Discover needs
Question # 1 What do you see / observe?
A story about innovation of a shop / store / retailer
A retailer wanted to improve the user experience / customer experience by reinventing its store format. Groups of 3-4 people went out to observe retail shops that were very different from its own. For example, they watched, took photos, and shared observations with others. That helped them identify retail concepts they hadn’t thought of before – including organizing products by colour instead of by manufacturer. http://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/sparking-creativity-in-teams-an-executives-guide
Questions What do people do? Why? What do people want to do? Why? What problems do customers experience when they choose / use the product/service? Why? What are the most important features of the product/service for the customer? Why?
Answers
User / customer A can be described as Adjective 1. Adjective 2. User / customer A needs a way to Verb 1. Verb 2. because Insight 1. Insight 2.
Early in its development, www.southwest.com defined its key users to include regular bus travelers people who wanted to get from point A to point B in the lowest-cost, most convenient way. http://www.strategy-business.com/article/cs00002?pg=all
Question # 2 What questions will you ask?
When your friends test / try out the products / services, what do they say? What do they value?
http://www.solutionsiq.com/what-is-an-empathy-map/
What do you value about products / services? Importance from 1 to 10 Ease of getting access to products / services
Quality of products / services Price of products / services Possibilities to adapt products / services Adapted from http://www.tuck.dartmouth.edu/uploads/people/vg/vg-reverse-innov-toolkit.pdf
Ask people to shop shelves stocked with test products / prototypes. When people are in a real life situation, they will think concretely about price / quality.
https://hbr.org/2015/03/bridging-psychological-distance
Who are people buying the products / services for: 1. For themselves? 2. For their customers? 3. For their friends?
http://www.strategy-business.com/article/cs00002?pg=all
Further inspiration
https://www.teacherspayteachers.com/Product/Questions-to-discover-your-values-1329394
Question # 3 When you buy the product / service yourself, what do you experience?
Go through the process of purchasing your own product or service – just as a consumer / user / customer would. Then record the experience. Share your experiences including photos.
http://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/sparking-creativity-in-teams-an-executives-guide
How questions – part 1 Questions How was the experience for you? How did you feel? If you could decide, what would you change?
Answers
How questions – part 2 Questions How were you informed about the product/service? How did you order the product/service? How did you pay for the product? How was the product/service delivered to you? How do you get service on the product/service? How do you recycle the product/service?
Answers
Further inspiration https://www.teacherspayteachers.com/Product/How-can-we-improve-the-user-experience-2599938
Question # 4 What will you try out?
Tips for trying things out Eliminate something from the product / service / process / place. Reduce something from the product / service / process / place. Add something to the product / service / process / place. Create a new prouduct / service / process / place.
Further inspiration https://issuu.com/frankcalberg/docs/eliminatereduceraisecreate
Combine, for example, 1. products. 2. services. 3. tasks people do. 4. rooms / places. 5. ideas. Further inspiration https://issuu.com/frankcalberg/docs/scamper
Further inspiration http://www.blueoceanstrategy.com/ http://blog.creative4business.co.uk/2011/04/innovation-asking-right-questions.html http://www.amazon.de/Innovators-DNA-Mastering-Skills-Disruptive-ebook/dp/B0054KBLRC http://www.forbes.com/sites/drewhansen/2012/12/01/how-to-innovate-like-leonardo-da-vinci/ http://www.guidedinnovation.com/si/2011/01/17/9-proven-ways-to-find-unmet-customer-needs/ https://hbr.org/2014/11/where-to-look-for-insight http://www.strategy-business.com/article/cs00002?pg=all http://youtu.be/FSxSinVVRLw