Presentation at UXALIVE in Istanbul about the NEEDS INNOVATION MODEL

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Innovation, Exceptional Experience and Sustainable Success Made Easy:

The NI© Needs Innovation Model

The NI© Needs Innovation Model is a struc-tured customized approach for product and service de-velopment.
Keywords: Innovation · Design · Thinking · User Ex-perience · UX Toolbox · Customer Experience

1 Introduction
Is it magic or a jack of all trades? The Needs Innovation Model can best be understood as a combination of various established concepts, models and maps, aiming to provide a holistic and reliable way to achieve long-lasting success on the market. The NI©Model was created to help practitioners gather and assess a comprehensive set of customer needs, thereby determining the critical areas for improvement. In order to identify customer needs and oppor-tunities for value improvement the NI©Model analyses the “Main task & the surrounding journey” that customers are trying to get complete when they use products, services or interact with a company.

2 The Model
The seven steps of the Needs Innovation Model are defined as follows:

1.) Specify the market and the problem

2.) Elicit all needs along the journey in a qualitative research
3.) Quantify needs and ask for satisfaction, importance, KPIs and emotions

4.) Create the „Needs Prioritization Matrix“ and determine the needs with the highest impact and value

5.) Create, iterate, draft and design solutions

6.) Evaluate your new solutions through the previously defined KPIs

7.) Design structured experiences building on the emotions/satisfaction map
We deployed this model to speech processing systems and redesigned the Philips LFH 9600. It is a high-end device for quality voice record-ing. Since competitors released new products, Philips had to follow and innovate as well. Through the consequent redesign according to the NI© Needs Innovation Model, Philips achieved an increase of 15% market share on a global basis with the new Philips DPM 8000.
Furthermore, the model was put into practice to develop, evaluate and optimize a new product for Dewetron, a market leading provider of test and measurement systems showcasing state-of-the-art data acquisition instruments & solutions. Together with Youspi a new multitouch ana-lyzing soft-hardware combination called “Trendcorder” was developed. This product was awarded by NASA as the product of the year 2014 within the industrial sector.
To better illustrate the NI© „NEEDS INNOVATION MODEL“, the individual parts of the model are explained below with examples from the Philips DPM 8000 redesign process.
NI© „NEEDS INNOVATION MODEL“ used at Philips DPM 8000

The NI© NEEDS INNOVATION MODEL provides the tools and a structured process to design, develop and optimize customized products and processes along the entire customer journey.
Given the fact that the NI© NEEDS INNOVATION MODEL relies on both quantitative and qualitative data and is optimizes products, ser-vices and processes to suit their exact target audience, end users will showcase very high acceptance rates. At the same time different types of innovations can be achieved based on various identified user needs.
In the case of Philips the following innovations were created:
Emotional Innovations
– Analogue Design
– First-Use Wizard / Olympus User & Analogue & Non User
– Product Design
Functional Innovations
– New scanner tool
– Improved noise-canceling
– Automated switching of microphones
Process Innovations
– Optimized process duration compressed from 1-2 days to a view hours
– Direct transfer to external transcriptionist
The procedure and method proved us right where the market was grateful. Within the first six months, Philips achieved a worldwide market share in-crease of more than ten percent, with further market gains in the subsequent years.

Written by Johannes Robier

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