“Seeing what everyone else has seen…
…and thinking what no one else has thought” (A. Szent-Györgyi) – in this spirit, the Creation Center
develops new product ideas for Telekom.
The market success of new products and services is highly dependent on how much they meet customers’ needs and desires. At the Creation Center, the users’ everyday lives, with all their facets and needs, are the center of all considerations and projects. In the co-creation process, they are integrated actively in the development of ideas. Innovative methods make it possible to identify latent, and even future, user needs.
From idea to product
The exploration phase is the first step on the way to new ideas. Methods such as Day in Life and Shadowing help experts gather important impressions from everyday life. Insights into customers’ habits and preferences can also be gained though Cultural Probes, a kind of toolkit for self-observation. In particular, “extreme” users – people who use communications technology heavily or not at all – often provide crucial input for innovative ideas.
The recorded everyday observations are analyzed and prepared creatively in interdisciplinary workshops. Developers, managers, designers, technicians and customers work together in the ideation (idea generation) process to create innovations that satisfy both customer needs and the company’s requirements. The best ideas are selected and expanded to form concepts, illustrated with storyboards and then tested using conventional market research methods. This process results in potentially new, customer-centric products and services – under the motto “from customers for customers”.