Customer Soulution: User Centric Innovation Method


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18 years of experience in the design and innovation world resulted in a method to build bridges between people, innovation and strategy.

Update 2011: We completly revamped the presentation. Its been 3 years since the last update and as we evolve the methodology we needed this update also to relaunch our venture. The Schiphol Bagdrop Soulutions now will expand in another Row so we can tell the succes of this approach and its result is proven.

Update December 2009: Recent I learned that the Schiphol project and my User Centric Innovation Methodology became the benchmark for Passenger Innovation on Airports.

The SSDOP now turned into the bagdrop and now Schiphol has several isles with 6 Bagdrops operational. A huge succesfull user centric accomplishment.

Published in: Design, Business, Technology

Customer Soulution: User Centric Innovation Method

  1. 1. innovation starts with an Eye
  2. 2. Why User Centric Innovation Methodology ? <ul><li>Best practice method developed over 15 years in design and innovation. </li></ul><ul><li>Innovation is an organic process. </li></ul><ul><li>Innovation = communication. </li></ul><ul><li>Make lead users part of your development process. </li></ul><ul><li>Create an impression of users want before you start developing or committing to technology providers. </li></ul><ul><li>Create a language all stakeholders understand. </li></ul><ul><li>And finally: fail often to succeed sooner . </li></ul>
  3. 3. User Centric Innovation Methodology (UCIM) understand observe visualize evaluate & refine implement
  4. 4. Understand <ul><li>Market: business rules, market innovation, general market dynamics, other. </li></ul><ul><li>Company: objectives, growth target, customer care policy, who is your customer, other. </li></ul><ul><li>User: Values, attitudes, motivation, social influence, aspirations, other drivers. </li></ul><ul><li>Technology & innovation: cutting edge, existing infrastructure, cross market technology, other. </li></ul><ul><li>Specifications. </li></ul>understand
  5. 5. Observe <ul><li>Real people in real life situations. </li></ul><ul><li>Locate obstacles. </li></ul><ul><li>Observe: on location, reference locations, other. </li></ul><ul><li>Do what “customers” do, role-play. </li></ul><ul><li>Touch point and obstacle analysis. </li></ul><ul><li>What characters “test” your future product/service? </li></ul><ul><li>Interview: operators, customers, stake holders, others. </li></ul><ul><li>Identify latent user needs. </li></ul>observe
  6. 6. Visualize <ul><li>Personas of those who test your service/product. </li></ul><ul><li>Make use scripts: simulate the use of the service/product. </li></ul><ul><li>Storyboards. </li></ul><ul><li>Conceptual design. </li></ul><ul><li>Fast prototyping. </li></ul><ul><li>Video. </li></ul><ul><li>Other. </li></ul>visualize
  7. 7. Evaluate & refine <ul><li>Simulate service/product: physical design, virtual design, process, other. </li></ul><ul><li>Evaluate: mock-up’s, prototypes, tests, other. </li></ul><ul><li>Refine: redesign, try other process steps, improve, learn, etc. </li></ul><ul><li>Freeze concept. </li></ul>evaluate & refine
  8. 8. Implement <ul><li>Pre-engineering: physical design, virtual design, infrastructure, other. </li></ul><ul><li>Development: engineering, ICT, user interface, applications, other. </li></ul><ul><li>Prototype: physical product, virtual product, debugging, testing, other. </li></ul><ul><li>Production: first out of tools, 1th release, pre production, etc. </li></ul><ul><li>Evaluate & Refine. </li></ul>implement
  9. 9. Benefits of UCIM <ul><li>Integral development: user-, business and technology all in focus during the creation process. </li></ul><ul><li>Visibility end result for all stakeholders = focus. </li></ul><ul><li>Clear end result also makes development and implementation process efficient. </li></ul><ul><li>Holistic approach, no market pull, no technology push. </li></ul>
  10. 10. Case: Amsterdam Airport Schiphol <ul><li>“ Create a user friendly self-service luggage drop-off that enables an average traveler to check-in 2 pieces of luggage in 72 seconds”: </li></ul><ul><ul><li>observation existing processes </li></ul></ul><ul><ul><li>personas </li></ul></ul><ul><ul><li>scenario writing </li></ul></ul><ul><ul><li>conceptual design </li></ul></ul><ul><ul><li>simulation process </li></ul></ul><ul><ul><li>several mock-up’s </li></ul></ul><ul><ul><li>30 respondents, 60 tests, average time 85 sec. </li></ul></ul><ul><ul><li>improving, prototype development </li></ul></ul><ul><ul><li>pilot Q3 2008, complete row Q3 2009 </li></ul></ul>
  11. 11. Schiphol: travel emotions Goodbye Wait Laugh Hurry Sleep Frustration Heavy Fun Holiday Return Missed flight Confused Lost luggage Direction Contact
  12. 12. Schiphol: existing travel experience Plan Book Pack Transport Search Check-in Wait
  13. 13. Schiphol: character description (11 characters) ‘ Control freak’ Karin (35) Lawyer (British) Values Always very organized. Arrives neatly on time, but she feels she should have been earlier. When the slightest thing goes wrong she is instantly stressed. She is afraid of flying but doesn’t want to show it. With the time left she keeps herself busy by walking round the shops just to keep her mind off of it. Timing Started planning weeks in advance, finding information about how to get to the airport and the times she has to be there(via internet). She plans to be at the airport for the advised time and is always just in time catching the train to the airport. Travel Tries to avoid business travels looking for the most efficient and convenient times. She checks the internet for all the possible flights and weighs it up against the quality of the airline. Baggage She tries to keep it to hand luggage, since she is afraid that other luggage will get lost, but mostly ends up with a sports bag. Technology Likes her paper agenda but makes extensive use of the internet the check all the options and gather info.
  14. 14. Schiphol: conceptual design
  15. 15. Schiphol: simulation / mock up for lab tests
  16. 16. Bagdrop Schiphol, July 2008 Source:
  17. 17. Details <ul><li>EYE-D Designed Innovation: </li></ul><ul><li>Ron Verweij </li></ul><ul><li>Johannes Wierlaan 1 </li></ul><ul><li>3734 XC Den Dolder </li></ul><ul><li>the Netherlands </li></ul><ul><li>phone: +31(0) 610687743 </li></ul><ul><li>mail: </li></ul>