No pain? No gain in innovation!
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How to drive innovation with deep customer understanding and job-to-be-done logic 1 No Pain — No Gain Vendbridge at the Leadership in Health Care conference, Berlin September 8, 2016 We put the customer into your strategies
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Transcript of No pain? No gain in innovation!
How to drive innovation with deep customer understanding and job-to-be-done logic
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No Pain — No Gain
Vendbridge at the Leadership in Health Care conference, Berlin September 8, 2016
We put the customer into your strategies
The world is changing fast
Source: http://vignette3.wikia.nocookie.net/39clues/images/3/38/Marie_Curie.jpg/revision/latest?cb=201101030036542
Which role do consumers, users, patients, stakeholders play?
Source: Competitive Strategy In The Age Of The Customer, Forrester 2013
!" #$
Age of manufacturing
Age of distribution
Age of information
Age of thecustomer
Beyond1900 1960 1990 2010
%
&'
( |*+ ,
-./
3
Organizations
BiasedGeneric No risk
Users
Trapped
There are some serious pitfalls
4
0
Strict separation between ‘user insight discovery’ and ‘innovation’
5Source: Inspired by various design schools
USER DISCOVERY
Explore user reality
Understand user relevance
CUSTOMER FOCUSED INNOVATION
Create choices
Make choices
User Point of
View
We use the Job-to-be-done approach, a proven, powerful concept
6Source: http://www.claytonchristensen.com
To travel
To communicate over distance
2000 BC 1500 1950 2000
User job Technology over time
2015
The idea is simple: Products come and go, ‘jobs’ stay forever
7
&
Thoughts shape the job-to-be-done, various solutions address it
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Action, solutionExperience, perception, beliefs, knowledge, etc.
I never want to depend on others I do not want
to get sick
I want to recover from a disease quickly
Health check in a
clinic
Young wife
Nutrition
Cruise ship
Wellness hotel
Personal discipline Doctor
Gym
Personal coach
… JOB-TO-BE-DONE
To stay healthy
Influencer groups Core job (= goal)
User To lead a normal life
«Candidate» To regain hearing capabilities
Family To spend time with deaf loved ones
Audiologist To manage patients
Surgeon To implant device
Clinic To operate economically
Different influencers have different jobs-to-be-done, and therefore different pain points
Example of core jobs around hearing impairment
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User experience journey Focus of solution
During exploration the core job is explored along a job map, which embeds the decision for a solution into a user experience journey
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Core Job: To regain hearing capabilities
Recognize issue Decide to solve Get information Evaluate options
• Value metric 1 • Value metric 2 • Value metric 3 • …
• … • … • …
• … • … • …
Enjoy hearing Experience difference Learn usage Receive device
• … • … • Value metric n
• … • … • …
• … • … • …
• … • … • …
Key is a deep exploration at zero distance to the customer
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Typically more than 200 user expectation metrics are uncovered, all very specific
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▪ Know as fast as possible when my child is not able to hear
▪ Miss as few words as possible during a conver-sation without reading lips
▪ Dress as normal people do, e.g., wearing a cap, a helmet
▪ Pick up a phone call as quickly as possible
▪ …
Build-up # of expectations during explorative interviews
Examples of CFI Value Metrics around hearing impairment
Perc
ent o
f exp
ecta
tions
cap
ture
d
Number of individuals interviewed
0%
20%
40%
60%
80%
100%
0 5 10 15 20 25 30
Validate – to bet on the right things
2
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
10.0
0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 10.0
Validate – to bet on the right things
13Importance
Fulfi
lmen
t
Pain points Increase value
EssentialsMaintain value
Over-servedReduce value
SleepersMonitor
to be able to use as many head speakers available on the market as possible
to miss as few words as possible during a conversation without reading lips
to increase the choice of color of the coil and/or speech/sound processor
Median
Median
Source: Inspired by various design schools
USER DISCOVERY CUSTOMER FOCUSED INNOVATION
Explore user reality
Understand user relevance
Create choices
Make choices
User Point of
View
Now the real work starts: from pain to gain
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Holistic, deep understanding of the user reality + Pain Points = The most relevant user insights and users point of view
15 15Source: fotolog.com
Setting priorities for ideas, innovation pipeline and patents
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Improved dual microphone: Better speech understanding in noise
Automated T-coil: Allows using a phone easily
SmartSound Environment: Makes listening effortless in every acoustic environment
Remote assistant: Gives confidence that system operatesas intended
BEST PRACTICE
Example: Cochlear Nucleus 5
Creating communication to customers that resonates much better
2006 2013Example: Cochlear / Cochlear SmartSound iQ website
BEST PRACTICE
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What can happen when you listen to the young user carefully BEST PRACTICE
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BEFORE AFTER
Example: GE Health Care
It’s all about the customer – true also in Health Care?
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The only purpose of a business is to create and keep a customer. Peter Drucker“ ”
Leading to more focus, and thus
better performance
Innovation hit rate
Market strategy
Sharpening value proposition
M&A targeting
Eye opener for the organization
Discovery of a more authentic user reality • Jobs • Journey / map • Expectations • Usage & behaviour
An understanding of the true user alternatives • Set of solutions • Work arounds
Unbiased and unfiltered view
Newly discovered, prioritised from outside-in • User pain areas • Specific pains
and gains • Usage and
habit pattern
Enabling strategic reframing
(New) Business opportunities and models
Existing and up-coming competition
New customer insights, to link product to user
Impact of CFI and JTBD thinking on strategyLooking through the eyes of a user / customer / consumer
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Final take aways
• Push for concrete over abstract when building the customer understanding
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• Dig deep and systematic to bet on the right things
• Use the authentic user point of view as navigator for innovation
• Focus innovation to solve customers biggest pains, not to improve products and services
• Make sure your customer sits at your table when you define your strategy
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Thank you for your attention
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Alice Sachova Vendbridge AGDreikönigstrasse 478002 Zürich
Beat Walther Vendbridge AGDreikönigstrasse 478002 Zürich
+41 43 243 6777 +41 43 243 6777
@Vendbridge @Vendbridge
linkedin.com/in/alice-sachova-17875a12
linkedin.com/in/beatwalther
