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OVERLEGPLATFORM CITY OF THINGS -DIMITRI SCHUURMAN – TEAM LEAD USER & BUSINESS RESEARCH

@DIMISCHUURMAN

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AGENDA

14u00-14u05 Aanwezigheden en formulier inschrijvingen

14u05-14u15 Toelichting credits en aanpak

14u15-15u15 Innovatrix als startpunt voor elk innovatietraject

15u15-15u30 Toelichting workshop user involvement en panel management

15u30-16u00 Inplannen Innovatrix workshops

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CREDITS EN AANPAK

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IMEC.LIVINGLABS WORKSHOPS – 0.5 CREDITS

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Innovation management with innovatrix User involvement & panel management

Citizen co-creation in practice

Gent

Herent

Leuven PIP

Gent

Herent

Kampenhout

Kortrijk

Leuven Modi

Leuven PIP

Herent

Leuven PIP

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IMEC.LIVINGLABS ONE-ON-ONE SERVICES

EXPLORATION DESIGN EXPERIMENTATION

Innovatrix sessie

• 1 credit

Innovatrix sessie + co-creatie

• 3 credits

Innovatrix sessie + co-creatie

+ segmentatiesurvey

• 5 credits

Innovatrix sessie + co-design

• 3 credits

INNOVATRIX ALS STARTPUNT VOOR ELK INNOVATIETRAJECT

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AT IMEC.LIVINGLABS, WE DE-RISK INNOVATION BY MAPPING, DESIGNING &

TESTING USER EXPERIENCES & BUSINESS MODELS

1. EXPLORE AND CO-CREATE

WITH USERS & STAKEHOLDERS

2. DESIGN & PROTOTYPING 3. TEST & VALIDATION

EXPLICIT DESIGN CHOICES, TECHNOLOGY SCOUTING & RAPID PROTOTYPING

AS REAL-LIFE AS POSSIBLESMART SPACES & TOOLS

USER ENGAGEMENT

DEEP UNDERSTANDING OF CUSTOMER & MARKET NEEDS & BEHAVIOR(CAUSALITY VS CORRELATION)

Product-Market FitProblem-Solution Fit

RELATEDTOYOUR INNOVATION PROJECT,

WHAT ARE YOUR KEY CHALLENGES ?

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THREE KEY INNOVATION CHALLENGES

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Problems with evaluating

our innovation efforts

Keeping track of

innovation projects is hard

Difficulties in scoping

innovation projects

What are key innovation

elements to investigate?

What do we need to

consider when

assessing innovation?

How can we follow-

up on innovation

projects?

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INNOVATRIX ANSWERS 3 KEY INNOVATION CHALLENGES

INNOVATION

FRAMEWOK

INNOVATION

LENS

INNOVATION

PROCESS

What are key innovation

elements to investigate?

What do we need to

consider when

assessing innovation?

How can we follow-

up on innovation

projects?

DIGITAL TOOL

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THE INNOVATRIX IS A PROCESS-STRUCTURING INNOVATION FRAMEWORK

TO VALIDATE ASSUMPTIONS THROUGH ITERATIVE TESTING

IMEC INNOVATRIX

Map user experience & business model status

Identify & prioritize (key) assumptions

Focused on iterative trial & learning

ASSUMPTION

?

FACT

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VALUE

CAPTURE

VALUE

CAPTURE

VALUE

CAPTURE

VALUE

PROPOSITION

VALUE

PROPOSITION

VALUE

PROPOSITION

THE INNOVATRIX CAN BE USED AS

A MODULAR INNOVATION FRAMEWORK

SEGMENT

NEEDS

CURRENT

PRACTICES

BARRIERS

SEGMENT

NEEDS

CURRENT

PRACTICES

BARRIERS

SEGMENT

NEEDS

CURRENT

PRACTICES

BARRIERS

SEGMENT

NEEDS

CURRENT

PRACTICES

BARRIERS

SEGMENT

NEEDS

CURRENT

PRACTICES

BARRIERS

SOLUTION

VALUE

CAPTURE

VALUE

CAPTURE

VALUE

PROPOSITION

VALUE

PROPOSITION

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Pitch Hier-OS

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Willy zit thuis en is al drie dagen niet meer buiten geweest.Daarbovenop is er in de laatste week niemand langer dan 10minuten op bezoek geweest. Willy voelt zich wat eenzaam enwil graag met iemand een babbeltje slaan. Omdat Willyniemand in zijn dichte omgeving (kinderen, buren) wil lastigvallen, blijft zijn wens naar sociaal contact onbeantwoord...

PROBLEEM: VEREENZAAMDE SENIOR

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UITDAGING: HULP OP MAAT TOT BIJ DE SENIOR KRIJGEN

Communicatie en samenwerking tussen

verschillen zorgverleners loopt stroef

Hulp / zorginitiatieven komen niet

tot bij de woonst van de senior

Infokanalen (brochures, apps,

websites) bereiken senior niet

Suboptimale doorverwijzing

verhindert vlotte samenwerking

Suboptimale match tussen

zorgbehoevende en -verlener

Fysieke en psychologische drempels

om hulpvraag te signaleren

signaleren informeren

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CUSTOMER

SEGMENT

NEEDS

CURRENT

PRACTICES

VALUE

PROPOSITION

SOLUTION

BARRIERS

VALUE

CAPTURE

KEY

PARTNERS

What customer segments to focus on? What are key characteristics? What is the use-context?

Who or what are competitors, alternatives, customer behavior?

What are the pains and gains of these current practices?

What are the needs of the customer segment? How do we prioritize these needs?

What are the components of your (digital) solution?

How do these components differ for the different customer segments?

What are the barriers for adoption, usage and market entry?

What value (monetary and non-monetary) do I receive in return?

What price should I set (and how)?

Who are your key partners? How to interact with stakeholders?

What (measurable) impact will you create for this customer segment?

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CUSTOMER

SEGMENT

NEEDS

CURRENT

PRACTICES

VALUE

PROPOSITION

SOLUTION

BARRIERS

VALUE

CAPTURE

KEY

PARTNERS

AS IS - CURRENT STATE WITHOUT YOUR INNOVATION

TO BE - FUTURE STATE WITH YOUR INNOVATION

ECO SYSTEM DESIGN – GO2MARKET

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EXPLORE

CUSTOMER

SEGMENT

NEEDS

CURRENT

PRACTICES

DESIGN

VALUE

PROPOSITION

SOLUTION

BARRIERS

TEST

VALUE

CAPTURE

KEY

PARTNERS

AS IS - CURRENT STATE WITHOUT YOUR INNOVATION

TO BE - FUTURE STATE WITH YOUR INNOVATION

ECO SYSTEM DESIGN – GO2MARKET

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1. EXPLORE AND CO-CREATE

WITH USERS

2. DESIGN & PROTOTYPING 3. TEST & VALIDATION

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TESTABLE

ASSUMPTION

Selection of

research activityExecution of

research activityDeliverable

Identify & prepare

adequate test

(In)validate

assumptions

Discuss

next focus

INNOVATRIX

WORKSHOP

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TESTABLE

ASSUMPTION

Selection of

research activityExecution of

research activityDeliverable

Identify & prepare

adequate test

(In)validate

assumptions

Discuss

next focus

INNOVATRIX

WORKSHOP

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DEEP UNDERSTANDING OF THE CUSTOMER/USER,

HIS NEEDS & CURRENT PRACTICES

CO-CREATION

Uncover tacit & latent user needs throughcreative & projective techniques

CONTEXTUAL INQUIRY

Map frustrations, delights & contextual use to identify market gaps as opportunities for innovation

SEGMENTATION SURVEY

Segment end-users based on their current behaviors and needs & getinsights in who to focus on

USER INTERVIEWS

Uncover user needs and current practices through in depth projective interview techniques

EXPLORATION

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WHAT CHALLENGES DO YOU FORESEE

RELATED TO EXPLORATION IN YOUR PROJECT?

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EXPLICIT SOLUTION (DESIGN/USE

CASE/PROTOTYPING) CHOICES

FROM CONCEPT TEST, TO FEATURE TEST, TO USABILITY & UX TESTTest concepts/features/designs with end-users and determine your development roadmap

CO-DESIGNCo-design solutions with end-users and meet your users’ needs

Fit?

DESIGN

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WHAT CHALLENGES DO YOU FORESEE

RELATED TO DESIGN IN YOUR PROJECT?

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Hier-OSSENIOREN STUDENTEN

OCMW

OPLOSSING: VRIJWILLIGE HULP OP MAAT TOT BIJ DE SENIOR

KRIJGEN DOOR TECHNOLOGISCHE ONDERSTEUNING

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REAL-LIFE UNDERSTANDING OF USER EXPERIENCE,

BEHAVIOR, MOTIVATION & ATTITUDE REGARDING THE

INNOVATION

PTA TEST

Test your innovation on a small scale to capture the first in-dept UX feedback & observe initial user behavior. And iterate!

OPEN FIELD TEST

Test your innovation options & designs in a real-life context through monitoring of user experience, behavior, motivation & attitude using surveys, logging data & probing exercises

Fit?

EXPERIMENTATION

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WHAT CHALLENGES DO YOU FORESEE

RELATED TO TESTING IN YOUR PROJECT?

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4 TYPES OF FIELD TESTS

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Maturity

Druksensor aan deur

overschrijdt tresholdSenior drukt op knop

MOCK-UP FIELD TEST (WIZARD OF OZ)

“Hé, mag ik je iets

vragen?”

“Geen

probleem!

Tot later”

“Heb je zin in een

babbel?”

IDLE

STATE

ALERT

STATE

QUESTION

STATE

“Ah, da’s

leuk!”

QUESTION

STATE

Repeat: “Heb je zin in

een babbel?

OK

“OK! We zoeken

even voor je uit

of je buddy kan

langskomen voor

een babbel...”

Speelt

meteen na

vorige druk

groene knop

Repeat na 7 sec

Bij herhaling 3:

“Ik kan je niet horen.

Druk op de blauwe knop

Actieve entry

point

Na herhaling 3:

Suspend (1u)

Licht flikkert

(progressief)

If pressed

before blue,

play blue

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ILLUSTRATIE

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EXPLORE

CUSTOMER

SEGMENT

NEEDS

CURRENT

PRACTICES

DESIGN

VALUE

PROPOSITION

SOLUTION

BARRIERS

TEST

VALUE

CAPTURE

KEY

PARTNERS

AS IS - CURRENT STATE WITHOUT YOUR INNOVATION

TO BE - FUTURE STATE WITH YOUR INNOVATION

ECO SYSTEM DESIGN – GO2MARKET

WORKSHOP USER INVOLVEMENT & PANEL MANAGEMENT

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FIND ENGAGE

PROTECT SUPPORT

WHAT DOES USER INVOLVEMENT MEAN?

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▪ Activating the right participants

▪ Recruitment campaigns tailored to the right audience

▪ Motivate a panel of test users to participate

▪ Find specific user profiles through a network of partners

▪ Recruit participants online and offline

▪ Detailed participant selection

▪ Find the right profiles and manage participant data in a tailored CMS

Find the right participants

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▪ Take care of all communication with the participants

▪ Keep the participants informed about the project

▪ Focus on intrinsic motivation to participate, which results in better quality of feedback and data

▪ Take care of incentives for the participants

▪ Share results about the project

Engage the participants

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▪ Store all personal data about the participants safely

▪ Disclose participant data on a need-to-know-basis to the research teams and other involved stakeholders

▪ Make sure the participants are informed about the project and have agreed to the necessary terms

▪ Take care of processing agreements

▪ Stay informed about new privacy regulations (GDPR)

Protect the participants’ privacy

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▪ Support the participants throughout the project

▪ Single Point Of Contact towards the participants

▪ Provide a helpdesk when needed

▪ Centralize all documentation about the project

▪ Practical and logistical support

Support

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COMMUNITY MANAGEMENT

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A GROWING COMMUNITY WILL …

1. Make user involvement easier and smoother

2. Make the UICT-acquisition cost drop

3. Make the UICT-panel increase

4. Increase the retention rate of the UICT-panel

5. Make the successrate of interactions with the given audience grow

6. Have a broader range of people to select new panel members from

7. Assure that there are enough potential leads in each level of the Pyramid

(* see infra)

1. ≠ brand management (can’t do without)

2. ≠ communications management (can’t do without)

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ENGAGEMENT PYRAMID

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ENGAGEMENT PYRAMID

▪ 6. Leading: influencers, advocates,

ambassadors

▪ 5. Owning: actives members

▪ 4. Contributing: participating

▪ 3. Endorsing: engagement, clicks likes &

shares …

▪ 2. Following: Facebook, Twitter

▪ 1. Observing: website views, reach ,

Google Analytics

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PANEL MANAGEMENT

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A GENERAL FLOW

OVERALL PANEL

PROJECT BY PROJECT

PHASE BY PHASE

INPLANNEN INNOVATRIX WORKSHOPS

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