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Observation and Needfinding
Innovation Barry-Kahn
Who are we
We work with teams of
– marketers– designers– engineers – social scientists
Who are we
Doing research and Needfinding for…
Who are we
Technology innovation
Who are we
Design strategy
Who are we
New product development
Who are we
For a variety of companies around the world.
Who are we
Today we are going to investigate Observation and Needfinding.
Why Observation?
The heart of innovation…
Understanding people
Especially customers and users
Patricia Moore
Observation is key to that understanding
Observation tells you
Triggers of use
Interactions with the use environment
Observation tells you
User workarounds
Observation tells you
Unarticulated user needs
Observation tells you
Key stories a product must communicate
Observation tells you
Observation tells you
Observation tells you
Observation and the Needfinding Process
Analysis
Concrete
Abstract
Synthesis
Observations
Frameworks Imperatives
Solutions
Tell a new story
Figure out the story
Needsgaps within a system of Use, Usability and Meaning
Needfindingdiscovering opportunities by recognizing those gaps
Innovationuses observation and Needfinding to…
Figure out the story…
And tell a new one
MeaningMeaning
Use, Usability and Meaning
A local storyAcorn 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”
A local storyThis Indian woman is preparing acorn meal, a slow difficult process of pounding and grinding with a shaped stone
Use, Usability and Meaning
A local storyShe is using a Community Mill, a large flat granite boulder with many holes which serve as mortars
Use, Usability and Meaning
Use, Usability and Meaning
Use
Use
The basic functionality of a product:– explicit need– task to be solved
–work to be done–what it has to do
UsabilityRepresents aspects of a product that give the user access to the Use:
– Physical ergonomics– Cognitive sense
UsabilityUse
Use and Usability
UsabilityUse
Meaning
UsabilityUse
Meaning
Cultural stories communicating:– organizing frames– emotional resonance– expectations
Meaning
UsabilityUse
Meaning
• “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”
Imagine an interview about making bread food from acorns:
Meaning
UsabilityUse
Meaning
NeedsNeeds are gaps within Use, Usability and Meaning
UsabilityUse
Meaning
We innovate by creating experiences that bridge these gaps
Case Study
Kimberly-Clark “Is your child still in diapers?”
Kimberly-Clark
Kimberly-Clark was losing significant market share to P&G so they hired us to:
Explore the needs surrounding diaper use and purchase
Create new diaper concepts
Case Study
Kimberly-Clark
Rethink current approach
to diaper development
Find new competitive
categories
Escape commoditization
Case Study
How Kimberly-Clark looked at their customer
Case Study
Where diapers are purchased?…
…across from the dog food
Case Study
What message does Kimberly-Clark’s packaging communicate?
Case Study
What message does Kimberly-Clark’s packaging communicate?
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 weren’t the stories important to KC
Case Study
Generative Insights:
Diapers are children’s clothing
Case Study
Generative Insights:
Case Study
Diapers are children’s clothing
Children’s clothing symbolizes future success and control
Generative Insights:
Diapers are children’s clothing
Children’s clothing symbolizes future success and control
“Is your child still in diapers?”
Case Study
Generative insights reveal needs:
Children’s clothing are not
waste disposal bandages
Represent future success
and control, not failure
Negotiate the
uncertainties of toilet
training
Case Study
Needs inform and inspire new concepts
Case Study
Case Study
Needs inform and inspire new concepts
Case Study
Needs inform and inspire new concepts
Case Study
Needs inform and inspire new concepts
“Is your child still in
diapers?”
Suggests the possibility
of a new category
This need in particular:
Case Study
Outcome:
New product category - disposable training pants
Diaper technology is unchanged, but the product’s meaning is very different
Case Study
Outcome:
Provided Kimberly Clark with new category - toilet training toddlers
Incremental revenues of Huggies Pull-Ups have topped $900 million per year
Case Study
Outcome:
Huggies leapfrogged Proctor & Gamble
Pull-Ups did not cannibalize KC’s large sized diaper
Case Study
Outcome:
Changed KC’s communication for all their product lines
“I’m a big kid now!”
Case Study
The Basic Idea
We listen to the stories people tell us
The Basic Idea
We observe what people do
The Basic Idea
We listen to the stories people tell us about what they do
The Basic Idea
The Basic Idea
Look for needs: disconnects workarounds contradictions Use, Usability and
Meaning
and ask why?
We then help conceptualize new solutions to fit those needs
The Basic Idea
When asked to build a bridge…what do you do?
The Basic Idea
Let’s Get Fit
When you were younger, it was so easy. You showed up to Gym class and the time flew. Class was filled with games of dodge ball, kickball, flag football, and, oh yeah, exercise. Gym class was fun, fast, and healthy. It wasn’t exercise, it was just Gym.
Let’s Get Fit
So what happens? As adults, we are busy with jobs, families, responsibilities, and to do lists. Yet, some people establish daily routines that incorporate exercise. Why do others struggle to make the time?
Let’s Get Fit
Let’s Get Fit
As people get busier and busier, time continues to become even more precious. Our challenge is to target those people who don’t make the time.
Let’s Get Fit
Consider what it means that whole towns are on diets, video games like Wii fit are available and iPhone apps are ready to make your phone a personal trainer.
We are going to help you see exercise with fresh eyes, having you explore the needs of a number of people of different ages in a range of different contexts and situations.
Let’s Get Fit
Exercise can be: Energizing.
Healthy. Fun. Time consuming.
Inspiring. Routine. A mental break.
An antidepressant. A release. A
time to think. A time to not think.
Social. Fun in the sun. Morning
wake-up. a good habit. A game.
An addiction.
Your challenge is to help more people incorporate
appropriate exercise into their everyday lives. Use
the needs you to discover to help shape new
opportunities and to create new products, services
and experiences.
Let’s Get Fit
Let’s try an observation.
Through Customer Centered Design
Innovation Barry-Kahn
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