01 people centred 2. innovation starts with… who is the customer / user? who pays for it? customer...
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01 People Centred
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innovation starts with…
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Who is the customer / user?
Who pays for it? CustomerWho uses it day to day? UserWho told someone else to buy it?SpecifierWho selects its? BuyerWho transports it and distributes it?LogisticsWho installs it?InstallerWho sells it to the customer? RetailerWho looks after it is it goes wrong? Service
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Learning from users
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ExtremeExtreme Core
Look at extremesLooking at the edges will tell you more
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ExtremeExtreme Core
Extreme usersSome extremes….
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Image courtesy of BAA & British Airways
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What is their journey?
They experience over time….
A customer journey mapA Persona
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Key Points: People Centred
Don’t create ideas in a vacuum Seek to understand people’s
needs…by spending time with them
Observing people and their environments up close can reveal
fresh opportunities to innovate Better still, involve them (co-
create).
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02 Divergence & Convergence
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Problem to solution…
DeliverSolutions which work
DevelopPotential solutions
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Exploring the problem…
DeliverSolutions which work
DevelopPotential solutions
DefineThe area to focus upon
DiscoverInsight into the problem
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HeartlightUniversity of Nottingham
Case Study
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Heartlight
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Team and agenda
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Market exploration
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Brainstorm each sector
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Propositions
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Mapping
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Then experiment
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Then experiment
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Heartlight
Identified lots of potential – added value to IP
Strengthened VC funding case, & more £
Activity in various sectors Miniaturisation– critical for many
applications Refocused team, new energy Now a JV
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