Experience led innovation presentation

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Information about Experience led innovation presentation
Business & Mgmt

Published on April 19, 2013

Author: WMGSME

Source: slideshare.net

Putting the Customer First Carolyn Parkinson Technology Transfer Specialist Experience Led Innovation© 2013

Let’s talk about… • Understanding customers and users • Not about being a slave to customers’ whims • Gaining insights which will help you meet your business objectives • Purposely designing for the experiences and behaviours you hope to create for users of a product or service • We call this: Experience Led Innovation© 2013

What is Experience Led Innovation? Experience Led Innovation (ELI): Innovation that is informed by understanding how people use or experience a product or service© 2013

Put yourself in the user’s shoes … now how does your offering look?© 2013

Experience Led Innovation • All products and services create experiences and behaviours for users • These may be purposeful, or accidental • Getting it right is a competitive advantage Our key message to SMEs: We can help you better understand the user experience to promote and inform innovation to grow your business© 2013

Understand the user perspective What does this button do? • Close the door? • Provide illusion of control? • ‘Fake affordance’ Design question: Is there anything to be gained from making something look like it works one way, while actually doing something else (or nothing at all)?© 2013

Understand the user perspective How many people would push the wrong button for this lift?© 2013

Understand the user perspective Confusing user interface Result: • frustration • wasted time • poor quality data© 2013

Getting it right… “the user experience is what we care about most” Steve Jobs© 2013

Experience Led Innovation • A deliberate focus on the user experience can unlock powerful insights • An enormous amount of research is out there • This can be used by businesses to create competitive advantage • Designing desired behaviours aligned with business goals • Creating physical or digital experiences and journeys • Making use of sensory input and emotions© 2013

Research base Professor Paul Jennings Professor of Experiential Engineering Dr Rebecca Cain Associate Professor of Experience Led Innovation • Paul and Rebecca are supported by over 20 researchers working in this area • Cross discipline team includes designers, engineers, human factors specialists, psychologists, computer scientists, marketers, and more.© 2013

Introductions Experience Led Innovation SME team Carolyn Parkinson Technology Transfer Specialist Christopher Brown Knowledge Transfer Specialist© 2013

Could my business benefit from an Experience Led Innovation approach? 1. How easily can customers access your product or service? 2. Could your products be designed to work better? 3. Is your product being used in the way you intended? 4. Are you struggling to get your products accepted in the marketplace, and don’t know why? 5. Does the experience of your service match your brand values?© 2013

ELI Business assistance at IIPSI Access Experience Led Innovation support via: 1. IIPSI Innovation Programme 2. Experience Led Innovation Toolkit 3. Customised intensive business support projects Extent of support offered is determined by the potential for resulting business growth impact.© 2013

IIPSI Innovation Programme: Experience Led Innovation • Two day (minimum) programme • Day 1: general introduction, including specialist workshop taster • Workshop session: ‘Design with Intent’ • Day 2: Specialist full day Experience Led Innovation workshop: ‘People Centred Innovation’ • Equipping you with a range of tools and skills to apply directly to your organisation© 2013

Experience Led Innovation Toolkit© 2013

Experience Led Innovation Toolkit • A flexible suite of tools to address a range of experience-related business challenges • Tools selected and interpreted for their appropriateness for SMEs • Intended to unlock insights in user-focussed design, customer experience, and innovation for products, features, and services • We work with SMEs to select the most effective tool for a particular challenge • Custom delivery by WMG specialist staff© 2013

Experience Led Innovation Toolkit Want to know more? • Full session on the toolkit during Innovation Programme specialist Day 2 ‘People Centred Innovation’ • Next workshop date: • Wed 22nd May • Includes new module: UX: Digital User Experience • registration now open!© 2013

Customised intensive projectsWMG specialists work closely with SMEs over a period of time on aspecific challenge aimed at achieving measurable growth.Business challenges where ELI could assist include:• Physical product design/launch: best practice application, design for user experience, cross discipline input• Innovation launch: understanding your market, aligning developments with early user behaviours• Service design: exploiting key connection opportunities, removing frustration and roadblocks• Visitor experience: simplifying experience, maximising engagement© 2013

Case Study: Mayridge Ltd • Mayridge provides a fully integrated approach to live business events and exhibiting, worldwide • Highly respected international supplier • Mayridge had ambitious growth plans, and were eager to bring innovation to the sector© 2013

Mayridge Exhibition stand demonstrator • Demonstrator and ‘living lab’ collaboration installed in IIPSI • Exploring Experience Led Innovation tools for business behaviour creation • Physical and digital experience design, applicable to wide range of business situations© 2013

Design with Intent Carolyn Parkinson Christopher Brown Technology Transfer Specialist Knowledge Transfer Specialist Experience Led Innovation Experience Led Innovation© 2013

Carolyn ParkinsonTechnology Transfer Specialist Experience Led Innovation Christopher BrownKnowledge Transfer Specialist Experience Led Innovation

Design with Intent • This tool pulls together extensive research into how design influences real user behaviour • Intended for situations where you want to create (or prevent) a specific action, perception, or behaviour • 101 cards provoke ideas by asking questions and giving examples of particular principles (or design gambits) in action© 2013

Design with Intent “I use the term Design with Intent to mean design thats intended to influence or result in certain user behaviour.” “This reflective approach can be valuable for designers: being aware that were designing not just products, not just experiences, but actually designing behaviour at one level or another. Whether we mean to do it or not, its going to happen, so we might as well get good at it.” Dan Lockton, creator of Design with Intent© 2013

Scenario: the challenge We are launching a Gourmet Burger van Our objectives: • Attract customers • Have successful products • Achieve sales • Profitable operation • Create a buzz • Beat the competition© 2013

Scenario: the challenge The competition….© 2013

8 lenses, 101 gambits© 2013

Gourmet Burger challenge • One team per table • Develop your offering using the Design with Intent cards to assist Type of product? Branding/marketing approach? Competitive strategy? Target market? • Rapid idea generation • Brainstorming rules: anything goes! • Consider each card • Write ideas on Post-it notes • Attach to the card which inspired it© 2013

Gourmet Burger challenge Assign roles within your team: • Whip – your role is to ensure all ideas get written down • Adjudicator – you make the final decision on your team’s Top 2 ideas • Spokesperson – you will present your team’s Top ideas to the room • All – write down your ideas, then convince your team they are brilliant 25 minutes to develop your brilliant competitive business ideas!© 2013

Scenario: the challenge We are launching a Gourmet Burger van Our objectives: • Attract customers • Have successful products • Achieve sales • Profitable operation • Create a buzz • Beat the competition© 2013

Some useful terminology (if needed) Affordance: quality which allows an action to be performed Meme: a behaviour which spreads from person to person Ludic: game-like Kairos: the concept of a Affordances can be correct, propitious time for action; the false, or hidden right time for the right action© 2013

Gourmet Burger challenge Tell the room: • Your business approach / concept • Top two ideas that contribute to success • The Design with Intent card which inspired the idea© 2013

Don’t forget… Want to know more? • Full session on the toolkit during Innovation Programme specialist Day 2 ‘People Centred Innovation’ • Next workshop dates: • Wed 22nd May • registration now open! • Customised project? • 1-2-1 consultation opportunities from 3:30 pm today© 2013

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