Intel Bootcamp

1
Barry-Kahn
Innovation
Observation and Needfinding
2
Who are we
3
Who are we
Forward
point
gt

• We work with teams of
• marketers
• designers
• engineers
• social scientists

4
Who are we

• Doing research and Needfinding for

5
Who are we

• Technology innovation

6
Who are we

• Design strategy

7
Who are we
Forward
point
gt

• New product development

8
Who are we

• For a variety of companies

9
Today we are going to investigate Observation and
Needfinding.
10
Why Observation?
11
The heart of innovation
12
Understanding people
13
Especially customers and users
Patricia Moore
14
Observation is key to that understanding
15
Observation tells you
Triggers of use
16
Observation tells you
Interactions with the use environment
17
Observation tells you
User workarounds
18
Observation tells you
Unarticulated user needs
19
Observation tells you
Key stories a product must communicate
20
Observation tells you
21
Observation tells you
22
Observation and the Needfinding Process
23
Abstract
Frameworks
Imperatives
Analysis
Synthesis
Observations
Solutions
Tell a new story
Figure out the story
Concrete
24
Needsgaps within a system of Use, Usability and
Meaning
25
Needfindingdiscovering opportunities by
recognizing those gaps
26
Innovationuses observation and Needfinding to
27
Figure out the story
28
And tell a new one
29
Use, Usability and Meaning

A local story Acorn preparation as practiced by
the Mono Indians of Fresno and Madera Counties
till about 1923 Black and White Oak acorns
provided all their bread food
Meaning
Meaning
30
Use, Usability and Meaning

A local story This Indian woman is preparing
acorn meal, a slow difficult process of pounding
and grinding with a shaped stone
31
Use, Usability and Meaning

A local story She is using a Community Mill, a
large flat granite boulder with many holes which
serve as mortars
32
Use, Usability and Meaning
33
Use

• The basic functionality of a product
• explicit need
• task to be solved

• work to be done
• what it has to do

Use
34
Usability

• Represents aspects of a product that give the
  user access to the Use
• Physical ergonomics
• Cognitive sense

Usability
Use
35
Use and Usability

Usability
Use
36
Meaning

• Cultural stories communicating
• organizing frames
• emotional resonance
• expectations

Usability
Use
Meaning
37
Meaning
Imagine an interview about making bread food from
acorns

• It is a hard, time-consuming job for us.
• From the village...to this boulder we have
  always come to sit and work. We sit and pound
  acorns, gossip, scold the children and make food
  for our tribe.
• The children play nearby and can hear our
  stories and songs.
• To pass the time, we tell stories and sing the
  songs of our people and how they live in the
  world.
• The acorn is mother to us all and this stone is
  where we give her life and she gives us life

Usability
Use
Meaning
38
Meaning
Usability
Use
Meaning
39
Needs
Needs are gaps within Use, Usability and Meaning

We innovate by creating experiences that bridge
these gaps
Usability
Use
Meaning
40
Case Study

Kimberly-Clark Is your child still in diapers?
41
Case Study

Kimberly-Clark

• Kimberly-Clark was losing significant market
  share to PG so they hired us to
• Explore the needs surrounding diaper use and
  purchase
• Create new diaper concepts

42
Case Study

Kimberly-Clark

• Rethink current approach to diaper development
• Find new competitive categories
• Escape commoditization

43
Case Study

How Kimberly-Clark looked at their customer
44
Case Study

Where diapers are purchased? across from the
dog food
45
Case Study

What message does Kimberly-Clarks packaging
communicate?
46
Case Study

What message does Kimberly-Clarks packaging
communicate?
47
Case Study
We spent lots of time watching parents take care
of their infants, in a broad range of
circumstances The stories important to customers
werent the stories important to KC

48
Case Study

Generative Insights

• Diapers are childrens clothing

49
Case Study

Generative Insights

• Diapers are childrens clothing
• Childrens clothing symbolizes future success and
  control

50
Case Study

Generative Insights

• Diapers are childrens clothing
• Childrens clothing symbolizes future success and
  control
• Is your child still in diapers?

51
Case Study

• Generative insights reveal needs

• Childrens clothing are not waste disposal
  bandages
• Represent future success and control, not failure
• Negotiate the uncertainties of toilet training

52
Case Study

Needs inform and inspire new concepts
53
Case Study

Needs inform and inspire new concepts
54
Case Study

Needs inform and inspire new concepts
55
Case Study

Needs inform and inspire new concepts
56
Case Study

This need in particular
Is your child still in diapers? Suggests the
possibility of a new category
57
Case Study

• Outcome
• New product category - disposable training pants
• Diaper technology is unchanged, but the products
  meaning is very different

58
Case Study

• Outcome
• Provided Kimberly Clark with new category -
  toilet training toddlers
• Incremental revenues of Huggies Pull-Ups have
  topped 900 million per year

59
Case Study

• Outcome
• Huggies leapfrogged Proctor Gamble
• Pull-Ups did not cannibalize KCs large sized
  diaper

60
Case Study

• Outcome
• Changed KCs communication for all their product
  lines
• Im a big kid now!

61
The Basic Idea
62
The Basic Idea
We listen to the stories people tell us
63
The Basic Idea
We observe what people do
64
The Basic Idea
We listen to the stories people tell us about
what they do
65
The Basic Idea

• Look for needs
• disconnects
• workarounds
• contradictions
• Use, Usability and Meaning
• and ask why?

66
The Basic Idea
We then help conceptualize new solutions to fit
those needs
67
The Basic Idea

When asked to build a bridgewhat do you do?
68
Lets Do Lunch
69
Lets Do Lunch
Lunch is an everyday activity you probably know
well but may never have given much consideration.
70
Lets Do Lunch
Lunch is nutritionally important but can be an
excuse for the most egregious of fast foods it
is usually scheduled but often overlooked it can
be a public venue for high-powered business deals
or a private moment to hide behind a desk and
recharge ones soul.
71
Lets Do Lunch
For many, your mother regularly packed a lunch
for you to bring to school. Your moms mission
during the school year was to pack you a
nutritious lunch every single day. Your mission
was to get her to pack you the coolest snacks
being advertised on Nickelodeon.
72
Lets Do Lunch
Some adults find themselves partaking in a
grown-up version of lunch. The Three Martini
Lunch represents none of the wholesomeness your
mother used to pack for you in your lunch box. It
is an opportunity to schmooze with your
colleagues, customers, or competitors.
73
Lunch is Food. Basic sustenance. Indulgent
luxury. A money-making industry. Subsidized for
kids. Fast food. Slow food. Instant noodles.
Caviar. Sausage. Peking Duck. Hamburger. 3
Martinis. Sushi. Cheese. Borscht. Microwave
lasagna. Entertainment. Organic. Junk food.
Tasteless. A walk outside. Functional. Salad
bar. A creative inspiration.
74
Your challenge is to understand how lunch fits
into our current culture, to discover new
opportunities, and to create new products,
services and experiences to satisfy the needs
you discover.
75
We are going to take you out into the world so
you can observe real people doing lunch.
76
Lets try an observation.
77
(No Transcript)
78
Barry-Kahn
Innovation
Through Customer Centered Design