Lecture 3 - 1ZEUB0 - Design challenge & customer discovery.pdf

Introduction to Technology Entrepreneurship (1ZEUB0) Lecture 3: Design challenge & customer discovery NOVEMBER 27, 2023 Prof. dr. ir. Marcel Bogers Department of Industrial Engineering & Innovation Sciences (IE&IS) Innovation, Technology Entrepreneurship & Marketing (ITEM) group Topics for today...

Introduction to Technology Entrepreneurship (1ZEUB0) Lecture 3: Design challenge & customer discovery NOVEMBER 27, 2023 Prof. dr. ir. Marcel Bogers Department of Industrial Engineering & Innovation Sciences (IE&IS) Innovation, Technology Entrepreneurship & Marketing (ITEM) group Topics for today Business (model) development Entrepreneurial process & mindset Human-centered design: process, mindset(s) & methods Design challenge Customer discovery Lean startup, validation & experimentation 2 Introduction to Technology Entrepreneurship (1ZEUB0) Lecture 3: Design challenge & customer discovery Entrepreneurship Definition: • The discovery, evaluation and exploitation of opportunities to create future goods and services. Shane, S., & Venkataraman, S. 2000. The promise of entrepreneurship as a field of research. Academy of Management Review, 25(1): 217-226. Focus on process & mindset: • “Entrepreneurship is the mindset and process to create and develop economic activity by blending risk-taking, creativity and/or innovation with sound management, within a new or an existing organisation.” European Commission. 2003. Green Paper: Entrepreneurship in Europe. Brussels: European Commission. 3 Introduction to Technology Entrepreneurship (1ZEUB0) Lecture 3: Design challenge & customer discovery Sources of opportunities Problem space Search and discovery – “out there” Opportunity = Idea + Action Create and transform – “in here” 4 Introduction to Technology Entrepreneurship (1ZEUB0) Lecture 3: Design challenge & customer discovery Solution space Human-centered design process Inspiration, ideation, implementation • Diverge & converge • Not linear! You iterate to connect: • Problem & solution • Opportunity ”out there” & “in here” • Market/customer need & product/service offering (through a value proposition) 5 Introduction to Technology Entrepreneurship (1ZEUB0) Lecture 3: Design challenge & customer discovery IDEO (2015) The Field Guide to Human-Centered Design Human-centered design mindset(s) Creative Confidence: • Everyone is creative Make It: • The power of tangibility Learn From Failure: • Fail early to succeed sooner Empathy: • Take other people’s perspective Embracing Ambiguity: • Not knowing the answer can lead to innovation Optimism: • The embrace of possibility Iteration: • Continually testing and validating your ideas IDEO (2015) The Field Guide to Human-Centered Design 6 Introduction to Technology Entrepreneurship (1ZEUB0) Lecture 3: Design challenge & customer discovery Human-centered design methods Inspiration • “remain grounded in desires of the communities you’re engaging” Frame Your Design Challenge • Requires creativity & iteration • Engages community & drives impact • Not too narrow & not too broad Ideation • How Might We, Brainstorm, Bundle Ideas • Keep exploring! 7 Introduction to Technology Entrepreneurship (1ZEUB0) Lecture 3: Design challenge & customer discovery IDEO (2015) The Field Guide to Human-Centered Design Gathering information Inspiration (continued) • Recruiting Tools • Secondary Research • Interview (people you are designing for) • Group interview • Expert interview (cf. “preferred witness”) • Define Your Audience • Immersion (cf. observation) IDEO (2015) The Field Guide to Human-Centered Design 8 Introduction to Technology Entrepreneurship (1ZEUB0) Lecture 3: Design challenge & customer discovery Keep exploring the problem space • • Identify your audience. Find the (future) customer or user (not always the same). • Design the challenge that you are trying to address. Link the opportunity “out there” to what you can create from “in here” (effectuation). • 9 https://commons.wikimedia.org/wiki/File:1._TIMES_17_UN_SDG1.png Introduction to Technology Entrepreneurship (1ZEUB0) Lecture 3: Design challenge & customer discovery Business Model Environment 10 Introduction to Technology Entrepreneurship (1ZEUB0) Lecture 3: Design challenge & customer discovery Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. Wiley. 11 Introduction to Technology Entrepreneurship (1ZEUB0) Lecture 3: Design challenge & customer discovery Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. Wiley. 12 Introduction to Technology Entrepreneurship (1ZEUB0) Lecture 3: Design challenge & customer discovery Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. Wiley. 13 Introduction to Technology Entrepreneurship (1ZEUB0) Lecture 3: Design challenge & customer discovery Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. Wiley. 14 Introduction to Technology Entrepreneurship (1ZEUB0) Lecture 3: Design challenge & customer discovery Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. Wiley. 15 Introduction to Technology Entrepreneurship (1ZEUB0) Lecture 3: Design challenge & customer discovery Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. Wiley. Entrepreneurship is about dealing with uncertainty Uncertainty in relation to both the problem (or need) and the solution. Keep iterating! “If I had an hour to solve a problem, I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” 16 Introduction to Technology Entrepreneurship (1ZEUB0) Lecture 2: Developing entrepreneurial ideas More on customer discovery… See Canvas for videos on “Lean Startup” Several videos available • “The Lean Method” is part of required material for the exam. Guest Lecture: Madis Talmar Innovation Space 17 Introduction to Technology Entrepreneurship (1ZEUB0) Lecture 2: Developing entrepreneurial ideas