GLOBAL INNOVATION Customer Centered Innovation October 3, 2013 1 - - PowerPoint PPT Presentation

GLOBAL INNOVATION

Customer Centered Innovation

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October 3, 2013

Contains Confidential and/or Proprietary Information. May Not Be Copied or Disseminated Without Expressed Written Consent of The Goodyear Tire & Rubber Company.

Business Experiments (Capture) Customer- centered Innovation (Discover) Incubation (De-risk) Acceleration (Grow) Innovation Platforms (Focus) Strategic Question Customer Value Proposition Profit Formula Launch Plan

Business Model Innovation Process

Technology

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CUSTOMER ECONOMICS COMPETITIVE ADVANTAGE CORPORATE FIT

What are emergent customer needs? What are the customer economics? What’s new? Why Goodyear? How big is the market? What are the business economics? What are the sources of competitive advantage? What assets should we leverage? Are customers buying? Is the market developing? Is the business model working? What is necessary to scale? What is necessary to win? How should the business be built?

Contains Confidential and/or Proprietary Information. May Not Be Copied or Disseminated Without Expressed Written Consent of The Goodyear Tire & Rubber Company.

Customer-Centered Innovation

ANALYZE

Summarize your observations;

SYNTHESIZE

Explore ways to meet the

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Skill sets required:

• Design research and strategy
• Ethnography and observation

Process to uncover customer value:

Business Experiments Customer Centered Innovation Incubation Acceleration Innovation Platforms Strategic Question Customer Value Proposition Profit Formula Launch Plan

Technology

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Summarize your observations; look for patterns Create frameworks for exploration

REALIZE

Quick and low fidelity prototypes Probe with customers to understand the value

RESEARCH

Get close to customers – what are the jobs-to-be-done? Observe, watch, record and question Explore ways to meet the need, guided by user frameworks

Customer Value Proposition

Source: Adapted from 101 Design Methods by Vijay Kumar

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• Ability to map and analyze complex

systems (relationships, procedures, behaviors)

• Brainstorming and facilitation abilities

to engage diverse perspectives

• Ability to make concepts tangible

(prototyping)

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Strategic Question:

How can Goodyear create value for large- haulage mining customers through on-site

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haulage mining customers through on-site integrated service offerings?

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RESEARCH

• Get close to customers

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• What are the jobs-to-be-done?
• Observe, watch, record and

question

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• Research involves planning!
• Understand what you want to learn

– Why: project objective, initial hypothesis and big research questions – Who: demographics, life stages, organizational role – What: activities, behaviors When: time of day, time of year

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– When: time of day, time of year – Where: location (on-the-ground v. in the office) – How: connections/influences – How: research method and approach

• Use a framework to observe and collect the facts

– AEIOU

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Contains Confidential and/or Proprietary Information. May Not Be Copied or Disseminated Without Expressed Written Consent of The Goodyear Tire & Rubber Company.

ANALYZE

• Summarize your observations;

look for patterns

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look for patterns

• Create frameworks for

exploration

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Contains Confidential and/or Proprietary Information. May Not Be Copied or Disseminated Without Expressed Written Consent of The Goodyear Tire & Rubber Company.

SYNTHESIZE

• Explore ways to meet the need,

guided by user frameworks

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guided by user frameworks

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Contains Confidential and/or Proprietary Information. May Not Be Copied or Disseminated Without Expressed Written Consent of The Goodyear Tire & Rubber Company.

PROTOTYPE

• Quick and low fidelity prototypes

Probe with customers to

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• Probe with customers to

understand the value

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ITERATE… A LOT…

CUSTOMER VALUE 14

A LOT… AND, QUICKLY

VALUE PROPOSITION

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Customer Need

• Who will benefit? Who has this problem/need most acutely?
• How will their world change?

Customer Economics

• What does our way of addressing this problem or need look like concretely?
• How much value are we creating for customers (vs. their best alternatives)?
• Roughly how big is this market?

Customer Value Proposition:

15 Competitive Advantage

• How is this problem or need being addressed today (competing solutions)? How

are we different?

• Why now?

Fit

• What is our competitive advantage?
• How strong/leverageable is this advantage?

Contains Confidential and/or Proprietary Information. May Not Be Copied or Disseminated Without Expressed Written Consent of The Goodyear Tire & Rubber Company.