innovation starts with an Eye

Why User Centric Innovation Methodology ? Best practice method developed over 15 years in design and innovation. Innovation is an organic process. Innovation = communication. Make lead users part of your development process. Create an impression of users want before you start developing or committing to technology providers. Create a language all stakeholders understand. And finally: fail often to succeed sooner .

Best practice method developed over 15 years in design and innovation.

Innovation is an organic process.

Innovation = communication.

Make lead users part of your development process.

Create an impression of users want before you start developing or committing to technology providers.

Create a language all stakeholders understand.

And finally: fail often to succeed sooner .

User Centric Innovation Methodology (UCIM) understand observe visualize evaluate & refine implement

Understand Market: business rules, market innovation, general market dynamics, other. Company: objectives, growth target, customer care policy, who is your customer, other. User: Values, attitudes, motivation, social influence, aspirations, other drivers. Technology & innovation: cutting edge, existing infrastructure, cross market technology, other. Specifications. understand

Market: business rules, market innovation, general market dynamics, other.

Company: objectives, growth target, customer care policy, who is your customer, other.

User: Values, attitudes, motivation, social influence, aspirations, other drivers.

Technology & innovation: cutting edge, existing infrastructure, cross market technology, other.

Specifications.

Observe Real people in real life situations. Locate obstacles. Observe: on location, reference locations, other. Do what “customers” do, role-play. Touch point and obstacle analysis. What characters “test” your future product/service? Interview: operators, customers, stake holders, others. Identify latent user needs. observe

Real people in real life situations.

Locate obstacles.

Observe: on location, reference locations, other.

Do what “customers” do, role-play.

Touch point and obstacle analysis.

What characters “test” your future product/service?

Interview: operators, customers, stake holders, others.

Identify latent user needs.

Visualize Personas of those who test your service/product. Make use scripts: simulate the use of the service/product. Storyboards. Conceptual design. Fast prototyping. Video. Other. visualize

Personas of those who test your service/product.

Make use scripts: simulate the use of the service/product.

Storyboards.

Conceptual design.

Fast prototyping.

Video.

Other.

Evaluate & refine Simulate service/product: physical design, virtual design, process, other. Evaluate: mock-up’s, prototypes, tests, other. Refine: redesign, try other process steps, improve, learn, etc. Freeze concept. evaluate & refine

Simulate service/product: physical design, virtual design, process, other.

Evaluate: mock-up’s, prototypes, tests, other.

Refine: redesign, try other process steps, improve, learn, etc.

Freeze concept.

Implement Pre-engineering: physical design, virtual design, infrastructure, other. Development: engineering, ICT, user interface, applications, other. Prototype: physical product, virtual product, debugging, testing, other. Production: first out of tools, 1th release, pre production, etc. Evaluate & Refine. implement

Pre-engineering: physical design, virtual design, infrastructure, other.

Development: engineering, ICT, user interface, applications, other.

Prototype: physical product, virtual product, debugging, testing, other.

Production: first out of tools, 1th release, pre production, etc.

Evaluate & Refine.

Benefits of UCIM Integral development: user-, business and technology all in focus during the creation process. Visibility end result for all stakeholders = focus. Clear end result also makes development and implementation process efficient. Holistic approach, no market pull, no technology push.

Integral development: user-, business and technology all in focus during the creation process.

Visibility end result for all stakeholders = focus.

Clear end result also makes development and implementation process efficient.

Holistic approach, no market pull, no technology push.

Case: Amsterdam Airport Schiphol “ Create a user friendly self-service luggage drop-off that enables an average traveler to check-in 2 pieces of luggage in 72 seconds”: observation existing processes personas scenario writing conceptual design simulation process several mock-up’s 30 respondents, 60 tests, average time 85 sec. improving, prototype development pilot Q3 2008, complete row Q3 2009

“ Create a user friendly self-service luggage drop-off that enables an average traveler to check-in 2 pieces of luggage in 72 seconds”:

observation existing processes

personas

scenario writing

conceptual design

simulation process

several mock-up’s

30 respondents, 60 tests, average time 85 sec.

improving, prototype development

pilot Q3 2008, complete row Q3 2009

Schiphol: travel emotions Goodbye Wait Laugh Hurry Sleep Frustration Heavy Fun Holiday Return Missed flight Confused Lost luggage Direction Contact

Schiphol: existing travel experience Plan Book Pack Transport Search Check-in Wait

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.

Schiphol: conceptual design

Schiphol: simulation / mock up for lab tests

Bagdrop Schiphol, July 2008 Source: www.bagdrop.com

Details EYE-D Designed Innovation: Ron Verweij Johannes Wierlaan 1 3734 XC Den Dolder the Netherlands phone: +31(0) 610687743 mail: ron@eye-ddi.com

EYE-D Designed Innovation:

Ron Verweij

Johannes Wierlaan 1

3734 XC Den Dolder

the Netherlands

phone: +31(0) 610687743

mail: ron@eye-ddi.com