Trend- og brukerdrevet innovasjon
© Bengal as
09 Brukerdrevet innovasjon
Mange firmaer har store mengder informasjon i basene sine. Men hvordan skal de konvertere denne kunnskapen til nytte i innovasjonsarbeidet?
Agenda
Samfunn i endring – kontekst i dag
Brukerdrevet innovasjon – hva er det?
Bengal – cases så langt
Samfunnet og den teknologiske utviklingen opplever en akselererende endringstakt
1940 -1970 1970 -1990 1990 -
Valgsamfunnet ”The paradox of choice – why less is more”
http://www.theonion.com/content/video/sony_releases_new_stupid_piece_of
”Post Scarity” (post W.Wars)
”Post Abudance” (last 3 decades)
J. Walker Smith, -president of Yankelovich Partners, Inc & Fortune magazine as "one of America's leading analysts on consumer
trends,
”People don’t buy products they buy
soultions to problems”"
TED LEVITT"
PROFESSOR A LEGENDARY MARKETING SCHOLAR AND FORMER
HARVARD BUSINESS REVIEW
”New needs will have to be discovered… It
means thinking about how to give
customers less in ways that deliver
more value to their lives”"
J Walker Smith
De fleste bedrifter
Nytt Produkt
Marked
Kommunikasjon PR
Reklame
KUNDEOPPLEVELSER – MENING?
Bedrifters behov + Kundedata = ok?
Noen få bedrifter
Nytt produkt/tjeneste eller løsning
Kommunikasjon PR
Reklame
KUNDEOPPLEVELSER - MENING
KUNDEOPPLEVELSER – med MENING
Marked
Fremtiden
Nytt produkt/tjeneste eller løsning
Kommunikasjon PR
Reklame
KUNDEOPPLEVELSER - MENING
KUNDEOPPLEVELSER – med MENING
Marked
KUNDE - OPPLEVELSER
- MENING
KUNDE- OPPLEVELSER
- MENING
KUNDE- OPPLEVELSER
- MENING
Bengal’s mål = Brukerdrevet innovasjon: Se heller verden fra brukernes ståsted!
Business Akademisk Sosialt Basert
”Outcome-driven Innovasjon”
”People-Centred Innovasjon”
Brukerdrevet innovasjon
Anthony W. Ulwick: published dozens of articles on strategy and innovation including the Harvard Business Review
“Ninety percent of newly launched consumer products languish on-store shelves.
Statistically average customer “type” and then envisioning products that will satisfy that type. But human beings don’t behave like statistical averages.
So most new offerings aren’t meeting real people’s needs.”
“Customer outcomes” - drive innovation
1. Deconstruct the process associated with existing products
2. Interview consumer who use the products – difficulties and ideal scenarios (forventninger, krav, ønsker, drømmer eller usikkerhet)
3. Translate solutions into desired outcome 4. Rate the outcomes importance to customers and
identify unsatisfied outcomes 5. Brainstorm innovations that meet those unmet
needs
Source: Anthony W. Ulwick; CUSTOMER DRIVEN INNOVATION 2008 , Havard Business Review
Mapping a Customer Job - ”Credit card cancelling”
1. Planning – Lost wallet -cancel cards
2. Gathering required resources – telephone – effective, quick , & easy
3. Setting up the environment – Wait for new code and cards
4. Verifying – that they are ready to begin – receive both
5. Executing – the job – new process .. mistake.. New order
6. Assessing how they are doing – little flexibility, rude customer services
7. Making change to improve the execution – new supplier ?
8. Concluding the job – cheaper, easier
Source: Anthony W. Ulwick;
CUSTOMER DRIVEN INNOVATION, 2008 ,
Havard Business Review
Business Akademisk Sosialt Basert
”Outcome-driven Innovasjon”
”People-Centred Innovasjon”
Brukerdrevet innovasjon
People-Centred Innovasjon
”Team work is a key factor for successful change”
”Focus on the individual worked in the industrial revolution and now we are in the technological
revolution – we need to work across disciplines and think more holistically in order to meet the fast
pace world we live in – adaptability and flexibility”
Anna Kirah – interview with..by Elina Jokisalo (2008)
People-Centred Innovasjon ” Innovation is for everyone. In companies, the keeper of best ideas could be the janitor or the receptionist, yet no-one thinks to ask them.”
“When we focus on people and meaning – innovation just happens.”
Anna Kirah – interview with..by Elina Jokisalo (2008)
Hvem og Hva?
• Viktig – hvem snakker man til? Noen verbaliserer bedre enn andre!
• Viktig - hvordan stiller man spørsmål og hva spør man om?
• Hvilke verktøy man bruker!
Hva kunden KAN si noe om
Hva kunden V
IL si noe om
Bevisst Ubevisst
Vil si
Vil IK
KE si Observasjon
Ny uventet kontakt
New Product Design Workshop
Memory is simply ways we store and recall things we've sensed.
Recalling memories re-fires many of the same neural paths we originally used to sense the experience and, therefore, almost re-creates the event. Memories of concepts and ideas are related to sensed experiences because we extract the essence from sensed experiences to form generalized concepts. Source: April Holladay, Wonderquest
False memories
”About one-third of the people who were exposed to a fake print ad describing a visit to Disneyland and how they met and shook hands with Bugs Bunny said later they remembered or knew the event happened to them.”
Source: Jacquie Pickrell and Elizabeth Loftus, 13-Jun-2001 University of Washington Bugs Bunny c/o Warner Bros.
Rational VS Irrational "”Emotional Research”
”Human beings tend to think of the brain as the body's chief executive and rational thought as the
predominant force in our daily lives. Some of us grudgingly admit that the subconscious plays a role,
but we waste little time contemplating what that role is outside of the confines of our therapist's office.”
Source; Orli Van Mourik, in Neurontic: Psychology for the Modern Mind. 2007 Photo: Peter Funch
Insight
Trends
Innovation
Anna Gilpin NETT: www.bengal.as
BLOG: www.bengal.blogg.no/blogg/ TWITTER: www.twitter.com/annanip
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