How to drive innovation with deep customer understanding and the job-to-be-done logic

1. How to drive innovation with deep customer
understanding and job-to-be-done logic
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No Pain — No Gain
Vendbridge at the Leadership in Health Care conference, Berlin September 8, 2016
We put the customer
into your strategies

2. The world is changing fast
Source: http://vignette3.wikia.nocookie.net/39clues/images/3/38/Marie_Curie.jpg/revision/latest?
cb=20110103003654
2

3. Which role do consumers, users, patients, stakeholders play?
Source: Competitive Strategy In The Age Of The Customer, Forrester 2013
ǹ
Ɏ ƒ
Age of
manufacturing
Age of
distribution
Age of
information
Age of the
customer
Beyond
1900 1960 1990 2010
|
Ǽ
3

4. Organizations
Biased
Generic No risk
Users
Trapped
There are some serious pitfalls
4

5. Strict separation between ‘user insight discovery’ and ‘innovation’
5
Source: Inspired by various design schools
USER DISCOVERY
Explore
user reality
Understand
user relevance
CUSTOMER FOCUSED INNOVATION
Create
choices
Make
choices
User
Point of
View

6. We use the Job-to-be-done approach, a proven, powerful concept
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Source: http://www.claytonchristensen.com

7. To travel
To communicate
over distance
2000 BC 1500 1950 2000
User job Technology over time
2015
The idea is simple: Products come and go, ‘jobs’ stay forever
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8. Thoughts shape the job-to-be-done, various solutions address it
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Action, solutionExperience, perception,
beliefs, knowledge, etc.
I never want to
depend on othersI do not want
to get sick
I want to recover from
a disease quickly
Health
check in a
clinic
Young
wife
Nutrition
Cruise ship
Wellness
hotel
Personal
disciplineDoctor
Gym
Personal
coach
…
JOB-TO-BE-DONE
To stay
healthy

9. Influencer groups Core job (= goal)
User To lead a normal life
«Candidate» To regain hearing capabilities
Family To spend time with deaf loved ones
Audiologist To manage patients
Surgeon To implant device
Clinic To operate economically
Different influencers have different jobs-to-be-done,
and therefore different pain points
Example of core
jobs around hearing
impairment
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10. User experience journey Focus of solution
During exploration the core job is explored along a job map, which
embeds the decision for a solution into a user experience journey
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Core Job: To regain hearing capabilities
Recognize issue Decide to solve Get information Evaluate options
• Value metric 1
• Value metric 2
• Value metric 3
• …
• …
• …
• …
• …
• …
• …
Enjoy hearing
Experience
difference
Learn usage Receive device
• …
• …
• Value metric n
• …
• …
• …
• …
• …
• …
• …
• …
• …

11. Key is a deep exploration at zero distance to the customer
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12. Typically more than 200 user expectation metrics are
uncovered, all very specific
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▪ Know as fast as possible when my child is not able
to hear
▪ Miss as few words as possible during a conver-
sation without reading lips
▪ Dress as normal people do, e.g., wearing a cap, a
helmet
▪ Pick up a phone call as quickly as possible
▪ …
Build-up # of expectations
during explorative interviews
Examples of CFI Value Metrics
around hearing impairment
Percentofexpectationscaptured
Number of individuals interviewed
0%
20%
40%
60%
80%
100%
0 5 10 15 20 25 30

13. 2
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
10.0
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
10.0
Validate – to bet on the right things
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Importance
Fulfilment
Pain points
Increase value
Essentials
Maintain value
Over-served
Reduce value
Sleepers
Monitor
to be able to use as many
head speakers available on
the market as possible
to miss as few words as
possible during a
conversation without reading
lips
to increase the choice of
color of the coil and/or
speech/sound processor
Median
Median

14. Source: Inspired by various design schools
USER DISCOVERY CUSTOMER FOCUSED INNOVATION
Explore
user reality
Understand
user relevance
Create
choices
Make
choices
User
Point of
View
Now the real work starts: from pain to gain
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15. Holistic, deep understanding of the user reality + Pain Points
= The most relevant user insights and users point of view
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Source: fotolog.com

16. Setting priorities for ideas,
innovation pipeline and patents
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Improved dual microphone:
Better speech understanding in noise
Automated T-coil:
Allows using a phone easily
SmartSound Environment:
Makes listening effortless in
every acoustic environment
Remote assistant:
Gives confidence
that system operates
as intended
BESTPRACTICE
Example: Cochlear Nucleus 5

17. Creating communication to
customers that resonates much better
2006 2013Example: Cochlear / Cochlear SmartSound iQ website
BESTPRACTICE
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18. What can happen when you
listen to the young user carefully BESTPRACTICE
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BEFORE AFTER
Example: GE Health Care

19. It’s all about the customer – true also in Health Care?
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The only purpose of a business is
to create and keep a customer.
Peter Drucker
“
”

20. Leading to more
focus, and thus
better performance
Innovation hit rate
Market strategy
Sharpening
value proposition
M&A targeting
Eye opener for the
organization
Discovery of a more
authentic user reality
• Jobs
• Journey / map
• Expectations
• Usage & behaviour
An understanding of the
true user alternatives
• Set of solutions
• Work arounds
Unbiased and
unfiltered view
Newly discovered,
prioritised from outside-in
• User pain areas
• Specific pains
and gains
• Usage and
habit pattern
Enabling strategic
reframing
(New) Business
opportunities and models
Existing and up-
coming competition
New customer insights,
to link product to user
Impact of CFI and JTBD thinking on strategy
Looking through the eyes of a user / customer / consumer
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21. Final take aways
• Push for concrete over abstract when building the customer understanding
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• Dig deep and systematic to bet on the right things
• Use the authentic user point of view as navigator for innovation
• Focus innovation to solve customers biggest pains, not to improve products and services
• Make sure your customer sits at your table when you define your strategy
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22. Thank you for your attention
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Alice Sachova
Vendbridge AG
Dreikönigstrasse 47
8002 Zürich
Beat Walther
Vendbridge AG
Dreikönigstrasse 47
8002 Zürich
+41 43 243 6777 +41 43 243 6777
@Vendbridge @Vendbridge
alice.sachova@
vendbridge.com
beat.walther@
vendbridge.com
linkedin.com/in/
alice-sachova-
17875a12
linkedin.com/in/beatwalther