Case Study — Contribution to Business Growth
This Client’s innovation lab was not generating customer traction. Customer executives and users consistently voted it the lowest of its type. We examined the reasons for this with mock walkthroughs and live customer walkthroughs
Analysis
vThe lab was staffed with tech experts who lived and breathed technology but who could not link what they had developed to helping address visitors’ business issues
vWhile the team was passionate, the intricacies of the technology solution and how it had been developed were irrelevant to the business buyer
vThere was thus a complete disconnect between what customers valued and expected and what was being demonstrated
What we did
vDrill down into visitors’ business challenges and articulate them to the lab staff
vRedefine the customer movement flow within the lab
vProvide each lab employee very clear roles and scripts to articulate
Results
vFor a large industrial mining company, we identified that their most critical challenge was to reduce the number of injuries and fatalities in their mines
vWe redesigned the message for a new Wearable IoT Solution away from aspects of the technology, and towards a business target of reducing worker accidents by 99%
vWe created multiple segmented sub-themes which would each converge towards the easily comprehensible accident reduction target we identified
vWe introduced joint hackathons and customer co-innovation programs to the Lab to explore ideas which reinforced the perception that our Client was a collaborative partner working in full alignment with the mining company’s goals
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