Synthesis is the second step in the USER process, where a multidisciplinary & collaborative process takes place to create Desirable Values for users & customers.
This step is critical to creating differentiated and superior user values that address unmet needs.
For commonly known user needs, the capability to synthesise & design a better user experience is essential to earn word-of-mouth -and user retention.
The best values were created by synthesising unique insights discovered in the UNCOVER stage.
Best USER Value Synthesis with Uncover
By combining UNCOVER and SYNTHESIS steps, we aim to create truly desirable user values that delight users along each tough points.
- The synthesise process involves multidisciplinary collaboration to create desirable user values.
- FEES value creation entails Functional, Emotional, Experience, and Social Spiritual aspects.
- The customer/user journey experience is defined through ZMOT, FMOT, SMOT, and TMOT.
- The Parallel Innovation Matrix includes Core Value Design, Value Amplification, and Value Transfer.
- Capabilities and culture involve multidisciplinary skills, technical mastery, execution excellence, creativity, and leadership.
- Operation and collaboration design involves designing processes, tools, decision guidelines, and measurements.
- USER’s Synthesis step leverage AI tools to facilitate collaboration, connect to common tools, generate ideas, and promote learning.
- Effective prototyping resources include MVP prototype building, user testing, pilot trials, and feedback analysis.
Below are overviews of some essential tools to help you effectively create user values. We will elaborate in details how the tools work and what capabilities is required in later chapters.
Parallel Innovation Matrix
A multidisciplinary value creation framework developed by to synthesise customer/user values end-to-end. Which also set the foundation for FEES model.
- CORE VALUE DESIGN
- Product/Service design
- Technology Development
- VALUE AMPLIFICATION
- Brand Storytelling
- User Experience
- VALUE TRANSFER
- Customer Journey & Touchpoint Experience
- Customer Resonation & Stickiness
FEES Value Creation
A proprietary model developed by Justin Tsui that integrated different values across various functional barriers.
- Functional
- Emotional
- Experience
- Social Spiritual
Customer/User Journey Experience
Widely used by P&G and FMCG industry to create user values in end-to-end customer journey and product life cycle.
- ZMOT
- FMOT
- SMOT
- TMOT
CAPABILITY & Culture
Synthesis step is all about multidisciplinary and collaboration, and it requires the right culture and talents to make it happen.
- Multidisciplinary
- Technical Mastery
- Execution Excellence
- Creativity & Design Thinking
- Innovation Leadership
- Capability & Talent Nurture
Operation & Collaboration Design
It elaborates the HOW in the process design, effective decision making and measurement of progress.
- Process design
- Tools for each process
- Decision guidelines
- Measurement – OKR, Score Card
iSWAT Synthesis & AI Tools
Continue the HOW by integrating technology and AI to innovate faster, better and more cost effective.
- Facilitate multidisciplinary collaboration
- Connecting to common tools
- Single source of truth database
- AI assisted Idea generation & research
- Gamification Learning
Effective MVP & Prototyping Resource
Results of synthesised user value are continuous innovation of product, service and new business opportunities. How can we build, test and validate these innovation effectively is critical to long term success.
- MVP Prototype building
- User testing
- Pilot trial
- Collect & analysis user feedbacks
- Consolidate learnings and improvement plan
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