Farmers talking with laptop

Four reasons why co-creating with your customers drives business performance

We’ve noticed that the past decades have seen a significant and positive shift in philosophy with product design and development. It used to be that entrepreneurs and designers would be reminding themselves of Henry Ford’s quip – “ If I had asked people what they wanted, they would have said faster horses.” If in doubt, the product development team knew best – and through their own creative brilliance, they could deliver the best solutions.

Then came the focus on technology, with the oft-cited Skunk Works example. Engineers and product teams craved big budgets and siloed spaces, where they could deliver fast-paced and radical innovations to unleash on the market.

None of those philosophies are wrong – but we think they are both incomplete. And we’re encouraged to see more and more organisations and entrepreneurs recognising the power of bringing customers into the product design and development process from the earliest stages.

We see the impact of customer centred design at Rezare each week. So we’re encouraged to see the wave of articles giving the fantastic advice – go and develop with your customers. It’s good advice! When this advice is partnered with strong technological capabilities and agile processes – good things happen.

Many of the articles just conclude with an encouragement for you to go and talk to your customers. Go to their world. Meet them. Understand them.

But two key questions are often neglected:

  1. Why should we go and talk to our customers?
  2. How should we go about it?

In this blog, we’ll cover the first question – why is it important to go and talk to our customers?

At Rezare Systems, we’ve discovered four key reasons why designing meaningful interaction with your customers can drive fantastic product development.

  1. Your customers are the ones who will use the product.

    We know this sounds obvious – but it is deceptively easy to get so focused on your product, you forget about the people who are going to use it. The result? A focus on technology and design, and a product that may have all the latest features – but is incredibly difficult for your customers to use.

    And – the vast majority of the time – your product development team are focused on solving somebody else’s problem. Agritech firms are designing products to be used by farmers – and many the engineers aren’t farmers in their spare time. Left unchecked, this results in many assumptions – rather than a best-fit solution.

    Designing meaningful interaction with your customers as you develop brings them to the heart of your process, and reminds every member of your team that they are the ones who will use the product. This means their voice and their needs must be listened to and integrated into your product design.

  2. Designing with your customers increases your speed of development (and reduces wasted development time).

    If you work in product development – you know the importance of speed. It is essential the product gets to market as quickly as possible, without compromising your value proposition. The longer the product stays in development, the more expenses rise, and the greater stress this can place on cash-flow.

    One of the greatest threats to the development process is dead-end development. Each sunk labour-hour into developing features that don’t make it to launch is a costly endeavour, adding wasted time and resource to the development journey.

    When you bring your customer to the heart of your development processes, you don’t’ spend time building things that aren’t valuable. Instead, you only focus your development on features that you know are valuable and meet a real customer impact. How? Because your customer is with you, every step of the way.

  3. Co-design identifies little moments that lead to big success.

    At Rezare Systems we like to explore hinge moments. These are the seemingly-small discoveries about the users’ problem and process, that result in big success when integrated into the product.
    Most products live and die on small moments of value – which we only discover when we’re interacting with our customers along the journey.

    Case in point – one online marketplace was seeking to redesign their interface. They involved customers for the journey, and discovered a meaningful insight – customers like to buy products when they can receive instant answers to their questions or offers from the buyer. In short – they want velocity to their communication.

    So, the marketplace decided to add a small little feature. Each listed item had a little indicator that would also show if the seller was online. This would mean that any questions or offers would be responded to faster.

    The result with this little tweak? 4% more contact by users, 10% more contacts using the chat function, and an increase in revenue for the company.

    Discovering these hinge moments can be critical to the success of your product, and trying to find them without your customer’s input is like spitting in the dark.

  4. Designing with your customers builds trust and loyalty

    Bringing customers into the product design process sounds scary. What if their – or our – ideas are bad? What if we can’t solve their problems? What if we discover that our current solutions aren’t great solutions?

    All of these things can happen. However, research from the Delft University of Technology in Holland highlighted that co-design with your users results in higher loyalty between your customers and your company – regardless of the result of the journey.

    In short – users enjoy being involved in designing the products they are going to be using. They appreciate their wisdom and experience being drawn on, and often they enjoy seeing the inner-workings of your company.

    We’ve found forming these relationships with a range of users often results in ongoing insights – as they provide feedback on problems and products long after any formal communication. They talk to their friends about their experience, and often look forward to the next engagement

We believe the above four reasons are compelling enough for you to consider moving to co-design with your users. 

But – how do you do that?

Our next blog post will provide you with six key actions for designing powerful conversations that deliver meaning and value for your product design process – and a great experience for your users. In the meantime, if you have any questions about designing with the customer in mind, and how this might help with your idea, product or service – get in touch with us here.

Five reasons to attend Ag Innovations Bootcamp

The Ag Innovations Bootcamp returns October 1-2, 2019.  Hosted by Rezare and Fieldays Society, this bespoke training opportunity for New Zealand agricultural businesses offers a curated learning journey to grow your business capabilities.  The two-day bootcamp covers new product development, understanding your customers, business model development, creative problem solving and a whole lot more.

We know there’s no shortage of training opportunities out there, so you could be forgiven for wondering: “What’s so special about Ag Innovations Bootcamp?”

To answer that, here’s five reasons why attending the Ag Innovations Bootcamp will be one of the smartest investments in your innovation leadership and problem-solving capabilities.

  1. You will learn a valuable, value-added skill

    The Ag Innovations Bootcamp will teach you the fundamentals of the framework of Human Centred Design and Agile, and how the two frameworks integrate to create better customer-driven solutions at a faster rate of learning.

    These innovation frameworks are backed by rigorous research with innovation leaders IDEO and management consultancy McKinsey & Co each publishing their findings on the impact of embracing design into the heart of your organisation.

    Their insights? Companies pursuing design-thinking at the core of their business out-performed industry revenue benchmarks by over 100%; and design-driven organisations deliver a total return to shareholders 80% higher than industry benchmarks. Increasing their innovation capability using the model taught at Ag Innovations Bootcamp had the impact of increasing revenue and growing efficiencies, delivering a better end-user experience and a better business result for their organisations.

    In addition, research revealed companies utilising design-thinking de-risk their product development and increase their relationship with end-users.​ We want to stress this point – learning to innovate better is not about becoming riskier. It’s about seeking to de-risk your organisation by leading the charge towards the unknown future rather than reacting to changes that will head your way.

    Over the two days you’ll learn the fundamentals of these innovation processes, and gain a foundation to begin to implement these into your business.

    But it isn’t all theory, because…

  2. You will learn by doing

    Learning the theory of Human Centred Design and Agile is great – but you know what’s even better?

    Learning HOW to do it.

    Ag Innovations Bootcamp is built on the principle of Action Learning – we learn by doing, and we do by learning. Over the two days you will hear about case-studies, models, frameworks, tools and approaches and you’ll also be getting involved.

    You’ll be building things, interviewing people, refining problems, creating prototypes, pitching ideas, playing with canvases, practicing collaboration, iterating, clicking on new websites, downloading new apps, eating good food and learning together.

    It’s not two days of being talked at. It’s two days of listening, talking and doing – ensuring you are engaging with and trialling out the processes, not just hearing them.

    This means when you head home you’re going back as a beginning practitioner, as someone who has dipped their toes in the water of innovation and who can begin to adapt these frameworks to your own organisation.

    We want Ag Innovations Bootcamp to be an investment that makes a difference in your innovation leadership. That’s why we also create the space for Traction Conversations…

  3. You will apply your learnings back to your environment

    Ag Innovations Bootcamp is designed to pull you back to the space where the rubber meets the road. We have regular time for Traction Conversations – where you can question and wrestle with the application of your learnings with the expert facilitators in the room.

    Perhaps you’re questioning how the framework can be applied to your situation? Or you’re wondering how you can interview your end-users when they’re geographically diverse or don’t want to talk to you? Perhaps your management team doesn’t value innovation or you’re wondering whether this whole thing is just a fad?

    We don’t shy away from these conversations – we encourage them. It’s in these questions learning moments occur and we get to co-create together how these valuable frameworks can make a real-world difference in your context.

    The Rezare team connects every learning moment with your organisation and provides intentional space for you to voice your doubts and questions. This is where the magic happens and where we see the light-bulb moments really begin to spark.

  4. You will learn in a diverse community

    At the last Ag Innovations Bootcamp we were delighted with the diversity of our attendees. We had managers from agricultural banking services, developers from ag-tech start-ups, members of large industry bodies, with dairy, beef, sheep, deer and crops all represented.

    We love this. Why?

    Because in diversity, really good things happen.

University of Chicago sociologist Ron Burt’s seminal research explored this concept, mapping out the personal networks of a large electronic company and discovering who submitted the best ideas for improving the organisation.

His results were staggering. The most innovative ideas (as rated by the senior leaders) were thought-up by the managers who had the broadest networks. Managers who created ties across the organisation were most capable at generating new solutions and solving complex problems.

This was supported by research done by InnoCentive, the online innovation broker. When reviewing their InnoCentive success stories, they discovered that, on average, physicists were more likely to find solutions to chemistry problems than chemists and chemists were more likely to find solutions to biology problems than biologists.

At Ag Innovations Bootcamp, you’ll be rubbing shoulders with people from across the agriculture industry. You may be working with a scientist or an app developer from areas you’re unfamiliar with. That’s great – because as you work together and share together, you’ll start to unlock problems and see your business with a new set of eyes.

5. You will grow your toolbox

The strongest innovation practitioners have a solid understanding of innovation frameworks and an ever-growing innovation toolbox. These tools help them adapt to changing situations, facilitate new discoveries and add value across a range of business contexts.

At Ag Innovations Bootcamp, we guarantee you will learn a wide range of tools you can begin to use within your own context.

You’ll learn about new digital tools for capturing ideas, rapidly prototyping digital solutions, crafting beautiful presentations and mapping value. You’ll learn how to use familiar digital tools – such as Microsoft PowerPoint – to create rough testable website prototypes.

You’ll acquire new techniques for generating ideas from your team, engaging in meaningful conversations with your users, listening deeply to customers and ways to create powerful insights from the noise of data you collect.

Your toolbox will grow with new note-taking skills, physical prototyping practice and the ability to craft interview guides focused on discovery and connection.

These tools are clearly explained and then you are coached through the process of using them in context – allowing you to experience them in action and bring them back to your own work situation.
5.

The Ag Innovations Bootcamp provides opportunities for networking and enjoying the laughter and connection that comes with creating.  Our experienced facilitators give you space to bring other work questions to a team of experts.

If these five reasons have sparked your interest and you’re keen to begin developing your innovation skills click here to find out more about the Ag Innovations Bootcamp and register your attendance for October 1-2, at Mystery Creek.

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