Website-Graphics_mobile-hero_reddot
Share:

CDP ranked in the top three international design firms

Cambridge Design Partnership is recognised as one of the top three agencies in Europe and the Americas for design innovation, according to the Red Dot awards programme.

Red Dot has become established internationally as one of the most sought-after seals of quality for good design. They organise annual competitions looking to applaud the best in product design, globally.

This year Cambridge Design Partnership (CDP) came third in the ranking for design firms that continuously and progressively, produce cutting edge and forward-thinking product concepts.

“We are absolutely delighted with the news,” says Mike Cane, founding partner of CDP. “To have this sort of accolade on a global stage is really gratifying. It’s a testament to the hard work and creativity of our whole team.”

In presenting the award, Ken Koo, President of the Red Dot Award in Asia congratulated CDP and stated that the ranking recognised CDP’s continued investment in design and was a “vigorous reflection of real and sustainable design innovation capability”.

CDP was founded 23 years ago and has grown rapidly offering customer focussed technology and design innovation. Capabilities start with front end research, strategy and design, and include mechanical, electronics and software engineering as well as manufacturing and quality management. They work for market leading companies in healthcare, consumer technology and energy in Europe and US.

CDP innovations which have won coveted Red Dot Awards in recent years include the First Response Monitor, a wearable connected device which measures and broadcasts patients’ vital signs for instant analysis by medics in emergencies. Another is Klarus, a drug delivery system aimed at patients with conditions such as rheumatoid arthritis, which necessitates regular self-injection with medication.

Learn more about Red Dot Design Ranking

||
Share:

Can sleep tech become ubiquitous?

A good night’s sleep is increasingly considered to be just as important for our health and well-being as eating healthy food and exercising regularly. Unfortunately, today’s 24/7 high-stimulus, digital world is renowned for disrupting our natural sleep patterns. The average 21st century human is now sleeping significantly less than in the past. In 2017, McKinsey reported that more than one in three Americans does not get enough sleep – roughly the same number who are obese.

What is more, our sleep quality – as well as quantity – has decreased as well.

This emerging need has created an ecosystem of manufacturers, retailers and health service providers as well as pharmaceutical companies that has formed around sleep health. The McKinsey study reported the US sleep-health industry is currently worth between $30 billion to $40 billion and has historically grown by more than 8 percent per year, with few signs of slowing down.

In addition to the traditional categories of clinics, pharmaceuticals and bedroom furniture and bedding, a new wave of sleep gadgets has emerged.  Crowd funding sites are full of novel sleep devices from masks to robots. Many are connected, continuing the trend of measuring and connecting our lives.  Some even aim to stimulate the brain to create therapeutic effects.

Certainly sleep is becoming better understood, but scientific knowledge is still at a relatively early stage and this equates to a general lack of understanding through the population, government and mainstream industry.

“It’s an exciting time for the emerging sleep-ware industry”, says Clare Beddoes of Cambridge Design Partnership: “Here at CDP, we believe that sleep-tech is an exciting area that is evolving rapidly, following closely on the heels of the developments in the fitness and wellness sphere, which has seen an explosion of innovation in recent years”.

“We’re already working with companies assisting them in defining opportunities to innovate and we expect many interesting and successful advances in the area of sleep technology in the near future.”

With this in mind, here are five basic questions we think you need to ask if you are planning to bring a new sleep-tech product to market. If you have the answers to these then, with any luck, you won’t be losing sleep over your product development!

1. Can you show that your customers actually need your proposed product?

It’s great to have an idea for a product that you think might be the answer to an insomniac’s prayers. But are you sure it’s what the market really wants, needs and will pay for? Our approach is to start with the user and to identify the unmet needs where solutions will be really valued. This makes sure you’re heading in the right direction before you spend a lot of time and money pursuing a new idea.

2. What is the existing competitive landscape for similar products?

We’re fascinated by the plethora of sleep devices on the market and although it is increasingly crowded, we believe that the market is in an early phase and there are most definitely spaces for products that address the needs of broad market groups. So take the time to find out what the competition is and where the spaces are for innovation for the majority of mainstream consumers.

3. Where do market unmet needs align with technical solutions that can improve sleep?

The aim must be to create the must-have sleep-tech product. Just recently, here at CDP we worked on a technology to monitor REM sleep. We discovered that not only did users want to know how much REM sleep they had every night, they wanted to know whether it was enough and, then, crucially, they wanted to know what to do if it wasn’t. Successful products need to close this loop and not leave customers stranded.

4. What is the best revenue model for your concept?

This is crucial in the digital world. Will your product work if sold for a one-off payment or would it be a better proposition as the start of a relationship with your customer? Will customers pay for every night they sleep better, or will they not notice the difference?  In the AI enabled world consumers are beginning to expect customised solutions, continuous updates and evidence- based feedback.

5. Who are the most impactful sleep professionals for you to work with?

To develop and launch your product successfully, you’re going to need clinical and scientific back-up. So, do you need to work with doctors, psychologists, clinical researchers or YouTube sleep experts? Should you be turning to the peer consumer community, personal trainers or artificial intelligence? It’s all about finding the best development support route and final endorsement.

That way, your innovation journey will stand the best chance of seeing those sweet dreams of success become a reality.

Mars Petcare – smart-pill illustration
Share:

CDP create a remarkable ‘smart pill’ for Mars Petcare

A team from Cambridge Design Partnership has created a ground-breaking ‘smart pill’ to gather crucial nutritional information to help develop innovative new pet foods.

CDP scientists and engineers worked with the world-renowned Waltham Centre for Pet Nutrition on an electronic pill to collect food samples inside the canine gut during digestion.

“It was certainly an unusual request and a major challenge,” says Will Bradley, who led the project for CDP. “Mars Petcare wanted to find out more about how dog food is digested, with the aim of improving their pet food. So they asked us here at CDP for help.”

“They needed samples of partially-digested food that they could gather in complete safety for the dog.”

Part of Mars, Incorporated, Mars Petcare has a portfolio that spans pet nutrition and health through brands including ROYAL CANIN®, WHISKAS® and PEDIGREE®. For Mars, CDP created a smart pill about the size of a grape that a dog could easily swallow.

“We gave it a sensor so that it knows when it has left the acidity of the stomach and entered the first part of the intestine,” explains Will. When it is correctly located the pill opens and takes a food sample, using a miniature piston-type mechanism. “This needs to be absolutely foolproof. The pill then closes, to contain and protect the sample as the pill moves through the remainder of a dog’s digestion.”

CDP was approached by Mars Petcare to bring to life an idea for intestinal sample collection in dogs. CDP created the pills at its laboratory in Cambridge, which were trialled at the WALTHAM Centre for Pet Nutrition in Melton Mowbray, the global pet research centre for Mars. There were many studies and iterations needed to refine the design.

The samples that are collected will be used to analyse the way various nutrients are absorbed during digestion. “The scientific understanding of this whole process had basically stalled for decades,” explains Mike Cane at CDP, who has worked on the project for the past 18 months, “because no one could retrieve these samples without invasive surgery to the dog.”

Working with animals is not straightforward, Mike admits: “At all times, there were such high welfare standards. An independent observer was on hand whenever we worked with the dogs. If any dog was looking uncomfortable they would intervene to stop that day’s trial. They really do pride themselves on the way the animals are treated there.”

Once the pill passes through the dog and is excreted, it is retrieved and the data from it is collected. “The data from the trials has been analysed by the lead scientist from WALTHAM, David Wrigglesworth, who will soon be publishing his findings in peer-reviewed scientific journals,” explains Mike.

In addition to surviving the rigours of a dog’s digestion, the pill can also be tracked on its journey. “Once it was clear that the pill worked well, Mars Petcare asked us if we could also find a way of knowing accurately exactly where it was as it passes through the dog,” says Mike. “So we also devised a special interactive coat worn by the dog which picks up a radio signal from the pill.”

The smart pill is so unique that it has been patented by the team.

“Here at CDP, we’re very proud of our achievement,” says Will. “I feel sure that it will enable Mars to create innovative new pet foods for many years to come.”

For further information and media enquiries, please contact: media@cambridge-design.com or call 01223 264428

A future for food||
Share:
Find the authors
on LinkedIn:

A future for food; the need for innovation in agriculture

Currently agriculture is facing challenges from many directions. Modern hyper-intensive farming (demanding the highest crop yield from monocultured crops with less regard for long-term fertility or ecosystem metrics) is interrelated with the great environmental threats; destabilising climate change, biodiversity, oceanic dead zones and poor global soil health. In turn these issues are impacting agriculture.

Often it is trends in our society that influence business strategy and investment. CDP has an in-house team dedicated to tracking them and based on the mega-trends we see today, we think that agriculture is heading for a revolution.

CDP’s Year in Industry Students Charles Griffith and Isaac Blanc, give us a Gen Z view of the future.

The Big Picture

Agriculture has undergone three great revolutions. The first was ten thousand years ago, which saw humans first begin to cultivate seed crops and domesticate animals. The second was three centuries ago during the Industrial Revolution, which saw human and animal muscle power replaced by machinery. The third came about in the last half of the 20th century, which saw the start of modern intensive food production, and has supported an ongoing boom in the human population. This revolution was characterised by increased agrichemical use and highly specialised and lately GMO crops.

Perhaps today we are starting to see signs of a new agricultural revolution, with the emergence of a new technology called Controlled Environment Agriculture (CEA). As the name suggests, this involves producing crops for food or pharmaceutical products, using technology to control many or all growth parameters. Whilst typically referring to controlled indoor environments for plants, it also extends to animal agriculture. Here, factors like animal autonomy, reproduction and hormonal balance, as well as environmental conditions, may be controlled to maximise feed conversion ratios. Taking control of traditionally “natural” factors in this way is allowing CEA to offer significant gains in productivity, reliability and quality of produce. Currently, commercial CEA is chiefly producing leafy greens, while more complex crops like nuts, coffee or avocados are trickier and require the technology and market to mature further.

However, we can see four mega-trends that we think together will stimulate the innovation needed to create a fourth revolution in agriculture.

Health and Wellness

Consumers are increasingly becoming aware of how the food they eat can further their health and wellbeing. As an example, we’ve all heard that leafy greens are good for us (they are rich in many micronutrients) and so it’s resulted in an increased demand for them. However, leafy greens are highly perishable and, due to the logistical challenges in supplying these foods year-round with traditional farming methods, their prices are high for what is essentially just a leaf.

It makes sense that in its early days, most current commercial CEA crops are leafy produce as no pollination is required, the plants have a small form factor and offer fast ROI as their lifecycle is short. Consumers concerned with chemicals and pollutants in their food can seek solace in the bio-secure origins of controlled agriculture produce. Additionally, leafy greens from vertical farming or controlled greenhouse operations (like BrightFarms, which was born in New York) can boast higher mineral profiles compared to outdoor crops.

Premiumisation and Traceability

Mega-trends of ‘premiumisation’ and ‘traceability’ are also catered for by CEA. In terms of premiumisation, with affluent consumers becoming ever more interested in the quality and production of their food, some CEA warehouse operations market their produce as being more local, grown with minimal or no insecticides, herbicides or fungicides, and offering superior quality compared to outdoor plants, both in perceived freshness but also nutritionally.

In terms of traceability, there has been an increasing desire amongst consumers to buy locally, which has emerged from several factors including supporting the local economy, eating fresher food and reducing carbon emissions and pollution caused by transport. However, with an increasing proportion of the global population now living in urban areas the question is: how can you buy locally grown food when you live in a huge city?

CEA start-ups have a unique opportunity to capitalise on this dilemma, as the technology is ideal for urban agriculture. For instance, Gotham Greens, which run three high-tech greenhouses in NYC and one in Chicago, boast that their produce is “hyper-local” and even grow a type of rocket they call ‘Chicago Crisp’. Business seems strong for companies like this; BrightFarms have grown about 10x in crop capacity between 2015 and 2019.

Sustainability

Perhaps the trend with the widest impact is sustainability. The Earth has finite resources and it’s critical that we use these in a more efficient and circular manner. Taking water as an example, the global freshwater supply is under increasing strain and water prices are rising. Outdoor agriculture can consume an enormous amount of water whereas when using techniques like hydroponics, aeroponics, deep water culture or the nutrient film technique (NFT), CEA warehouse projects are able to make saving upwards of 90% when compared to similar crops grown outdoors.

There is also a huge strain on arable land. Industrial agriculture has led to degradation of much topsoil while deforestation and heavy tilling have rendered land unabsorbant and vulnerable to extreme weather (of course, more likely with progressing climate change). Heavy agrichemical use can decimate the soil microorganisms that play a crucial role in decomposing and upcycling nutrients (therefore more fertilisers are needed for the same growth, and the cycle continues). The reduction in agricultural capacity contrasts with the growing human population, not to mention the need to rewild and reforest in order to capture carbon and foster the recovery of our biodiversity.

Clearly, innovation is needed here and while single-story controlled agriculture can significantly boost productivity and reduce land use, there is another somewhat more hyped branch of CEA – ‘Vertical Farming’. This practice of producing food in vertically stacked layers increases the yield per square metre. However, the construction cost is high, and so is better suited to urban environments where the land use savings will counteract this. Artificial lighting, most often provided by LED lights, consumes power which may not come entirely from renewable energy sources. There is a great need for increased efficiency in vertical farming, in both building and running the systems.

Changing the demand side

Of course, while we all want to eat more greens, we can’t discuss food sustainability without mentioning the impact of animal agriculture. The most comprehensive study on agriculture to date, found meat and dairy provides 18% of global calories and 37% of protein, yet requires 83% of currently used farmland and produces 60% of agricultural greenhouse gas emissions, when all production factors are included. The UN has urged, for the sake of sustainable resource management, for humans to shift away from meat and dairy. The impact of animal agriculture is not bound to land either; for example, the fishing industry is responsible for a significant amount of plastic found in the ‘great pacific garbage patch’. Meanwhile, other studies have shown that such a shift would be better for public health too.

This has all led to our final mega-trend: the rise of flexi’s, veggies and vegans. Changing what we eat has the most potential of all to reduce the environmental impact of our food. Consumers would benefit from help to do so, one way to do this would be the introduction of environmental labelling on food. We have labelled household appliances in this way for years, and they have improved so much in response that we have had to create new energy efficiency categories. The top right image in this article’s illustration is an example of such a label, inspired by a proposal from Joseph Poore at the University of Oxford. Additionally, rapid advances in alternative meats mean this transition is looking increasingly attractive to those consumers who don’t want to change their diet.

Conclusion

Innovation in agriculture is not only being driven from evolving consumer preference, but also from the needs of our planet. We are living in an age of widespread intensive agriculture, for all its achievements, it has also brought about environmental challenges. Without wide reaching, transformational innovation to change our food system, there may not be enough capacity in the future to feed us all.

Fortunately, innovation is emerging, for example advances in CEA are facilitating new food systems that offer benefits on many fronts from increased freshness, locality and nutritional profiles to reduced environmental impact. However, many challenges remain to increase efficacy, reduce costs and upscale. Solving these will require inspirational engineering, new digital approaches, robotics, AI as well as biology and commercial innovation.

As young engineers at the start of our career, we are looking forward to addressing these challenges!

It’s all about the UX
Share:

It’s all about the UX

There is no doubt that User Experience (UX) is a hot topic throughout today’s design world. But how is the personal approach to product development affecting the field of healthcare? Lucy Sheldon, people-centered designer, and Andres Barrera, user experience designer, went along to the first ever User Centred Design (UXD) Healthcare conference to find out…

Lucy and Andres write: Here at Cambridge Design Partnership, one of our specialisms is designing healthcare devices, from asthma inhalers to blood sugar monitors, that are used by patients rather than health professionals. In such situations, the experience of the user/patient is key to the success of the product. Do they like using the design or will they give up on it?
Because of this, we were intrigued by a new conference devoted entirely to User Experience (UX) within the world of healthcare.  So we headed off to the User Centred Design (UXD) Healthcare conference in London this spring to find out more and report back:

Who was there?

Attendees ranged from new start-ups to digital health specialists employed by global pharmaceutical companies. This was a chance for us to check out what’s happening right across the board in healthcare UXD.

What was the focus?

Many of the presentations were about the ways in which digital technologies can deliver a cost-effective and successful preventative healthcare model. Loud and clear came the message: a people-centered healthcare approach requires great UX at its heart. Healthcare solutions that the patient uses in their own home have to be problem-free and a joy to use. Otherwise compliance becomes a real problem.

Which innovations stood out?

We liked the look of the myCOPD app, an app which offers patient education for people with Chronic Obstructive Pulmonary Disease. This app delivers advice from world experts and is, in effect, a complete online pulmonary rehabilitation class. Another interesting project is the Babylon Health start-up, which offers online GP consultations. This company is already working with the NHS, allowing patients the option of signing up with Babylon Health rather than a traditional GP surgery.

Why is UX so much at the forefront of healthcare these days?

The rising incidence of long-term health conditions such as diabetes, heart disease and asthma is driving investment with a shift in emphasis. Now the focus is on helping patients to cope with their chronic illness, in terms of both reducing symptoms and improving outcomes. There is also much more investment in preventing lifestyle-related illnesses occurring in the first place.

What is the aim of UX in healthcare today?

Several of the speakers referenced the term healthspan (quality of life), which is now considered alongside lifespan as a measure of healthcare success. The question is no longer just: how long will you live? What matters is now how long you will live in good health.

What else is new?

Presentations which outlined how augmented reality in digital tech could be used in healthcare. Gaming-based digital tech allows users to overcome phobias in virtual reality. One idea we heard being discussed was a digital game in which the user overcomes their fear of heights by travelling up escalators, going onto balconies, etc. This is proving genuinely effective in helping people overcome debilitating phobias.

Did AI feature?

Absolutely. We were struck by a presentation which outlined the ways in which Artificial Intelligence (AI) – or perhaps more specifically machine learning – frees up healthcare professionals to do their high-level work more effectively. Algorithms can analyse patient data such as heart-rate, flagging up noteworthy results and saving hours of human time poring over charts to spot anomalies.

The appetite for digital therapeutic treatments is certainly growing and, for conditions such as depression there are, we discovered, several therapies that the patient uses themselves that have already been clinically validated. This impressed us a lot.

Did you come back to Cambridge Design Partnership feeling inspired?

Definitely. Here at CDP we work on a wide range of healthcare projects that have UX at their heart and we know just how crucial it is. For example, we designed the First Response Monitor as a way of helping first responders such as paramedics triage patients. The monitor helps assess which patients need help soonest via nose clips which record oxygen levels and display results using AI on a smartphone dashboard. In such a high-pressure situation as. Say, a serious road accident, kit needs to be reliable and simple to use. Our UX design, both for the physical product (the nose clip) and the digital tech (the smartphone dashboard) was key to its success.

How can CDP offer the best UXD to its clients?

We offer global companies the opportunity to create healthcare products – be they digital or physical – that not only fulfil the brief but truly delight the user. Our Potential Realised product design process, which links research, design, technology, engineering and manufacturing into a single integrated process allows us to meet and exceed customer expectations for UX.

Finally, how is the future looking for UXD in healthcare?

There is an exponential growth of health-tech start-ups right now and design in healthcare is evolving towards a more holistic and democratic approach. Patients no longer simply expect a prescription or a pill to solve their problems. Instead, they are taking ownership of their treatment and their health, often using digital technology. Where this is supported by machine learning, we are convinced that UX has the potential significantly to enhance healthcare delivery.

Share:
Find the authors
on LinkedIn:

How is digital technology maturing in healthcare?

The recent Digital Health World Congress 2018, which was held in London at the end of November, covered aspects of medical and mobile technology. It certainly presented an interesting and diverse line-up of speakers and exhibitors.

A key learning we took from the event is that digital health (the intersection of digital technology and healthcare) is maturing. In recent years, digital health has experienced a strong ‘hype cycle’ but, as the event illustrated, we are beginning to see real-world roll outs that address true user needs and have measurable business success.

Keynote speaker, Adrian Byrne, CIO at University Hospital Southampton NHS Foundation Trust, presented a fascinating maturity model of patient information systems delivered by Healthcare Information and Management Systems Society (HIMSS). He explained that the adoption of electronic medical records is a key building block that serves as a foundation for new digital services and associated technical innovations that can improve healthcare. But the creation of systems for electronic medical records is only the start of the journey – to succeed it needs the willingness of end users to adopt it and continued championing to maintain momentum.

A key takeaway from the event was that where deployments have succeeded, they provide quantifiable gains for patients and other stakeholders. An example that Adrian described is a simple patient ID barcode solution, which enables the patient to be scanned prior to any medication being given to them. Already it has prevented over 300 patients from being given the wrong dose.

Another real-world example, which is being rolled out in Kent, is a simple App called WaitFree. It recommends which A&E facility the patient should attend in order to help minimise waiting time. Using the information of current waiting times at each A&E facility in conjunction with an estimation of the user’s travel time to each facility, it recommends which facility they should attend in order to be seen quickest – which may not necessarily be the closest one! This has a clear benefit for the patient but also benefits the healthcare system as load on the system is distributed more evenly, maximising utilisation of scarce resource.

A major theme from the event was leveraging smartphones to provide new diagnostics. For example, healthy.io is turning a smartphone into a regulatory-approved urinalysis device. Its first product, dip.io, uses the phone’s camera to assess various urine test results. This means that a subset of the 42 million tests conducted each year in hospital can now potentially be moved into the home, increasing convenience to the patient but also reducing costs on healthcare incurred through hospital visits.

An example of the convergence of medical and consumer diagnostics is Nimasensor, a connected gluten and peanut sensor device. Whilst gluten and peanut allergies are increasingly recognised and catered for, the creator identified the significant challenge to sufferers who would commonly be ill after meals out even if they had been careful to select food without allergens. The Nimasensor enables users to conduct an on-the-go analysis of foodstuff, thereby enabling restaurant visits with more confidence that illness or even fatal consequences will not occur.

All of this is reflective of a trend that is increasingly seeing consumers take ownership of their own wellbeing and healthcare. It’s moving away from the traditional model of sick care provided at a surgery or hospital. With this traditional model users have no real means of determining how sick they actually are before accessing services and creating an ever-increasing demand with health services stretched to the limit. However, companies like Doctorlink are trying to simplify user access by triaging and facilitating efficient access only when required. This enables practitioners and providers to be utilised more efficiently.

Whilst at the event there were many examples of services being built into Apps to help HCP’s during their day-to-day jobs.  There was also a healthy mix of companies embarking on a product and service deployment. For example, Qardio is providing a wide range of health wearables like blood pressure monitors, and Tytocare has developed a camera-based toolkit for home diagnosis that feeds data straight to the clinician.

Augmented Reality/Virtual Reality (AR/VR) was also demonstrated at the event. Proximie is conducting some very compelling remote surgery assistance where the experts no longer need to travel the globe to assist in theatre. Instead, they can be virtually ‘there’ via the latest webcams, and so enhancing the level of support they can provide to a wider audience.

Equally compelling was Oxford VR who demonstrated dramatic behavioral improvements with people fearful of heights. With the use of VR tools they are quickly able to quash people’s fears and within a few hours empower them to tackle heights, escalators etc.

Overall, at Digital Health World Congress 2018 we saw many passionate and insightful enterprises pitching into the healthcare market, sometimes with a boost of funding, and then growing organically to deliver increasing levels of benefit around a specific need. Whilst this is exciting there exists the inevitable potential for fragmented and competing services, which is already one of the biggest problems in healthcare.

Here, at CDP, we start by examining a new healthcare challenge from all angles. This enables us to focus innovation on a sound foundation rather than taking new technology and looking for a home for it. This involves researching and thinking around users and how their needs can be best addressed, as well as the business imperative to create a profit. So when we finally deploy technology it efficiently addresses both user and business needs, with the foundation for scale built in.

Share:
Find the authors
on LinkedIn:

A practitioner’s view of ‘jobs to be done’ theory

Many people are now familiar with the ‘Jobs to be Done’ or JTBD theory of innovation and it is becoming a prominent model that is deployed in successful businesses, big and small, as they look to grow through innovation.

Stated simply, the JTBD theory is grounded on the understanding that people ‘hire’ products to enable them to get a job or jobs done. The jobs, or goals, can be functional, emotional, or social in nature. New innovation opportunities are based on discovering and addressing the jobs people are struggling to get done. The JTBD theory allows for an inherently solution-agnostic approach to insights capture for innovation through a job-based frame of the problem. Instead of focusing on existing products and services; instantly time-stamping and limiting insight, JTBD defines time-stable innovation measures of unmet need and unshackles creative teams from existing technologies and platforms when considering how to address that valuable, newly uncovered opportunity.

Simple enough in its conception, confusion with JTBD can arise with specifics of the language used in its practice and you could be excused for thinking that an explanation somebody has provided on how they will “do” JTBD for you does not match your own understanding of how it is applied.

The confusion arises because there are a number of different JTBD schools of thought. Whilst each of them is grounded on the same simple premise outlined above, we would argue that each teaches a practice that harbours particular strengths well-suited to addressing different business growth challenges – from the near-term new product development to the long-term strategic direction-setting and within the three-dimensional functional, emotional, social needs space occupied variously by healthcare, consumer and industrial markets.

Here we briefly introduce the three most prominent forms of JTBD practice as a means of demystifying the language and comparing their application strengths.

Jobs and forces (the Switch approach)

Established by Bob Moesta of The Rewired Group, the Switch approach to JTBD focuses on the reasons why people fire and hire products and services. It strives to understand the moment of ‘switching’ and the (im)balance of forces that ultimately compels someone to make a purchase. The switch happens when combined forces of the switch enablers – problems with the existing solution (the push) and the benefits of the new solution (the pull) – overcome the switch blockers – the worries about the new solution (anxiety) and existing habits and switching costs (inertia).

In practice, Switch is applied by dissecting the purchasing timeline from the moment of the very first thought of switching through passive looking (for a new solution), active looking, deciding on a solution, to buying; to uncover the pushes, the pulls, the anxieties and the habits. Very quickly, emotional jobs that augment the assumed functional job begin to materialise providing new insight into the real struggles that customers face.

Jobs, pains and gains

Developed by Alex Osterwalder at Strategyzer, the Value Proposition Canvas provides a framework that enables businesses to develop and implement value propositions by identifying the jobs that customers are trying to get done, the negative pains they experience when doing so and the positive gains that they desire from product and service solutions; providing a focused customer profile to design for.

Jobs and outcomes

Pioneered by Tony Ulwick at Strategyn, and productised by their Outcome-Driven Innovation method, jobs and outcomes approaches break a job down into the many metrics (outcomes) that customers use to define job success (how well they are able to get a job done).

By identifying which outcomes on a job are most important and least-well satisfied, companies are able to uncover detailed descriptors of innovation opportunity ripe for product or service development.

At a higher level, applying the same principles within a broad market space allows companies to uncover the most important and poorly satisfied jobs; helping to answer the more strategic question of ‘where to play’?

Then there is…

The CDP way

Well actually, at CDP we don’t have a way of “doing Jobs to be Done” we have many! We like to practice what we preach by first listening to our customers – our clients – at the earliest stage of engagement to discover their jobs to be done. We will then devise an insight for innovation enquiry that selects the most appropriate JTBD approach; even merging them where required, to develop a front-end innovation solution that best meets our client’s needs.

We find that using outcomes as the unit of research analysis provides the precision required to translate insight directly into requirement specifications. This approach is particularly powerful when dealing with highly functional jobs to be done; as often seen in healthcare and medical device development. It can define, with precision, what your next product should be. On the other hand, considering firing and hiring forces using the Switch method can wrap a layer of emotional insight around the functional and rational dimension; ripe for product and experience innovation in consumer-focused markets. Whilst defined jobs, pains and gains provide targeted creativity input to conceptualise new products and services with specific pain-relieving and gain-creating features.

There are also occasions when JTBD isn’t even the most appropriate theory or tool at all. Just as we wouldn’t use a sledgehammer to crack a nut, nor would we use one to tighten a screw and so we will draw upon other research tools as demanded by the goals and scope of the research enquiry. These include stakeholder co-creation, expert interviews, global trends mapping and client research synthesis.

In short, we believe that there is no one template or blue-print for front-end innovation success. Our insight for innovation team can pool decades of aggregated innovation experience applying JTBD theory in its many guises and other research tools, across multiple market sectors; to match front-end solutions to business challenges on a case-by-case basis.

As end-to-end innovation partners, we progress from insight to concept to product, applying our Potential Realised innovation process from opportunity definition to product realisation. We are as invested in ensuring that insight is appropriate to our clients’ needs and relevant to their market as they are.

So, you may know of innovation research as jobs, push, pull, anxiety, habits, pains, gains or outcomes… whatever your innovation language, rest assured that, at CDP, we have people who speak it!

Share:

How to speak your customers’ digital language

Digital is reinventing whole industries. In sector after sector we are seeing incumbent market leaders threatened, and sometimes displaced, by new entrants who can deploy digital technologies quickly and effectively – because they have the new skills and don’t have to protect their cash cows and legacy infrastructure.

Advertising is a good example – advertising in the digital domain is big business. Huge business in fact. Fewer of us are watching terrestrial TV and, even when we do, we tend to do so when it suits us – and hence watch the recorded programmes we want to watch, fast-forwarding through any adverts along the way. So much of the advertising revenue is switching to other media – those pop-up banners that appear whenever we view any digital content on our phone or PC. Cookies are tracking us wherever we are on the web, with everyone watching everyone else to see who clicks on what. Our online persona and browsing history is a remarkable portal into our own personal world and, as such, has very real value to a lot of companies.

However, less is sometimes more. P&G was recently in the news for reducing its digital marketing spend in the second quarter of this year by more than $100 million. What happened? Nothing. No visible impact on any of its product lines. Those products that were growing continued to do just that. Why? One theory is that a great deal of its previous spend actually went on advertising P&G brands on websites that were more likely to be viewed by bots, not by you and me.

How is this so? Are bots about to take over? Not quite but they are here to stay – they’re already driving most of our internet search traffic, trawling the web on our behalf so that search engines can provide the fastest and most accurate page feedback. The problems start with their misuse (they can generate huge amounts of ‘false’ web traffic) coupled with companies who evaluate their own digital marketing success simply by analysing the number of clicks/page views.

As P&G has now realised, context is king. Simply analysing web activity isn’t enough to plan and predict the success of marketing campaigns. Companies need to better understand the context around any given click. They need to recognise and eliminate automated behaviours, and better respond and adapt to those increasingly rare occasions when it’s actually you and I doing the viewing and clicking. Bots may well ultimately become our trusted digital assistants, as they mature into our preferred go-to interface to the digital world. But, for now, they are largely uncontrolled and can confound our metrics and key performance indicators.

As digital marketing channels continue to morph and develop at an ever-increasing rate, it will be the companies that truly understand the intricacies of this future world – and can build the new tools and systems to navigate through it – that will thrive and dominate.

If you’d like help with figuring out how to succeed in your own digital world, please get in touch with us via hello@cambridge-design.co.uk.