An SME tool for Muzus

Abstract

This project aimed at figuring out how the user-centered design agency Muzus can adapt their way of working towards the needs and the approach of small and medium sized enterprises (SMEs). Context research A context research was executed in order to map out the current development processes of both Muzus and product developing SMEs. Interesting findings were that some SMEs are not aware about involving users in the fuzzy front end of their design process and some SMEs are not aware of the added value of user-involvement at all. Also hiring external design agencies in their process is a big step. Muzus has troubles to surprise the SMEs with new insights, because the SMEs have so much prior knowledge about their target group and their product. Finally, Muzus has to reuse their tools and techniques, but without loosing the personal touch in the project. Design vision Based on the findings of the context research, the following design vision was formulated: “I want to design an SME tool that facilitates a product development process in which Muzus and the SME collaborate, in order to enable and enthuse the SME to use the tool independently afterwards.” Tool development The design vision was taken into account during the tool development. In the end, the tool development resulted in the Connect&Go approach. This approach consists of eleven steps, divided in three phases: Focus, User-insights and Concepts. These steps should be completed by following a structure that is based on four workshops. During the workshops, Muzus and the SMEs wrap up a previous phase and start a new one. By means of this structure, the client of Muzus is actively involved in these decisive moments of the approach. The work in between the workshops can be carried out in three different scenarios. In the first scenario, it is Muzus who carries out the major part of the work. In the second scenario, Muzus and representatives of the SME carry out the work together. In this scenario Muzus will transfer their knowledge towards the SME and thereby this approach has an educational character. The third scenario is available for experienced SMEs, who can carry out the work themselves and only need Muzus for some coaching. A set of techniques is compiled for every step of the approach. Muzus and the SME can select the techniques that are most suitable in a certain situation. Depending on the different scenarios, the SMEs are more or less involved in this selection procedure. Finally, seven types of support tools are developed to facilitate and visualize the Connect&Go approach. Some of the support tools consists of some support tools that are primarily meant for Muzus and other support tools that are mainly meant for the SMEs. Conclusion To conclude, the SME approach for Muzus lives up to the following guiding principles. The Connect&Go approach enables Muzus to reuse successful tools and techniques, without limiting Muzus’ the freedom to make every project unique. On top of that, the SMEs are enabled to work on their problem with an almost tailor-made approach, but not for a tailor-made price. The overview of techniques stimulates Muzus to use other techniques than only the traditional contextmapping technique, to anticipate better to the situation of their client. The Connect&Go approach aims at giving the SME insights in the process. Because of the active involvement of the SME, the entrepreneur gets the chance to contribute to the outcomes of the project. The three scenarios enables SMEs to make a long-term investment, by educating their employees. This enables Muzus to build a long-term relationship with their clients. In the end, it is this saying of Confucius that describes the collaboration between Muzus and their clients, as it is facilitated by the Connect&Go approach: “Tell me and I will forget, show me and I may remember, involve me and I will understand.” [Confucius]