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SocialResearch & UserMedia for SHARE&CHARGE innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016

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SocialResearch &UserMedia forSHARE&CHARGEinnogyInnovationHub·NicoleReinhold&LauraHofstedde·Nov2016

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INTHEPHASEOFCONCEPTDEVELOPMENT

USERRESEARCH&SOCIALMEDIAARESTRONGLY

INTERLINKED

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WHATWASSOSPECIALABOUTSHARE&CHARGE?

WERESEARCHEDASCLOSEASWECOULDTOREALLIFE– CONTINUOUSLYENGAGINGWITHTHEECOSYSTEMOFEARLYADOPTERSOFE-MOBILITY

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LET’STALKABOUTE-MOBILITY

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Connectiontochargingpolesisahassle

12metercablesandconnectorsCableslieinthedirtandgetwet

ChargingPolesareofteninvisible

InstructionsaretosmallNumberonlyvisibleoutsideofthecar

Mobilephonesaddscomplexity

Handlingphoneandcablesimultaneousisahassle

5

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…issueswiththepubliccharginginfrastructure...

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OURTHESIS(SHORT)1. Researchisacontinuum2. Convertuserinsightsintoscenariosandstories3. Userresearchasparticipation4. Communicationisengineering5. Frameyourresearch6. Maketheeffortandconnectwithleadusers7. Socialmediaisnotacampaign8. SocialMediameetsoffline

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1.Researchisacontinuum

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innogyInnovationHub·NicoleReinhold&LauraHofstedde·Nov2016 9

UsabilityTesting

• Face2FaceusabilitytestingWebApp• Face2Faceconceptcommunicationtest

SocialMedia

• Recruitment forBetaTest• InfluencerMarketing

Beta Test

• Survey1WebsiteandConcept• Survey2WebApp

Ethnogr.Encounters

• E-MobilityBreakfast• SocializewiththeEcosystem

MarketResearch

• Attitudes ofE-Mobilists inGermany• InfrastructureofcharginginEurope

Qual.Interviews

• Chargingaspersonalchallenge• Issuesaroundpubliccharginginfrastructure

Netnography

• Tappingintolocalinitiatives• Concepttestingcoin2go

Ethnogr.Encounters

• Howtobecomepartofthecommunity• HowRWE/innogy isperceived

1.Researchisacontinuum

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2.Convertuserinsightsintoscenariosandstories.

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innogyInnovationHub·NicoleReinhold&LauraHofstedde·Nov2016 11

2.Convertuserinsightsintoscenariosandstories

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innogyInnovationHub·NicoleReinhold&LauraHofstedde·Nov2016 12

2.Convertuserinsightstoscenariosandstories

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innogyInnovationHub·NicoleReinhold&LauraHofstedde·Nov2016 13

2.Convertuserinsightstoscenariosandstories

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3.Userresearchisparticipation

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innogyInnovationHub·NicoleReinhold&LauraHofstedde·Nov2016 15

3.Userresearchisparticipation

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4.Communicationisanengineeringtool

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innogyInnovationHub·NicoleReinhold&LauraHofstedde·Nov2016 17

4.Communicationisengineering

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5.Frameyourresearch

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innogyInnovationHub·NicoleReinhold&LauraHofstedde·Nov2016 19

5.Frameyourresearch

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6.Socialmediaisnotonlyacampaign

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innogyInnovationHub·NicoleReinhold&LauraHofstedde·Nov2016 21

6.SocialMediaisnotacampaign

0€marketingbudgetspent

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7.Workingwithleadusersishardbutrewarding

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innogyInnovationHub·NicoleReinhold&LauraHofstedde·Nov2016 23

7.Connectwithleadusers

“Evenifyoujustwanttogiveenergytoothersaspresentyouneedtopaytax,servicetaxforthenetworksothatitisbesttosimplywasteit.Thisiswhatourgovernmentisdoingwithblockheatpowerplants.ItisunbelievablewhatcitizenshavetoaccepthereinGermany.Butwearesogoodinpointingourfingerto

Erdogan!Teslatriestomakeushappywithelectricity,butwewillnotseeachangeintheenergybusiness-Europewillremainnuclear!!!”

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innogyInnovationHub·NicoleReinhold&LauraHofstedde·Nov2016 24

7.Connectwithleadusers

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8.SocialMediameetsoffline

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26innogyInnovationHub·NicoleReinhold&LauraHofstedde·Nov2016

8.SocialMediameetsoffline

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INTEGRATEDAPPROACHOFUSERRESEARCHANDSOCIALMEDIASOLET’SBECOME

SOCIALRESEARCHANDUSERMEDIA.

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Contactpartners

innogySE·Name·DDMonthYYYY 28

LauraHofsteddeOnlineMarketing

[email protected]

NicoleReinholdUserResearch

[email protected]


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