The Design Ecosystem

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The nextMEDIA master class series included interactive discussions and hands-on tutorials, uncovering the key skills needed by 21st century digital executives. In collaboration with sLab we presented …

The nextMEDIA master class series included interactive discussions and hands-on tutorials, uncovering the key skills needed by 21st century digital executives. In collaboration with sLab we presented a didactic workshop on the design ecosystem. Robert K. Logan, Chief Scientist, and Greg Van Alstyne, Director of Research, sLab described how to build a design ecosystem which is capable of supporting the emergence of innovatively designed products, services, experiences, and processes.

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  • 1. The Design Ecosystem: The Future of Design, The Future of Innovation  Robert K. Logan Chief Scientist Greg Van Alstyne Director of Research Strategic Innovation Lab (sLab) Ontario College of Art & Design nextMedia @ Innovation Week ’09, Toronto November 30, 2009 Strategic Innovation Lab Ontario College of Art & Design 2009
  • 2. What is Strategic Innovation Lab (sLab)? sLab develops and Rooted in a heritage of applies design research, design thinking, our innovation and strategic approach places human foresight methods to needs, desires, behaviour address complex and culture at the heart opportunities and of problem finding, problems in business problem framing, and and society. problem solving. Strategic Innovation Lab Ontario College of Art & Design 2009
  • 3. sLab Research 2020 Media Futures The sBook Project Selected projects Strategic Foresight for The Future of Reading, Ontario’s Cultural Media Writing and Publishing in Industries the Digital Media Era Inclusive Design Design Thinking at MaRS Access for All: Online Workshop and strategic training for Ontario’s innovation research for Public Employees two ICT startup firms Greening My Hotel Industry collaboration with sustainability coaching firm Strategic Innovation Lab Ontario College of Art & Design 2009 http://www.flickr.com/photos/santos/27538777/
  • 4. sLab Events: Innovation in the Obama campaign Torch-sLab Larry Keeley on innovation science Unfinished Karen Stephenson on social networks Lectures Dave Gray on knowledge games 2009/10 highlights Chris Messina on the open web Nathan Shedroff on sustainability Strategic Innovation Lab Ontario College of Art & Design 2009
  • 5. Inaugural at OCAD Hosted by Strategic Innovation Lab Sponsored by Torch Partnership conversation about strategic innovation in the business and design of commercial enterprises and public organizations. Draft design for Obama’s campaign logo, by Sol Sender Tue. January 13, 2009, 5–7pm OCAD Auditorium, 100 McCaul St. Innovation within the Obama Campaign Are the progressive tendencies evidenced in the campaign of sea change in technologies of engagement? Obama campaign Design Director Scott Thomas and New Media team member Rahaf Harfoush will lead an interactive discussion on how design and new media played an instrumental role in Barack Obama’s historic campaign. Thomas and Harfoush will explore the innovation of both campaign tactics and political strategy. In conversation, we will explore the impact of many forms of openness on participation in the 2008 US presidential campaign. Scott Thomas (aka SimpleScott) is Rahaf Harfoush specializes in creating Torch Partnership. We think constantly seeking the simplest answer authentic conversations in the social differently about the purpose is a centre for research and to complex problems. In 2006 he began a media landscape. Her clients include and value of design. By treating design collective entitled The Post Family. British Telecom, Unilever, InnoSpa, and business problems as problems the Faculty of Design at the The group is devoted to supporting each Duke University. She is an avid blogger, of design we are able to develop a Ontario College of Art & other’s design habits, from silk screen to writer, information junkie, web evangelist richer point of view on the problem Design. sLab operates on a letterpress, from illustration to blogging, and social network ninja. Rahaf was the itself. This creates a deeper understanding model that integrates academic research, in an effort to “get back to the hand.” In Research Coordinator on Don Tapscott’s of the problem’s dynamics, and leads professional services, curriculum and 2007 Scott’s career took a dramatic leap Wikinomics: How Mass Collaboration to a diversity of insights into its causes skills development for stakeholders in when he was invited to join the New Media Changes Everything and contributed to and its effects. Our greatest ambition as team at Obama for America. The chance Grown Up Digital: How the Net Generation designers is to improve the businesses we sectors. Strategic Innovation Lab is encounter led him to becoming the Design is Changing Your World. She recently serve. We focus our attention on creating a growing community of researchers Director of the historic Obama Presidential completed a three-month assignment as alignment between an organization’s and practitioners, design and business campaign. Scott plans to continue part of Barack Obama’s New Media Team strategy and it’s design for creating professionals, teachers and students, designing for social causes that might just at his headquarters in Chicago. Rahaf value: from structure to processes, who are passionate about creatively someday change the world. blogs at TheFoush.com communications and core capabilities. envisioning possible futures. Strategic Innovation Lab Ontario College of ArthelpsDesign these events. Registration not required but & us to improve 2009
  • 6. sLab Events: The Smartbook Project Explorations Artist Natalie Jeremijenko Workshops Future of Learning 2009/10 highlights Future of Interactive Entertainment Carlos Scolari Transmedia Storytelling Delia Grenville Intel research methods Scott Anthony Disruptive innovation Warren Berger Glimmer Strategic Innovation Lab Ontario College of Art & Design 2009
  • 7. sLab Events: Torch-sLab Unfinished Lectures Strategic Innovation Lab Ontario College of Art & Design 2009
  • 8. Master of Design in Strategic Foresight and Innovation Canada’s first strategic foresight graduate program Strategic Innovation Lab Ontario College of Art & Design 2009
  • 9. sLab’s approach Our multidisciplinary innovation approach embraces: Problem finding foresight opportunity recognition Problem framing research market research Problem solving design product development Strategic Innovation Lab Ontario College of Art & Design 2009
  • 10. Why do we need to be human-centred? A study for Ministry of State for Science and Technology, using a sample of 30 companies, revealed two types: Technology Bound vs. Market Driven The study found that Market Driven companies, those that respond to user needs, outperform in every case. Strategic Innovation Lab Ontario College of Art & Design 2009
  • 11. Research courtesy Helen Kerr, President, Kerr & Company: What is the job of design? Problem solving OLPC XO-1, industrial design: Yves Béhar, Fuseproject
  • 12. Research courtesy Helen Kerr, President, Kerr & Company: Problem framing Strategy, human factors, engineering: Design Continuum
  • 13. Research courtesy Helen Kerr, President, Kerr & Company: Problem finding “$100 Laptop” project founding, vision: Nicholas Negroponte
  • 14. Introducing: The Design Ecosystem Strategic Innovation Lab OCAD 2009
  • 15. Design ecosystem model draft Nov 2009 User innovation Biz Tech Strategic Innovation Lab OCAD 2009
  • 16. An example: Nintendo Wii Fit User desirability viability Biz Tech feasibility Strategic Innovation Lab Ontario College of Art & Design 2009
  • 17. Design ecosystem model draft Nov 2009 purchasing enjoying criticizing sharing sociosphere technosphere behaviour User materials culture energy policy science legislation technology social capital natural law Problem Problem Finding Solving foresight design innovation Biz Problem Framing Tech planning research inventing managing engineering manufacturing testing selling/servicing improving distributing biosphere Strategic Innovation Lab OCAD 2009 natural capital
  • 18. What can we learn from the Design Ecosystem? How not to fail.
  • 19. What can we learn from the Design Ecosystem? How actors and roles can change, creating new niches and new opportunities
  • 20. What can we learn from the Design Ecosystem? How actors and roles can change, creating new niches and new opportunities
  • 21. Workshop Exercise no. 1 – Finding, Framing, Solving In your next innovation project, where are you at? Problem finding foresight opportunity analysis Problem framing research market research Problem solving design product development Consider the power and potential of reframing... Strategic Innovation Lab Ontario College of Art & Design 2009
  • 22. Workshop Exercise no. 2 – Activating the Ecosystem Beginning your next innovation project, consider the roles and actors in the design ecosystem. Which roles are “mobilized” by digital media? Which roles may be fulfilled by new actors? What can users do now that was formerly not their role? Try to reframe your innovation opportunity. Strategic Innovation Lab Ontario College of Art & Design 2009
  • 23. Consider roles and actors in your next innovation project Which roles are made “mobile” by digital media? Which roles may be filled by new actors? What can users do that they couldn’t before? purchasing Try to reframe your innovation opportunity. enjoying criticizing sharing sociosphere technosphere behaviour User technology culture materials policy energy legislation natural law Problem Problem Finding Solving foresight design innovation Biz Problem Framing Tech planning research inventing managing engineering manufacturing testing selling/servicing improving distributing biosphere Strategic Innovation Lab OCAD 2009 sustainability
  • 24. We thank you. Bob Logan logan@physics.utoronto.ca Greg Van Alstyne gvanalstyne@faculty.ocad.ca sLab at OCAD Strategic Innovation Lab Ontario College of Art & Design 2009