5 Key Stakeholders of Innovation Projects: Co-Creation to Drive Commercialized Innovation Outcomes

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Background | Innovation Team | 5 Stakeholders | Conclusion

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If you are facing the challenge, “How can leaders effectively engage key stakeholders to drive innovation and ensure successful outcomes?” — this article is exactly what you need!

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Background

The Design Sprint method is widely regarded as one of the most effective innovation execution models within the Design Thinking method. It is particularly well-suited for innovation projects that address highly specific user pain points, with the user testing process efficiently conducted within a condensed timeframe. Typically, the methodology completes an entire innovation cycle in as short as four days. Esteemed global organizations such as 3M, Airbnb, HSBC, Prudential, H&M, and Samsung have leveraged this approach to achieve impactful and exceptionally efficient outcomes.

The testing process in a Design Sprint is a crucial phase where prototypes are evaluated to validate assumptions, uncover potential issues, and refine solutions. Whether the focus is on product or service testing, the innovation project team must engage with key stakeholders who provide diverse perspectives and expertise.

These stakeholders ensure that the prototype aligns with user needs, is feasible to implement, and supports business objectives. This article integrates product and service testing stakeholders into a unified framework, clearly defining their roles and contributions. Additionally, it highlights the formation of an innovation project team, which is essential for managing the testing process. Lastly, it emphasizes the importance of testing across three interconnected dimensions—desirability, feasibility, and viability—to ensure the success of the product or service.

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Innovation Project Teams (or Design Sprint Teams)

The innovation project team is responsible for planning and executing the Design Sprint, coordinating with stakeholders, and ensuring actionable results. The team typically consists of the following roles:

1. Project Sponsor:
   A senior leader or executive who provides strategic direction secures resources and ensures alignment with organizational goals. The sponsor acts as the ultimate decision-maker when critical issues arise.
2. Project Leader:
   The leader, often a Design Sprint facilitator, product manager, or innovation manager, oversees the sprint and ensures it stays on schedule. They also act as mediators between the team and stakeholders to gather insights and implement changes.
3. Team Members:
   A multidisciplinary group that includes designers, engineers, marketers, and operations specialists. Their combined expertise helps in prototyping, analyzing feedback, and refining solutions.

The innovation project team collaborates closely with stakeholders during the testing phase to ensure the prototype is thoroughly evaluated and optimized.

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5 Critical Stakeholders for the Testing Process

The testing phase requires feedback from stakeholders who bring valuable insights into functionality, usability, market fit, and feasibility. Whether testing a product or service, the following five stakeholder groups are critical to the process:

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Type (1): Customers/Users (Potential, Existing, and Lost)

Role: Customers and users are the primary focus of any testing process. Their feedback ensures that the prototype addresses real-world needs and delivers value. This stakeholder group applies to both product and service testing, as customer satisfaction and usability are universal concerns.

• Potential Customers: They provide insights into whether the product or service meets market expectations and appeals to new audiences.
• Existing Customers: They evaluate how well the prototype improves their current experience, solves their problems, and aligns with their needs.
• Lost Customers: They highlight past issues, pain points, or unmet needs that may have led to disengagement, offering opportunities for improvement.

Why They’re Critical: Customers and users ensure that the prototype is desirable, solves real problems, and is positioned to succeed in the market. Without their feedback, the product or service may fail to resonate with its target audience.

Contributions to Testing Dimensions:

• Desirability: Direct feedback about whether the product/service meets their needs and expectations.
• Feasibility: Insights into how easily they can use the product/service.
• Viability: Indirectly assess whether they would purchase or continue using the product/service.

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Type (2): Marketing & Sales Staff

Role: Marketing and sales teams evaluate the product or service’s marketability and commercial appeal. Their feedback focuses on ensuring the prototype aligns with customer preferences and supports revenue generation. This stakeholder group is essential for both product and service testing, as market positioning and customer appeal are critical for success in both contexts.

• They assess whether the product or service resonates with the target audience and aligns with the brand’s value proposition.
• Sales staff provide insights into potential objections or barriers that customers might encounter during the purchasing or decision-making process.

Why They’re Critical: Marketing and sales staff ensure the prototype is market-ready, supports customer acquisition, and aligns with organizational goals. Their input is especially vital in understanding how to position the product or service in a competitive landscape.

Contributions to Testing Dimensions:

• Desirability: Feedback on how the product/service resonates with the target audience.
• Feasibility: Input on whether the product can be successfully marketed and sold.
• Viability: Evaluates potential revenue generation and market positioning.

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Type (3): Operational Staff (Service Testing) and Manufacturing Staff (Product Testing)

Role: This stakeholder group evaluates the feasibility of delivering the product or service efficiently and at scale. Operational staff focus on service testing while manufacturing staff are relevant for product testing. If no operational or manufacturing teams are involved, the innovation team or external advisors should analyze scalability and resource feasibility.

• For Service Testing: Operational staff, who are responsible for providing the service, assess its feasibility, consistency, and scalability. They identify potential bottlenecks in service delivery and recommend process improvements.
• For Product Testing: Manufacturing staff evaluate whether the product can be produced cost-effectively and at scale. They assess potential production challenges, such as material constraints or assembly requirements.

Why They’re Critical: Operational and manufacturing staff ensure the service or product is practical to implement, scalable, and aligned with budget or resource constraints. Without their feedback, teams may overlook logistical challenges that could hinder delivery.

Contributions to Testing Dimensions:

• Desirability: Limited direct contribution; the focus is more on feasibility and viability.
• Feasibility: Evaluate whether the product/service can be delivered efficiently and consistently.
• Viability: Ensures that production or service delivery aligns with cost and resource constraints.

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Type (4): Customer Service or Support Staff

Role: Customer service teams provide insights into the usability and customer experience of the product or service. They have firsthand knowledge of common complaints, pain points, and support challenges that customers face. Customer service staff play an equally important role in both product and service testing, as user satisfaction is critical in both contexts.

• They evaluate whether the prototype minimizes potential customer frustrations and improves the overall experience.
• Their feedback helps ensure the product or service is easy to use and requires minimal support intervention.

Why They’re Critical: Customer service staff ensure the product or service delivers a smooth, user-friendly experience and reduces friction for end-users. Their input helps mitigate potential user dissatisfaction after launch.

Contributions to Testing Dimensions:

• Desirability: Insights into how the product/service meets user expectations.
• Feasibility: Highlights usability issues or areas that may require additional support resources.
• Viability: Ensures long-term customer satisfaction, improving retention and reducing churn.

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Type (5): Individual Subject Matter Experts (SMEs) and Other Internal/External Stakeholders

Role: This group includes domain-specific experts, external partners, and other stakeholders not covered in the above categories. They provide specialized knowledge and broader perspectives. SMEs and other stakeholders contribute equally to both product and service testing. If unavailable, the innovation team should seek external consultants or conduct thorough research to address gaps in expertise.

• Subject Matter Experts (SMEs): Validate the prototype’s technical, regulatory, or operational aspects. For example, an engineering SME may assess whether a product is technically feasible, while a compliance SME ensures regulatory requirements are met.
• Other Stakeholders: These may include investors, suppliers, or external partners who evaluate the business viability, scalability, or collaboration opportunities related to the prototype.

Why They’re Critical: Their expertise ensures the prototype is technically sound, compliant with industry standards, and aligned with broader business objectives. Their feedback helps reduce risks and improve long-term viability.

Contributions to Testing Dimensions:

• Desirability: Limited impact unless their expertise is directly related to user needs (e.g., UX designers).
• Feasibility: Validates technical, regulatory, and operational aspects of the prototype.
• Viability: Ensures alignment with industry standards, scalability, and business objectives.

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Conclusion: Testing Across Three Dimensions: Desirability, Feasibility, and Viability

The success of a Design Sprint testing process depends on engaging the right stakeholders and testing across the interconnected dimensions. To develop a successful product or service, it is essential to test it across the three dimensions of desirability, feasibility, and viability:

1. Desirability: Does the product/service meet user needs and solve real problems?
   • Key Stakeholders: Customers/Users, Marketing & Sales Staff, Customer Service Staff.
2. Feasibility: Can the product/service be realistically implemented?
   • Key Stakeholders: Operational Staff, Manufacturing Staff, SMEs.
3. Viability: Does the product/service align with business goals and generate value?
   • Key Stakeholders: Marketing & Sales Staff, SMEs, and Other Stakeholders.

By involving customers, marketing and sales teams, operational/manufacturing staff, customer service teams, and subject matter experts, organizations can refine user-centered solutions that are practical to implement and align with business objectives. Combining stakeholder expertise with AI tools ensures a deeper, more actionable testing process, leading to scalable and successful products or services.

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About the Author: Mr. David Chung

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