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Barry-Kahn. Innovation. Observation and Needfinding. Who are we. 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.
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Barry-Kahn Innovation Observation and Needfinding
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.
Today we are going to investigate Observation and Needfinding.
Especially customers and users Patricia Moore
Observation tells you Triggers of use
Observation tells you 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
Abstract Frameworks Imperatives Analysis Synthesis Observations Solutions Tell a new story Figure out the story Concrete
Needfindingdiscovering opportunities by recognizing those gaps
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
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
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
Use The basic functionality of a product: • explicit need • task to be solved • work to be done • what it has to do Use
Usability Represents aspects of a product that give the user access to the Use: • Physical ergonomics • Cognitive sense Use Usability
Use and Usability Use Usability
Meaning Cultural stories communicating: • organizing frames • emotional resonance • expectations Use Usability Meaning
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” Use Usability Meaning
Meaning Use Usability Meaning
Needs Needs are gaps within Use, Usability and Meaning We innovate by creating experiences that bridge these gaps Use Usability Meaning
Case Study Kimberly-Clark “Is your child still in diapers?”
Case Study 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: • Diapers are children’s clothing • Children’s clothing symbolizes future success and control
Case Study Generative Insights: • Diapers are children’s clothing • Children’s clothing symbolizes future success and control • “Is your child still in diapers?”
