{"id":11712,"date":"2022-03-09T21:51:56","date_gmt":"2022-03-09T20:51:56","guid":{"rendered":"https:\/\/aedic.eu\/?page_id=11712"},"modified":"2022-10-22T11:01:19","modified_gmt":"2022-10-22T09:01:19","slug":"analisi-dei-bisogni-dei-clienti","status":"publish","type":"page","link":"https:\/\/aedic.eu\/en\/customer-needs-analysis\/","title":{"rendered":"Analysis of customer needs"},"content":{"rendered":"<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Introduzione\"><\/span>Introduction<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>One of the fundamental steps in implementing an entrepreneurial initiative is to be able to identify the&nbsp;<strong>needs<\/strong>&nbsp;of customers and relate them to the&nbsp;<strong>value<\/strong>&nbsp;the company can offer to best satisfy them. A useful tool for this is the approach suggested by Design Thinking.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-white ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Index<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #1e73be;color:#1e73be\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #1e73be;color:#1e73be\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/aedic.eu\/en\/customer-needs-analysis\/#Introduzione\" >Introduction<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/aedic.eu\/en\/customer-needs-analysis\/#_Definizione_di_Design_Thinking\" >&nbsp;Definition of Design Thinking<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/aedic.eu\/en\/customer-needs-analysis\/#Fondamenti_del_Design_Thinking\" >Fundamentals of Design Thinking<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/aedic.eu\/en\/customer-needs-analysis\/#Il_modello_D-School_di_Stanford\" >The Stanford D-School model<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/aedic.eu\/en\/customer-needs-analysis\/#Altri_modelli\" >Other models<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"_Definizione_di_Design_Thinking\"><\/span>&nbsp;Definition of Design Thinking<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The term&nbsp;<strong>Design Thinking<\/strong>&nbsp;was coined by the designer Rolf Faste in the 1980s, but its use for management purposes is due to his colleague David M. Kelley, around the 2000s at Stanford.&nbsp;<\/p>\n\n\n\n<p>DT is a process for generating innovations focused on the&nbsp;<strong>in-depth understanding<\/strong>&nbsp;of people's needs, leveraging approaches and methodologies typical of design. Why design? Because the designer adopts a creative process starting from a problem, the solution to which is unknown, and arrives at the development of a creative and original idea that perfectly meets the identified need.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Fondamenti_del_Design_Thinking\"><\/span>Fundamentals of Design Thinking<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The perspective on which it is based is reversing the classic triangle with the top vertex the <a href=\"https:\/\/aedic.eu\/en\/non-categorised\/litalia-represented-at-yaounde-business-and-partnership-fair-promote\/\" >business and the<\/a> basis of people and technology. Following this logic, the objective <a href=\"https:\/\/aedic.eu\/en\/invest-in-africa\/the-actors-supporting-innovation-along-the-business-lifecycle\/\" >of the enterprise lies in the use of innovation<\/a> to create business value for stakeholders through products that meet people's needs through the use of technology. Instead, DT places people at the top. This&nbsp;<strong>overturning<\/strong>&nbsp;makes it possible to start from people's problems to create value for end users through products\/services that satisfy them. Business is therefore the natural consequence of this people-centred process.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"704\" height=\"464\" src=\"https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/design-thinkin.jpeg\" alt=\"\" class=\"wp-image-11724\" title=\"\" srcset=\"https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/design-thinkin.jpeg 704w, https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/design-thinkin-300x198.jpeg 300w\" sizes=\"(max-width: 704px) 100vw, 704px\" \/><\/figure>\n\n\n\n<p>The aim of the DT is to create&nbsp;<strong>empathy<\/strong>&nbsp;with the customer, because you design for someone and you do it with an agile method to identify an innovative solution that meets the three criteria of desirability by the market, technological, technical and organisational feasibility and economic viability.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"688\" height=\"498\" src=\"https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/design-thinkin1.jpeg\" alt=\"\" class=\"wp-image-11723\" title=\"\" srcset=\"https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/design-thinkin1.jpeg 688w, https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/design-thinkin1-300x217.jpeg 300w\" sizes=\"(max-width: 688px) 100vw, 688px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Il_modello_D-School_di_Stanford\"><\/span>The Stanford D-School model<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The model analysed was developed by The Hasso Plattner Institute of Design at Stanford, commonly known as d.school. This process consists of five steps.<\/p>\n\n\n\n<p>The initial phase&nbsp;<strong>exploratory<\/strong>&nbsp;(<em>Empathise<\/em>) plans to enter&nbsp;<strong>empathy&nbsp;<\/strong>with the recipients, get to know <a href=\"https:\/\/aedic.eu\/en\/crisis-anglophone\/the-european-union-applauds-the-cameroon-governments-efforts-to-placate-the-anglophone-crisis-in-the-country\/\" >the objectives of the people involved in the<\/a> project and obtain<em>&nbsp;insight&nbsp;<\/em>on their needs. This requires&nbsp;<strong>observe<\/strong>&nbsp;users and their behaviour in the reference context,<strong>&nbsp;interact&nbsp;<\/strong>with them through meetings and interviews and&nbsp;<strong>get involved&nbsp;<\/strong>trying out user experiences. A useful tool at this stage is the use of a&nbsp;<em>Empathy map<\/em>to synthesise the customer's information and define sufferings and needs.We then go on to summarise and&nbsp;<strong>definition<\/strong>&nbsp;of the problem to be solved (<em>Define<\/em>). This phase helps trace a specific direction, which identifies the&nbsp;<em><strong>vision<\/strong><\/em>&nbsp;of the project. The insights gained in the exploration phase flow into the creation of&nbsp;<strong>representative sentences<\/strong>&nbsp;able to synthesise the needs expressed by the user. A useful tool to implement this phase is the use of&nbsp;<strong>Personas<\/strong>i.e. fictional characters conceived from the synthesis of observed behaviour among customers capable of representing the motivations, desires, expectations and needs of broader groups of users.<\/p>\n\n\n\n<p>In the phase of&nbsp;<strong>conception<\/strong>&nbsp;(<em>Ideate<\/em>) a&nbsp;<strong>large quantity<\/strong>&nbsp;of innovative solutions to the defined problem. It proceeds in a way&nbsp;<strong>iterative<\/strong>&nbsp;which starts with a first phase of&nbsp;<strong>divergence<\/strong>&nbsp;(when you have to create as many ideas as possible) and a second of&nbsp;<strong>convergence<\/strong>&nbsp;(when choices have to be made). Ideas are defined, evaluated, improved and finally&nbsp;<strong>integrated<\/strong>&nbsp;in a final concept that is rich, detailed and representative of multiple perspectives.&nbsp;<\/p>\n\n\n\n<p>In the phase of&nbsp;<strong>implementation<\/strong>&nbsp;(<em>Prototype and Test<\/em>), the best ideas generated during the previous phase are materialised in a series of&nbsp;<strong>prototypes<\/strong>&nbsp;(from the Greek \u03c0\u03c1\u03c9\u03c4\u03cc\u03c4\u03c5\u03c0\u03bf\u03c2 'first form') that enable ideas to be transformed into tangible 'raw' products\/services. These are tested to receive&nbsp;<strong>feedback<\/strong>&nbsp;and refine the initial idea through successive iterations to develop the final product\/service that best meets market needs.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"924\" height=\"540\" src=\"https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/d-scool-stanford.jpeg\" alt=\"\" class=\"wp-image-11725\" title=\"\" srcset=\"https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/d-scool-stanford.jpeg 924w, https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/d-scool-stanford-300x175.jpeg 300w, https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/d-scool-stanford-768x449.jpeg 768w\" sizes=\"(max-width: 924px) 100vw, 924px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Altri_modelli\"><\/span>Other models<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>There are different models of Design Thinking (IDEO toolkit, Stanford D-School, Double Diamond), but they are all united by an iterative process consisting of three macro-phases:<\/p>\n\n\n\n<ol><li>observation, listening and research leading to the definition of a problem;<\/li><li>conception, where the aim is to proliferate different ideas and imagine alternative solutions to the same problem;<\/li><li>creation of 'demonstrators' of the idea to be tested and evaluated.<\/li><\/ol>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Introduction One of the fundamental steps in implementing an entrepreneurial initiative is to be able to identify the needs of customers and relate them to the value the company can offer to best satisfy them. A useful tool for this is the approach suggested by Design Thinking.  Definition of Design Thinking The term Design ... <\/p>\n<p class=\"read-more-container\"><a title=\"Analysis of customer needs\" class=\"read-more button\" href=\"https:\/\/aedic.eu\/en\/customer-needs-analysis\/#more-11712\" aria-label=\"More on Customer Needs Analysis\">Read more<\/a><\/p>","protected":false},"author":1,"featured_media":11725,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"iawp_total_views":8,"footnotes":""},"acf":[],"rankMath":{"parentDomain":"aedic.eu","noFollowDomains":[],"noFollowExcludeDomains":[],"noFollowExternalLinks":true,"featuredImageNotice":"The featured image should be at least 200 by 200 pixels to be picked up by Facebook and other social media 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