Just like many other companies, BSH is constantly faced with the challenge of continuously expanding its product portfolio and developing new technological unique selling propositions in order to respond to competing products and changing markets. To this end, 3DSE supported a business unit of BSH Hausgeräte GmbH by applying the successful “Innovation Cell” approach. “The goal of the project was to develop a groundbreaking product vision for the Bosch, Siemens, and Neff brands to significantly increase market share,” explains Jochen Bühner, Head of Category at BSH Hausgeräte GmbH. The product vision was to center on innovative technical unique selling propositions that would set the products apart from existing solutions on the market.
To tackle this challenging task, an “Innovation Cell” was launched in collaboration with a team from 3DSE.
The 8-day process is based on the behavioral innovation management approach. It is divided into three phases, during which an interdisciplinary team systematically develops results. In the learning phase, customer needs were analyzed and value streams were developed as a starting point for idea generation. In the design phase, guided by 3DSE’s experienced coaches, the team members holistically explored the solution space. Subsequently, in the production phase, solution concepts were systematically developed, evaluated, and incorporated into an implementation roadmap. Five strategic directions provide guidance for the subsequent development of the concepts.
The internal BSH clients on the final jury were quickly won over by the solution features that had been developed and the product vision that had been formulated.
“To maintain the drive and energy generated by the Innovation Cell, we accepted the results promptly and immediately launched a corresponding development project to work out the product’s details,” said Jochen Bühner.“We look forward to putting our vision into action.”
