You’re looking to improve your company’s product innovation. What are the most important things to know?

O primeiro passo é se colocar no lugar do cliente. No design thinking é a fase da empatia. Entrevistas, grupos focais e enquetes s?o cruciais nessa fase.

You'll need to synthesize multiple inputs - direct discussions with customers, especially on what challenges they currently face in achieving their goals, and how your product can help. Keep an eye on emerging trends in the market in not just your area. For example, with the advent of conversational AI, more and more customers want to be able to do what they could earlier via a simple conversation. Document everything hard and constantly keep revisiting old notes to look for priorities.

The key to unlocking successful product innovation lies at the intersection of understanding your customers and embracing a culture that thrives on creative problem-solving. By prioritizing user research to identify genuine customer needs and fostering an environment where new ideas and even failures are seen as stepping stones, your company can develop a data-driven innovation process that stays agile and adapts to an ever-changing market.

Em seguida, identificando a necessidade do cliente, passamos para a etapa de idea??o. Em grupo, formado por profissionais de P&D, marketing, pesquisa de mercado, entre outros, realizamos brainstormings onde várias ideias s?o colocadas no papel. Essas se??es s?o repetidas e n?o se resumem em 1 só encontro. Essas ideias s?o, ent?o, testadas como conceitos. Nesse momento, analisamos qual a aceita??o das ideias propostas.

If you are in software, get Figma prototypes designed and shown to as many of your customers and prospects as possible. Getting this early feedback will help validate ideas. Maintain a culture of 'no bad ideas, just not the time' so that people know that they can contribute ideas but trust the process of validation to get the features out the door at some point.

Utilize both qualitative and quantitative methods such as surveys, focus groups, and data analysis to gather insights. Segment your customer base based on demographic, psychographic, and behavioral factors to tailor your innovation efforts effectively. Develop detailed customer personas to humanize your target audience and guide product development decisions.

As ideias vencedoras, ou melhor posicionadas, s?o ent?o avaliadas em termos coerência das ideias e as marcas geridas pela empresa. Quais ou qual marca poderia lan?ar esse produto? Qual nosso target? Qual posicionamento? Os conceitos escolhidos s?o produzidos (prototipados e testados). S?o testes “before market”. S?o testados primeiramente, internamente pelos próprios colaboradores, mas que n?o estiveram implicados no projeto. Uma vez validado internamente, passamos pelo teste com grupos de consumidores pertencentes ao Target. O protótipo validado tem seu GTM.

You'll need to coordinate with your sales and marketing team and ensure that there is a consistent way of getting releases or products out the door. Send email updates, or directly have discussions with your key customers on the new releases. After a few weeks, ensure that you are tracking the usage or directly schedule a follow up meeting with customers to understand how they have used the product.

A cultura da inova??o nasce da curiosidade, empatia e uma boa dose de leitura e observa??o. Ver o que é feito pela concorrência direta e indireta nos da insights importantes. Ver outros setores também ajuda. Estar atento e atenta as tendências na sociedade é também uma condi??o necessária.

When it comes to improving product innovation, it's crucial to embrace a long-term vision and mindset. Innovation is not a one-time event but an ongoing journey that requires sustained effort, commitment, and a forward-looking perspective.