1. © 2015 Ness SES.
Digital innovation:
Improving the customer experience
Do your customers expect more utility from your existing products?
Can you create additional value for your customers by satisfying their unmet needs?
….It is time for you to identify your opportunities for digital innovation
by James M A Williams, Director of Digital Services
Ness Software Engineering Services
@Jwilliams_uk

2. © 2015 Ness SES. All rights reserved.
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© 2015 Ness SES.
Your Challenge What to Do
When your product is core to your business, innovation is required to meet
the rising expectations of customers and compete in a dynamic market.
HOW TO INNOVATE BY ENHANCING
EXISTING PRODUCTS
“My usability and engagement
are poor”
Perform an experience audit on
your product and explore the user
benefits of each feature and task.
Focus on the most common tasks
and streamline or redesign them to
improve the customer experience.
“Leads are dropping out of the
sales funnel and not converting”
Conduct an omnichannel touch-
point assessment looking at the
user journey from onboarding
to transaction. Optimization of
outcomes can be achieved by re-
designing parts of the journey
to remove barriers to positive
outcomes.
“We don’t have a compelling
presence on the newest devices
and channels”
Experiment with the functionalities
and capabilities that new devices
and channels offer, using fast
prototyping tools. Your existing
product can be enhanced by
understanding behavioral context
and choosing channel specific
features with the highest impact for
customers.

3. © 2015 Ness SES. All rights reserved.
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© 2015 Ness SES.
We improved engagement and
conversions for an online retailer by
acting on insights captured by an
omnichannel experience assessment.
The results focused on how to better
engage customers through personalized
product discovery and price comparison,
with device-specific experiences.
© 2015 Ness SES.

4. © 2015 Ness SES.
Focus on customers’ unmet needs
Identify unmet needs during the journey mapping
and visualization exercises.
Understand the market opportunity
Match your initial ideas against
your analysis of consumer, industry
and technology trends.
Align product strategy with
business and needs
Work with your stakeholders to gain the different
perspectives impacting business and product strategy.
Explore your competitive market, your constraints
and your opportunities.
Derive features
Create task flows of the product concept by
exploring key customer journeys to generate the
product feature set.
Define Minimum Viable Product (MVP)
Produce a feature value matrix that maps business
value against user value and complexity - to output
a recommended action plan, timeline and definition
of the MVP.
Prototype and user test
Build a concept prototype to validate with users and
stakeholders, obtain feedback, mitigate risk, create
confidence and reinforce your vision.
Once unmet needs have been identified, there
follows an opportunity to create new experiences,
products or services to satisfy them.
HOW TO CREATE NEW PRODUCTS

5. © 2015 Ness SES.
Market Opportunity
Analysis
Stakeholder
Buy-in
Unmet Needs of
Customer
Business
Drivers
Identify New
Product
Opportunities
Strategy
Alignment
Prototype
Creation
User
Validation
Prioritize MVP,
Product Roadmap
DISCOVER ENVISION
HOW TO CREATE NEW EXPERIENCES, PRODUCTS OR SERVICES
© 2015 Ness SES.

6. © 2015 Ness SES. All rights reserved.
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Subheader
© 2015 Ness SES.
We worked with an education
company to re-imagine its
enterprise solution for the needs
of casual learners.
Competitors in the market were
not serving those needs, so we
sketched, prototyped and user-
tested to capture the rationale for
a minimum viable product.
© 2015 Ness SES.

7. © 2015 Ness SES.
For more information, visit ness-ses.com SOFTWARE
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ENGINEERING
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Become
Actions
Data
Becomes
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In order to create seamless user experiences and
support a Digital Transformation journey for current and
emerging channels, Ness has one connected team with
fully integrated design, software development and data
analytics services.
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