verhaert innovation day 2011 – david pas (verhaert) - the user is always right
DESCRIPTION
Speaker of Verhaert at the 8th edition of our Innovation Day on October 21st 2011.TRANSCRIPT
INNOVATIONDAY 2011
CONFIDENTIAL
The user is always right! But about what?
David PasVerhaert – Innovation Consultant [email protected]
INNOVATIONDAY 2011 22.10.2010
“the voter is always right ?”
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"If I’d asked people what they wanted, they would have asked for a better horse”Henry Ford
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YESthe user is always right
but about what?
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what makes it difficult ?
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the culture of human centered innovation1
does your R&D staff knows the user ?do they know the users hidden needs?
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the factors which block human centered innovation
explorationverificationparticipation
data design research
mainstreamfocus
recommendations
marketing research
facts
abstract
user
broader
insights
2
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turning insights into breakthrough products and services
useful observation, but wrong solution
3
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wrong observation, stupid solution
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good observation, simple solution
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4X?
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good observation, innovative solution
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who’s hidden needs ?
22.10.2010
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good observation, solution is overkill
no guarantee of success4
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incremental or radical
INNOVATIONDAY 2011 22.10.2010
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you can build an unbeatable and sustainable competitive advantage through innovations that do not come from the market but that create new marketsRoberto Verganti
define your strategy
1
incremental or radical
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stra
tegy
market
company
idea
conc
ept
deve
lopm
ent
expl
orat
ion
technology
product
crea
tion
verif
icat
ion
user centered research field
setup a roadmap2
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stra
tegy
market
company
idea
conc
ept
deve
lopm
ent
expl
orat
ion
technology
product
crea
tion
verif
icat
ion
exploration verification
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explorationverification
design researchmarket researchparticipation
data
design team
broader
focus
recommendations
research team
concretegeneral
abstract
qualitative research
cross-functional teams3
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misunderstanding 1 it’s only about usability
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handige e-shop met inspirerende aanbevelingen
zelf publiceren
cross-mediaal
terugkopen
online help
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misunderstanding 2 we have to wait for the proto
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8 = 80 %
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misunderstanding 3 research is expensive
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stra
tegy
idea
conc
ept
deve
lop
INTERACTION TESTMODEL3D VISUALS
key team
task analysis DUMMY STEREOMODEL
stakeholders
engineering teamDEMONSTRATOR
misunderstanding 4 it’s one step in the process
visual diary
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bron : Verhaert
misunderstanding 5 numerous subjects required
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qualitative researchquantitative research
bron : humin
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some of our favouritetechniques
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strategy
idea
concept
develop
whatgetting insights by trying/doing it yourself
whoyourself, design team, R&D team
onderdompeling / trial
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strategy
idea
concept
develop
whatusers report themselves about their experience in a (prepared) diary. Try to prepare the diary with some dedicated questions but leave room for interpretation from the users.Let users present themselves.
whobetween 10-20 users
dagboekanalyse / visual diary
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strategy
idea
concept
develop
whatobserve users in a discrete way why they are using a product. Preferably in their environment.Suitable technique to discover difference between intended and unintended use.
whoBetween 5 and 10 typical users.Quantity is less important, quality matters
schaduwen / shadowing
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strategy
idea
concept
develop
personae
whatgenerating new breaktrough ideas by fantasising and describing some imaginary users and their possible interaction with your future product and/or service.It’s inspiring to imagine also some extreme users
whouser centered design team
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make it visual !
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management recommendations
1identify the factors which currently block the
implementation of ‘human centered design’ driven innovation
2choose a key project on which to apply it
3 create a multi-disciplinary team, skilled in relevant
techniques, to conduct research and design breakthrough products
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“the best way to predict the future is to invent it”Alan Kay
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