Deploying market listening to detect insights
- Situating steps of the innovation approach: ”Customer Journey Map”, “Insight”, “Pain Point”, “Ideation”, “Prototype”.
- Putting empathy toward the user at the center of the design process.
- U&A studies, needs and expectations.
- Immersive studies: Client experience path, touch points, ethnology, shadowing.
- Taking into account the functional, aspirational, sensory, and emotional aspects.
- Incarnating personae, formalizing experience maps.
Case study
Detecting and selecting consumer insights in order to start the ideation process. Choosing one or more research topics with their investigative scope that will serve as a guiding thread.
Enacting innovative idea validation approaches
- “Old” methods: Ideation, concept screening, prototyping, and solution pretesting.
- New methods: Co-design, calls for ideas, beta testers, etc.
- Design Thinking: Moving ideas to prototyping in short time cycles.
- Creative tools to support the search for innovative ideas.
Exercise
Using solution idea production tools (analogies, breakdowns, mashups, etc.). Designing a self-evaluation system for the ideas produced by attendees.
Adjusting the ideas produced
- Sketching concepts, multi-dimensional storyboards for getting adjustment reactions.
- “Flexible” prototypes that can be instantly reconfigured to echo users’ reactions and suggestions.
- Types of prototypes: Sketches, 3-D concepts, modeling clay, “Quick & Dirty” functional models.
- The pitch for the chosen solution. Use of the PPCO and 4C methods.
- Statistics and emotions, metaphors, concrete cases, storytelling.
- Design Sprints, Hackathons, etc.
Exercise
Workshop for creating a storyboard based on one of the potential creative options. Pitch for each of the attendees before a selection committee.
2d
- 14h00 
