01 People Centred 2. innovation starts with… Who is the customer / user? Who pays for it? Customer...

01 People Centred

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innovation starts with…

Who is the customer / user?

Who pays for it? CustomerWho uses it day to day? UserWho told someone else to buy it?SpecifierWho selects its? BuyerWho transports it and distributes it?LogisticsWho installs it?InstallerWho sells it to the customer? RetailerWho looks after it is it goes wrong? Service

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Learning from users

ExtremeExtreme Core

Look at extremesLooking at the edges will tell you more

ExtremeExtreme Core

Extreme usersSome extremes….

Image courtesy of BAA & British Airways

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What is their journey?

They experience over time….

A customer journey mapA Persona

Key Points: People Centred

Don’t create ideas in a vacuum Seek to understand people’s

needs…by spending time with them

Observing people and their environments up close can reveal

fresh opportunities to innovate Better still, involve them (co-

create).

02 Divergence & Convergence

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Problem to solution…

DeliverSolutions which work

DevelopPotential solutions

Exploring the problem…

DeliverSolutions which work

DevelopPotential solutions

DefineThe area to focus upon

DiscoverInsight into the problem

HeartlightUniversity of Nottingham

Case Study

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Heartlight

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Team and agenda

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Market exploration

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Brainstorm each sector

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Propositions

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Mapping

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Then experiment

Then experiment

Heartlight

Identified lots of potential – added value to IP

Strengthened VC funding case, & more £

Activity in various sectors Miniaturisation– critical for many

applications Refocused team, new energy Now a JV

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