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Mathieu Turpault

Insights & Strategy

Design Insights

Design

It’s no secret product innovation is challenging. According to Harvard Business School professor Clayton Christensen, as many as <a href="https://hbswk.hbs.edu/item/clay-christensens-milkshake-marketing">95 percent of new products fail</a>.
To improve&nbsp;the odds in our favor, we’ve always put users at the center of the design process and emphasized the need to conduct user research early and often.

Delve's experts in insights, strategy, design, and engineering can guide you through an end-to-end innovation process that delivers results.

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On certain projects we partner with a quantitative research firm to complement our qualitative research with their expertise. 
This collaboration helps us better identify opportunities for innovation and address unmet user needs with creative solutions. Ultimately, we’re making sure the products we develop are successful.
<h2>Qualitative + Quantitative: The Best of Both Worlds</h2>
If you work in industrial design, you’ve inevitably seen products that didn’t go anywhere. The common denominator is almost always a lack of focus on solving the right problems.
Since our inception more than 55 years ago, Delve has sought to reduce risk for our clients — this is why we put the user at the center, so we can begin by discovering unmet user needs. We’re always working to evolve our <a href="https://www.delve.com/services/strategy/design-insights" target="_blank">front-end user research capabilities.</a>

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The research work we do is highly qualitative. Our partner, <a href="https://www.osganalytics.com/">OSG</a>, has a more quantitative approach. They primarily use two data tools, <a href="https://www.osganalytics.com/about-us/overview/asemap/">ASEMAP</a> and <a href="https://www.osganalytics.com/about-us/overview/cavii/">CAVII</a> , to give value to opportunities to change customer behavior, rank customer expectations, and identify existing and future user needs.

What’s the point of doing user research? Why not just design a product based on your own point of view and your anecdotal understanding of people’s needs?

Don't Miss: Why You Want Quant(itative User Research)

By joining forces (see our combined workflow, pictured above), Delve and OSG are able to gain more precise insight into opportunities for innovation based on big data and contextual inquiry. It’s a highly collaborative process.
<h2>A Disciplined Approach to Innovation</h2>
Our joint approach with OSG begins with a qualitative stage where we meet users where they are and view problems from their perspectives.
We typically work with anywhere from a dozen to 40 users to gather data on customer actions, motivations, emotions, and uncertainties — we want to know about issues that are preventing the ideal product experience. What are the unmet needs and frustrations they’re facing in everyday life? We will often create a journey map (like the one pictured, below) to visualize what we’ve learned. The goal is to frame meaningful problems to guide targeted, purposeful ideation and take the guesswork out of the equation.
Next, we work with OSG to take that unstructured, qualitative data and pull out sentiments, emotion, and specific language that OSG can run through technologies such as IBM Watson and other proprietary tools. This helps formulate meaningful, data-backed problem statements that connect to real user needs and ranks them in order of significance from a quantitative standpoint.

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Once we’ve identified pain points, we conduct a survey that presents participants with a list of solutions and asks them which benefits matter most — this provides better insight than surveys that ask users to rate items from 1 to 5, as it reduces cultural biases and forces users to make tradeoffs. The survey data is run through ASEMAP, which generates numbers to reflect how important one benefit is compared to another in driving customer behavior change.
The data from ASEMAP is plotted in quadrants that show critical unmet user needs, user needs that are met but considered essential, unmet user needs considered less than critical, and factors to which users are indifferent.
The visualization gives us actionable insight, pointing us toward new product concepts that will address the unmet user needs most important to target markets.
OSG then uses the predictive analytic capabilities of CAVII to gauge the receptivity and adoption of the new product concept, determine customers’ willingness to pay for the new concept, and forecast short and long-term market size. That allows us to better advise strategic innovation.

Insights from design research led to engineering and design features for a new kind of cordless mower that lures gas loyalists and cuts down competition.

Case Study: Black and Decker Cordless Mower

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By using contextual inquiry to understand the users’ unmet needs and focus on features and design to address those needs, we were able to <a href="https://www.delve.com/work/black-decker-cordless-mower-with-muscle" target="_blank">help BLACK+DECKER redesign their product</a>.&nbsp;

Now, not only is the new product a commercial success and an Amazon best seller, it received a Gold award in appliance DESIGN’s Excellence in Design competition.
Adding OSG’s quantitative research strengths to the innovation process allows us to even better identify and refine concepts to create new products that succeed despite the odds!
For more on our joint process with OSG, watch the webinar, “<a href="https://www.osganalytics.com/webinars/developing-successful-innovations-case-study-collaborative-discipline-creativity/">Developing Successful Innovations: A Case Study for Discipline in Creativity.</a>”

Learn more about&nbsp;<a href="https://www.delve.com/services/strategy/design-insights" target="_blank">Delve Product Design Insights & Market Research Services</a>.

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Every innovation challenge is different. At Delve, we use a client-specific mixture of research methods to build a solid foundation for design with an eye to the future.<a href="https://www.delve.com/services/strategy/design-insights" target="_blank" rel="noreferrer noopener"> </a>

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As many as 95% of new products fail. To improve the odds in your favor, put users at the center of the design process and conduct user research early and often.

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Combining Qualitative and Quantitative Research to Drive Product Innovation

Combining Qualitative and Quantitative Research to Drive Product Innovation

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