Innovations can be very successful if they address a need for which there is a market. In order to avoid costs and lost time, we would encourage you to immerse yourself entirely in your customers’ perspective. Because who would know better whether your idea really meets a need? Just ask!
The following steps enable you to channel ideas in the right direction:
Create personas, i.e. user models, for your most important customer groups. Who are your customers and what characteristics, values and problems do they have? Why do they buy your products or services? Put yourself in the position of your target group, imagining their desires and needs, in order to really understand them.
What process does the customer have to go through before buying your product? What do they do with it as soon as they have bought it? Write a list of all the steps in chronological order from the appearance of the need to disposal or resale. Which of the steps are easy for the customer, and which less so? Which are you able to simplify?
Make assumptions and check them in interviews with the customers or using a prototype. The findings obtained will help you to really understand the need and to improve your innovation ideas.