how can companies design breakthrough products Flashcards
technology epiphanies
not sudden moments
can be symmetrically produced
leads to a radical change in the meaning of the experience customers have when they use an offering
refers to a moment where a company or individual realizes a new, revolutionary way to interpret and utilize existing technologies. It’s not about inventing new technologies but about discovering new meanings or uses for technologies that can transform how people perceive and engage with them. This shift in perspective often leads to breakthrough innovations in products or services
investigate customer needs
technology subsisution
Can we substitute this fro an old technology to better address customer needs
Companies that pursue technology ephianies will ask:
will this new tech enable us to create products and services that people find more meaningful than current offerings
In the MRI field, focused on technology substituonsn
aeh
Phillips came up with aeh
Anxiety makes it hard for patients to lie still in scanning devices but movement affects quality , coild sedate but dangerous
Aeh creates a more relaxing atmisphere using dif technologies, video animation
In the prep room, the nurse may show a video of a character and picture that character
Has created benefits beyond imorving pateinst satisfaction → less people being sedated, less time, less radiation
Rise to aeh because of tech empihanies → f
first time anyone had considered that equipment manufacturers could do smtg to alleviate pateinst axneiety, patients levek of stress was deeply affected by the nervinemnt and what happens before and after
How can your org produce tech empiphanies?
Firms investigate customers needs by asking them what they want or closely scrutinzinh them as they use a product but dont lead to brand new products
Find interpreters→
experts who have studied the same users of your product, in the same context but from dif perspectives. May be org insiders ir outsiders
Phillips design focuses on
new visions that technology could make possible and that could become more meaningful to users than existing products
noahs ark
looked at going to bed, sleeping, waking up. Showed clouds, images
Kenneth gorfinkle
was an important outsider interpreter in the aeh project – hes an ecoert on how pain affects children during treatment. Visited the hosptial and took members on a tour of its examination areas , discussed the impact of the hospital envirmment on children’s stress
Children said that being sedated was the sacruest part → happened in a small space
Gorfinkle suggested that the space be made super relaxing so that the childs last memory wouldnt be associated with the injection
Finding the right interprets
identify the fields in which to search, usually come from unusual domains
Include the users whole experience →
dont just focus on what happens to a patient during a ct but also look at before and after like waiting, changing roon, entering
Then look for factors related to thay experience that your org wouldnt normally think about
Experts dont need to be the most famous people in their fields
can be a talented team of young people or researchers
putt it all together
observe
conduct workshops
create an experience flow poster –> detailed map of the various steps in the experienceof patients, relatives and clicnal staff → three layers which was the people layer, context and enablers
how can every step be improved
people layer: how every step can be improved
context layer : how the environment should be redesigned to create a new experience
enablers : how ambient technologies or other solutions could achieve the redesign
why did Phillips build a prototype of the aeh
Prototype allows potential customers, partners to experience the radical shift in the product experience for thsmeleves
what was the reaction to the prototype
positive
conclusion
In markets where everyone can easily gain access to new tech, big winners are not companies that obtain them first and use them to enhance existing products. They are the companies that understand how thse tech can be used to create better customer experiences than eisitng applications do
steps to come up with epiphanies
find interpreters
look at the users whole experience
look at factors that relate to the experience that you wouldn’t normally think of
find experts to recruit
prototype
