We hear from companies in many industries about the challenges they face in introducing digital products to their own markets. As well as our work in consumer, healthcare and industrial products, we were able to learn from several professional B2B sectors such as building services, dentistry, healthcare and insurance.
Using a systematic innovation framework, we were able to bring our customer’s deep industry experience of farmers and agronomists together with this ‘out of industry' perspective to better understand where the opportunities lay for improving farmers' adoption of their digital products: ‘Contour’ and ‘Rhiza’. We conducted extensive research to embed us in the industry, including marketplace surveys and attending industry events like LAMMA. In turn, by bringing together a multi-disciplinary team (strategy, design, marketing, product management) and drawing on examples of successful digital interventions in other markets, we were able to identify new options and quickly build confidence in a series of tangible next steps to drive adoption of their digital products.