AMAZON Books http://www.amazon.com

Visit my Websitehttp://innovationinsight.net/

Join my Networkhttp://www.linkedin.com/in/goncalves

Skype Mealexis_goncalves

Designing Innovative Experiences

Technology

Transcript of Designing Innovative Experiences