Speaker of Verhaert at the 8th edition of our Innovation Day on October 21st 2011.

1. INNOVATIONDAY 2011
THE USER IS ALWAYS RIGHT!
BUT ABOUT WHAT?
CONFIDENTI
AL
David Pas
Innovation & Design consultant
David.pas@verhaert.com

2. INNOVATIONDAY 2011 22.10.2010
“the voter is always right ?”

3. INNOVATIONDAY 2011
"If I’d asked people what
they wanted, they would
have asked for a better
horse”
Henry Ford

4. INNOVATIONDAY 2011
YESthe user is always right
but about what?

5. INNOVATIONDAY 2011
what makes it difficult ?

6. INNOVATIONDAY 2011
the culture of human centered innovation
1
does your R&D staff knows the user ?
do they know the users hidden needs?

7. INNOVATIONDAY 2011
the factors which block
human centered innovation
explorationverification
participation
data design research
mainstream
focus
recommendations
marketing research
facts
abstract
user
broader
insights
2

8. INNOVATIONDAY 2011
turning insights into breakthrough
products and services
useful observation, but wrong solution
3

9. INNOVATIONDAY 2011
wrong observation, stupid solution

10. INNOVATIONDAY 2011
good observation, simple solution

11. INNOVATIONDAY 2011

12. INNOVATIONDAY 2011
4X?

13. INNOVATIONDAY 2011
good observation, innovative solution

14. INNOVATIONDAY 2011

15. INNOVATIONDAY 2011
who’s hidden needs ?
22.10.2010

16. INNOVATIONDAY 2011
good observation, solution is overkill
no guarantee of success
4

17. INNOVATIONDAY 2011
incremental or radical

18. INNOVATIONDAY 2011 22.10.2010

19. INNOVATIONDAY 2011

20. INNOVATIONDAY 2011
you can build an unbeatable
and sustainable competitive
advantage through
innovations that do not come
from the market but that create
new markets
Roberto Verganti
define your strategy
1
incremental or radical

21. INNOVATIONDAY 2011
strategy
market
company
idea
concept
development
exploration
technology
product
creation
verification
user centered research field
setup a roadmap
2

22. INNOVATIONDAY 2011
strategy
market
company
idea
concept
development
exploration
technology
product
creation
verification
exploration verification

23. INNOVATIONDAY 2011
exploration
verification
design researchmarket research
participation
data
design team
broader
focus
recommendations
research team
concrete
general
abstract
qualitative
research
cross-functional teams
3

24. INNOVATIONDAY 2011
misunderstanding 1
it’s only about usability

25. INNOVATIONDAY 2011
handige e-shop met
inspirerende aanbevelingen
zelf publiceren
cross-mediaal
terugkopen
online help

26. INNOVATIONDAY 2011
misunderstanding 2
we have to wait for the proto

27. INNOVATIONDAY 2011
8 = 80 %

28. INNOVATIONDAY 2011
misunderstanding 3
research is expensive

29. INNOVATIONDAY 2011
strategy
idea
concept
develop
INTERACTION TESTMODEL
3D VISUALS
key team
task
analysis DUMMY STEREOMODEL
stakeholders
engineering team
DEMONSTRATOR
misunderstanding 4
it’s one step in the process
visual diary

30. INNOVATIONDAY 2011
bron : Verhaert
misunderstanding 5
numerous subjects required

31. INNOVATIONDAY 2011
qualitative researchquantitative research
bron : humin

32. INNOVATIONDAY 2011
some of our favourite
techniques

33. INNOVATIONDAY 2011
strategy
idea
concept
develop
what
getting insights by trying/doing it yourself
who
yourself, design team, R&D team
onderdompeling / trial

34. INNOVATIONDAY 2011
strategy
idea
concept
develop
what
users report themselves about their
experience in a (prepared) diary.
Try to prepare the diary with some
dedicated questions but leave room for
interpretation from the users.
Let users present themselves.
who
between 10-20 users
dagboekanalyse / visual diary

35. INNOVATIONDAY 2011
strategy
idea
concept
develop
what
observe users in a discrete way
why they are using a product.
Preferably in their environment.
Suitable technique to discover
difference between intended
and unintended use.
who
Between 5 and 10 typical users.
Quantity is less important,
quality matters
schaduwen / shadowing

36. INNOVATIONDAY 2011
strategy
idea
concept
develop
personae
what
generating new breaktrough
ideas by fantasising and
describing some imaginary
users and their possible
interaction with your future
product and/or service.
It’s inspiring to imagine also
some extreme users
who
user centered design team

37. INNOVATIONDAY 2011
make it visual !

38. INNOVATIONDAY 2011

39. INNOVATIONDAY 2011
management recommendations
1
identify the factors which currently block the
implementation of ‘human centered design’ driven
innovation
2
choose a key project on which to apply it
3
create a multi-disciplinary team, skilled in relevant
techniques, to conduct research and design
breakthrough products

40. INNOVATIONDAY 2011
“the best way to predict
the future is to invent it”
Alan Kay

41. INNOVATIONDAY 2011
Hogenakkerhoekstraat 21
9150 Kruibeke (B)
tel +32 (0)3 250 19 00
fax +32 (0)3 254 10 08
info@verhaert.com
More at www.verhaert.com
helps companies and governments
to innovate. We design products
and systems for organizations
looking for new ways to provide
value for their customers.
We are a leading integrated
product innovation center; creating
technology platforms, developing
new products and business in
parallel, hence facilitating new-
growth strategies for our clients.