Page 67 - The Design Thinking Playbook
P. 67

EXPERT TIP

                  Involve lead users
                  as innovators


        The observation and questioning of lead users (users or customers   We propose an easy to follow, three-step approach to involve lead users:
        leading the trend) can help to identify future customer needs. In
        addition, lead users can be drawn upon as another source for under-  Step 1: We identify needs and trends
        standing customer needs, and their experience can be integrated in   •   Scanning of secondary sources (future researchers, trend reports, trend scouting, etc.) for early
        the empathy mode of design thinking.                trends, research directions, market experts and technology experts
        The term “lead user” was coined by Eric von Hippel. According to the   •   Preliminary determination of important early trends and future needs in early phases
        definition, lead users are users who have the needs and requirements
        earlier than the mass market and hope for a particularly high benefit   Step 2: We search for lead users and lead experts
        and competitive edge from the possible satisfaction of the need or   •   Search for lead users and lead experts in the target market
        solution of the problem. Lead users have developed many major in-  •   Identify analogous markets by abstracting your own questions and topics and transferring them
        novations themselves. These include the mountain bike, the hyperlink
        structure of the World Wide Web, and GEOX shoes. Lead users have   Step 3: We develop solution concepts
        a strong drive to solve a certain problem they have. This state drives   •   As a last phase, rudimentary solution ideas identified thus far are finally developed into strong
        them to innovations, which they often actually realize in the form of   innovation concepts in a large workshop together with lead users, lead experts, internal marketing,
        interim solutions or prototypes.                    and technicians.
                                                        •   In the framework of co-creation, it is useful to involve the lead users heavily in the development and
                                                            prototype process.




                                                    LEAD USER


                                                                Co-Creation





                                   Understand   Observe       Define      Ideate      Prototype     Test
                                                            point of view




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