1.
GOAL
To share a new approach for innovation
based on people.
OUTPUT
To inspire and stimulate participants to
approach innovation with new methods
and engage to apply what you have learned.
A Piece of Pie • ESADE 2012

2.
CONTENTS:
1 Understanding customer experiences
2 Transforming insights
A Piece of Pie • ESADE 2012

3.
The only true is reality.
Aristotle
A Piece of Pie • ESADE 2012

4.
Exercise #1
How is the world?
A Piece of Pie • ESADE 2012

5.
A Piece of Pie • ESADE 2012

6.
#1.
Understanding
customer
experiences
A Piece of Pie • ESADE 2012

7.
“The world has changed, but our methods
for understanding consumers have not.
We keep relying on familiar but ineffective
research techniques… The products
we create based on those techniques simply
are not connecting with consumers…”
Gerald Zaltman, G. 2003, How Customers Think
A Piece of Pie | April 2011
A Piece of Pie • ESADE 2012

8.
“To broaden the lens of opportunity, it is
important to look beyond the direct use
of a company’s product or service”
A Piece of Pie • ESADE 2012

9.
5% conscious FORMAL / articulated
95% unconscious TACIT / unarticulated
A Piece of Pie • ESADE 2012

10.
Exercise #2
Facts are facts?
A Piece of Pie • ESADE 2012

11.
5% conscious
95% unconscious
A Piece of Pie • ESADE 2012

12.
5% conscious
95% unconscious
A Piece of Pie • ESADE 2012

13.
A Piece of Pie • ESADE 2012

14.
Understanding unarticulated needs
CONNECTING
Spotting latent patterns and trends
A Piece of Pie • ESADE 2012

15.
Exercise #3
Whirlpool,
what do you will innovate…?
A Piece of Pie • ESADE 2012

16.
Whirlpool case: thinking beyond the “whitebox”
A Piece of Pie • ESADE 2012

17.
Exercise #4
Valira, how you will
innovate the Tupperware?
A Piece of Pie • ESADE 2012

18.
Valirade la etnografía en el crecimiento user not the “tupperware”:
Impacto
case. Observing the orgánico | mayor diferenciación en las innovaciones
A Piece of Pie • ESADE 2012

19.
Valirade la etnografía en el crecimiento user not the “tupperware”:
Impacto
case. Observing the orgánico | mayor diferenciación en las innovaciones
A Piece of Pie • ESADE 2012

20.
Exercise #4
Intel, how you will innovate
applying technology for the seniors?
A Piece of Pie • ESADE 2012

21.
Intel case. Looking at the “big picture”
Impacto de la etnografía en el crecimiento orgánico | mayor diferenciación en las innovaciones
A Piece of Pie • ESADE 2012

22.
Intel case. Looking at the “big picture”
Impacto de la etnografía en el crecimiento orgánico | mayor diferenciación en las innovaciones
A Piece of Pie • ESADE 2012

23.
Intel case. Looking at the “big picture”
Impacto de la etnografía en el crecimiento orgánico | mayor diferenciación en las innovaciones
A Piece of Pie • ESADE 2012

24.
Experience diary
Cultural inventory
Ethnographic interview
Ethnographic tour
Mapping
Shadowing
Guerrilla
Context observation
Virtual tour (desk)
Card sorting
…
A Piece of Pie • ESADE 2012

25.
#2.
Transforming
insights
A Piece of Pie • ESADE 2012

26.
Inspiring people
CO-CREATION
Unleash latent creativity
A Piece of Pie • ESADE 2012

27.
Exercise #5
How you will transform insights
into successful products?
A Piece of Pie • ESADE 2012

28.
Personas Scenarios Role Play Tool kits Mapping
Actionability
A Piece of Pie • ESADE 2012

29.
Breaking barriers
A Piece of Pie • ESADE 2012

30.
Thinking with your hands
A Piece of Pie • ESADE 2012

31.
Creating empathy
A Piece of Pie • ESADE 2012

32.
Exercise #6
BOP, how you will innovate
with illiterate customers?
A Piece of Pie • ESADE 2012

33.
GBS case: Co-creating value with customers
A Piece of Pie • ESADE 2012

34.
GBS case: Co-creating value with customers
A Piece of Pie • ESADE 2012

35.
GBS case: Co-creating value with customers
A Piece of Pie • ESADE 2012

36.
GBS case: Co-creating value with customers
A Piece of Pie • ESADE 2012

37.
GBS case: Co-creating value with customers
A Piece of Pie • ESADE 2012

38.
SUM UP
A Piece of Pie • ESADE 2012

39.
CONNECTING: the empathic lenses
 Build Emphatic and deep understanding of customer
 Understand the importance of “contextual” knowledge
 Develop fresh perspectives
 Look beyond product, categories and industries
 Observe how customers think and behave
 Link the conscious and unconscious of customers
A Piece of Pie • ESADE 2012

40.
CONVERSATIONS: the value of co-creation
 Develop inspirational stimuli
 Build Strategic and “tangible” visualizations for new
directions and innovation paths
 Create interdisciplinary alignment & engaging “first feel”
to share insights for inspiring innovation
 Stretch your thinking beyond the conventional
 Remove barriers between you & customers
A Piece of Pie • ESADE 2012

41.
THE CHECK LIST
A Piece of Pie • ESADE 2012

42.
Are you starting with the same facts,
dogmas and old perceptions ...?
Are you looking beyond your industry...?
Are you connecting with your customers...?
Are you enabling conversations
with your customers...?
A Piece of Pie • ESADE 2012

43.
ARE YOU READY?
A Piece of Pie • ESADE 2012

44.
Thank You!