N.gridley, viadynamics customer led innovation

Customer led innovationDefining, shaping and making the new

Innovation Feast, WMG

11th December 2014

Approach\What

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Making innovation happen

We help people and organisations who want to build their

businesses, grow their brands or transform their products

and services.

Like them we believe the future can be different and better and that

innovation is the best way to create new value and deliver growth.

For over 16 years we have worked with global organisations,

ambitious challengers and high potential start-ups.

Defining, shaping and making the new

Viadynamics the expert innovation partner

© 2014 Viadynamics\Credentials

Defining, shaping and making the new

Via\Approach

Define – set new directions & optimising choices

Strategies, platforms, roadmaps and portfolios – we generate, assess

and prioritise the opportunities that will translate strategy into action.

Shape – develop new leaders & innovation capabilities

People, cultures and processes – we provide training, tools, techniques

and the support to shape innovation leaders and teams.

Make – spearhead new solutions & ways of working

Businesses, products, services, and brands – we help to design

experiences that are compelling for customers, consumers and users.

Innovation opportunities

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We help businesses, organisations and leaders maximise theimpact and resolve the uncertainties of innovation


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IDEAS SOLUTIONS

5© 2011 Viadynamics\Presentation title here

IDEAS SOLUTIONS

Innovation opportunities

Via\Approach

6© 2014 Viadynamics\Credentials

We engage with teams, leaders and organisations to enable them to

to think and work in new ways

To craft new experiences and build new solutions for people,after all… “innovation, begins and end with people”.

“Science of theplausible”

“Art of thepossible” “Politics of the

achievable”Business

Design

Technology

People

We bring together the perspectives necessary to explore andidentify the possible, plausible, achievable and viable

Making the new happen


Global leaders and challengers

We have helped make innovation happen, delivering newgrowth and value for:

Via\Collaborations

We have designed and delivered programmes that develop newcapabilities and identify opportunities for:

Making the new… relevant and achievable

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World class organisations and institutions


Via\Collaborations

ESIGN 4EXCELLENCE

Making the new… viable and scalable

We have accelerated, de-risked and helped scale new ideasand businesses with:

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Growth business and innovative start-ups


Via\Collaborations

Whether developing new technology (push) or lookingfor the next market opportunity (pull), we believe thatfocusing on customers and users is essential forinnovation.

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Focussing on people

Customer led innovation

© 2014 Viadynamics\WMG Innovation Feast

WMG\Innovation Feast

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Customer Led Innovation?



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Customer Led Innovation?



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Company Customers & users

It begins and end with people…

Innovation focus


DeliverSolutions which work

DevelopPotential solutions

DefineThe areas to focus on

DiscoverInsight into the problem

Pro

ble

m

Pro

ble

mD

efi

nit

ion

So

luti

on



Innovation model

Experience Led Innovation

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Innovation begins & ends with people‘Innovation begins with an eye’

15© 2014 Viadynamics\WMG Innovation Feast

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Understanding, segmentation and focus

Who are our customers and users?


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Different time, context, attitudes and behaviours

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Who … e.g.

pays for it? Customer

uses it day to day? User

told someone else to buy it? Specifier

selects it? Buyer

transports it and delivers it? Logistics

installs it? Installer

sells it to the customer? Retailer

looks after it is it goes wrong? Service

Key insights can come from anyone in the chain..

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Extreme(Power users)

Extreme(Rejectors)

Core


Understanding our customers and users?


Relevant extremes…

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Relevant extremes…

ExtremeExtreme Core


Understanding our customers and users?


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What is their experience journey?


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What is their experience journey?


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How do we look through the eyesof our ‘customers’?


Section title\More text here


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They are not always aware of what they actually do

They don’t behave as we expect

They often don’t know what they want next…

“What people say they do, and what they really do

are very different things”

Proctor & Gamble Researcher


Challenges working customers & users?


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GenerativeTo explore current ‘pain-points’ and un-met needs, and generate new ideas

EvaluativeTo evaluate options in the development process and make decisions

ValidatoryTo validate pre or post launch to adjust and optimise



Research objectives?

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Largesamples

Great forvalidation!

Smallsamples

Great forinnovation!

Market vs. User research?



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DiariesVideo ethnography

Observation & ShadowingContextual Enquiry

User testingCo-creation

Market ResearchQualitative / Quantitative evaluation

Range of methods…

Research techniques?



Section title\More text here

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Exercise

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One person on each table eats a yoghurt

The rest of the table observes.

Note down everything you see.

Observational research



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P.O.S.T Framework:

» Pain Points

» Opportunities

» Surprises

» Types

Are there any common issues emerging?

What did they find difficult?

What did you spot that they need?

What surprised you? (about their behaviour)

What did people do differently to one another?

Observational research - insights



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Think about ideas & solutions for:

» Families on a picnic

» Meals on a flight

» Singles at home

Consider also the customer journey:

before, during and after eating

Idea creation



Before During After

Unipath, having originally created the OTC pregnancy testing category, neededto reassert its leadership and appointed us to review their strategy.

We worked with them to develop new…

» Insights – obsessive focus on the end user needs

» Proposition – changing the category rules

» Experience – shaping 360° user experience solutions

» Business value – growing market share and business value – acquired by(Inverness Medical) SPD for £150m

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New insights, proposition, experience and business value


Clearblue

Via\Case Study

Unipath

Encounters\Unipath

© 2014 Viadynamics\BAT37


New propositions, services and customer relationships

Via\Case Study

AXA’s UK marketing director appointed us in 2009 to help define customerexperience breakthroughs across all business units.

Since then we have continued to help AXA develop new…

» Ways of working –‘Proof Point’ experience innovation process & tools

» Propositions – beyond insurance ‘products’ to health & wellbeing solutions

» Experiences – we’ve defined, shaped and are making Apps, Web and data

» Connections – one to one, one to many, disintermediation & expansion


AXA PPP Healthcare


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Kano, Noriaki: Customer satisfaction model

KANO: Customer satisfaction model



Q&A?

Thank you