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Carolyn Parkinson

Technology Transfer Specialist

Experience Led Innovation

Putting the Customer First

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Let’s talk about…

• Understanding customers and users

• Not about being a slave to customers’ whims

• Gaining insights which will help you meet your businessobjectives

• Purposely designing for the experiences and behaviours youhope to create for users of a product or service

• We call this:

Experience Led Innovation

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Experience Led Innovation (ELI):

Innovation that is informed byunderstanding how people use orexperience a product or service

What is Experience Led Innovation?

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Put yourself in the user’s shoes

… now how does your offering look?

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Experience Led Innovation

• All products and services create experiences and behavioursfor users

• These may be purposeful, or accidental

• Getting it right is a competitive advantage

Our key message to SMEs:

We can help you better understand the user experience topromote and inform innovation to grow your business

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Understand the user perspective

What does this button do?

• Close the door?• Provide illusion of control?

• ‘Fake affordance’

Design question:Is there anything to be gained from makingsomething look like it works one way, whileactually doing something else (or nothing atall)?

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How many peoplewould push the wrongbutton for this lift?

Understand the user perspective

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Understand the user perspective

Confusing user interface

Result:• frustration• wasted time• poor quality data

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Getting it right…

“the user experience iswhat we care about most”

Steve Jobs

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Experience Led Innovation

• A deliberate focus on the user experience can unlockpowerful insights

• An enormous amount of research is out there

• This can be used by businesses to create competitiveadvantage

• Designing desired behaviours aligned with business goals

• Creating physical or digital experiences and journeys

• Making use of sensory input and emotions

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Research base

Professor Paul Jennings

Professor of Experiential Engineering

Dr Rebecca Cain

Associate Professor of Experience Led Innovation

• Paul and Rebecca are supported by over 20 researchers working inthis area

• Cross discipline team includes designers, engineers, human factorsspecialists, psychologists, computer scientists, marketers, and more.

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Introductions

Carolyn ParkinsonTechnology Transfer Specialist

Christopher BrownKnowledge Transfer Specialist

Experience Led Innovation SME team

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Could my business benefit from anExperience Led Innovation approach?

1. How easily can customers access your product orservice?

2. Could your products be designed to work better?

3. Is your product being used in the way you intended?

4. Are you struggling to get your products accepted in themarketplace, and don’t know why?

5. Does the experience of your service match your brandvalues?

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ELI Business assistance at IIPSI

Access Experience Led Innovation support via:

1. IIPSI Innovation Programme

2. Experience Led Innovation Toolkit

3. Customised intensive business support projects

Extent of support offered is determined by thepotential for resulting business growth impact.

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IIPSI Innovation Programme:Experience Led Innovation

• Two day (minimum) programme

• Day 1: general introduction, including specialistworkshop taster• Workshop session: ‘Design with Intent’

• Day 2: Specialist full day Experience Led Innovationworkshop:

‘People Centred Innovation’• Equipping you with a range of tools and skills to

apply directly to your organisation

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Experience Led Innovation Toolkit

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Experience Led Innovation Toolkit

• A flexible suite of tools to address a range of experience-relatedbusiness challenges

• Tools selected and interpreted for their appropriateness forSMEs

• Intended to unlock insights in user-focussed design, customerexperience, and innovation for products, features, and services

• We work with SMEs to select the most effective tool for aparticular challenge

• Custom delivery by WMG specialist staff

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Experience Led Innovation Toolkit

Want to know more?

• Full session on the toolkit duringInnovation Programme specialistDay 2 ‘People Centred Innovation’

• Next workshop date:• Wed 22nd May• Includes new module:

UX: Digital User Experience• registration now open!

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Customised intensive projects

WMG specialists work closely with SMEs over a period of time on aspecific challenge aimed at achieving measurable growth.

Business challenges where ELI could assist include:

• Physical product design/launch: best practice application, designfor user experience, cross discipline input

• Innovation launch: understanding your market, aligningdevelopments with early user behaviours

• Service design: exploiting key connection opportunities, removingfrustration and roadblocks

• Visitor experience: simplifying experience, maximising engagement

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Case Study: Mayridge Ltd

• Mayridge provides a fully integrated approach tolive business events and exhibiting, worldwide

• Highly respected international supplier

• Mayridge had ambitious growth plans, and wereeager to bring innovation to the sector

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Mayridge Exhibition stand demonstrator

• Demonstrator and ‘living lab’ collaboration installed in IIPSI

• Exploring Experience Led Innovation tools for business behaviour creation

• Physical and digital experience design, applicable to wide range of businesssituations

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Design with IntentCarolyn Parkinson

Technology Transfer Specialist

Experience Led Innovation

Christopher BrownKnowledge Transfer Specialist

Experience Led Innovation

Carolyn Parkinson

Technology Transfer Specialist

Experience Led Innovation

Christopher Brown

Knowledge Transfer Specialist

Experience Led Innovation

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Design with Intent

• This tool pulls together extensiveresearch into how design influences realuser behaviour

• Intended for situations where you wantto create (or prevent) a specific action,perception, or behaviour

• 101 cards provoke ideas by askingquestions and giving examples ofparticular principles (or design gambits)in action

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Design with Intent

“I use the term Design with Intent to mean design that's intendedto influence or result in certain user behaviour.”

“This reflective approach can be valuable for designers: beingaware that we're designing not just products, not justexperiences, but actually designing behaviour at one level oranother. Whether we mean to do it or not, it's going to happen,so we might as well get good at it.”

Dan Lockton, creator of Design with Intent

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Scenario: the challenge

We are launching a Gourmet Burger van

Our objectives:• Attract customers• Have successful products• Achieve sales• Profitable operation• Create a buzz• Beat the competition

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Scenario: the challenge

The competition….

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8 lenses, 101 gambits

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Gourmet Burger challenge

• One team per table

• Develop your offering using the Design with Intent cards to assist

Type of product? Branding/marketing approach?

Competitive strategy? Target market?

• Rapid idea generation

• Brainstorming rules: anything goes!

• Consider each card

• Write ideas on Post-it notes

• Attach to the card which inspired it

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Gourmet Burger challenge

Assign roles within your team:

• Whip – your role is to ensure all ideas get written down

• Adjudicator – you make the final decision on your team’s Top 2 ideas

• Spokesperson – you will present your team’s Top ideas to the room

• All – write down your ideas, then convince your team they are brilliant

25 minutes to develop yourbrilliant competitivebusiness ideas!

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Scenario: the challenge

We are launching a Gourmet Burger van

Our objectives:• Attract customers• Have successful products• Achieve sales• Profitable operation• Create a buzz• Beat the competition

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Some useful terminology (if needed)

Affordance: quality which allowsan action to be performed

Meme: a behaviour whichspreads from person to person

Ludic: game-like

Kairos: the concept of apropitious time for action; theright time for the right action

Affordances can be correct,false, or hidden

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Gourmet Burger challenge

Tell the room:

• Your business approach / concept

• Top two ideas that contribute to success

• The Design with Intent card which inspired the idea

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Don’t forget…

Want to know more?

• Full session on the toolkit duringInnovation Programme specialistDay 2 ‘People Centred Innovation’

• Next workshop dates:• Wed 22nd May• registration now open!

• Customised project?

• 1-2-1 consultation opportunitiesfrom 3:30 pm today