Innovation Through Customer Co-Creation - TriAgile

Shahin Sheidaei | sheidaei.com | @sheidaei | /in/sheidaei
Innovation through
Customer Co-Creation
SHAHIN SHEIDAEI

WHO WE ARE
We provide coaching and training and help people, and organizations build stronger
ecosystems for rapid, continuous and sustainable delivery of value to delight customers.
We’re passionate about growing successful teams and scaling innovation.
Carlos Oliveira, MBA
Principal Consultant
Certified Agile Coach
Shahin Sheidaei
Founder & Principal Coach
Elevate Change Inc.
2

LET’S CHECK-IN
You’re going to make this experience what you want for the next hour.
The only thing we ask is for your full attention…so consider…
• Turning off electronic devices
• Be engaged (level up)
• Take some risks (open up)
• Smile a lot
• Remember the Hands-up Protocol
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WORKSHOP OUTCOMES
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2
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EXPLORE YOURSELF “AS A CO-INNOVATOR”
GROW YOUR CAPACITY TO THINK DIFFERENTLY
LEARN PRINCIPLES THAT CAN IMPACT HOW YOU
COLLABORATE AND WORK WITH YOUR CUSTOMERS
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Solving real problems for the customer
The process of translating an idea into a
product or service that creates value or for
which customers will pay.
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INNOVATION

BUSINESS IS CHANGING
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LET’S TRY
“PRACTICE TRUMPS THEORY”
~ Ash Maurya
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Round 1
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Let’s innovate!
Simulation Round

SOLVING A PROBLEM
CUSTOMER
● YOU
9
INNOVATOR
● ME

WE NEED A PROBLEM
Problem #1
“Meetings at work are
terrible.”
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Problem #2
“Scrum doesn’t work in my
organization.”

WE ASKED 100 INNOVATORS
SOLUTION TO PROBLEM
#1
● Every meeting request
must include an agenda
● “ELMO” – Elmo doll in
every room
● “Device free zone in
meeting rooms (no
laptops)”
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SOLUTION TO PROBLEM
#2
● Fire your coach, hire a
better one!
● Kanban
● SAFe

LET’S PAUSE
• Mark Your Workbook
• Discuss the following
– What could be one-word describing the
experience you had?
– How would you rank the solution?
– Why would you rank it that way?
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→ sli.do/inno ←

Round 2
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Let’s innovate again!

SOLVING A PROBLEM
CUSTOMER
● YOU
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INNOVATOR
● NOT ME

A (NEW) PROBLEM
• AS A CUSTOMER
– Choose a (new) problem, one that you
can relate to at work and that you want
solved
– Think about the need that you have with
this problem, why is it such a challenge?
15

WE NEED A PROBLEM
Problem #1
“Meetings at work are
terrible.”
16
Problem #2
“Scrum doesn’t work in my
organization.”
Problem #3
“We are too busy to
improve.”

CO-CREATE SOLUTION
• AS AN INNOVATOR
– You will work with your customer and co-
create the solution together.
– Follow the workbook and activities.
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DISCOVER THE PROBLEM
Get to Know the Problem (& Them)
● Structure your conversation around the problem.
● Gain empathy with the customer
● Ask open ended questions like:
○ Tell me about the last time you experienced this
problem?
○ What was most challenging part about it?
○ Why was that a challenge? Why? Why?
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CO-DISCOVER THE PROBLEM
Draw the Problem
● Visualize the problem!
● How would you draw and discuss key
aspects, the players, a better outcome?
● Do ask “Why” often.
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CO-PICK A TARGET
Take a Stand with a Point of View
● What is the most important need and insight to be addressed
first?
● What’s reachable and valuable?
● Take a stand by specifically stating the meaningful challenge you
are going to take on
● It should feel like a problem worth tackling!
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IDEATE SOLUTIONS
Sketch to Ideate
● Be visual and use sketching
● Defer judgement
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EXPLORE SOLUTIONS
Yes And … Share Solutions and Build on Top of Them
● Build on top of each other’s ideas
● Try and maintain the visual thinking and discussions
around the solution.
● Remember not to pitch or fall in love with the ideas.
● This is an opportunity to learn more about your partner's
feelings and motivations
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CO-DESIGN SOLUTION
Reflect and Generate a New Solution
● Take a moment to consider what you’ve learned both about
your partner and about the solutions you generated.
● Sketch a new idea. The solution may be a variation on an
idea from before or something completely new.
● This is your opportunity to create something together that
will solve the problem for the customer.
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LET’S PAUSE
• Discuss the following
– What could be one-word describing the
experience you had?
– How would you rank the solution?
– Why would you rank it that way?
• Compare with the first Workbook
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→ sli.do/inno ←

LET’S PAUSE
How did engaging with a real
person, or co-creating with a real
person change the direction of
your solution?
What did you learn as a result of
direct interaction?
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→ sli.do/inno ←

LET’S PAUSE
What principle, what tool, would
you infuse into your work
tomorrow?
How would you go about doing
that?
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→ sli.do/inno ←

IN SUMMARY
BE THE CUSTOMER ALL THE WAY
IF YOU CAN’T, INVITE THEM ON YOUR JOURNEY
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Thanks
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@sheidaei
/in/sheidaei
Shahin Sheidaei
Founder & Principal Coach
Elevate Change Inc.

Innovation Through Customer Co-Creation - TriAgile

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