5 Users ’ Low - Cost Innovation

Product and service development is at its core a problem-solving process. Research into the nature of problem solving shows it to consist of trial and error, directed by some amount of insight as to the direction in which a solution might lie (Baron 1988). Trial and error has also been found to be prominent in the problem-solving work of product and process develop-Trial-and-error problem solving can be envisioned as a four-phase cycle that is typically repeated many times during the development of a new product or service. Problem solvers first conceive of a problem and a related solution based on their best knowledge and insight. Next, they build a physical or virtual prototype of both the possible solution they have envisioned and the intended use environment. Third, they run the experiment—that is, they operate their prototyped solution and see what happens. Fourth and finally, they analyze the result to understand what happened in the trial and to assess the " error information " that they gained. (In the trial-and-error formulation of the learning process, error is the new information or learning derived from an experiment by an experimenter: it is the aspect(s) of the outcome that the experimenter did not predict.) Developers then use the new learning to modify and improve the solution under development before building and running a new trial (figure 5.1). Trial-and-error experimentation can be informal or formal; the underlying principles are the same. As an example on the informal side, consider a user experiencing a need and then developing what eventually turns out to be a new product: the skateboard. In phase 1 of the cycle, the user combines