How do you increase your opportunities for meaningful customer centric innovation? In this deck the Zilver team explain how they broaden the product scope and explore deeper outcomes to create blue oceans of opportunity. The Experience Design Matrix is introduced and explained with cases and exercises.
29. HOW DID WE GET FROM DRILLS TO MEMORIES?
We kept asking why.
We kept exploring our customer’s outcomes.
something you want to
be able to do or feel.
30. THE SEMANTICS OF OUTCOMES.
• an outcome is something you want to be able to do or feel.
• CD > spotify:“I want to listen to my music anywhere,anytime”
• Post > email:“I want to reach my grandmother instantly”
31. THE SEMANTICS OF OUTCOMES.
outcome (implicit,not product-related):
“I want to be reminded of the good times.”
needs (explicit,product-related):
“I need a drill.”
39. 3 products to choose from…
television bicycle lawnmower
40. 10 minutes to explore the outcomes
1 minute per group to present the‘ladder’of outcomes and
alternatives you discovered
television bicycle lawnmower
41. BY COMBINING THESE TWO INSIGHTS:
Explore the outcomes.
INSIGHT #2
Broaden the scope.
INSIGHT #1
44. How have other innovators done it…
YOUR
PRODUCT
WHY
WHY
WHY
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
deeper outcomes
broadened
scope
broadened
scope
YOUR
PRODUCT
WHY
WHY
WHY
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
deeper outcomes
broadened
scope
broadened
scope
YOUR
PRODUCT
WHY
WHY
WHY
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
deeper outcomes
broadened
scope
broadened
scope
YOUR
PRODUCT
WHY
WHY
WHY
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
WHAT
MORE
deeper outcomes
broadened
scope
broadened
scope
45. SO WHY CUSTOMER EXPERIENCE DESIGN?
Because:
#1 an (isolated) product is never the complete answer.
#2 there are deeper outcomes your customer wants to achieve.
customer experience design gives you a broader and deeper
innovation scope.
46. discussion:
HOW CAN YOU APPLY THE LEARNINGS FROM
NESPRESSO,TESLA,NETFLIX & NIKE IN YOUR
COMPANY?
49. 4 EXPERIENCE INNOVATION CAPABILITIES:
• How can we understand what our customers really want?
• How can we find the focus that fits our brand & strategy?
• How can we design the right solutions for these outcomes?
• How can we implement the solutions smoothly?