What is an idea worth? Are some ideas more valuable than others? How to collect, action and turn customer ideas into innovative UX.

1. SaysWho?MINING CUSTOMER FEEDBACK FOR INNOVATION
presented by Renee Racine-Kinnear

2. BUYING INTO
“THE IDEA ECONOMY”
$=IDEAS

3. What is an idea worth?

5. a single idea
can transform
your brand

6. THE MORE IDEAS YOU COLLECT,
THE MORE LIKELY IT BECOMES
YOU’LL HAVE A GREAT ONE.

7. BUILDING YOUR
IDEA INVENTORY

8. Are some ideas worth more than others?

9. ?

10. how cx tends to view
?

11. ?

12. the value of an
idea is relative to
its ability to
balance the needs
of business and
customers.

14. INDIGO’S CEO AKS FOR DRAG
AND DROP TO CART.
2007

15. UX DEEMS IT A DIFFICULT
EXPERIENCE. IDEA IS SHELVED.
2008
CUSTOMER IDEA:
MULTIPLE WISH LISTS TO
ASSIST IN GIFT PLANNING
2009

16. UX MEETS CUSTOMER NEED BY
INTRODUCING GIFT LISTS
2009

17. CUSTOMER’S DON’T USE THEM
FAIL.

18. USER TESTING
REVEALS
CUSTOMERS CAN’T
FIND LISTS.
UX RESPONDS WITH
“TABS”.
2010

19. TURNS OUT, THE WORLD HATES
THINGS THAT FOLLOW YOU
AROUND IN THE SIDE BAR.
Oh.

20. MEANWHILE, UX IS
WORKING ON A “VISUAL
CART”
2010

21. AT AROUND THIS TIME, WE BEGIN COMPILING IDEAS
FROM ALL CHANNELS INTO AN “IDEA INVENTORY”.
Exec ideas get merged with customer ideas.

22. IN CONTEXT OF EACH
OTHER, IT BECOMES
APPARENT THAT THE
CEO’S IDEA CAN BE
MERGED WITH
CUSTOMER NEED TO
PRODUCE EXPONENTIAL
VALUE.
Bingo.

23. “THE DRAWER”
LAUNCHES
2013

24. +43%

25. +10%

26. +21%sharing +72%

27. +108%

28. WHERE DO GOOD IDEAS
COME FROM?
competitors
stores
internal

29. WHERE DO GOOD IDEAS
COME FROM?
competitors
stores
internal
customers

30. How can we tap customer ideas?

31. “Listening is a magnetic and strange thing,a creative force.When
we really listen to people there is an alternating current,and this
recharges us so that we never get tired of each other. We are
constantly being re-created.”
B R E N D A U E L A N D, W R I T E R

33. “Your most unhappy customers are your
greatest source of learning.” B I L L G AT E S

34. what type of customer

35. what type of customer

36. dissatisfaction
is the seed of
innovation

37. THERE IS MORE PRAISE
THAN CRITICISM IN A
FAN CHANNEL.

38. A COMPLAINT CHANNEL
WILL ALWAYS HAVE IDEAS.
OFTEN BLUNT, BUT THIS IS
YOUR IDEA GOLDMINE.

39. EMBRACING
INNOVATION

40. How do we turn ideas into innovations?

41. voice of the customer program
A VOC PROGRAM SEES THE
BRAND AS CENTRAL.
IDEAS COME FROM OUTSIDE
AND FILTER IN FOR EVALUATION.
THIS METHOD IS SLOW, RELIES
ON LUCK AND CONTEXT .ORG

42. innovation program
AN INNOVATION PROGRAM
PUTS IDEAS TO
CENTRE, REGARDLESS OF
SOURCE.
THE BRAND IS AN ENABLER
RATHER THAN A JUDGE.
OUR ROLE IS TO QUICKLY
RELEASE AND MEASURE AS
MANY INNOVATIONS AS
POSSIBLE.

43. Sure,but how?

44. mind
shift
TO SOME EXTENT, WE
MUST RELEASE CONTROL
TO EMBRACE THE
CREATIVITY OF OTHERS.
WE WILL PURSUE IDEAS
THAT MAY BE OUTSIDE
OUR SELF-IMAGE.

45. budget
shift
WE NEED TO RE-CHANNEL
BUDGETS THAT CURRENTLY
BELONG TO IDEA
GENERATION …
AND PUT THEM INTO IDEA
EXECUTION.

46. value
shift
WE NEED TO
REWARD IDEAS AND
TREAT THEM WITH
URGENCY.
WE NEED TO VALUE
IDEAS AS MUCH AS
TODAY’S REVENUE
BECAUSE THEY
REPRESENT THE
REVENUE OF
TOMORROW.

47. #SAYSWHO
RECAP
1. IDEAS = REVENUE.
2. INVEST IN YOUR IDEA INVENTORY.
3. THE VALUE OF AN IDEA IS RELATIVE TO IT’S
ABILITY TO MEET BUSINESS AND CX NEEDS
4. ENGAGE YOUR CRITICS ~ DISSATISFACTION SEEDS
INNOVATION.
5. EMBRACE INNOVATION.

48. ThankYouREFERENCES
http://faculty.mu.edu.sa/public/uploads/1357394142.956332024697.pdf
http://www.wired.com/wired/archive/2.03/economy.ideas_pr.html