from empathic design to content leadership by valerie bourdeau

/ /

From empathic design to content

leadership AKA from UX design to customer driven innovation

Date of publication (13-11-14) Valérie Bourdeau /

/ /

V

Valérie Bourdeau Date of publication (13-11-14)

/ /

Date of publication (DD-MM-YY) Author

/ / Author Date of publication (DD-MM-YY) Author Date of publication (DD-MM-YY)

/ /

Date of publication (DD-MM-YY) Author

Consolidated turnover

EBITDA

Net profit

Own capital

Net cash position

Employment

132 mio

+/- 18%

8 mio

133 mio

+/- 55 mio

+/- 620

/ / Date of publication (DD-MM-YY) Author

Ageing in place Environmental and Energy Concerns

Flexible living arrangements Well being & Safety

/

Family houses & Apartments

1 2

Schools & Offices Care Homes & Service Flats

3

Residential & Small Commercial buildings

/

Solutions in Key Functional Domains

Energy

Care

Lighting

Access

Home / Building Control

/ / Author Date of publication (DD-MM-YY)

Niko (3/6)

/ /

Date of publication (DD-MM-YY) Author

/ / Date of publication (DD-MM-YY) Author

/ /

Date of publication (DD-MM-YY) Author

/ /

Date of publication (DD-MM-YY) Author

/ /

Date of publication (DD-MM-YY) Author

/ / Date of publication (DD-MM-YY) Author

From customer experience

to customer journey

to customer driven innovation

/ / Date of publication (DD-MM-YY) Author

• Your customers are the experts on your market, because they

are your market => use them as such

• The closer you feel to your customer, the more you empathise

with their needs and drivers, the more rewarding it is to work for

them

• Visualise all touchpoint experiences and ideas for improvement

will automatically follow

• Share your findings to create a customer centered mentality

/ /

Date of publication (DD-MM-YY) Author

/ /

What did we do?

Observartions in the field to see which problems show up when

installing NHC.

- observations in different stages

- putting the cables into the wall

- just before completion

- after completion

- programming

Author Date of publication (DD-MM-YY)

/ /

What did we see?

Author Date of publication (DD-MM-YY)

/ /

What did we see?

Author Date of publication (DD-MM-YY)

• Don’t ask for new feature suggestions – observe the

workarounds

• Customers are pleased to be asked

• Assumption check

Findings

• Cold, dark, wet & dirty environment at first

• Noisy, lots of people, lots of movement, - difficult to concentrate

• Difficult to keep track of belongings

• Frequent interruptions: arrival of client, helping out others

• Desk work vs buildingsite work – context!

• …

/ /

What did we see?

Author Date of publication (DD-MM-YY)

/ /

What did we see?

Author Date of publication (DD-MM-YY)

Programming with no NHC background (@niko)

Installer has to complete an exercise in the NHC software.

All his actions are captured in a movie .

/ /

What did we note?

Author Date of publication (DD-MM-YY)

While observing we noted down several things:

- quotes from the installer

- things that cauth our eye

- the enviromental conditions

- …

These notes are split up in 6 categories:

- good installation practices

- context driven

- learn by doing

- product improvements

- step by step check

- separation between thinking & actions

/ /

Customer journeys

Date of publication (DD-MM-YY) Author

/ /

The Niko experience?

• How do we want to be perceived by the customers?

• How to translate this into design objectives which are maintained

in the entire communication & interaction chain towards the

customer.

• How to transmit this image to build a strong customer experience

over all the touchpoints with the customer.

• How to involve the entire company to direct their efforts in the

same customer strategy, to deliver a successful customer

experience.

Date of publication (DD-MM-YY) Author

/ /

End User drivers

Date of publication (DD-MM-YY) Author

/ /

Installer drivers

Date of publication (DD-MM-YY) Author

independence

wealth

challenge pride

/ /

Installer drivers

Date of publication (DD-MM-YY) Author

/ /

Date of publication (DD-MM-YY) Author

/ /

Date of publication (DD-MM-YY) Author

/ /

Date of publication (DD-MM-YY) Author

/ /

Date of publication (DD-MM-YY) Author

/ /

Customer driven innovation?

Date of publication (DD-MM-YY) Author

• Take customer drivers as a starting point for any development,

not technology or resources

• Customer = any potential client ≠ current buyer

• Analyse any change in the customer context and continuously

formulate concepts around them

• Think of solutions instead of products

• Share your findings internally

/ / Date of publication (DD-MM-YY) Author

Product Solution

/ /

Product

Date of publication (DD-MM-YY) Author

Solution

/ /

Date of publication (DD-MM-YY) Author

Solution 1 Solution 2

/ /

Tech-nology

partners

Date of publication (DD-MM-YY) Author

Customer driven innovation

Customer drivers

Customer context

Solution

/ /

Technology?

Date of publication (DD-MM-YY) Author

/ /

Content leadership

• Content leaders see the story others don’t

because they live and breathe the industry

Date of publication (DD-MM-YY) Author

/ /

Content leadership “live”

• Brown bags

• Observations by all

• Small scale experiments – fail fast fail often

• Funeral of projects

• Wall of shame

• The assumption pitfall

• Inside out vs outside in

• Ecosystems development

• Competiton analysis based on customer drivers

Date of publication (DD-MM-YY) Author

/ /

Content leadership

• Visibility

• Credibility

• Human factors

• Accessibility

• Legibility

• Language

Date of publication (DD-MM-YY) Author

/ /

Date of publication (DD-MM-YY) Author

From empathic design…

/ /

…to customer driven innovation

Date of publication (DD-MM-YY) Author

/ /

Date of publication (DD-MM-YY) Author

Reading list