While many of our jobs are strictly confidential, in H-Enea Living Lab we want to share some of the experiences of our customers, who we helped achieve specific results from the analysis of the user´s behavior in real life, using techniques and tools from social sciences and humanities. That is, from a user-centered analysis.
TEST ABOUT THE CONCEPT HOME CARE CENTER
Mondragon Health is a strategic unit of the Mondragon Corporation who leads the development of new businesses and activities around the health sector in the group. It joined H-Enea Living Lab to be able to understand better the response of potential users to a new concept. Mondragon Health needed to fully understand the perception that their future customers had about an innovative concept, before placing it on the market, in order to adapt it to their demands first.
With the concept test, H-Enea Living Lab wanted to answer two basic questions: Does the new product make sense in the life of the people in this context? What features should it have to increase their chances of selling? We conducted a sociological and anthropological study with a group of people, men and women over 50 years old from the Basque Country, in order to know their daily life and interpret how they perceive old age and what motivates them to acquire products and services related to aging and welfare at that stage of their life. Later they were presented with the idea of the new product to detect their reactions.
The impressions and ratings provided by the users at this early stage of the design of innovative products and services, enabled H-Enea Living Lab to offer Mondragon Health a number of keys and support elements to guide the sale of concept Home Care Center with greater chance of success, since they were able to understand what features of the service were most appreciated by user and for what reasons.
TEST ABOUT THE PROTOTYPE ANDY
The R&D+i Department of the Fagor Group and its supplier Obe Hettich had designed an improvement in the usability of one of their products: a dishwasher. It was a mechanism that facilitated the loading and unloading of the dishes to allow the user to raise the bottom tray by pulling a handle with one hand, avoiding that the user had to crouch repeatedly. Fagor Group needed to contrast its correct functioning with real users before releasing it to the market.
In 2013, H-Enea Living Lab collaborated with its customers in the design and organization of a series of sessions with users where they used the prototype of the new dishwasher in a very similar environment to their homes, in order to observe their behavior and collect all valuable information for the customer on the use of the product in a real environment.
From the contrast with the reality, we detected a fail in the mode of operation, which prevented the correct use of the machine and could even cause the mechanism to lock. This test was used to redesign an innovative element adapted to the actual use.
ONVENTION STRATEGIC WORKSHOP
Our client, Fagor Group, was defending its strategical business lines for the following five years and they needed new ideas to elaborate an action plan. Additionally, they wanted to reach a greater engagement in the teams involved in the projects.
H-Enea Living Lab designed a one-day session for people from the teams involved. In this session, with the help of our facilitators, they contributed their own ideas and perspectives on the needs of their clients and the keys of the market. They discussed everything and joined the criteria to adopt a more common view centered on the user.
The process culminated in the obtaining of a road map with the main actions that Fagor Group had to take in order to continue being competitive in the market. In the same way, they selected the main projects which should be a priority for their company. The team, meanwhile, was strengthened in the process.
“We would like to continue working with H-Enea in the future because this has been the best session of innovation we have ever had and, certainly, for me, it has been a great to help to get the project ahead. The team enjoyed it from the intellectual and human point of view. The document that we elaborated has been a wonderful tool that has allowed us to go in deep afterward”.
Valèrie Randame, Director of Marketing Cooking at Brandt Groupe
INVESTIGATION IN THE SOCIOSANITARY SECTOR
Our client, the Basque Cluster Association of the Home Appliance Industry (ACEDE) needed to generate new business ideas to develop new products and services related to health, welfare and accessibility services. Both for companies that comprise it, and for other companies and SMEs belonging to the field of the household. The goal was to identify what trends were emerging in this sector and what future business opportunities are opened to the new demands of the users who are changing so fast.
H-Enea Living Lab understood that as households, the main object of investigation, are made up by people, it was the people who should be studied. We identified six ideal profiles and we conducted an anthropological study to understand the main keys of the users and identify their needs. We contrasted it with the users that provided data and experiences and allowed us to identify the fundamental keys that should be taken into account when designing products and services tailored to their desires.
For the validation, this study was done in close collaboration with two organizations of the Basque Country, Emun and Amigos de Arizmendiarreta, which served as an essential link for the analysis of users. We also conducted a benchmarking study of international cases in order to know what other initiatives have been launched and have been successful and extract the factors which contributed to achieving it. This way, the investigation was validated both locally and globally.
In the same way, we contrasted the vision of what H-Enea Living Lab calls key agents (business men and women, leading users, workers of the sector, people linked to the government) because they contribute to the construction of the reality studied and they know it very well, each of them from their field.
This agile research of business opportunities, concluded with the definition of a future roadmap for the customer. In this roadmap, we detailed what habits are being imposed among today’s consumers, what unmet needs they have and where they are going. We also included a catalog of four specific opportunities and future market keys in the field of the household, including technology products, products accompanied by services and vice versa, and even services only. All of them add value to the user and have not been not satisfied yet, or they could be improved. The study has also allowed the Basque Cluster Association to locate a set of potential partners interested in business expansion or diversification in the sociosanitary field of the household.