People-focused Research
i2i – Insights to innovation
To enhance users’ experience, we sit with them when we take decisions. Here is how.
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HOW WE GET TO ACTIONABLE INSIGHTS
1. DISCOVERING CHALLENGES
In order to influence our strategic innovation decisions, we use a lot of different methods. These help us shape a basic understanding and formulate hypothesis that are the foundation for any research activitiy.
Our aim is to understand changing social patterns, behavioural changes and new approaches to live and work. And we do this by doing extensive trend research, talking to experts and co-creating with digital natives and lead users.
We document the findings in form of social patterns, behavioral changes and user needs and problems statements.
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Technology can be a complicated issue: it works at its best when it’s invisible. Bringing back a human centered experience is a priority to us designers and the best way to do it is to make our customers part of the creative process.
2. ACTIONABLE INSIGHT
Understanding customers needs and problems is only the first step. In order to create value we deliver what we call actionable insights.
Every insight is only than valuable to a company if it is interpreted in relation to the strategy, technical abilities and the customers expectations towards the brand.
That is where the real value creation happens and the strength of an internal design team comes to play.
With our inside out perspective, we are able to connect the customer point of view with the strategic priorities of Deutsche Telekom.
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By collecting meaningful data and analysing it, by brainstorming with people before, during and after they use our technologies, by studying social and cultural trends, we are able to envisage complete user experienc that improve not only the relationship between our company and its costumers but their everyday lives.
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3. CREATE AND VALIDATE
Based on the actionable insights, we enable the company to ideate, iterate and decide within the emerging opportunities.
Using the classic Service Design and Design Thinking toolbox, enhanced by our own learnings and reinterpretation of the methods, we facilitate innovation within Deutsche Telekom.
As a final step we have created our own framework to validate all concepts with customers. So we are able to prioritize every activity in an early stage based on customer feedback.
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PERSONAS
Personas is a widely known and used tool in customer-centric design. We have always struggled with the fact that they tend to reinforce existing societal norms and biases. That is why we released our gender and age neutral personas. They are not based on socio-demographics but on their different way they relate to technology. Thus we are able to use them in a more diverse and inclusive way.
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