I dette seminar satte vi fokus på front-end innovation - det tidlige stadie i innovationsprocessen, hvor idéerne skabes og hvor forbrugerindsigt og -involvering er et afgørende fundament for den effektive bruger-drevne innovationsudvikling.
The 3rd Intl. Workshop on NL-based Software Engineering
Innovations-seminar: Boost din front med bruger-dreven innovation
1. Side 1
Boost din front-end med bruger-dreven innovation
Wilke Innovations Seminar
April 21, 2016
Copenhagen, Denmark
“Coming together is a
beginning. Keeping
together is progress.
Working together is
success”
Henry Ford
“Renovation is largely
doing the same, but better
… Innovation is thinking
& doing different”
2. Side 2
Velkommen … til Wilke’s Innovations Seminar
Thomas Tuxen
2006-12: VP Group Innovation, Carlsberg Breweries A/S
11. Side 11
Det kræver benhårdt fokuseret arbejde fra strategi -> insight
-> idé/koncept -> udvikling -> kommercialisering -> lancering
Uncertainty/risk
Finalisation/investment
Gate 1
Stage 5
(Launch &
evaluation)
Stage 0
(Idea
generation)
Gate 3
(Business decision)
Gate 4
(Final launch decision)
Gate 0
(Idea screening/selection)
Gate 2
Global
roll-out
P1
P2
P3
P4
P5
Iterate as appropriateIterate as appropriateIterate as appropriate
Front-end Innovation development Launch & roll-out
Stage 1
(Concept development)
Stage 2
(Business casing)
Stage 3
(Product development)
Stage 4
(Launch preparation)
12. Side 12
… og de fleste virksomheder kæmper med at realisere
deres innovationspotentiale!
13. Side 13
Succesfuld innovation kræver en effektiv “innovationsmotor”
Gate
Launch &
evaluation
Idea
generation
Concept
development
Business
casing
Product
development
Launch
preparation
Business decision Final
launch
decision
Idea screening
& selection
Gate
Global
roll-out
P1
P2
P3
P4
P5
Iterate as appropriateIterate as appropriateIterate as appropriate
1. Strategy
Roll-out
decision
2. Process (development & testing) 3. Execution & follow-up
4. Organisation
Innovation
platforms
Leadership Governance Culture IncentivesProject management
Insights
Insights
Insights
Insights
Insights
Insights
Creativity
Creativity
Creativity
Creativity
Front-end Innovation development Launch & roll-out
14. Side 14
Dagens fokus … front-end & bruger-dreven innovation
Gate
Launch &
evaluation
Idea
generation
Concept
development
Business
casing
Product
development
Launch
preparation
Business decision Final
launch
decision
Idea screening
& selection
Gate
Global
roll-out
P1
P2
P3
P4
P5
Iterate as appropriateIterate as appropriateIterate as appropriate
1. Strategy
Roll-out
decision
2. Process (development & testing) 3. Execution & follow-up
4. Organisation
Innovation
platforms
Leadership Governance Culture IncentivesProject management
Insights
Insights
Insights
Insights
Insights
Insights
Creativity
Creativity
Creativity
Creativity
Front-end Innovation development Launch & roll-out
”Godt begyndt … halvt fuldendt!”
15. Side 15
Dagens program Velkomst & introduktion
v/ Thomas Tuxen
Kundecentreret innovation
v/ Claus Rantzau & Sanne Dalgaard Madsen
Coloplast innovation inkl. Eve case
v/ Marc Brøndum
Carlsberg innovation inkl. Nordic case
v/ Pernille Arnt
Afrunding inkl. effektiv udviklingsproces
v/ Philip N. Alexandersen & Thomas Tuxen
16. Side 16
Dagens program Velkomst & introduktion
v/ Thomas Tuxen
Kundecentreret innovation
v/ Claus Rantzau & Sanne Dalgaard Madsen
Coloplast innovation inkl. Eve case
v/ Marc Brøndum
Carlsberg innovation inkl. Nordic case
v/ Pernille Arnt
Afrunding inkl. effektiv udviklingsproces
v/ Philip N. Alexandersen & Thomas Tuxen
32. Side 32
Dagens program Velkomst & introduktion
v/ Thomas Tuxen
Kundecentreret innovation
v/ Claus Rantzau & Sanne Dalgaard Madsen
Coloplast innovation inkl. Eve case
v/ Marc Brøndum
Carlsberg innovation inkl. Nordic case
v/ Pernille Arnt
Afrunding inkl. effektiv udviklingsproces
v/ Philip N. Alexandersen & Thomas Tuxen
34. Side 34
Dagens program Velkomst & introduktion
v/ Thomas Tuxen
Kundecentreret innovation
v/ Claus Rantzau & Sanne Dalgaard Madsen
Coloplast innovation inkl. Eve case
v/ Marc Brøndum
Carlsberg innovation inkl. Nordic case
v/ Pernille Arnt
Afrunding inkl. effektiv udviklingsproces
v/ Philip N. Alexandersen & Thomas Tuxen
35. Side 35
Dagens program Velkomst & introduktion
v/ Thomas Tuxen
Kundecentreret innovation
v/ Claus Rantzau & Sanne Dalgaard Madsen
Coloplast innovation inkl. Eve case
v/ Marc Brøndum
Carlsberg innovation inkl. Nordic case
v/ Pernille Arnt
Afrunding inkl. effektiv udviklingsproces
v/ Philip N. Alexandersen & Thomas Tuxen
36. Side 36
Succesfuld innovation kræver en effektiv “innovationsmotor”
Gate
Launch &
evaluation
Idea
generation
Concept
development
Business
casing
Product
development
Launch
preparation
Business decision Final
launch
decision
Idea screening
& selection
Gate
Global
roll-out
P1
P2
P3
P4
P5
Iterate as appropriateIterate as appropriateIterate as appropriate
1. Strategy
Roll-out
decision
2. Process (development & testing) 3. Execution & follow-up
4. Organisation
Innovation
platforms
Leadership Governance Culture IncentivesProject management
Insights
Insights
Insights
Insights
Insights
Insights
Creativity
Creativity
Creativity
Creativity
Front-end Innovation development Launch & roll-out
37. Side 37
… også i den efterfølgende udviklingsproces (inkl. test)
Gate
Launch &
evaluation
Idea
generation
Concept
development
Business
casing
Product
development
Launch
preparation
Business decision Final
launch
decision
Idea screening
& selection
Gate
Global
roll-out
P1
P2
P3
P4
P5
Iterate as appropriateIterate as appropriateIterate as appropriate
1. Strategy
Roll-out
decision
2. Process (development & testing) 3. Execution & follow-up
4. Organisation
Innovation
platforms
Leadership Governance Culture IncentivesProject management
Insights
Insights
Insights
Insights
Insights
Insights
Creativity
Creativity
Creativity
Creativity
Front-end Innovation development Launch & roll-out
”Godt
begyndt
… halvt
fuldendt!”
38. Side 38
Vi reducerer usikkerheden og
øger chancen for succes
Supportere front-end
v/ Ide generering
Berige og sortere i ideer
v/ koncept- og brand stretch test
Validere ideer og produkter
v/ koncept og produkt test
Sælge budskabet
v/ kommunikations test
Optimering og tracking
v/ brand tracking, pris- & produktoptimering
Vi hjælper med at fuldende innovationerne …
39. Side 39
Opbygning af ide-katalog
Supportere front-end
v/ Ide generering
Berige og sortere i ideer
v/ koncept- og brand stretch test
Validere ideer og produkter
v/ koncept og produkt test
Sælge budskabet
v/ kommunikations test
Alle dine kunder er partnere i din mission, og kundens perception, er din
virkelighed
Optimering og tracking
v/ brand tracking, pris- & produktoptimering
Crowd sourcing som support til front-end innovation
40. Side 40
Hvilke ideer/ koncepter har
potentiale?
Supportere front-end
v/ Ide generering
Berige og sortere i ideer
v/ koncept- og brand stretch test
Validere ideer og produkter
v/ koncept og produkt test
Sælge budskabet
v/ kommunikations test
Koncept screening og brand stretch analyser sikrer fokus
Optimering og tracking
v/ brand tracking, pris- & produktoptimering
Hvis du elsker vores syltede agurker, så prøv de nye desserter,
universal rengøring & løse jeans – nu 25% rabat på fejlramte
brand extensions
41. Side 41
Hvor stort er potentialet
Supportere front-end
v/ Ide generering
Berige og sortere i ideer
v/ koncept- og brand stretch test
Validere ideer og produkter
v/ koncept og produkt test
Sælge budskabet
v/ kommunikations test
Forstå synergien mellem ide og produkt
Optimering og tracking
v/ brand tracking, pris- & produktoptimering
Hvor stærkt er konceptet
Hvor stærkt er produktet
Det koster det samme at lancere en succes,
som det koster at lancere en fiasko
42. Side 42
Sælger du det rigtigt?
Supportere front-end
v/ Ide generering
Berige og sortere i ideer
v/ koncept- og brand stretch test
Validere ideer og produkter
v/ koncept og produkt test
Sælge budskabet
v/ kommunikations test
Optimering og tracking
v/ brand tracking, pris- & produktoptimering
Kommer budskabet igennem
Skaber det interesse
Reklametests sikrer dit budskab når igennem til målgruppen og vækker interesse
Den der stopper med at reklamere for at spare penge,
er den samme der stopper uret for at spare tid
43. Side 43
Går det som planlagt
Supportere front-end
v/ Ide generering
Berige og sortere i ideer
v/ koncept- og brand stretch test
Validere ideer og produkter
v/ koncept og produkt test
Sælge budskabet
v/ kommunikations test
Optimering og tracking
v/ brand tracking, pris- & produktoptimering
Når vi målsætningerne
Har markedet ændret sig & skal produkt
eller pris tilpasses
Hvis du ikke måler det, kan du ikke styre det
Optimering og udvikling er ikke en styrke, det er en nødvendighed
Hold din nye innovation i hånden efter lanceringen
44. Side 44
Succesfuld innovation kræver den rigtige tilgang & kultur
Dysfunctional innovation
• Episodic (ad hoc & by coincidence) • Ongoing effort & systematic process
• Management model, governance,
budgetting, etc. same as existing business
• Management model different & separatefrom business
as usual (especially for breakthrough innovation!)
• Innovation portfolio largely focused
on incremental projects for core
business (simple line extensions)
• Balanced innovation portfolio supporting existing
core business, new business platforms & investment
into entirely new future growth options
• Short term – in line with normal business
planning process
• Balanced short, medium & long term focused
– goes beyond normal business planning process
• Largely product focused - “inside out”
(extend offerings into new areas)
• Truly customer centric – ”outside in!
(customers, their needs & ”jobs to be done”)
• Innovation done on top of people’s
everyday jobs (an add-on)
• Dedicated people to drive & facilitate innovation
• Limited real customer insight,
involment, testing of assumptions &
learning
• Truly customer-driven insight, ideation &
development approaches, iterative incl. continuous
testing/adaption/optimization & learnings
• Risk-aversion – failures are unacceptable
& people will be punished
• Entrepreneurial culture & risk willingness– Initiative,
bets, intelligent failures & learnings are encouraged
• Sequential planning & execution orientation • Experimental & iterative approaches
High performing innovation
46. Side 46
Tak … held & lykke med det fortsatte innovationsarbejde!
”It is not the strongest of species
that will survive but the one most
adaptable to change”
Charles Darwin
”Wherever you see a successful
business, someone once made a
courageous decision”
Peter F. Drucker
“The future is inescapable -
how are you going to shape it?”
Max Frisch
“Innovation is disciplined
rule breaking”
PaulWalton“Renovation is largely
doing the same, but better
… Innovation is thinking &
doing different”
”Without deviation from norm,
progress is not possible”
Frank Zappa
“Man cannot discover new oceans
unless he has the courage to lose
sight of the shore”
Andre Gide
”If I had asked the public what
they wanted, they would have
said a faster horse”
Henry Ford
”Innovation is the ability to
see change as an opportunity
- not a threat”
Anonymous
”Innovation distinguishes between
a leader and a follower”
Steve Jobs
”If you're not failing every now
and again, it's a sign you're not
doing anything very innovative”
Woody Allen