verhaert innovation day 2011 – david pas (verhaert) - the user is always right

INNOVATIONDAY 2011

CONFIDENTIAL

The user is always right! But about what?

David PasVerhaert – Innovation Consultant david.pas@verhaert.com

INNOVATIONDAY 2011 22.10.2010

“the voter is always right ?”

INNOVATIONDAY 2011

"If I’d asked people what they wanted, they would have asked for a better horse”Henry Ford

INNOVATIONDAY 2011

YESthe user is always right

but about what?

INNOVATIONDAY 2011

what makes it difficult ?

INNOVATIONDAY 2011

the culture of human centered innovation1

does your R&D staff knows the user ?do they know the users hidden needs?

INNOVATIONDAY 2011

the factors which block human centered innovation

explorationverificationparticipation

data design research

mainstreamfocus

recommendations

marketing research

facts

abstract

user

broader

insights

2

INNOVATIONDAY 2011

turning insights into breakthrough products and services

useful observation, but wrong solution

3

INNOVATIONDAY 2011

wrong observation, stupid solution

INNOVATIONDAY 2011

good observation, simple solution

INNOVATIONDAY 2011

INNOVATIONDAY 2011

4X?

INNOVATIONDAY 2011

good observation, innovative solution

INNOVATIONDAY 2011

INNOVATIONDAY 2011

who’s hidden needs ?

22.10.2010

INNOVATIONDAY 2011

good observation, solution is overkill

no guarantee of success4

INNOVATIONDAY 2011

incremental or radical

INNOVATIONDAY 2011 22.10.2010

INNOVATIONDAY 2011

INNOVATIONDAY 2011

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

INNOVATIONDAY 2011

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

INNOVATIONDAY 2011

stra

tegy

market

company

idea

conc

ept

deve

lopm

ent

expl

orat

ion

technology

product

crea

tion

verif

icat

ion

exploration verification

INNOVATIONDAY 2011

explorationverification

design researchmarket researchparticipation

data

design team

broader

focus

recommendations

research team

concretegeneral

abstract

qualitative research

cross-functional teams3

INNOVATIONDAY 2011

misunderstanding 1 it’s only about usability

INNOVATIONDAY 2011

handige e-shop met inspirerende aanbevelingen

zelf publiceren

cross-mediaal

terugkopen

online help

INNOVATIONDAY 2011

misunderstanding 2 we have to wait for the proto

INNOVATIONDAY 2011

8 = 80 %

INNOVATIONDAY 2011

misunderstanding 3 research is expensive

INNOVATIONDAY 2011

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

INNOVATIONDAY 2011

bron : Verhaert

misunderstanding 5 numerous subjects required

INNOVATIONDAY 2011

qualitative researchquantitative research

bron : humin

INNOVATIONDAY 2011

some of our favouritetechniques

INNOVATIONDAY 2011

strategy

idea

concept

develop

whatgetting insights by trying/doing it yourself

whoyourself, design team, R&D team

onderdompeling / trial

INNOVATIONDAY 2011

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

INNOVATIONDAY 2011

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

INNOVATIONDAY 2011

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

INNOVATIONDAY 2011

make it visual !

INNOVATIONDAY 2011

INNOVATIONDAY 2011

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

INNOVATIONDAY 2011

“the best way to predict the future is to invent it”Alan Kay

INNOVATIONDAY 2011

Hogenakkerhoekstraat 219150 Kruibeke (B)

tel +32 (0)3 250 19 00fax +32 (0)3 254 10 08

info@verhaert.com

More at www.verhaert.com

helps companies and governmentsto innovate. We design productsand systems for organizationslooking for new ways to providevalue for their customers.We are a leading integratedproduct innovation center; creatingtechnology platforms, developingnew products and business inparallel, hence facilitating new-growth strategies for our clients.