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Socialresearch usermedia UXCNG

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How user research and social media can help to develop and introduce digital services in the market

Published in: Marketing
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Socialresearch usermedia UXCNG

  1. 1. SocialResearch & UserMedia for SHARE&CHARGE innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016
  2. 2. IN THE PHASE OF CONCEPT DEVELOPMENT USER RESEARCH & SOCIAL MEDIA ARE STRONGLY INTERLINKED
  3. 3. WHAT WAS SO SPECIAL ABOUT SHARE&CHARGE? WE RESEARCHED AS CLOSE AS WE COULD TO REAL LIFE – CONTINUOUSLY ENGAGING WITH THE ECOSYSTEM OF EARLY ADOPTERS OF E-MOBILITY
  4. 4. LET’S TALK ABOUT E-MOBILITY
  5. 5. Connection to charging poles is a hassle 12 meter cables and connectors Cables lie in the dirt and get wet Charging Poles are often invisible Instructions are to small Number only visible outside of the car Mobile phones adds complexity Handling phone and cable simultaneous is a hassle 5
  6. 6. … issues with the public charging infrastructure ...
  7. 7. OUR THESIS (SHORT) 1. Research is a continuum 2. Convert user insights into scenarios and stories 3. User research as participation 4. Communication is engineering 5. Frame your research 6. Make the effort and connect with lead users 7. Social media is not a campaign 8. Social Media meets offline
  8. 8. 1. Research is a continuum
  9. 9. innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016 9 Usability Testing • Face2Face usability testing Web App • Face2Face concept communication test Social Media • Recruitment for Beta Test • Influencer Marketing Beta Test • Survey 1 Website and Concept • Survey 2 Web App Ethnogr. Encounters • E-Mobility Breakfast • Socialize with the Ecosystem Market Research • Attitudes of E-Mobilists in Germany • Infrastructure of charging in Europe Qual. Interviews • Charging as personal challenge • Issues around public charging infrastructure Netnography • Tapping into local initiatives • Concept testing coin2go Ethnogr. Encounters • How to become part of the community • How RWE / innogy is perceived 1. Research is a continuum
  10. 10. 2. Convert user insights into scenarios and stories.
  11. 11. innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016 11 2. Convert user insights into scenarios and stories
  12. 12. innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016 12 2. Convert user insights to scenarios and stories
  13. 13. innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016 13 2. Convert user insights to scenarios and stories
  14. 14. 3. User research is participation
  15. 15. innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016 15 3. User research is participation
  16. 16. 4. Communication is an engineering tool
  17. 17. innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016 17 4. Communication is engineering
  18. 18. 5. Frame your research
  19. 19. innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016 19 5. Frame your research
  20. 20. 6. Social media is not only a campaign
  21. 21. innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016 21 6. Social Media is not a campaign 0€ marketing budget spent
  22. 22. 7. Working with lead users is hard but rewarding
  23. 23. innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016 23 7. Connect with lead users “Even if you just want to give energy to others as present you need to pay tax, service tax for the network so that it is best to simply waste it. This is what our government is doing with block heat power plants. It is unbelievable what citizens have to accept here in Germany. But we are so good in pointing our finger to Erdogan! Tesla tries to make us happy with electricity, but we will not see a change in the energy business - Europe will remain nuclear!!!”
  24. 24. innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016 24 7. Connect with lead users
  25. 25. 8. Social Media meets offline
  26. 26. 26innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016 8. Social Media meets offline
  27. 27. INTEGRATED APPROACH OF USER RESEARCH AND SOCIAL MEDIA SO LET’S BECOME SOCIAL RESEARCH AND USER MEDIA.
  28. 28. Contact partners innogy SE · Name · DD Month YYYY 28 Laura Hofstedde Online Marketing laura.hofstedde@innogy.com Nicole Reinhold User Research nicole.reinhold@innogy.com

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