Customer focused product positioning (By David Pas & Alexander Frimout)

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CONFIDENTIAL Template Innovation Day 2017 CONFIDENTIAL

CUSTOMER FOCUSEDPRODUCT POSITIONING

David PasAlexander Frimout

TRACK 3 - USER CENTRICITY

david.pas@verhaert.comAlexander.frimout@verhaert.com

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David Pas

Coordinator

Design Coach 5x5, Designregio KortrijkGuest Lecturer University of Antwerp, Product Design, Design Sciences departmentGuest Lecturer University of Antwerp, Innovation Management, Applied Economical Sciences department

Alexander Frimout

Consultant

Innovation Consultant

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CONTEXT

Strategy

Business

Technology

User centricity

TRANSFORMATION FRAMEWORK

Designthinking

Digital & datasciences

Business modelinnovation / servitization

3D printingAdvancedmaterials

IoT &sensors

Robotics &autonomous

platforms

Early uservalidation

(User)co-creation

Behavioralchange

Roadmap

Accelerated by open innovation and technology transfer

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ONLINE SURVEY RESULTSYOUR THOUGHTS ON CUSTOMER FOCUSED PRODUCT POSITIONING

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USER INSIGHTS

Survey powered by

2 OUT OF 3 feel they lack the real competence to DESIGN compelling USE CASES

1 OUT OF 2 feel they have immature organizational abilities regarding A STRUCTURED PROCESS FOR IMPLEMENTING USER INSIGHTS

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TRANSFORMATION OPPORTUNITYFROM BOSCH SECURITY SYSTEMS TO BOSCH SMART HOME

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HIGH END SURVEILLANCE SYSTEMS

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To enter the consumer market, they realized that existing ‘performance’ driven solutions would not help to take off.

BOSCH WAS LOOKING FOR A ‘WOW’

“The key success factor in residential market is the excellent user experience!”

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6.813 IP CAMER’S ON AMAZON

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THE MARKET SEEMED TO BE SATURATED ALREADY

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THE ASSIGNMENT

Conceptualization of a do-it-yourself residential outdoor Wifi-camera for surveillance purposes.

For : people living in (semi-) detached houses.How : differentiation based on look & feel of product and it’s app.Regions : USA and Canada, EMEA (focus on Germany, Benelux, UK, France)

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The availability of affordable digital imaging sensor electronics made its entry in new markets, but mainly indoor

BUT ALSO COOL THINGS, OFFERING A NEW MEANING

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Looking for killer devices that will open the door for the whole selection of existing and future BOSCH smart home products.

AN OPPORTUNITY TO BREAK INTO THE SMART HOME MARKET

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THE RESULTA SMART TWO-IN-ONE FRONT DOOR CAMERA: IT DETECTS WHEN SOMEONE IS OUTSIDE THE DOOR, BUT ALSO WORKS AS A PORCH LIGHT

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THE RESULTINVENTED FOR LIFE

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AND INVENTED ‘WITH’ PEOPLE

“…and the image becomes better too”

“switching on the lights simply scares off”

“and I would like to have a lot of lights, even all

my lights switched on or flashing…and sound”

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INVENTED TO BE A ‘SMART HOME’ DEVICE

E.g. by adding the ability to adjust light settings helps to create a positive and smart touchpoint

Leading to a more positive connection than a ‘security device’.

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HOW WE DID ITA STUDY LOGIC TO CREATE A ‘WOW’

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STUDY LOGIC

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3 MAIN STEPS

Desk researchDesign researchConcept validation

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1. DESK RESEARCH COMPETITOR LANDSCAPING : FEATURES & PRICE DRIVERSWHITE SPOTS : PURCHASE DRIVERS

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COMPETITOR LANDSCAPING

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FINDING PRIMARY PRICE DRIVERS

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THE WHITE SPOT

SECURITYFUNPURCHASE DRIVERS

DESIRE TO FEEL PROTECTED, SAFE, SECURE

AND CARED FOR

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THE WHITE SPOT

SECURITYFUNPURCHASE DRIVERS

DESIRE TO FEEL PROTECTED, SAFE, SECURE

AND CARED FOR

DESIRE TO GET THE PLEASURE OUT OF YOUR

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THE WHITE SPOT

SECURITYFUN

Traditional market offerings are positioned strongly around security

and control values.

PURCHASE DRIVERS

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THE WHITE SPOT

New indoor market offerings focus much more strongly on

the “play” aspects and the unintended uses of cameras.

SECURITYFUN

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THE WHITE SPOT

SECURITYFUN

OUTDOOR

DO-IT-YOURSELF

(SEMI) DETACHED HOUSES

CONNECT WITH BOSCH SMART HOME

There is an opportunity to differentiate between traditional and new market with a restriction that it needs to be

outdoor, and for a target group living in a (semi) detached house.

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2. DESIGN RESEARCHBRAINSTORM ON JOB-TO-BE-DONEUSER SCENARIO’S FOR IN DEPTH INTERVIEWS

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VERHAERT LYTICS

Online survey to check the relevancy of featuresFirst user insights from <100 participantsobjective = qualitative design research, not market research

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HELPING THE POLICE TO CATCH INTRUDERS WAS AN UNDERSERVED NEEDMOST PEOPLE WERE NOT SATISFIED WITH THE IMAGE QUALITY TODAY

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JOB-TO-BE-DONE’S

SECURITYFUN

CURIOSITY

CONTROL

ON HOLIDAY AT WORK

SECURITYAT HOME

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THINKING IN SCENARIO’S

SECURITY

CURIOSITY

CONTROL

HOMESICKNESS

GARDEN VIEW

SMART NOTIFICATIONS

REAL STREET VIEW

GUARDIAN ANGEL

WATCH MY CONTRACTORS

WATCH THE PETS

WATCH THE HOUSE

HOME DELIVERY

CAR SURVEILLANCE

WATCH MY STUFF OUTSIDE

SNEAK PREVIEW OUTSIDE

UNWANTED VISITORS

TERRAIN SURVEILLANCE

PRIVACY

NEIGHBOR SURVEILLANCE NETWORK

DUAL CAMERA

GETTING NOTICED WHEN NEEDED

ARCHITECTURAL

FULL WIRELESS

WATCH THE KIDSFUN

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NEXT SURVEY

lowest ‘recognition’ of needs (to be used outdoor)

most fun stuff is indoor, which is out

of scope

fun and control combination is contradictional

more ‘niche’ applications

S E C U R I T Y F U N

C U R I O S I T Y

C O N T R O L

highest recognition of needs

(and suitable for outdoor usage)

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JOB-TO-BE-DONE RANKING

S E C U R I T Y F U N

C U R I O S I T Y

C O N T R O L

• avoid intruders by deterring• catch intruders with perfect images• avoid false notifications

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87% BELIEVES THAT A CAMERA-LIGHT COMBINATION HELPS TO SCARE-OFF AND IMPROVES THE IMAGE QUALITY AT NIGHT

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3. CONCEPT VALIDATION GO OUT IN THE FIELD

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LOCAL INSIGHTS, GLOBAL VALIDATION

THE US MARKET IS BY FAR THE MOST DEVELOPED WHEN IT COMES TO HOME SECURITY

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THE MAJORITY WANTED SOMETHING THAT DOESN'T DRAW MUCH ATTENTION BUT ONCE YOU COME CLOSE, IT CAN SCARE-OFF

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INSTALLATION OF OUTDOOR CAMERAS IS A LARGE USER HASSLEDRAWING NEW CABLES THROUGH OUTER WALLS IS CHALLENGING

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SUMMARY

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USER CENTRICITY IS KEY

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70 ONLINE RESPONDENTS40 IN DEPTH INTERVIEWS+ 20 OBSERVATIONS AND FIELD VISITSIN USA, ITALY, FRANCE, THE NETHERLANDS, GERMANY, BELGIUM

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COMBINED WITH PROFOUND DESK RESEARCH

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GLOBAL VALIDATION

does it resonate with the target market?

“If the quality of the camera is as good as my son’s GO PRO and the light is also strong, I’ll put $300” (SCOTT)

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THE OUTDOOR ‘ENTRY’ OF A SMART HOME PORTFOLIO

The Bosch Eyes outdoor camera is a part of the new Bosch Smart Home family, under the ‘invented for life’ branding

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EVEN INVOLVING THIRD PARTY PRODUCTS

BUILDING EXTENSIONS ON THE “TROJAN HORSE”

“pretending that you’re home is the best way to scare-off intruders….”

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THANK YOUQUESTIONS ?

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