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From empathic design to content
leadership AKA from UX design to customer driven innovation
Date of publication (13-11-14) Valérie Bourdeau /
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Valérie Bourdeau Date of publication (13-11-14)
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Consolidated turnover
EBITDA
Net profit
Own capital
Net cash position
Employment
132 mio
+/- 18%
8 mio
133 mio
+/- 55 mio
+/- 620
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Ageing in place Environmental and Energy Concerns
Flexible living arrangements Well being & Safety
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Family houses & Apartments
1 2
Schools & Offices Care Homes & Service Flats
3
Residential & Small Commercial buildings
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Solutions in Key Functional Domains
Energy
Care
Lighting
Access
Home / Building Control
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Niko (3/6)
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From customer experience
to customer journey
to customer driven innovation
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• Your customers are the experts on your market, because they
are your market => use them as such
• The closer you feel to your customer, the more you empathise
with their needs and drivers, the more rewarding it is to work for
them
• Visualise all touchpoint experiences and ideas for improvement
will automatically follow
• Share your findings to create a customer centered mentality
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What did we do?
Observartions in the field to see which problems show up when
installing NHC.
- observations in different stages
- putting the cables into the wall
- just before completion
- after completion
- programming
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What did we see?
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What did we see?
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• Don’t ask for new feature suggestions – observe the
workarounds
• Customers are pleased to be asked
• Assumption check
Findings
• Cold, dark, wet & dirty environment at first
• Noisy, lots of people, lots of movement, - difficult to concentrate
• Difficult to keep track of belongings
• Frequent interruptions: arrival of client, helping out others
• Desk work vs buildingsite work – context!
• …
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What did we see?
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What did we see?
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Programming with no NHC background (@niko)
Installer has to complete an exercise in the NHC software.
All his actions are captured in a movie .
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What did we note?
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While observing we noted down several things:
- quotes from the installer
- things that cauth our eye
- the enviromental conditions
- …
These notes are split up in 6 categories:
- good installation practices
- context driven
- learn by doing
- product improvements
- step by step check
- separation between thinking & actions
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Customer journeys
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The Niko experience?
• How do we want to be perceived by the customers?
• How to translate this into design objectives which are maintained
in the entire communication & interaction chain towards the
customer.
• How to transmit this image to build a strong customer experience
over all the touchpoints with the customer.
• How to involve the entire company to direct their efforts in the
same customer strategy, to deliver a successful customer
experience.
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End User drivers
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Installer drivers
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independence
wealth
challenge pride
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Installer drivers
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Customer driven innovation?
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• Take customer drivers as a starting point for any development,
not technology or resources
• Customer = any potential client ≠ current buyer
• Analyse any change in the customer context and continuously
formulate concepts around them
• Think of solutions instead of products
• Share your findings internally
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Product Solution
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Product
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Solution
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Solution 1 Solution 2
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Tech-nology
partners
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Customer driven innovation
Customer drivers
Customer context
Solution
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Technology?
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Content leadership
• Content leaders see the story others don’t
because they live and breathe the industry
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Content leadership “live”
• Brown bags
• Observations by all
• Small scale experiments – fail fast fail often
• Funeral of projects
• Wall of shame
• The assumption pitfall
• Inside out vs outside in
• Ecosystems development
• Competiton analysis based on customer drivers
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Content leadership
• Visibility
• Credibility
• Human factors
• Accessibility
• Legibility
• Language
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From empathic design…
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…to customer driven innovation
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