How user research and social media can help to develop and introduce digital services in the market

1. SocialResearch & UserMedia for
SHARE&CHARGE
innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016

2. IN THE PHASE OF CONCEPT
DEVELOPMENT
USER RESEARCH & SOCIAL
MEDIA ARE STRONGLY
INTERLINKED

3. WHAT WAS SO SPECIAL
ABOUT SHARE&CHARGE?
WE RESEARCHED AS CLOSE AS WE
COULD TO REAL LIFE – CONTINUOUSLY
ENGAGING WITH THE ECOSYSTEM OF
EARLY ADOPTERS OF E-MOBILITY

4. LET’S TALK ABOUT
E-MOBILITY

5. Connection to charging poles is a hassle
12 meter cables and connectors
Cables lie in the dirt and get wet
Charging Poles are often invisible
Instructions are to small
Number only visible outside of the car
Mobile phones adds complexity
Handling phone and cable simultaneous is
a hassle
5

6. … issues with the
public charging
infrastructure ...

7. OUR THESIS (SHORT)
1. Research is a continuum
2. Convert user insights into scenarios and stories
3. User research as participation
4. Communication is engineering
5. Frame your research
6. Make the effort and connect with lead users
7. Social media is not a campaign
8. Social Media meets offline

8. 1.
Research is a continuum

9. innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016 9
Usability
Testing
• Face2Face usability testing Web App
• Face2Face concept communication test
Social Media
• Recruitment for Beta Test
• Influencer Marketing
Beta Test
• Survey 1 Website and Concept
• Survey 2 Web App
Ethnogr.
Encounters
• E-Mobility Breakfast
• Socialize with the Ecosystem
Market
Research
• Attitudes of E-Mobilists in Germany
• Infrastructure of charging in Europe
Qual.
Interviews
• Charging as personal challenge
• Issues around public charging infrastructure
Netnography
• Tapping into local initiatives
• Concept testing coin2go
Ethnogr.
Encounters
• How to become part of the community
• How RWE / innogy is perceived
1. Research is a continuum

10. 2.
Convert user insights into
scenarios and stories.

11. innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016 11
2. Convert user insights into scenarios and stories

12. innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016 12
2. Convert user insights to scenarios and stories

13. innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016 13
2. Convert user insights to scenarios and stories

14. 3.
User research is participation

15. innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016 15
3. User research is participation

16. 4.
Communication is an
engineering tool

17. innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016 17
4. Communication is engineering

18. 5.
Frame your research

19. innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016 19
5. Frame your research

20. 6.
Social media is not only a
campaign

21. innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016 21
6. Social Media is not a campaign
0€ marketing budget spent

22. 7.
Working with lead users is
hard but rewarding

23. innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016 23
7. Connect with lead users
“Even if you just want to give energy to others as present you need to pay tax, service tax for the network
so that it is best to simply waste it. This is what our government is doing with block heat power plants. It is
unbelievable what citizens have to accept here in Germany. But we are so good in pointing our finger to
Erdogan! Tesla tries to make us happy with electricity, but we will not see a change in the energy business -
Europe will remain nuclear!!!”

24. innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016 24
7. Connect with lead users

25. 8.
Social Media meets offline

26. 26innogy Innovation Hub · Nicole Reinhold & Laura Hofstedde · Nov 2016
8. Social Media meets offline

27. INTEGRATED APPROACH OF
USER RESEARCH AND SOCIAL
MEDIA SO LET’S BECOME
SOCIAL RESEARCH AND USER
MEDIA.

28. Contact partners
innogy SE · Name · DD Month YYYY 28
Laura Hofstedde
Online Marketing
laura.hofstedde@innogy.com
Nicole Reinhold
User Research
nicole.reinhold@innogy.com