Innovation Leadership Training
Day Four
Prototype - Pilot
February 20, 2009
All materials © NetCentrics 2008 unless otherwise noted
Welcome
• In this section of the innovation process
training we’ll examine the steps necessary to
build a prototype or a simulation of an idea
and to pilot the concept.
What We Want to Accomplish
Goals for this section
• Our goal this section
– Define the requirements for prototyping
– Establish the rationale for a pilot or concept test
– Conduct a pilot and review the results
Key Points
• Prototyping may happen in the earlier phases
as a rough representation
– At this point, however, the prototype should
reflect a good approximation of the ultimate
product or service
• The prototype can be used in a customer pilot
or concept test to validate the needs and
value proposition
– We need to understand how to recruit prospects
and analyze feedback
Prototyping
• While we’ve created a prototyping phase, it’s
very common to develop rough prototypes
much earlier in the development of the idea
• Often evaluators and potential customers
need a physical representation or a simulation
of a product or service in order to evaluate
and provide valuable feedback
Prototype / Simulation
• Clearly it is easier to prototype a physical
product or an online service than a customer
experience or service delivery
• For less tangible ideas, you may be forced to
mock up interactions or virtual spaces to
communicate the value proposition
Prototyping Timeline
• Create a prototype as early as possible once the idea
is deemed “feasible”
• Early prototyping helps shape the idea and identify
potential weaknesses
• Clorox builds rough prototypes based on customer
insight and feedback in three to four days after the
initial insight, to test with consumer panels
• Prototyping and idea generation/incubation can be
an iterative process
Four Phases of prototyping
• Reaction
– Initial reaction to the prototype by the prospect or
consumer
– Seek honest, top of mind responses
– Emotion is as important as logic, especially for a
new product or service
– Consider the initial engagement, likes and dislikes
Next Phase of Prototyping
• Interaction
– After the initial “reaction”, the prospective
customer or consumer will interact with the
prototype or simulation
– This is the time to ask the “what if” questions
• What if we changed this feature or removed it
• What if it had a different shape or texture
– Be careful to remind the prospect that the
prototype is one possible example of the solution
– be expansive not contractive
Next phase of Prototyping
• Feedback
– Record the feedback carefully. As Yogi Berra said,
“You can learn a lot from just observing”
– This is an excellent voice of the customer
opportunity as well. Observe not just what the
prospect says, but how they interact with the
prototype, what is said and what isn’t said
Final Phase of Prototyping
• Response
– Close the loop with initial prospects and
customers by demonstrating an updated
prototype or simulation based on the feedback
and your observations
Piloting
• Prototypes are used to gain quick feedback and
shape the product
• Pilots are used to provide a broader market test of
the proposed product or solution
• This requires placing the product or solution in “real”
environments with a broader group of potential
customers
Funding
• Early prototyping or simulation should be
rough – we like to call this phase “fast trash”
• More detailed prototyping can require more
resources and assistance
• A pilot can require extensive funds since a
final prototype must be developed and
customers or prospects recruited and
observed
An expected step in the process
• Prototyping is one of the first instances where
the innovation process requires significant
funding other than resource hours
• When you define your innovation process,
prototyping should be considered a regular
step and the costs included in the request
Key Takeaways
• Start prototyping as early as possible in the
innovation process, using the prototypes to
obtain insights and requested changes to the
idea
• Prototypes can be physical models,
simulations or mock ups of experiences
• Plan for the time for piloting and the cost as
part of your development roadmap
Questions?
Exercise