Problem-Solving and Systematic Innovation

We will talk about the methodologies and techniques that the business and product manager are using to explore and unearth customers needs.

Outcome-Driven Innovation Approach

A framework and process of innovation that focuses on accurately representing customer need in terms of the outcome they are trying to achieve or utility they are trying to derive, rather than the product that they are using. For example: a surgeon ask for a more strong catheter. In the Outcome-Driven approach, or ODI, the interviewing must ask him why he needs a more strong catheter, and he will respond that a more strong catheter is better to a more accurately maneuverability. That is, we get the real necessity of the surgeon.

Linkages-driven Innovation Approach

The LDI approach will explore the customer experience and process to get a product (Customer Activity Chain) or a service and try to find out possible innovations in the temporal or spatial aspect.

CUSTOMER ACTIVITY CHAIN

A series of actions that customers must take to derive a benefit. For instance, buying a car could involve several steps, including searching for the right model, gathering information on and purchasing insurance, deciding on specific features of the car, deciding where to buy it from, and, finally, purchasing it.

TEMPORAL EXPANSION

Creating a new activity within a customer’s primary activity chain.

E.G: cashback for purchases

SPATIAL EXPANSION

Creating a new activity within an adjacent (non-primary) activity chain.

E.g: Facebook has created a dating area.

TEMPORAL RECONFIGURATION

Improving or changing the structure of an activity in a customer’s primary activity chain.

This typically involves a shift in the boundaries of what activities are typically performed by the firm and what activities are typically performed by the firm’s customers.

E.g: BMW creating a shared-car club.

SPATIAL RECONFIGURATION

Improving or changing the structure of an activity in a customer’s adjacent (non-primary) activity chain.

This typically involves a shift in the boundaries of what activities are typically performed by the firm and what activities are typically performed by the firm’s customers.

E.g: INstragram has developed a short videos feature called reels.

Finally, we have reviewed some techniques to discovery new products and services through the customers necessities, behaviors and activity chains. I hope this help you all. Thanks.