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CH. 3, INNOVATION BEGINS WITH AN EYE

CH. 3, INNOVATION BEGINS WITH AN EYE. I. TIME IN THE JUNGLE Can ask customers what they want Too polite to complain Don’t know how to correct problem Not their job to be visionaries Go into the jungle and watch the tiger Observe how customers use product/service

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CH. 3, INNOVATION BEGINS WITH AN EYE

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  1. CH. 3, INNOVATION BEGINS WITH AN EYE

  2. I. TIME IN THE JUNGLE • Can ask customers what they want • Too polite to complain • Don’t know how to correct problem • Not their job to be visionaries • Go into the jungle and watch the tiger • Observe how customers use product/service • Ex: videotaping daughter running, saw feet move in elliptical path; created EFX line of elliptical trainers • Netting a Bug List • In the new-experience mode, ask questions • This becomes “bug list” • Why? Why not? • Ex: snowshoes, sold company at $10 million in sales

  3. II. KEEPING CLOSE TO THE ACTION • New ideas come from “being there” • Face-to-face meetings important • III. NO DUMB QUESTIONS • Observe world around you – spot trends • Ask questions about what is happening • Ex: Steelcase, filing by piling, led to datum shelf • IV. A CHILD’S EYE • Bring children in and observe them • Do not rely on suppliers or retailers • Ex: mouse, kids wanted to drive it left, ignored screen • Ex. Toothbrush and fist phenomenon

  4. V. INSPIRATION BY OBSERVATION • Careful observation leads to inspiration • Ex. Bank of America offices, phonebooks • Everybody’s not alike • Different sizes • Different ages • Different interests • Different ability to understand instructions • VI. EMBRACING YOUR CRAZY USER • Human factor investigator • Watches carefully how people do things • Uncovers their deeper needs • What and why they think • Ex: palm computer vs. laptop in Japan

  5. VII. FINDING RULE BREAKERS • Watch people who try to get the most from product • People who take shortcuts • Who doesn’t use product properly • Who doesn’t have patience to read directions • Ex: conference call innovator • VIII. YES, PEOPLE ARE HUMAN • “Its not that we build such bad cars, it’s that they are such lousy customers.” • Watch customers using product • LT success means fillingcustomer need

  6. IX. OBSERVATION EXERCISES • Whenever you experience something new, ask questions, why? • Bank, airport, retail clerks • Ex: iron and ironing board in hotel rooms • Ex: stiff mountain climbing boots sold with blister salve • X. LITTLE INNOVATIONS • What habits do people have? • Ex: removing screws from toothpaste cap • People don’t always make step to new innovation • Have to make it easy for them • Ex: portable electronic device in hospitals • Shaped like satchel with large handles to carry • Screen that points down (for shelf)

  7. XI. SEEING PRODUCTS IN MOTION • Think of products in terms of verbs • Not cell phones, but “cell phoning” • Try using product • Ex: bikers drinking from water bottle • Hard to stick bottle back in holder – taper bottum • Have to pull nozzle out with teeth – use heart valve seal • XII. CROSS-POLLINATE • Watch people in motion • Helps to leap traditionalboundaries • Ex: returning a rental car – mobile agent & scanner • Ex: buying a car – do it online

  8. XIII. MAKING HEROES • How would customer like to interact with product? • Ex: fishing became too complicated • Too many rods, reels, tackle, lines, lures, and bait • Developed all-in-one device that kid can understand

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