“Customer Needs and Values.pdf

“Customer Needs and Values” A Method Developed as a Springboard for Innovation - C. Christian, September 2002 Introduction Between 2000 and 2002, a technique for probing end user needs and values was developed for the Development, Technology Innovation unit at STScI. The purpose in capturing user needs and values is to form a solid basis for innovation, product development and process improvement. This paper discusses the general methodology used. Detailed examples of the method’s application and how it fits into overall innovation and process improvement appear in the reports for the STScI Travel Project and Documentation on the Fly (SharkCage 2) available through /~carolc/reports/. For example, we determine the value to the user of the products, services and processes that are or will be provided to them. We follow through by examining all activities that contribute to the creation of the product, service, etc. Herein I refer to a product, service, method or process provided to or for a user as “the product” for simplicity. Value, being defined by the end user, may have many attributes such as quality, integrity, simplicity, speed, volume, responsiveness, etc. These may not be the same attributes articulated by the designer or developer (well-engineered, efficient, comprehensive design, contains many features, etc.). Product value is defined, in part, through customers’ feedback and, more significantly, by what customers do and how they work. Observation of customers in situ is advantageous. Actually, I believe it is critical. Why is it difficult for customers to articulate value? Because end users usually only can describe value in terms of existing solutions and products. Why is it difficult for developers to understand value? Because they primarily hear value assessment in terms of products and services they already provide. Background for Th