The document discusses the importance of innovation and designing for innovation. It provides examples of companies that have innovated by combining different industries or services, such as a microwave dishwasher or a hospital hotel. It also discusses the importance of questioning existing solutions and experimenting to drive innovation. One example provided is a company that innovated photo messaging apps by questioning why photos couldn't be more beautiful. The document emphasizes playing and combining different ideas to create new innovations.

1. DESIGN FOR INNOVATION.
The arrogance of success is to think that what you did
yesterday will be sufficient for tomorrow.
William Pollard

2. UKO
KON
The world’s largest accommodation provider – owns no real estate.

3. UKO
KON
The world’s largest taxi company – owns no vehicles.

4. UKO
KON
The world’s most popular media owner – creates no content.

5. UKO
KON

6. 6
«The Millennials»

7. Be quick or be dead!
UKO
KON

8. Disrupt or be disrupted!
UKO
KON

9. Innovate or die!
UKO
KON

10. Define your innovation strategy
UKO
KON
#1

11. 11
INNOVATION AMBITION MATRIX
RADICAL
OPPORTUNISTIC
SUBSTANTIAL
PIONEER
INCREMENTAL
FAST FOLLOWER

12. 12
INNOVATION AMBITION
?

13. Our goal is to get things
wrong faster than others.
Daniel Ek, CEO Spotify

14. Listen to the customer!
UKO
KON
#2

18. 18
90%market share in Norway

19. 19

22. Relevant for their clients` customers

23. #3
UKO
KON
Focus on the whole customer journey

24. Touchpoints matter,
but it’s the full journey
that really counts.
ALEX RAWSON, HARVARD BUSINESS REVIEW

25. Customer journey – home buyers

26. BEFORE DURING AFTER
MAPPING YOUR CUSTOMER JOURNEYS
ATTENTION CONSIDER BUY SERVICE LOYALTY
KON
KON
RELATION PHASE
UKO
KON

27. CONTROLLED
CONTACT POINT
RELATION PHASE
UNCONTROLLED
CONTACT POINT
BEFORE DURING AFTER
• DM (BM/PM)
• Søkemotorop3malisering (SEO)
• Sosiale medier (SOME)
• Annonser/banner
• Eierbanker
• 3. parts neAsider
• Public Rela3ons (PR)
• VGTV, DBTV
• YouTube™
• Viral-kampanje
• Ekstra
Redaksjonell omtale •
Sosiale medier •
Google-søk •
Jungeltelegraf •
NeAverk, får 3ps •
Testvurdering •
Konkurrenter •
3. parts neAsider •
Salgspres. bank BM •
Ekstra •
Ekstra •
• Konkurrenter
• 3. parts neAsider
• Testvurdering
• NeAverk, anbefaling
• Jungeltelegraf
• Google-søk
• Sosiale medier (SOME)
• Redaksjonell omtale
• Finansportalen
• penger.no
• Salgspres. bank BM
Ekstra •
Dine penger •
FInansportalen •
Facebook •
Remarke3ng •
Søk (betalte treff) •
Landingsside •
Egne neAsider •
Forsikringskalkulator •
Søkemotorop3malisering (SEO) •
• Mobil
• Kundeservice
• Chat
• Egne neAsider
• Eierbanker
• Ekstra
• Ekstra
• Ekstra
• Ekstra
• Ekstra
• Ekstra
Betalingsløsninger •
3. parts løsninger •
eID-løsning •
Digitalt signering •
Ekstra •
Ekstra •
Ekstra •
Ekstra •
Ekstra •
Ekstra •
Ekstra •
• Ekstra
• Ekstra
• Ekstra
• Ekstra
• Testvurdering
• Eget neAverk, erfaringer
• Sosiale medier (SOME)
• Redaksjonell omtale
• Ekstra
• ekstra
• Ekstra
• Skademelding/skadeoppgjør
• Lojalitetsprogram (s3ge?)
• LojalitetsrabaA
• Oppfølgeingsbrev
• Avslutningsbrev (flere)
• Facebook/Instagram
• NeAbu3kk
• Facebook/Instagram
• Betalingspåminnelse
• Partnere/leveraøndør
• PR / AgendaseAer
Faktura •
DM •
E-post •
Velkomstbrev/pakke •
Årlig (vilkår/bevis) •
Remarke3ng •
Egne neAsider •
SMS •
Sikkerhetsbu3kken (Falck) •
• Konkurrenter
• Ekstra
• Testvurdering
• NeAverk, anbefaling
• Jungeltelegraf
• Google-søk
• Sosiale medier (vareprat)
• Redaksjonell omtale
• Ekstra
• ekstra
• Ekstra
ATTENTION CONSIDER BUY SERVICE LOYALTY
MAPPING YOUR CUSTOMER JOURNEYS

28. 28
Customer journeys are created
across disciplines!

29. 29
MARKETING IT PRODUCT

30. 30
MARKETING IT PRODUCT

31. HELHETLIGE KUNDEREISER
31
MARKETING IT PRODUCT
=

32. 32
MARKETING IT PRODUCT
HOLISTIC CUSTOMER JOURNEYS
=

33. The companies that excel in
journeys have a more distinct
competitive advantage than those
that excel in touchpoints.
ALEX RAWSON, HARVARD BUSINESS REVIEW
33

34. #4 UKO
KON
Differentiate - not just digitize

35. 35
The Caring Insurance Company
Better user experience on customer website for business & private

36. 36
But nobody uses their website

37. PERSONAS | PRIVATE CUSTOMER
Ignored Ingrid
I don’t feel appreciated
as a customer. At all.
Ingrid (33), nurse
Ingrid 33, nurse
• Rented apartment, 2 children
• Red Cross voluntary
• Strained and sober economy
Attitudes and values
• Prioritizes family very high
• Engaged in various volunteering
• Blood and organ donor
Influencers
• Parents and close family
• Own network, social media
• Comparable Services.
Frustrations
• Feels neglected as a customer
• Technical solutions, updating Java
• What if something happens?
Instagram Spo:fy Pregnant Ne?lix Endomondo Bank
Ingrid is 33 year old nurse. She lives in a rented apartment with her partner, two
children and a cat. Loyal insurance customer for several years. No claims, never
heard from her insurance company.
GENERAL
Concerned family and selflessly in relation to volunteering. Beside the job takes
Ingrid regular night shifts for Red Cross hotline at risk have kids. Has been a blood
donor for 7 years and is registered organ donor.
INGRIDS RELATION TO INSURANCE
Ingrid experiencing insurance services and condi:ons that virtually unavailable.
She’d like to be right assured, but do not think she is. Got no claims past 7 years.
Qualifying total customer and loyalty discounts, but do not even know.
Needs and goals
• Want easily understandable terms
• Wants personal service
• Assured that she has relevant insurance
GENERAL
Assisted
LiSle insight
Not technically
Self-reliant
Well informed
Technical whiz
YEAR
3
YEAR
1
YEAR
7
YEAR
2
YEAR
4
YEAR
5
YEAR
6
AMBASSADOR REGION
HIGH RISK REGION
Total customer, 5 year+ Loyalty bonusxx
Characteristics
FAVORITE-APPS
SOME OF HER THINGS & GADGETS

38. 38
The insurance company that cares?

40. ?
ENKEL INNOVATIV SKREDDERSØM
ma
Make your service mirror your brand Dif

43. #5 UKO
KON
Play!

44. 44
Innovate by combining.

45. 45
MICROWAVE DISHWASHER
+
Innovate by combining.

46. 46
HOSPITAL
+
HOTEL WALT DISNEY
+
Innovate by combining.

47. 47
CAR SHARING DRIVERLESS CARS
+
Innovate by combining.

48. 48
Innovate by experimenting.

49. 49
Innovate by questioning.
Why can`t I see the pictures right away?

50. 50
Innovate by questioning.
Why can`t my photo messages be more beautiful?

52. SMS WhatsApp Snapchat

54. 280.000
User accounts in 6 months

55. “ 5 can’t miss apps.

56. “ Best Mobile Design Award.

57. “ #1 Best new apps in
111 countries.

58. + +Customer insight
Holistic customer
journey
Brand DNA
PLAY!

59. DESIGN FOR INNOVATION

60. 60
Marianne D. Jacobsen
marianne.jacobsen@knowit.no
+ 47 950 31 823