Ideation Preso Final (Eccix + Results)

© The Creative Problem Solving Group, Inc. 2007

Reducing Time to Revenue by Fulfilling Unmet Customer

Needs: A GEMagination™ Case Story

A presentation for

ECCI X

ByDan Phillips, Alcatel-Lucent

Scott Isaksen, The Creative Problem Solving Group


PLAN FOR THE SESSIONPLAN FOR THE SESSION

1. To highlight the need for the industry and Alcatel-Lucent to take a new approach to NPD.

2. To overview the GEMagination™ approach that was taken

3. To highlight the results

4. To engage you in some interaction and feedback

ECCIX PresentationSection 1: Why in the World did we do this?

Dan Phillips

October 2007

4 | Presentation Title | Month 2006 All Rights Reserved © Alcatel-Lucent 2006, #####

ECCIXContents: What prompted this line of thinking and ultimately this project?

Understanding the position in the industry lifecycle

Understanding the motivation behind this approach

What we learned during the RFP process

Rationale for selecting the consultancy


ECCIXUnderstanding the position in the Industry Lifecycle

The Communications Industry is at a Cross Roads!

We are moving at an accelerating pace toward software only products in a mature and continually aging industry.

Significant Economic Efficiencies are generated by reducing rework and eliminating design errors.

“One study at a large defense contractor found that 54 percent of all the errors were discovered after unit testing was complete, and that 45 percent of these were requirements or design errors.” (Davis 1993).

“Other studies also indicate that 40 to 60 percent of all defects found in a software project can be traced back to errors made during the requirements stage.” (Karl E. Wiegers, Principal Consultant at Process Impact, Sandra McKinsey, Senior Product Manager at Serena Software, Inc.)

As industries mature the successful companies are those that make the transition from “Inside-Out” to

“Outside –In”.

Michael Porter, PhD


ECCIXWhat prompted this line of thinking and ultimately this project?

Monetization of IMS technology for our Carriers and the eventual success of IMS in the industry is predicated on the adoption of applications provided to our Carrier’s for their customers.

If this doesn’t begin soon competitors such as Google, Yahoo, eBay and Amazon will be providing these solutions via substitute technologies (Web Mashups) and millions of dollars of IMS investment will be wasted.

The initial applications development program required 18 months to generate the first 5 scenarios of which 2 were taken to product.

18 Months ago our customer’s executives announced the need to be able to launch “a new application each week” on IMS once the first one was launched

There was no funnel of ideas beyond the first 2 that took 18

months to develop!


ECCIXWhat’s in it for my company?

Accelerate internal change through a greater understanding of our customer’s Customers!

Greater Resource Alignment Reduced development rework (Savings in R&D $’s and greater

productivity) Higher ROI overall (Less products with minimal returns!) Much faster time to market (1st to Market usually takes lead

position)

Ideation Research up-front focuses Market Research investments during the NPI process Rifle vs. Shotgun approach to TAM, Segmentation, Pricing,

Positioning & Messaging, Naming, Etc. research

Reduces NPI Market Research Investments

New Revenue Producers Opportunity to sell “Levels of Exclusivity” on the Ideas we

generate and ultimately secure pre-RFP approvals to provide the solutions!


ECCIXWhat we learned during the RFP Process!

There are two main sources of innovation:

the traditionally recognized source is manufacturer innovation

only now becoming widely recognized, is end-user innovation

Eric von Hippel of MIT has identified end-user innovation as, by far, the most important and critical in his classic book on the subject, Sources of Innovation.

More recent theoretical work shows that innovation does not just happen within the industrial supply-side, or as a result of the articulation of user demand, but though a complex processes that links many different players together - not only developers and users, but a wide variety of intermediary organizations such as consultancies, standards bodies etc.

Work on social networks suggests that much of the most successful innovation occurs at the boundaries of organizations and industries where the problems and needs of users, and the potential of technologies can be linked together in a creative process that challenges both.


ECCIXWhat we learned during the RFP Process!

In support of the more recent findings in academia focused on the science of Innovation and Idea Generation we created an RFP for Consultancy support for the “integrated approach” involving End Users, Consultants, Applications Developers, Carriers and Marketing Experts.

We also applied some basic ground rules to the Process:

The ALU team would lead the project

The process used had to be: simple, easy to use, both qualitative and quantitative in nature, statistically valid and driven first by both perceived and underlying customer need!

Return initial results in 6 months or less

After careful consideration the team selected Creative Problem Solving Group in Buffalo led by Professor Scott Isaksen,

PhD


As a lead user of GEMagination™ P&G:

Added 73 new consumer needs within 4 months to their

existing 23 on the QFD list (from 3 years of effort)

Identified over 30 concrete new product opportunities to

existing lines and brands

Integrated consumer insight on needs to follow through for

additional new products and acquisitions

Based on deeper meaning of needs increased launch

success rate on a global basis

ECCIXRationale for selecting CPSB


Reducing Time to Revenue by Fulfilling Unmet Customer

Needs: A GEMagination™ Case Story

Section 2

A presentation for

ECCI X

ByDan Phillips, Alcatel-Lucent

Scott Isaksen, The Creative Problem Solving Group


THE “FUZZY” FRONT ENDTHE “FUZZY” FRONT END

Where you find yourselves is sometimes referred to as the “fuzzy front end” of innovation. The reason that it is called the fuzzy front end is that most organizations do not have well-defined processes and procedures to deal with obtaining and making use of consumer insight.


THE STAGE-GATE PROCESSTHE STAGE-GATE PROCESS

The mystery within most NPD efforts is the discovery stage.


THE DISCOVERY STAGE - PRE GATE ONETHE DISCOVERY STAGE - PRE GATE ONE

What most organizations need are tools to understand their customers well and analyze that information, in order to help identify the opportunities that can lead to concepts that meet the needs of those customers.


TRADITIONAL MARKET RESEARCHTRADITIONAL MARKET RESEARCH

People sometimes say what you want to hear in focus groups.

What focus group research said they needed…



Sometimes only ideas from the boardroom are considered.

What senior managers thought was needed…



Sometimes surveys are not quite accurate.

What market research surveys told us…



Sometimes, the best thing is to acquire consumer insight.

What the end-user really needed…


THE GEMagination™ METHODTHE GEMagination™ METHOD


FOUNDATION OF GEMagination™FOUNDATION OF GEMagination™

CONSCIOUSFOCUS GROUPS

MARKET SURVEYS

TRADITIONAL BRAINSTORMING

ETHNOGRAPHY

ERGONOMICS

ARCHETYPAL

IMAGERY

PATTERNS OF

BEHAVIOR

DEEP NEEDS, DRIVES

AND ASPIRATIONS

COLLECTIVE UNCONSCIOUSNOT DIRECTLY

ACCESSIBLE


GEMagination™ PROJECT OVERVIEWGEMagination™ PROJECT OVERVIEW

IdentifyingNeeds

Phase I

GeneratingIdeas

Phase II

DevelopingConcepts

Phase III

PrioritizingConcepts

Phase IV

Most projects include four major phases.

QuickTime™ and aNone decompressor

are needed to see this picture.


GEMagination™ MAKES DISTINCTIONSGEMagination™ MAKES DISTINCTIONS

NEEDS

IDEASTASKTASK

APPRAISALAPPRAISAL

CONCEPTS


GEMagination™ PHASE I GEMagination™ PHASE IIdentifyingNeeds

Following a proprietary approach to guided imagery, participantsgenerate problem statements and then focus on their “hits”


GEMagination™ PHASE I GEMagination™ PHASE IIdentifyingNeeds

Outcomes are themed and analyzed then the Project Teamdecides on areas for Idea-Generation


GEMagination™ PHASE II

GEMagination™ PHASE II

GeneratingIdeas

Ideas are generated and focused - and the Project Teamdecides on areas for Concept Development


GEMagination™ PHASE III

GEMagination™ PHASE III

DevelopingConcepts

Expanded Project Team prepares concepts and consumersco-create the final concepts - with graphic facilitation


GEMagination™ PHASE IV

GEMagination™ PHASE IV


Final concepts are prioritized by a larger group of consumers

1

Concept 1 Concept 2 Concept 3 Concept 4 Concept 5 Concept 6 Concept 7 Concept 8

0

200

400

600

800

1000

1200

1400

1600

1800

Concept

Ranking

Overall Prioritizer™ Results (n=150)

Concept 1

Concept 2

Concept 3

Concept 4

Concept 5

Concept 6

Concept 7

Concept 8


IN SUMMARYIN SUMMARY

A unique, integrated suite of tools that is scalable and repeatable

Archetypal imagery as a means to get below language

VIEW: An Assessment of Problem Solving Style as a selection psychometric

Qualified facilitation of CPS v. 6.1™ to apply appropriate language

The Prioritizer™


are needed to see this picture. The key aspects include:


IN SUMMARYIN SUMMARY

It takes a committed sponsor and project team to get the best results

This is not a traditional market research project

The needs and voice of the consumer lives all the way through the project

The entire project teams plays in integral role all the way the project

The Kick-Off meeting with CPSB and the Project Team really launches the work


are needed to see this picture. Lessons learned include:

ECCIX PresentationSection 3: What did we get out of this project?

Dan Phillips

October 2007


ECCIXContents

From Concepts to Prototypes to Unsolicited Proposal

Ah, but there’s still more!

Now what do we do with that untapped “well of needs”

Looking back over two projects – The Success Factors!


ECCIX From Concepts to Prototypes to Unsolicited Proposal

Phase I Phase II

Developing

Concepts

Phase III


Phase IV

Day 45 Day 90 Day 135 Day 180Day 1

Project

Begin

Project End

Time Line

Application Brainstorming Project

Generating

Ideas

Identifying Needs

Corporate Read-

out

CorporateRead-out

PrototypeDevelopme

nt


ECCIX Now what do we do with that untapped “well of needs”?

Phase I Phase II

Developing

Concepts

Phase III


Phase IV

Day 45 Day 90 Day 135 Day 180Day 1

Project

Begin

Project End

Time Line

Application Brainstorming Project

Generating

Ideas

Identifying Needs

Corporate Read-

out

CorporateRead-out

241 Needs 491 Ideas 6 Concepts


ECCIXSuccess Factors

Read!! Good sponsors and project team members read the outputs from each of the project phases – and are prepared for meetings and phone conferences

Long Term Stewardship – Important to have sponsors who can focus on the specific and short-term outcomes, and also identify the longer-term possibilities

Kickoff: Common Language and understanding – The importance of the kick-off meeting cannot be overstated. Having the full project team prepared is key. Also, the meeting needs to confirm the project pillars and key requirements for the outcomes from the work. The kick-off meeting provides the opportunity to team – among the internal members and between the client group and CPSB.

Karen and Becky – Having project leaders who are responsive, energized and interested is important to the success of the project.



Strong Project Management – Best case is that the project team members and leaders have a common and clear picture of how they manage projects.

Empowered team – clear picture of priorities, consisting of capable members

Open to novelty – GEMagination™ cannot be seen as just another market research study – it is different from focus groups, surveys, and most other consultancies that will make decisions for the sponsor. It will be and feel different and will result in new and unusual insights. The team (particularly the sponsor) needs to be open and receptive to newness. Dare to take risks…

Long intensive internal preparation – The client project team needs to have had some time and energy spent on thinking through what they really want and need from the effort. This will help them make good decisions along the way and deal with the surprises that come as well.



Involve other key people outside the core team – Having other key stakeholders involved can help. Communicating the progress, outcomes and surprises along the way can help with many of the implementation issues.

Internal – acknowledgement and communication – meaning that the project team needs to be involved in communicating the project work to others who may have a vested interest in the outcomes. Also, it means that when reports and requests are sent to the project lead or team, they are acknowledged and responded to.

“Know the sweet spot” – The project team should be lead by someone who knows the key levers and priorities. Helpful to have this include the key targets within the market that will be served by the outcomes.

Ready, Willing and Able – The best GEMagination™ sponsors are prepared for the unique kind of work involved, put energy into helping to make the project work well, and are capable of making good decisions.



Good fit for GEMagination™ requires that the target organization has clear steps for NPD (some clear and shared image of Stage-Gate). It is agreed where the output from the project needs to land. In the best-case scenario, the steps and stages are clear and fully communicated with CPSB and others involved in the project.

Sponsors have sponsors – Good GEMagination™ sponsors know that part of their job is to keep their sponsors in the loop. Sometimes, the outcomes from this kind of project provides surprises and output that may need to be tended by other parts of the larger organization.


ECCIXRecommendations

The Science of Innovation has been documented for centuries. Recently, focus has been on the shift in the sources of Innovative Ideas.

Thank-you for the opportunity to present this body of work!

Questions?

Ideation Research Process and Results Overview

Dan Phillips


Ideation Process Overview

Phase I Phase II

Developing

Concepts

Phase III


Phase IV

December

2006

February2007

April2007

June2007

October 2006

Project

Begin

Project End

Time Line

IMS Application Ideation Project

Generating

Ideas

Identifying Needs

Corporate Read-

out

CorporateRead-out

•XXX Needs241 Needs 494 Ideas 5 Concepts

This Process can now be managed to a timeframe of less than 6 months versus the 18 months it took to create 2 concepts for RIPA.


My Phone My Way

My Phone My Way is a cell phone client that

can be customized via a web portal to

minimize clicks to frequently used apps, to

set up work and/or weekend profiles with

different apps used most, truly customizing

the phone’s apps to your own use patterns;

this app ties in closely with Cingular’s

Magic Phone” prototype and in-house

research.


Priority Preference

This feature that allows callers to give notice

of a high priority incoming call with

subsequent interruption to another subscriber

who is already on the phone. Notice can be

ringtone in any media – tone, text, voice,

video, and can be caller-specific (Mom, Dad,

Caregiver, Hospital); Setup should be via cell

phone or web portal and could apply to

wireline phones or IM or e-mail via PCs, too.


Personal Concierge

Personal Concierge could be called Mobile

411 “on steroids” – including the ability to

find specific businesses or types of

businesses, hear other’s recommendations,

based on where the end user is currently

located; place orders, pay by cell, opt in for

future coupons or advertising; emphasis

was local, as well as travel situations for

consumers.


It’s All About Me It’s All About Me is a real-time way to communicate

your mood and emotional state to everyone who calls

you. For example, your profiles could be

Your profiles are linked to all of the contacts in your

address book. Profiles include: music, images, color,

video, etc. and are applied to your calls when you are

available or not. The network would know your caller’s

device capabilities and would send the message

appropriately.

This application would be helpful in keeping a closer

relationship with the caller or to enhance or strengthen

the relationship with the caller. •“It’s a Totally Awesome Day!”

•or

•“I’m really busy. Tread Cautiously. I may bite!”

•or

•“I’m in a meeting but will call you back shortly.”


Super Collaboration Tool

Effective collaboration is key to increasing the

success of business projects. This tool provides a

platform for project team members to meet, view

status and share information in a mobile or desk

based environment. Team members are able to view

project plans, view member project status and view

member communication availability. Members also

have the ability to post information, create ad hoc

conference calls and simultaneously work/collaborate

on information as they communicate via voice.

Providing team members with real time access to

information and team members will increase

individual productivity, project productivity and

project completion.


One Process Output This concept is a personalized automated medical monitoring system linking various medical devices to cell phones that allows continuous remote supervision of patients without the need of healthcare providers’ presence to test and monitor vital signs or measurements such as Blood Pressure, Temperature, Pulse Monitor, ECG, Glucose monitors/readers to test insulin levels, Protein/Iron/Pus level in urine etc.

It increases patients’ mobility without denigrating their care, particularly for chronic disease management.


Benchmark for My Phone My Way – Phone with Voice and Data


Benchmark for Priority Preference – Parental Controls


Benchmark for It’s All About Me – Ringtone Downloads


Benchmark for Personal Concierge – Mobile 411


Benchmark for Super Collaboration Tool – Project Management Software


Overall Consumer Results

0

200

400

600

800

1000

1200

1400

1600

1800

Ranking

1

Concept

Consumer Prioritizer Results (n=153)

Phone with Voice and Data

MyPhone My Way Interface

Priority Preference

Personal Concierge

Mobile 411

It's All About Me

Parental Controls

Ringtone Downloads


Overall Enterprise Results


AT&T Mobility’s Second Ideation ProjectThe Ultimate Messaging Experience

AT&T Prioritizer™ Results Overall

Success Factor (n=150)Ranking

It can translate voice into text. 1411

It learns and adapts to my preferences. 1252

When I send a message, it conveys emotion and my meaning is understood.

1217

The message gets a guaranteed response. 975

There is a spell-check function. 931

I can send messages to groups of people. 916

I am able to organize my messages. 842

I am able to express my artistic side in my messages. 644


www.alcatel-lucent.com

Ideation Preso Final (Eccix + Results)

Technology

Transcript of Ideation Preso Final (Eccix + Results)