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Clearworks Insights to Innovation: A Real World Case Study

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Clearworks is a partner of the Whirlpool/Notre Dame Innovation Certification program where we teach a class called "Insights to Innovation". The class has received high marks from the students for its straightforward approach to bring the voice of the customer into ideation sessions

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Clearworks Insights to Innovation: A Real World Case Study

  1. 1. © ALL RIGHTS RESERVED, WHIRLPOOL CORPORATION, MEMORIAL HOSPITAL OF SOUTH BEND, UNIVERSITY OF NOTRE DAME Intersession 1: Innovation Service Partners Insights to Ideation: A Real World Case Study Jennifer Cuthill
  2. 2. 2 WELCOME INSIGHTS TO IDEATION: A Real World Case Study
  3. 3. 3 • Since 2002 • Innovation and new product development • Using customer insights from ideation through launch • Sample innovation projects: o Establishing innovation process o Facilitating ideation workshops o Gathering customer insights to drive innovation • Industry agnostic • Business and consumer products, services, and experiences WHO IS CLEARWORKS?
  4. 4. 4 We will cover: • How to use customer insights as a basis for ideation • Customer insights techniques • Ideation techniques that can be used with customers to generate ideas • Ideation techniques that leverage the insights for internal ideation GOALS FOR TODAY’S SESSION
  5. 5. 5 Our case study involves: • Large technology company • Struggling to fill its innovation pipeline and generate new product and service ideas • Targeting their small business segment REAL WORLD CASE STUDY Background
  6. 6. 6 Our client’s primary objective: Generate numerous new ideas around solutions targeting small business customers Step 1: Focus the challenge Identified Focus: Identify back office solutions that solve for customer challenges REAL WORLD CASE STUDY The Business Challenge
  7. 7. 7 Develop a customized approach to meet the specific objectives/challenge for this project: • Fill the funnel of ideas using a combination of customer ideation and internal stakeholder ideation • To fuel internal ideation, use customer insights Customer Ideation + Internal Ideation Fueled by Customer Insights = Funnel of New Ideas REAL WORLD CASE STUDY The Approach
  8. 8. 8 REAL WORLD CASE STUDY Clearworks Insights Toolkit Shopalongs Eye Tracking Customer Summits Digital Ethnographies Focus Groups Journey Mapping In-Home Ethnographies Digital Diaries Online Communities Remote Usability Shelf Optimization Tests In-Depth Interviews Geolocation Surveys Insight Games Mobile Research Customer Experience Design Usability Lab Testing Online Surveys
  9. 9. 9 Customer Summits can take numerous forms, but what we did…. • In-person moderated workshop • Included interactive exercises, large and small group discussions, breakout sessions • Held at a nice hotel to facilitate creativity • Session Length: 3 hours hours • # of participants: 15-20 per city; 2 cities • # of summits: 1 east coast, one west coast REAL WORLD CASE STUDY Customer Summits
  10. 10. 10 Customer Summits have numerous benefits: • Opportunity to gather in person input and feedback on customer gaps and challenges • Dig deeper into day to day pain points • In-person allows for interactive exercises for generating customer ideas • Customers share experiences and generate rich dialogue REAL WORLD CASE STUDY Customer Summit - Reasons for Selection
  11. 11. 11 • Participants prior to summits were invited to an online platform • Diary-style format allowed them to record their activities and thoughts day-to-day • Customers were prompted by a series of exercises • Responded via video, photos, screen capture and text • Mobile capabilities allowed for in the moment capture • Self-recorded events provided rich insights - able to gain access to otherwise inaccessible aspects of a customer’s life REAL WORLD CASE STUDY Digital Diaries
  12. 12. 12 Digital Diaries have numerous benefits: • Immerse customer in the topic; made it top of mind for them going into the Customer Summits • Allow for individual input and feedback • Capture customers where they work • Enable client to observe customer thoughts and behavior firsthand through the use of video and photos • Video and other artifacts fueled the internal ideation session REAL WORLD CASE STUDY Digital Diaries - Reasons for Selection
  13. 13. 13 In general: • Prompted participants to complete a series of five exercises over the period of a week Sample exercise: • “Back Office Headaches” - When thinking about your back office systems, tools and processes what issues or current solutions cause you the biggest headache each week? Document your challenges each day. REAL WORLD CASE STUDY Digital Diaries - How They Were Used
  14. 14. 14 In general: • Consider the ideation challenge • Leverage an innovation “toolkit” from a variety of sources • Variety of exercises allows us to address that challenge from multiple directions • Develop exercises that are creative and engaging • Use toolkit exercises as is, modify them as it makes sense, or create our own REAL WORLD CASE STUDY Customer Summits - How They Were Used
  15. 15. REAL WORLD CASE STUDY Customer Summits – Sample Agenda 15 Time Topic 2:00-2:15 Welcome and Introductions 2:15-2:45 Rapid Ideation Warm-Up Exercise 2:45-3:30 Map It! Exercise 3:30-3:45 BREAK 3:45-4:15 Crystal Ball Exercise 4:15-4:45 Group Readouts and Discussion 4:45-5:00 Closing
  16. 16. “Map It” Exercise: Purpose: • Understand back office issues and challenges and how they are being handled today What is Needed: • Flip chart paper, pens How It Works: • Split participants into small groups • In the center of their flip have them draw a circle and label it Back Office • Have them use circles to map out the back office infrastructure elements in their company • Have them use lines from each circle to identify challenges, gaps and issues as they relate to that particular piece of the back office • Ask them to indicate solutions or workarounds today 16 REAL WORLD CASE STUDY Customer Summits - Session Exercises
  17. 17. 17 “Map It” Exercise Debrief: • Moderator walks the team through their map, probing around challenges, pain points, what they like and don’t like • Ask where the group had commonalities and differences • All of this provides good feedback for the internal team to think about where solutions could layer into this map REAL WORLD CASE STUDY Customer Summits - Session Exercises
  18. 18. “Crystal Ball” Exercise: Purpose: • Understand what the ideal back office environment would look like What is Needed: • Crystal Ball print out, pens, colorful Post-It notes, ribbon, stickers, other art supplies How It Works: • Split participants into small groups • Each team is given a blank crystal ball and other supplies • Ask them to imagine that they are looking into a crystal ball where they can see the future where all of their back office challenges have been solved; the picture represents their ideal back office environment 18 REAL WORLD CASE STUDY Customer Summits - Session Exercises
  19. 19. 19 “Crystal Ball” Exercise Debrief: Moderator asks the team probing questions about the crystal ball: • Why did you draw this? • What does that do for you? • Why would it work this way for you? • Crystal balls and output/feedback are used internally to ideate around solutions and services that have the desired ideal state/outcome REAL WORLD CASE STUDY Customer Summits - Session Exercises
  20. 20. 20 • Customer quotes • Video highlight reel • Workbook of customer ideas • Feedback on pain points, challenges, gaps, headaches REAL WORLD CASE STUDY Output from Digital Diaries & Customer Summits + =
  21. 21. 21 This internal ideation session structure: • Moderated in-person internal workshop • Team of 25 cross-functional stakeholders • Includes interactive exercises, large and small group discussions, breakout sessions • Session Length: 1 full day REAL WORLD CASE STUDY Internal Ideation Session
  22. 22. 22 Ideation Sessions have numerous benefits: • Generate a large volume of new ideas with a cross functional internal team • Opportunity to familiarize the cross functional team with the insights generated from customer research (Online Diaries + Customer Summits) • Use research as a primary launching pad for ideation REAL WORLD CASE STUDY Internal Ideation Session - Reasons for Selection
  23. 23. 23 Ideation Sessions are customized to the client and their objectives: • Developed comprehensive agenda for the session, including insights review and a series of 5 interactive exercises • Used insights as a starting point for further ideation to generate lots and lots of ideas • Used quick, warm-up ideation exercises to get the group’s creative juices flowing • Used exercises from our innovation “toolkit” to generate ideas REAL WORLD CASE STUDY Internal Ideation Session - How It Was Used
  24. 24. 24 Artifact Gallery: • Create an “exhibit” with artifacts from customer research, including: – Customer quotes – Customer diaries – Key research takeaways – Output from ideation exercises • The team “tours” the exhibit and looks at all of the artifacts • The team is encouraged to take notes during the tour and jot down thoughts about: – What is most surprising? – What did you not know before? REAL WORLD CASE STUDY Internal Ideation Session - Immersion In Study Insights
  25. 25. 25 Video Highlight Reel: • A collection of relevant customer quotes and highlights from the Customer Summits • Includes clips from large group discussion, breakout sessions, and interactive exercises • Synthesized key takeaways • Playing the reel at the start of the Internal Session helps bring the research to life for the team REAL WORLD CASE STUDY Internal Ideation Session - Immersion In Study Insights
  26. 26. 26 Participant Workbook: • One workbook per team member • Workbook includes: – Customer research highlights – Session agenda – Ideation exercises and instructions – Space for notes • Team uses their workbooks throughout the day as part of the ideation exercises, or to note any interesting observations that might be used to spark some creativity REAL WORLD CASE STUDY Internal Ideation Session - Immersion In Study Insights
  27. 27. “10 in 10” Exercise: 10 Ideas in 10 minutes Purpose: • Use customer insights to fuel innovation ideas What is Needed: • Participant workbook, flip chart paper, pens How It Works: • Team takes a “tour” of the Artifact Gallery to look at all of the artifacts that came out of the Customer Summits • After the tour, split the team into smaller groups • Ask each group to come up with 10 ideas to address the ideation challenge, based on the observations made during their “tour” • Ideas can be a solution, service, feature, or product 27 REAL WORLD CASE STUDY Internal Ideation Session - Immersion In Study Insights
  28. 28. “Mix It Up” Exercise: Purpose: • Generate new ideas by remixing attributes of an existing idea or combining key words related to the opportunity What is Needed: • A stack of Mix It Up cards How It Works: • Split the participants into small groups • Provide 4 stacks of cards to each group • Each stack has one of the following types of words: – Customer Pain Point – Adjective – Trend – Solution Type • Ask each group to mix up the stacks of cards, and create different combinations to come up with ideas 28 REAL WORLD CASE STUDY Internal Ideation Session - Immersion In Study Insights
  29. 29. A well-designed internal ideation produces: • Stakeholder buy-in to the customer insights and feedback • Stakeholders identify interesting and surprising insights they didn’t know before • Participants learn five new ideation techniques • Generate a volume of new ideas internally to supplement output from the Customer Summits • Team is excited and energized to take their 150+ ideas to the next level 29 REAL WORLD CASE STUDY Internal Ideation Session - Immersion In Study Insights
  30. 30. 30 We covered: • How to use customer insights as a basis for ideation • Customer insights techniques • Ideation techniques that can be used with customers to generate ideas • Ideation techniques that leverage the insights for internal ideation HERE’S WHAT WE DID TODAY
  31. 31. 31 IN CONCLUSION… INSIGHTS TO IDEATION: A Real World Case Study
  32. 32. 32 FOR MORE INFORMATION… For any questions about today’s session, please contact Jennifer Cuthill jennifercuthill@clearworks.net
  33. 33. © ALL RIGHTS RESERVED, WHIRLPOOL CORPORATION, MEMORIAL HOSPITAL OF SOUTH BEND, UNIVERSITY OF NOTRE DAME Innovation Mentor Certification program

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