GOALTo share a new approach for innovationbased on people.OUTPUTTo inspire and stimulate participants toapproach innovatio...
CONTENTS:1   Understanding customer experiences2   Transforming insights                                   A Piece of Pie ...
The only true is reality.                  Aristotle                              A Piece of Pie • ESADE 2012
Exercise #1How is the world?                    A Piece of Pie • ESADE 2012
A Piece of Pie • ESADE 2012
#1.Understanding  customer experiences                A Piece of Pie • ESADE 2012
“The world has changed, but our methods  for understanding consumers have not.We keep relying on familiar but ineffective ...
“To broaden the lens of opportunity, it is important to look beyond the direct use   of a company’s product or service”   ...
5% conscious      FORMAL / articulated95% unconscious   TACIT / unarticulated                                          A P...
Exercise #2Facts are facts?                   A Piece of Pie • ESADE 2012
5% conscious95% unconscious                  A Piece of Pie • ESADE 2012
5% conscious95% unconscious                  A Piece of Pie • ESADE 2012
A Piece of Pie • ESADE 2012
Understanding unarticulated needsCONNECTINGSpotting latent patterns and trends                                      A Piec...
Exercise #3        Whirlpool,what do you will innovate…?                         A Piece of Pie • ESADE 2012
Whirlpool case: thinking beyond the “whitebox”                                                 A Piece of Pie • ESADE 2012
Exercise #4   Valira, how you willinnovate the Tupperware?                       A Piece of Pie • ESADE 2012
Valirade la etnografía en el crecimiento user not the “tupperware”:Impacto        case. Observing the orgánico | mayor dif...
Valirade la etnografía en el crecimiento user not the “tupperware”:Impacto        case. Observing the orgánico | mayor dif...
Exercise #4    Intel, how you will innovateapplying technology for the seniors?                               A Piece of P...
Intel case. Looking at the “big picture” Impacto de la etnografía en el crecimiento orgánico | mayor diferenciación en las...
Intel case. Looking at the “big picture” Impacto de la etnografía en el crecimiento orgánico | mayor diferenciación en las...
Intel case. Looking at the “big picture” Impacto de la etnografía en el crecimiento orgánico | mayor diferenciación en las...
Experience diaryCultural inventoryEthnographic interviewEthnographic tourMappingShadowingGuerrillaContext observationVirtu...
#2.Transforming   insights               A Piece of Pie • ESADE 2012
Inspiring peopleCO-CREATION Unleash latent creativity                         A Piece of Pie • ESADE 2012
Exercise #5How you will transform insights  into successful products?                           A Piece of Pie • ESADE 2012
Personas   Scenarios   Role Play   Tool kits   Mapping           Actionability                                            ...
Breaking barriers               A Piece of Pie • ESADE 2012
Thinking with your hands                     A Piece of Pie • ESADE 2012
Creating empathy              A Piece of Pie • ESADE 2012
Exercise #6BOP, how you will innovate with illiterate customers?                         A Piece of Pie • ESADE 2012
GBS case: Co-creating value with customers                                             A Piece of Pie • ESADE 2012
GBS case: Co-creating value with customers                                             A Piece of Pie • ESADE 2012
GBS case: Co-creating value with customers                                             A Piece of Pie • ESADE 2012
GBS case: Co-creating value with customers                                             A Piece of Pie • ESADE 2012
GBS case: Co-creating value with customers                                             A Piece of Pie • ESADE 2012
SUM UP         A Piece of Pie • ESADE 2012
CONNECTING: the empathic lenses Build Emphatic and deep understanding of customer Understand the importance of “contextu...
CONVERSATIONS: the value of co-creation Develop inspirational stimuli Build Strategic and “tangible” visualizations for ...
THE CHECK LIST                 A Piece of Pie • ESADE 2012
Are you starting with the same facts,dogmas and old perceptions ...?Are you looking beyond your industry...?Are you connec...
ARE YOU READY?            A Piece of Pie • ESADE 2012
Thank You!
People centered innovation. 2012
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People centered innovation. 2012

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Conference given at ESADE Business School on 26th April, 2012

People often ask, “What drives innovation in an organization…?” While this is a complex issue, one key factor is that some organizations seem to create more opportunities to innovate. The presentation examines how they are able to do that.

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People centered innovation. 2012

  1. 1. GOALTo share a new approach for innovationbased on people.OUTPUTTo inspire and stimulate participants toapproach innovation with new methodsand engage to apply what you have learned. A Piece of Pie • ESADE 2012
  2. 2. CONTENTS:1 Understanding customer experiences2 Transforming insights A Piece of Pie • ESADE 2012
  3. 3. The only true is reality. Aristotle A Piece of Pie • ESADE 2012
  4. 4. Exercise #1How is the world? A Piece of Pie • ESADE 2012
  5. 5. A Piece of Pie • ESADE 2012
  6. 6. #1.Understanding customer experiences A Piece of Pie • ESADE 2012
  7. 7. “The world has changed, but our methods for understanding consumers have not.We keep relying on familiar but ineffective research techniques… The productswe create based on those techniques simply are not connecting with consumers…” Gerald Zaltman, G. 2003, How Customers Think A Piece of Pie | April 2011 A Piece of Pie • ESADE 2012
  8. 8. “To broaden the lens of opportunity, it is important to look beyond the direct use of a company’s product or service” A Piece of Pie • ESADE 2012
  9. 9. 5% conscious FORMAL / articulated95% unconscious TACIT / unarticulated A Piece of Pie • ESADE 2012
  10. 10. Exercise #2Facts are facts? A Piece of Pie • ESADE 2012
  11. 11. 5% conscious95% unconscious A Piece of Pie • ESADE 2012
  12. 12. 5% conscious95% unconscious A Piece of Pie • ESADE 2012
  13. 13. A Piece of Pie • ESADE 2012
  14. 14. Understanding unarticulated needsCONNECTINGSpotting latent patterns and trends A Piece of Pie • ESADE 2012
  15. 15. Exercise #3 Whirlpool,what do you will innovate…? A Piece of Pie • ESADE 2012
  16. 16. Whirlpool case: thinking beyond the “whitebox” A Piece of Pie • ESADE 2012
  17. 17. Exercise #4 Valira, how you willinnovate the Tupperware? A Piece of Pie • ESADE 2012
  18. 18. Valirade la etnografía en el crecimiento user not the “tupperware”:Impacto case. Observing the orgánico | mayor diferenciación en las innovaciones A Piece of Pie • ESADE 2012
  19. 19. Valirade la etnografía en el crecimiento user not the “tupperware”:Impacto case. Observing the orgánico | mayor diferenciación en las innovaciones A Piece of Pie • ESADE 2012
  20. 20. Exercise #4 Intel, how you will innovateapplying technology for the seniors? A Piece of Pie • ESADE 2012
  21. 21. Intel case. Looking at the “big picture” Impacto de la etnografía en el crecimiento orgánico | mayor diferenciación en las innovaciones A Piece of Pie • ESADE 2012
  22. 22. Intel case. Looking at the “big picture” Impacto de la etnografía en el crecimiento orgánico | mayor diferenciación en las innovaciones A Piece of Pie • ESADE 2012
  23. 23. Intel case. Looking at the “big picture” Impacto de la etnografía en el crecimiento orgánico | mayor diferenciación en las innovaciones A Piece of Pie • ESADE 2012
  24. 24. Experience diaryCultural inventoryEthnographic interviewEthnographic tourMappingShadowingGuerrillaContext observationVirtual tour (desk)Card sorting… A Piece of Pie • ESADE 2012
  25. 25. #2.Transforming insights A Piece of Pie • ESADE 2012
  26. 26. Inspiring peopleCO-CREATION Unleash latent creativity A Piece of Pie • ESADE 2012
  27. 27. Exercise #5How you will transform insights into successful products? A Piece of Pie • ESADE 2012
  28. 28. Personas Scenarios Role Play Tool kits Mapping Actionability A Piece of Pie • ESADE 2012
  29. 29. Breaking barriers A Piece of Pie • ESADE 2012
  30. 30. Thinking with your hands A Piece of Pie • ESADE 2012
  31. 31. Creating empathy A Piece of Pie • ESADE 2012
  32. 32. Exercise #6BOP, how you will innovate with illiterate customers? A Piece of Pie • ESADE 2012
  33. 33. GBS case: Co-creating value with customers A Piece of Pie • ESADE 2012
  34. 34. GBS case: Co-creating value with customers A Piece of Pie • ESADE 2012
  35. 35. GBS case: Co-creating value with customers A Piece of Pie • ESADE 2012
  36. 36. GBS case: Co-creating value with customers A Piece of Pie • ESADE 2012
  37. 37. GBS case: Co-creating value with customers A Piece of Pie • ESADE 2012
  38. 38. SUM UP A Piece of Pie • ESADE 2012
  39. 39. CONNECTING: the empathic lenses Build Emphatic and deep understanding of customer Understand the importance of “contextual” knowledge Develop fresh perspectives Look beyond product, categories and industries Observe how customers think and behave Link the conscious and unconscious of customers A Piece of Pie • ESADE 2012
  40. 40. CONVERSATIONS: the value of co-creation Develop inspirational stimuli Build Strategic and “tangible” visualizations for new directions and innovation paths Create interdisciplinary alignment & engaging “first feel” to share insights for inspiring innovation Stretch your thinking beyond the conventional Remove barriers between you & customers A Piece of Pie • ESADE 2012
  41. 41. THE CHECK LIST A Piece of Pie • ESADE 2012
  42. 42. Are you starting with the same facts,dogmas and old perceptions ...?Are you looking beyond your industry...?Are you connecting with your customers...?Are you enabling conversationswith your customers...? A Piece of Pie • ESADE 2012
  43. 43. ARE YOU READY? A Piece of Pie • ESADE 2012
  44. 44. Thank You!

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