Raising the odds of success for innovative product by experimentation and utilizing input of future user

Abstract

A critical aspect of product development is inclusion of input from future users/customers. This input is invaluable for identification of innovative product features and functionality due to chaos, lack of predictability and structure that dominate at the first stage of innovative product development process, so-called Fuzzy Front End. This paper reviews the innovative product development challenges and aims to perceive how early-stage prototypes in combination with storytelling can help to better utilize user input and improve product management at the early stage of the process. We organized experiment-driven innovative product development process, immersed three cross-disciplinary product teams in design research and suggested them to experience through rapid prototyping. Guided by empirical exploratory study and statistical analysis we explore the accuracy of user input when it is provided based on different product representations (such as sketches, mock-ups and minimum feature set products) with and without storytelling.