Prototyping

Developing and prototyping solutions results in things which impact human behavior and experience.

This is one of the stage of human centered designed, but not the last one. It should be validated as many times as the needs of users require it.

How to make sure that our prototype of a product or service will meet all expectations of consumers? It seems to be easy, providing that consumers will be involved in designing or customizing products for their own needs.

Which means that they become prosumers.

The earlier engagement of prosumers occurs, the more successful prototypes/solutions we get. Therefore prosumers should be engaged in all crucial phase of a new product creation: conception, development and commercialization.

1. Discover the needs and dreams of prosumers.

The needs and dreams of consumers do not have be stay a secret.

Example:

MyStarbucksIdea.com was created to collect ideas of customers for Starbuks – a global coffee-house company. After six years over 190,000 improvements were collected, from which more than 300 were implemented. What customers were asking for: for instance for faster Wi-Fi or pump and a patch kit for these, who cycle and get a flat tyre.

Source: Radjou, N., & Prabhu, J. C. (2014). Frugal innovation: How to do better with less (1st ed.). New York: PublicAffairs.

2. Involve prosumers in co-development of solutions

Advanced R&D and market research do not always guarantee a success on the market. Unfortunately almost 90% of products fail at launch because they do not meet the customers’ needs. Therefore involving prosumers in the development phase seems to be crucial for a successful product launch.

Example:

Danone – a global food and beverage company – before launching their new low-carb yoghurt in the USA, they tapped Affinnova, to identify the key features of products which matter for potential consumers. Such evaluation from consumers resulted in improvements, which then helped to take over 11% of light yoghurt market after launching Light ’n’ Fit Carb & Sugar Control Yoghurt.

3. Consumers can participate in marketing, branding and distribution

Recommendations from friends or a family works better than the most expensive advertisement. Therefore consumers are the best brand ambassadors. What is more, they could be involved to perform some selected tasks which previously were undertaken only by a company.

Example:

DHL – a global logistics company – engaged their clients to deliver packages to other buyers in exchange for credits in monetary value. Such last-mile delivery is practiced in Stockholm.

Source: Radjou, N., & Prabhu, J. C. (2014). Frugal innovation: How to do better with less (1^st ed.). New York: PublicAffairs.

Prosumers and their various roles

Would you consider engagement of prosumers taking into account the following roles?