Service Design based Co-creation framework for customer oriented product development in B2B context
Singh, Nidhi Rakesh (2016)
Singh, Nidhi Rakesh
Laurea-ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016091514318
https://urn.fi/URN:NBN:fi:amk-2016091514318
Tiivistelmä
In today’s ICT marketplace, customers have easy access to a lot of information about a company and its competitors’ products. Customers are using this information to only purchase a product which completely matches their requirement. In this challenging competitive landscape, developing products without fully understanding customer requirements does not re-main an option for companies anymore. Companies are using different approaches to under-stand customers’ requirements and to become more customer oriented. Research has shown that co-creation and open innovation are the approaches that are used by companies in different industries to develop products in collaboration with their customers to completely meet their requirements and become customer oriented.
The purpose of this thesis is to transform the product development process for the business-to-business unit of the case company to a customer oriented approach. The thesis is a development project for the case company based on Moritz’s service design framework. The concepts of co-creation and open innovation were analyzed as the approaches for customer oriented development. Based on the analyses, a new product development framework was created for co-creation with B2B customers in the case company. The new product development framework was developed in collaboration with internal and external stakeholders including partners, customers, product management, marketing and r&d.
The new product development framework is an enhanced version of the existing agile product development process. The existing agile product development process was modified for co-creation with customers using service design tools and methods. Five new phases were introduced to the existing agile product development process and service design tools were suggested to execute each phase. Requirement validation was added to the beginning of the product development process to confirm the needs of customers before developing a full product and a feedback phase was introduced to get customers’ feedback as early as possible into the product development cycle, so that the case company would only develop products that satisfy the needs of customers. In the newly created product development framework, product management was also advised to work with partners and customers as much as possible and along as many phases as possible to attain better understanding of their needs.
The purpose of this thesis is to transform the product development process for the business-to-business unit of the case company to a customer oriented approach. The thesis is a development project for the case company based on Moritz’s service design framework. The concepts of co-creation and open innovation were analyzed as the approaches for customer oriented development. Based on the analyses, a new product development framework was created for co-creation with B2B customers in the case company. The new product development framework was developed in collaboration with internal and external stakeholders including partners, customers, product management, marketing and r&d.
The new product development framework is an enhanced version of the existing agile product development process. The existing agile product development process was modified for co-creation with customers using service design tools and methods. Five new phases were introduced to the existing agile product development process and service design tools were suggested to execute each phase. Requirement validation was added to the beginning of the product development process to confirm the needs of customers before developing a full product and a feedback phase was introduced to get customers’ feedback as early as possible into the product development cycle, so that the case company would only develop products that satisfy the needs of customers. In the newly created product development framework, product management was also advised to work with partners and customers as much as possible and along as many phases as possible to attain better understanding of their needs.