Data-Driven, Data-Informed, Data-Augmented: How Ubisoft's Ghost Recon Wildlands Live Unit Uses Data for Continuous Product Innovation. (May 2020)

• Record Type: Journal Article
• Authors: Werder, Karl; Seidel, Stefan; Recker, Jan; Berente, Nicholas; Gibbs, John; Abboud, Nouredine; Benzeghadi, Yossef
• Is Part Of: California management review. Volume 62:Number 3(2020)
• Page Start: 86
• Page End: 102
• Publication Date: 2020-05
• Subjects: innovation -- product innovation -- data analysis -- design -- software; Industrial management -- Periodicals; Industrial management; Management; Bedrijfseconomie; Periodicals; 658.005
• DOI: 10.1177/0008125620915290
• Languages: English
• ISSNs: 0008-1256

Abstract

To stay ahead of the competition, firms must continuously learn from their customers and swiftly adopt those lessons to improve their products. A unit at Ubisoft, a leading game publisher headquartered in Paris, has established a three-pronged approach to drive product innovation based on three practices: data-driven exploration, data-augmented ideation, and data-informed validation. By establishing processes and capabilities for these practices and blending them in a portfolio approach to product design, they maximize the value generation potential of the data at their disposal. Product development in a variety of industries can benefit from the lessons of these data-oriented innovation practices.