TRACK 3 - USER CENTRICITY

CONFIDENTIAL Template Innovation Day 2017

CUSTOMER FOCUSED
PRODUCT POSITIONING

David Pas
Alexander Frimout

david.pas@verhaert.com
Alexander.frimout@verhaert.com

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INTRO

David Pas

Coordinator

Design Coach 5x5, Designregio Kortrijk

Guest Lecturer University of Antwerp, Product Design, Design
Sciences department
Guest Lecturer University of Antwerp, Innovation Management,
Applied Economical Sciences department

Alexander Frimout

Consultant
Innovation Consultant

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CONTEXT

TRANSFORMATION FRAMEWORK
Accelerated by open innovation and technology transfer

Design Early user (User) Behavioral

thinking validation co-creation change User centricity

Digital & data IoT & Robotics &

sciences sensors autonomous
platforms
Technology
Advanced
materials 3D printing

Business model
innovation / servitization
Business

Roadmap

Strategy

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ONLINE SURVEY RESULTS

YOUR THOUGHTS ON CUSTOMER FOCUSED PRODUCT POSITIONING

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USER INSIGHTS

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

Survey powered by

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TRANSFORMATION OPPORTUNITY
FROM BOSCH SECURITY SYSTEMS TO BOSCH SMART HOME

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HIGH END
SURVEILLANCE
SYSTEMS

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BOSCH WAS LOOKING FOR A ‘WOW’

To enter the consumer market, they realized that existing

‘performance’ driven solutions would not help to take off.

“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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BUT ALSO COOL THINGS, OFFERING A NEW MEANING

The availability of affordable digital imaging sensor electronics

made its entry in new markets, but mainly indoor

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AN OPPORTUNITY TO BREAK INTO THE SMART HOME MARKET

Looking for killer devices that will

open the door for the whole
selection of existing and future
BOSCH smart home products.

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THE RESULT
A 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 RESULTFOR LIFE

INVENTED

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AND INVENTED ‘WITH’ PEOPLE

“switching on the lights simply scares off”

“…and the image becomes better too”

“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

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

E.g. by adding the ability to adjust

light settings helps to create a
positive and smart touchpoint

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

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STUDY LOGIC

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3 MAIN STEPS
Desk research
Design research
Concept validation

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

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COMPETITOR LANDSCAPING

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FINDING PRIMARY PRICE DRIVERS

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THE WHITE SPOT

PURCHASE DRIVERS
FUN SECURITY

DESIRE TO FEEL
PROTECTED, SAFE, SECURE
AND CARED FOR

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THE WHITE SPOT

PURCHASE DRIVERS
FUN SECURITY

DESIRE TO GET THE DESIRE TO FEEL

PLEASURE OUT OF YOUR PROTECTED, SAFE, SECURE
LIFE AND CARED FOR

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THE WHITE SPOT

Traditional market
offerings are positioned
strongly around security
and control values.

PURCHASE DRIVERS
FUN SECURITY

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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.

FUN SECURITY

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THE WHITE SPOT

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.

FUN SECURITY

OUTDOOR
DO-IT-YOURSELF
(SEMI) DETACHED HOUSES
CONNECT WITH BOSCH SMART HOME

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2. DESIGN RESEARCH
BRAINSTORM ON JOB-TO-BE-DONE
USER SCENARIO’S FOR IN DEPTH INTERVIEWS

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VERHAERT LYTICS
Online survey to check the relevancy of features
First user insights from <100 participants
objective = qualitative design research, not market research

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HELPING THE POLICE TO CATCH

INTRUDERS WAS AN
UNDERSERVED NEED
MOST PEOPLE WERE NOT SATISFIED WITH THE IMAGE QUALITY TODAY

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JOB-TO-BE-DONE’S CURIOSITY

ON HOLIDAY AT WORK

FUN SECURITY

AT HOME SECURITY

CONTROL
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THINKING IN SCENARIO’S CURIOSITY

HOMESICKNESS

REAL STREET VIEW

SNEAK PREVIEW OUTSIDE

GARDEN VIEW WATCH MY STUFF OUTSIDE

TERRAIN SURVEILLANCE

WATCH THE PETS

CAR SURVEILLANCE

FUN SECURITY
WATCH THE KIDS
WATCH THE HOUSE
GETTING NOTICED WHEN NEEDED

DUAL CAMERA
SMART NOTIFICATIONS

ARCHITECTURAL
HOME DELIVERY

GUARDIAN ANGEL
UNWANTED VISITORS

PRIVACY
WATCH MY CONTRACTORS
NEIGHBOR SURVEILLANCE NETWORK
FULL WIRELESS

CONTROL
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NEXT SURVEY
CURIOSITY

lowest ‘recognition’ more ‘niche’

of needs (to be applications
used outdoor) 10%
15%

FUN SECURITY

most fun stuff is

indoor, which is out
of scope 20% 80 %
highest recognition
of needs
fun and control
(and suitable for
combination is CONTROL
outdoor usage)
contradictional

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JOB-TO-BE-DONE RANKING
10%
15%

SECURITY

20% 80 %
• avoid intruders by deterring
• catch intruders with perfect images
CONTROL • 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 HASSLE
DRAWING 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 RESPONDENTS
40 IN DEPTH INTERVIEWS
+ 20 OBSERVATIONS AND FIELD VISITS
IN 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

“pretending that you’re home is

the best way to scare-off
intruders….”

BUILDING EXTENSIONS ON
THE “TROJAN HORSE”

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THANK YOU
QUESTIONS ?

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Innovation Day is an initiative of Masters in Innovation,

the umbrella brand of the Verhaert Group which aims
to connect, train and accelerate professional innovators.

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