7
1.3.1.1 Inspiration
During the inspiration phase, multidisciplinary teams look for user satisfaction
gaps. These gaps are sometimes referred to as the “the pain of the customer.” They
are different, however, from the “voice of the customer.” The most effective way to
apprehend satisfaction gaps is to learn directly from the people you seek to help.
Identifying these gaps cannot be achieved through surveys, interviews or focus
groups, or demographic data, though. Instead, you must immerse yourself in the
lives of users to deeply understand their needs, pains, and aspirations.
One option to achieve that, among many alternative ones, is to develop a detailed
map of the journey users take in their quest to address their satisfaction gaps. An
ethnographic analysis of all the contact points occurring between users and goods/
services is also an effective approach. The construction of empathy maps and trajectory maps are also effective approaches during this stage. The focus of inspiration
should not be on data collection and analysis, but rather on gaining insight about
what makes for a meaningful customer journey (Liedtka 2018).
1.3.1.2 Ideation
Ideation ensues inspiration, and it aims to detect unarticulated gaps between what
users require and what they actually receive. This phase generates, develops, and
tests entry points for design. Field observations and research are distilled into
insights to discover solutions or drive change.
The inspiration and ideation phases are about divergent thinking, where onpurpose insights are made to clash against each other. Openness, empathy for others, sheer curiosity, and the ability to learn by doing are essential to this process. At
this stage, the visual representation of concepts through early draft prototypes can
help explain complex thoughts and help the team gain insight. During ideation,
people identify themes, create insight statements, and attend co-creation workshops
where users and innovation developers jointly work together to establish solutions.
1.3.1.3 Implementation
Implementation is the ensuing phase, when the innovation solution actually gets
developed. The best concepts from the ideation stage should point to a clear way
forward through prototyping. Prototyping uncovers potential implementation challenges and unintended consequences of products or services.
Prototypes anticipate how people understand the potential solutions to their satisfaction gaps. The team develops several iterations of concept prototypes. Later on,
functional prototypes are tested, and a “looks like” design model is agreed upon.
Prototyping plays an especially important role in developing countries where innovation ecosystems are generally weak or incomplete. Prototyping enables
1 The Quest for Innovation: Addressing User Needs and Value Creation
1.3.1.1 Inspiration
During the inspiration phase, multidisciplinary teams look for user satisfaction
gaps. These gaps are sometimes referred to as the “the pain of the customer.” They
are different, however, from the “voice of the customer.” The most effective way to
apprehend satisfaction gaps is to learn directly from the people you seek to help.
Identifying these gaps cannot be achieved through surveys, interviews or focus
groups, or demographic data, though. Instead, you must immerse yourself in the
lives of users to deeply understand their needs, pains, and aspirations.
One option to achieve that, among many alternative ones, is to develop a detailed
map of the journey users take in their quest to address their satisfaction gaps. An
ethnographic analysis of all the contact points occurring between users and goods/
services is also an effective approach. The construction of empathy maps and trajectory maps are also effective approaches during this stage. The focus of inspiration
should not be on data collection and analysis, but rather on gaining insight about
what makes for a meaningful customer journey (Liedtka 2018).
1.3.1.2 Ideation
Ideation ensues inspiration, and it aims to detect unarticulated gaps between what
users require and what they actually receive. This phase generates, develops, and
tests entry points for design. Field observations and research are distilled into
insights to discover solutions or drive change.
The inspiration and ideation phases are about divergent thinking, where onpurpose insights are made to clash against each other. Openness, empathy for others, sheer curiosity, and the ability to learn by doing are essential to this process. At
this stage, the visual representation of concepts through early draft prototypes can
help explain complex thoughts and help the team gain insight. During ideation,
people identify themes, create insight statements, and attend co-creation workshops
where users and innovation developers jointly work together to establish solutions.
1.3.1.3 Implementation
Implementation is the ensuing phase, when the innovation solution actually gets
developed. The best concepts from the ideation stage should point to a clear way
forward through prototyping. Prototyping uncovers potential implementation challenges and unintended consequences of products or services.
Prototypes anticipate how people understand the potential solutions to their satisfaction gaps. The team develops several iterations of concept prototypes. Later on,
functional prototypes are tested, and a “looks like” design model is agreed upon.
Prototyping plays an especially important role in developing countries where innovation ecosystems are generally weak or incomplete. Prototyping enables
1 The Quest for Innovation: Addressing User Needs and Value Creation