Working out innovative solution concepts and a pioneering product vision

Like many other companies, BSH repeatedly faces the challenge of continually expanding its product portfolio and developing new technologically unique selling points in order to be able to respond to competing products and changing markets. In this context, 3DSE assisted a business unit of BSH Hausgeräte GmbH by using the successful ‘Innovation Cell’ approach. “The project’s goal was to develop a pioneering product vision for the brands Bosch, Siemens, and Neff that will significantly increase market share,” explained Jochen Bühner, Head of Category at BSH Hausgeräte GmbH. The focus of the product vision was designed to be innovative technically unique selling points that would stand out against solutions already established on the market.

To tackle this challenging task, an Innovation Cell was carried out together with a team from 3DSE.

The eight-day process was based on the approach of behavior-oriented innovation management. The process was divided into three phases, in which outcomes were systemically developed by an interdisciplinary team. In the learning phase, customer needs were analyzed, and value streams were developed as the starting point for generating ideas. In the design phase, the team members – guided by 3DSE’s experienced coaches – holistically expanded the range of solutions. Then in the production phase, solution concepts were systematically worked out, assessed, and configured onto an implementation road map. Five strategic lines of action provided orientation for the subsequent development of the concepts.

The solution features that were developed and the product vision that was worked out quickly won over the internal BSH clients during the concluding jury process.
. “In order to maintain the drive and energy from the Innovation Cell, we promptly accepted the outcomes and concurrently launched a corresponding development project on the detailed design of the product,” Bühner explained. “We’re looking forward to turning our vision into reality.”