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Market led development of digital media based on qualitative research
Tom Armstrong Principal Proposition and Customer Insights Manager, Vodafone
Thomas Troch Research Innovation Manager, InSites Consulting
Tom Armstrong Principal Proposition and Customer Insights Manager, Vodafone
Business
Technology
12 years experience in FMCG,
4 years in technology
Empathy in problem solving
Vodafone
Technology led global organisation
People
Thomas Troch Research Innovation Manager, InSites Consulting
Background in product/service design
Passion for understanding people
InSites Consulting
Strong belief in the empowered consumer
Creativity
Business
Technology
People
Innovation at the intersection
How to bring quality in
a world where speed
and simplicity in
development are king?
Creativity
Challenging the status quo
Tech
Product
Technical challenges with
high complexity
Challenging the status quo
Tech
Product
Dedicated teams to keep
track of fast evolutions
Challenging the status quo
Tech
Product
Dedicated methods to
solve specific issues
Launch 10 new
internet services
in FY2012
Drive loyalty
Gain buy-in from
21 markets
Challenging the status quo
Marshall
McLuhan
We shape our tools and
afterwards our tools
shape us.
Consumer needs and expectations
towards digital content
are changing at lightning speed.
Customer participation in digital media innovation
Start from a relevant
consumer insight.
Parents have a need to protect their
children from unsafe mobile use.
1.
Customer participation in digital media innovation
Lean development,
releasing well-working
prototypes from the lab
as soon as possible.
2.
Customer participation in digital media innovation
Capture real life service
experience over time &
co-create development
roadmap.
Helping families to teach their children
how to responsibly use their mobile and
the internet.
3.
Need for a holistic &
integrated approach,
matching real life
behaviour of service
usage over time.
The robust qualitative
approach, adding
numbers and structure,
was able to engage
internal stakeholders
across different functions.
Numbers
Target group of
smartphone adopters
Digitalized users
who are highly
involved and can
push expectations
Profile
Discovery Understanding Evaluation Trial Adoption Repeat
Time E
mo
tio
n
+
-
Capturing ‘in-the-moment’ thoughts and actions through
task-based activities on the mobile community app.
High consumer engagement is leading to surprising
formats of feedback; this is an example of an infographic
generated by a consumer without prompting.
Significant impact on development
Guiding
Go / No Go decisions. 1.
Significant impact on development
Guiding
Go / No Go decisions. 1. Optimized services
are surpassing targets. 2.
Significant impact on development
Guiding
Go / No Go decisions. 1. Optimized services
are surpassing targets. 2. Buy-in with local markets,
facilitating interdisciplinary team work. 3.
“The user trials we performed with Tom has been the
most powerful tool to ensure that we stay in touch
with the customer. It provides the ultimate truth, an
irrefutable source of information, representing facts
rather than opinions and arguments – the end of all
discussions. But user trials can help also in many other
ways – better than any training to make your teams
understand what customer focus is really about and a
powerful tool to show management that their view
might not be their customer’s view, especially in these
days where every CEO wants to be like Steve Jobs.”
Enrique Marti del Olmo, Head of Communications @ Vodafone
"The feedback we received both quantitative and
qualitative directly influenced the products changing
the priority of existing items on the roadmap and
adding new ones. Other feedback channels like
Customer Service or Apps stores give an indication
of what to change or enhance, however, to really
understand how the customer uses the product you
need to run an FUT."
Phil Grange, Senior Product Manager @ Vodafone Group
Significant impact on development
Guiding
Go / No Go decisions. 1. Optimized services
are surpassing targets. 2.
3. Engaging in longer term relationship
with customers who want to collaborate. 4.
Buy-in with local markets,
facilitating interdisciplinary team work.
Tom Armstrong Principal Proposition and Customer Insights Manager, Vodafone
Thomas Troch Research Innovation Manager, InSites Consulting
@thomastroch
http://www.linkedin.com/in/thomastroch
http://www.linkedin.com/pub/tom-armstrong/1/657/806
