Ideas only have value when implemented. We’re even reluctant to call them ideas until they are real – thought bubbles are cheap. Because of this, our passion for innovation extends all the way from the initial opportunity through to launch, and we work hard with our clients to ensure that their best ideas are commercialised.
We take propositions and run them through prototyping experiments which are designed to develop, iterate and refine them ready for launch or soft launch. Every experiment is carried out to provide insights, observations and evaluations at every relevant customer touch point in the proposition experience. Each prototype experiment needs to be custom-designed based on the various elements of the proposition e.g. benefits, attributes, features, customer touch points and overall customer experience . This includes giving important consideration to what the customer thinks feels and does before, during and after the proposition interaction.
The team’s personal observation and interaction with a prototype experiment makes evaluation more meaningful. We support, coach and encourage all team members to take part in the experiments and take away personal and group learnings which will add value to the eventual outcome.
Key to keeping the proposition customer-driven, whilst maintaining operational capability is the balance between pragmatism and idealism. We work with teams to help them strike an optimum balance – this covers both practical observational learning in order to maintain a focused pathway to market.