Breaking into a new market is a classic path to growth. But how do you infiltrate an industry you know nothing about? For General Electric Co., discovering the true User Experience was the answer. Executives wanted to get into the plastic-fiber business, providing materials for higher-value, higher-margin products such as fire-retardant jackets and bulletproof vests.

GE conducted research and focus groups. The yearlong study produced one profound insight that led GE to pull a strategic U-turn. GE thought the fibers industry was a commodity business. What it found instead was an artisanal industry with customers who wanted to collaborate from the earliest stages to develop high-performance materials. Thanks to User Experience, GE discovered a completely different market landscape than expected.


Two important questions we always ask:
1) What do your customers really think about your company, your product or service?
2) How do you know?








Formal and Contextual

Usability Studies:
Benchmark & Informal
Surveys & work analysis

HCI – Heuristic Reviews:

Wireframes & Product Sampling:
Paper Prototyping : Analog to Digital Prototyping

Competitive & Business Intelligence Analysis
Michael Koch, Insight Guide