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Putting the Customer First

                  Carolyn Parkinson
              Technology Transfer Specialist
                Experience Led Innovation


© 2013
Let’s talk about…

  • Understanding customers and users
  • Not about being a slave to customers’ whims
  • Gaining insights which will help you meet your business
    objectives
  • Purposely designing for the experiences and behaviours you
    hope to create for users of a product or service

  • We call this:
                    Experience Led Innovation
© 2013
What is Experience Led Innovation?


         Experience Led Innovation (ELI):
         Innovation that is informed by
         understanding how people use or
         experience a product or service



© 2013
Put yourself in the user’s shoes




                     … now how does your offering look?


© 2013
Experience Led Innovation
   • All products and services create experiences and behaviours
     for users
   • These may be purposeful, or accidental
   • Getting it right is a competitive advantage


   Our key message to SMEs:
   We can help you better understand the user experience to
   promote and inform innovation to grow your business

© 2013
Understand the user perspective

                  What does this button do?
                   • Close the door?
                   • Provide illusion of control?
                      • ‘Fake affordance’

                   Design question:
                   Is there anything to be gained from making
                   something look like it works one way, while
                   actually doing something else (or nothing at
                   all)?

© 2013
Understand the user perspective


                           How many people
                           would push the wrong
                           button for this lift?




© 2013
Understand the user perspective


                           Confusing user interface

                           Result:
                              • frustration
                              • wasted time
                              • poor quality data


© 2013
Getting it right…

    “the user experience is
    what we care about most”
    Steve Jobs




© 2013
Experience Led Innovation

   • A deliberate focus on the user experience can unlock
     powerful insights
   • An enormous amount of research is out there
   • This can be used by businesses to create competitive
     advantage
      • Designing desired behaviours aligned with business goals
      • Creating physical or digital experiences and journeys
      • Making use of sensory input and emotions


© 2013
Research base

                  Professor Paul Jennings
                  Professor of Experiential Engineering

                  Dr Rebecca Cain
                  Associate Professor of Experience Led Innovation

   • Paul and Rebecca are supported by over 20 researchers working in
     this area
   • Cross discipline team includes designers, engineers, human factors
     specialists, psychologists, computer scientists, marketers, and more.
© 2013
Introductions

         Experience Led Innovation SME team
                 Carolyn Parkinson
                 Technology Transfer Specialist




                 Christopher Brown
                 Knowledge Transfer Specialist



© 2013
Could my business benefit from an
 Experience Led Innovation approach?
   1. How easily can customers access your product or
      service?
   2. Could your products be designed to work better?
   3. Is your product being used in the way you intended?
   4. Are you struggling to get your products accepted in the
      marketplace, and don’t know why?
   5. Does the experience of your service match your brand
      values?

© 2013
ELI Business assistance at IIPSI

     Access Experience Led Innovation support via:
     1. IIPSI Innovation Programme
     2. Experience Led Innovation Toolkit
     3. Customised intensive business support projects

     Extent of support offered is determined by the
     potential for resulting business growth impact.

© 2013
IIPSI Innovation Programme:
   Experience Led Innovation
   • Two day (minimum) programme
   • Day 1: general introduction, including specialist
     workshop taster
      • Workshop session: ‘Design with Intent’
   • Day 2: Specialist full day Experience Led Innovation
     workshop:
      ‘People Centred Innovation’
      • Equipping you with a range of tools and skills to
        apply directly to your organisation
© 2013
Experience Led Innovation Toolkit




© 2013
Experience Led Innovation Toolkit

 • A flexible suite of tools to address a range of experience-related
   business challenges
 • Tools selected and interpreted for their appropriateness for
   SMEs
 • Intended to unlock insights in user-focussed design, customer
   experience, and innovation for products, features, and services
 • We work with SMEs to select the most effective tool for a
   particular challenge
 • Custom delivery by WMG specialist staff

© 2013
Experience Led Innovation Toolkit

                      Want to know more?
                      • Full session on the toolkit during
                        Innovation Programme specialist
                        Day 2 ‘People Centred Innovation’
                      • Next workshop date:
                         • Wed 22nd May
                         • Includes new module:
                              UX: Digital User Experience
                         • registration now open!

© 2013
Customised intensive projects

WMG specialists work closely with SMEs over a period of time on a
specific challenge aimed at achieving measurable growth.
Business challenges where ELI could assist include:
• Physical product design/launch: best practice application, design
  for user experience, cross discipline input
• Innovation launch: understanding your market, aligning
  developments with early user behaviours
• Service design: exploiting key connection opportunities, removing
  frustration and roadblocks
• Visitor experience: simplifying experience, maximising engagement
© 2013
Case Study: Mayridge Ltd

  • Mayridge provides a fully integrated approach to
    live business events and exhibiting, worldwide
  • Highly respected international supplier
  • Mayridge had ambitious growth plans, and were
    eager to bring innovation to the sector




© 2013
Mayridge Exhibition stand demonstrator

 • Demonstrator and ‘living lab’ collaboration installed in IIPSI
 • Exploring Experience Led Innovation tools for business behaviour creation
 • Physical and digital experience design, applicable to wide range of business
   situations




© 2013
Design with Intent
            Carolyn Parkinson                Christopher Brown
         Technology Transfer Specialist   Knowledge Transfer Specialist
           Experience Led Innovation       Experience Led Innovation




© 2013
Carolyn Parkinson
Technology Transfer Specialist
 Experience Led Innovation


 Christopher Brown
Knowledge Transfer Specialist
 Experience Led Innovation
Design with Intent
  • This tool pulls together extensive
    research into how design influences real
    user behaviour
  • Intended for situations where you want
    to create (or prevent) a specific action,
    perception, or behaviour
  • 101 cards provoke ideas by asking
    questions and giving examples of
    particular principles (or design gambits)
    in action
© 2013
Design with Intent
  “I use the term Design with Intent to mean design that's intended
  to influence or result in certain user behaviour.”

  “This reflective approach can be valuable for designers: being
  aware that we're designing not just products, not just
  experiences, but actually designing behaviour at one level or
  another. Whether we mean to do it or not, it's going to happen,
  so we might as well get good at it.”
                               Dan Lockton, creator of Design with Intent



© 2013
Scenario: the challenge

    We are launching a Gourmet Burger van
                                Our objectives:
                                • Attract customers
                                • Have successful products
                                • Achieve sales
                                • Profitable operation
                                • Create a buzz
                                • Beat the competition


© 2013
Scenario: the challenge

    The competition….




© 2013
8 lenses, 101 gambits




© 2013
Gourmet Burger challenge
  • One team per table
  • Develop your offering using the Design with Intent cards to assist
         Type of product?          Branding/marketing approach?
         Competitive strategy?     Target market?
  • Rapid idea generation
  • Brainstorming rules: anything goes!
  • Consider each card
  • Write ideas on Post-it notes
  • Attach to the card which inspired it
© 2013
Gourmet Burger challenge
  Assign roles within your team:
  • Whip – your role is to ensure all ideas get written down
  • Adjudicator – you make the final decision on your team’s Top 2 ideas
  • Spokesperson – you will present your team’s Top ideas to the room
  • All – write down your ideas, then convince your team they are brilliant

                                           25 minutes to develop your
                                           brilliant competitive
                                           business ideas!

© 2013
Scenario: the challenge

    We are launching a Gourmet Burger van
                                Our objectives:
                                • Attract customers
                                • Have successful products
                                • Achieve sales
                                • Profitable operation
                                • Create a buzz
                                • Beat the competition


© 2013
Some useful terminology (if needed)

  Affordance: quality which allows
  an action to be performed
  Meme: a behaviour which
  spreads from person to person
  Ludic: game-like
  Kairos: the concept of a
                                      Affordances can be correct,
  propitious time for action; the     false, or hidden
  right time for the right action


© 2013
Gourmet Burger challenge

    Tell the room:
    • Your business approach / concept
    • Top two ideas that contribute to success
    • The Design with Intent card which inspired the idea




© 2013
Don’t forget…

                    Want to know more?
                    • Full session on the toolkit during
                      Innovation Programme specialist
                      Day 2 ‘People Centred Innovation’
                    • Next workshop dates:
                       • Wed 22nd May
                       • registration now open!
                    • Customised project?
                       • 1-2-1 consultation opportunities
                          from 3:30 pm today
© 2013

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Experience led innovation presentation

  • 1. Putting the Customer First Carolyn Parkinson Technology Transfer Specialist Experience Led Innovation © 2013
  • 2. Let’s talk about… • Understanding customers and users • Not about being a slave to customers’ whims • Gaining insights which will help you meet your business objectives • Purposely designing for the experiences and behaviours you hope to create for users of a product or service • We call this: Experience Led Innovation © 2013
  • 3. What is Experience Led Innovation? Experience Led Innovation (ELI): Innovation that is informed by understanding how people use or experience a product or service © 2013
  • 4. Put yourself in the user’s shoes … now how does your offering look? © 2013
  • 5. Experience Led Innovation • All products and services create experiences and behaviours for users • These may be purposeful, or accidental • Getting it right is a competitive advantage Our key message to SMEs: We can help you better understand the user experience to promote and inform innovation to grow your business © 2013
  • 6. Understand the user perspective What does this button do? • Close the door? • Provide illusion of control? • ‘Fake affordance’ Design question: Is there anything to be gained from making something look like it works one way, while actually doing something else (or nothing at all)? © 2013
  • 7. Understand the user perspective How many people would push the wrong button for this lift? © 2013
  • 8. Understand the user perspective Confusing user interface Result: • frustration • wasted time • poor quality data © 2013
  • 9. Getting it right… “the user experience is what we care about most” Steve Jobs © 2013
  • 10. Experience Led Innovation • A deliberate focus on the user experience can unlock powerful insights • An enormous amount of research is out there • This can be used by businesses to create competitive advantage • Designing desired behaviours aligned with business goals • Creating physical or digital experiences and journeys • Making use of sensory input and emotions © 2013
  • 11. Research base Professor Paul Jennings Professor of Experiential Engineering Dr Rebecca Cain Associate Professor of Experience Led Innovation • Paul and Rebecca are supported by over 20 researchers working in this area • Cross discipline team includes designers, engineers, human factors specialists, psychologists, computer scientists, marketers, and more. © 2013
  • 12. Introductions Experience Led Innovation SME team Carolyn Parkinson Technology Transfer Specialist Christopher Brown Knowledge Transfer Specialist © 2013
  • 13. Could my business benefit from an Experience Led Innovation approach? 1. How easily can customers access your product or service? 2. Could your products be designed to work better? 3. Is your product being used in the way you intended? 4. Are you struggling to get your products accepted in the marketplace, and don’t know why? 5. Does the experience of your service match your brand values? © 2013
  • 14. ELI Business assistance at IIPSI Access Experience Led Innovation support via: 1. IIPSI Innovation Programme 2. Experience Led Innovation Toolkit 3. Customised intensive business support projects Extent of support offered is determined by the potential for resulting business growth impact. © 2013
  • 15. IIPSI Innovation Programme: Experience Led Innovation • Two day (minimum) programme • Day 1: general introduction, including specialist workshop taster • Workshop session: ‘Design with Intent’ • Day 2: Specialist full day Experience Led Innovation workshop: ‘People Centred Innovation’ • Equipping you with a range of tools and skills to apply directly to your organisation © 2013
  • 16. Experience Led Innovation Toolkit © 2013
  • 17. Experience Led Innovation Toolkit • A flexible suite of tools to address a range of experience-related business challenges • Tools selected and interpreted for their appropriateness for SMEs • Intended to unlock insights in user-focussed design, customer experience, and innovation for products, features, and services • We work with SMEs to select the most effective tool for a particular challenge • Custom delivery by WMG specialist staff © 2013
  • 18. Experience Led Innovation Toolkit Want to know more? • Full session on the toolkit during Innovation Programme specialist Day 2 ‘People Centred Innovation’ • Next workshop date: • Wed 22nd May • Includes new module: UX: Digital User Experience • registration now open! © 2013
  • 19. Customised intensive projects WMG specialists work closely with SMEs over a period of time on a specific challenge aimed at achieving measurable growth. Business challenges where ELI could assist include: • Physical product design/launch: best practice application, design for user experience, cross discipline input • Innovation launch: understanding your market, aligning developments with early user behaviours • Service design: exploiting key connection opportunities, removing frustration and roadblocks • Visitor experience: simplifying experience, maximising engagement © 2013
  • 20. Case Study: Mayridge Ltd • Mayridge provides a fully integrated approach to live business events and exhibiting, worldwide • Highly respected international supplier • Mayridge had ambitious growth plans, and were eager to bring innovation to the sector © 2013
  • 21. Mayridge Exhibition stand demonstrator • Demonstrator and ‘living lab’ collaboration installed in IIPSI • Exploring Experience Led Innovation tools for business behaviour creation • Physical and digital experience design, applicable to wide range of business situations © 2013
  • 22. Design with Intent Carolyn Parkinson Christopher Brown Technology Transfer Specialist Knowledge Transfer Specialist Experience Led Innovation Experience Led Innovation © 2013
  • 23. Carolyn Parkinson Technology Transfer Specialist Experience Led Innovation Christopher Brown Knowledge Transfer Specialist Experience Led Innovation
  • 24. Design with Intent • This tool pulls together extensive research into how design influences real user behaviour • Intended for situations where you want to create (or prevent) a specific action, perception, or behaviour • 101 cards provoke ideas by asking questions and giving examples of particular principles (or design gambits) in action © 2013
  • 25. Design with Intent “I use the term Design with Intent to mean design that's intended to influence or result in certain user behaviour.” “This reflective approach can be valuable for designers: being aware that we're designing not just products, not just experiences, but actually designing behaviour at one level or another. Whether we mean to do it or not, it's going to happen, so we might as well get good at it.” Dan Lockton, creator of Design with Intent © 2013
  • 26. Scenario: the challenge We are launching a Gourmet Burger van Our objectives: • Attract customers • Have successful products • Achieve sales • Profitable operation • Create a buzz • Beat the competition © 2013
  • 27. Scenario: the challenge The competition…. © 2013
  • 28. 8 lenses, 101 gambits © 2013
  • 29. Gourmet Burger challenge • One team per table • Develop your offering using the Design with Intent cards to assist Type of product? Branding/marketing approach? Competitive strategy? Target market? • Rapid idea generation • Brainstorming rules: anything goes! • Consider each card • Write ideas on Post-it notes • Attach to the card which inspired it © 2013
  • 30. Gourmet Burger challenge Assign roles within your team: • Whip – your role is to ensure all ideas get written down • Adjudicator – you make the final decision on your team’s Top 2 ideas • Spokesperson – you will present your team’s Top ideas to the room • All – write down your ideas, then convince your team they are brilliant 25 minutes to develop your brilliant competitive business ideas! © 2013
  • 31. Scenario: the challenge We are launching a Gourmet Burger van Our objectives: • Attract customers • Have successful products • Achieve sales • Profitable operation • Create a buzz • Beat the competition © 2013
  • 32. Some useful terminology (if needed) Affordance: quality which allows an action to be performed Meme: a behaviour which spreads from person to person Ludic: game-like Kairos: the concept of a Affordances can be correct, propitious time for action; the false, or hidden right time for the right action © 2013
  • 33. Gourmet Burger challenge Tell the room: • Your business approach / concept • Top two ideas that contribute to success • The Design with Intent card which inspired the idea © 2013
  • 34. Don’t forget… Want to know more? • Full session on the toolkit during Innovation Programme specialist Day 2 ‘People Centred Innovation’ • Next workshop dates: • Wed 22nd May • registration now open! • Customised project? • 1-2-1 consultation opportunities from 3:30 pm today © 2013