Kreative Produktinnovation - Zusammen, nicht allein!
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Creativity in product innovation and how groups of people can spark the innovation process. Approach, methods, tools and examples.

Creativity in product innovation and how groups of people can spark the innovation process. Approach, methods, tools and examples.

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Kreative Produktinnovation - Zusammen, nicht allein! Presentation Transcript

  • 1. Start-up Your Creativity! A) “Find at least one solution B) „Find all solutions to to balance 10 Nails on the top connect the nine dots of another nail that is fixed with at most four straight and standing up vertically!” lines without lifting the pen!“Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 1
  • 2. KreativeProduktinnovationZusammen, nicht allein!Britta UllrichChristian Graf
  • 3. The problems of today will not be solved by the same thinking that produced the problems in the first place. Albert EinsteinKreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 3
  • 4. Creativität & Innovation „Innovation is the creation of better or more effective products, processes, services, technologies, or ideas that are accepted by markets, governments, and Beispiel: Werbeagentur Irniger society.“ (Wikipedia) One source of innovation is creativity/ideationKreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 4
  • 5. CREATIVITY IS A PROPERTY!YOU HAVE IT OR YOU DO NOT HAVE ITKreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 5
  • 6. STRUCTURE IS BAD FOR CREATIVE THINKINGKreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 6
  • 7. THE LONGER THE BRAINSTORM, THE BETTERKreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 7
  • 8. Anybody can be creative, but not everybody tries. Oleg Vishnepolsky We’re all limitlessly creative, but only to the extent that we realize that we create our own limits with the way we think. If you tell yourself you’re not creative, it becomes true. Brian ClarkKreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 8
  • 9. Co-Creation as Paradigm Untapping the ressources of many Collaboration is a must! • Openness • Knowledge sharing • Put group goals first • Mutual supportKreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 9
  • 10. User Centered Participatory Design Design Questionnaires Workshops Usability Tests Games Observation InteractionKreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 10
  • 11. We often discount cooperation, which directly limits our ability to create complexity. Nathan ShedroffKreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 11
  • 12. Let’s Play! The coffee pot game: “Individually write down 30 ways how to use a coffee pot!” The ‘2nd thumb’ game: “Let’s collect 50 ways how to use a 2nd thumb.”Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 12
  • 13. Ein bisschenTheorieDesign Thinkingnach Jeff Patton
  • 14. 3000 Ideas The truth about product development 100 exploratory products 10 well-developed projects 3000 Ideas = 1 Commercial Success! 2 full-fledged product launches 1 successful product Source: Stevens, G.A. and Burley, J., “3,000 Raw Ideas = 1 Commercial Success!”, (May/June 1997) Research Technology Management, Vol. 40, #3, pp. 16-27.Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 14
  • 15. Progress of Idea Generation Many not-so-creative ideas in the unload phase (first 10min) Fewer ideas after that but with higher probability of being creative.Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 15
  • 16. it‘ Ok, it‘s hard (we‘ (we‘ve known that before...). And now?Presentation Title | Author City, 03.08.2011Kreative Produktinnovation - |Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 16
  • 17. General Approach At least 2 phases: Generate Ideas „Ideate“ (divergent): Quantity Matters Select Ideas „Iterate“ (convergent): Quality MattersThe INNOWIZ methodology
  • 18. Source: Design Thinking: 4 Steps to Better Softwarehttp://www.stickyminds.com/s.asp?F=S16503_COL_2
  • 19. 1. Design Thinking Understand the problem Model by Jeff PattonKreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 19
  • 20. 2. Identify Design Thinking solutions: Model by Jeff Ideate! Patton Source: Design Thinking: 4 Steps to Better Software http://www.stickyminds.com/s.asp?F=S16503_COL_2 Source: Design Thinking: 4 Steps to Better Software http://www.stickyminds.com/s.asp?F=S16503_COL_2Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 20
  • 21. 3. Refine and validate: Iterate! Source: Design Thinking: 4 Steps to Better Software http://www.stickyminds.com/s.asp?F=S16503_COL_2Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 21
  • 22. 4. Create a plan!Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 22
  • 23. “Clear goals vs. fuzzy goals” • A business process works fine for clear goals. • Creative projects are based on intuition, hypotheses and guesses. 1 successful productKreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 23 Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 4-8
  • 24. “Why Games in Business?” Fuzzy Goals! • It’s like a voyage of discovery! • But how do you set a course when the destination is unknown? Imagine the world!Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 24 Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 5
  • 25. Game Design • Target State ‘B’ (fuzzy): What does victory look like? A prototype, project plan, list of ideas • Act 1 (open): introduce players, developing themes and ideas • Act 2 (explore): explore and experiment with the themes • Act 3 (close): come to conclusions, make decisions, plan for actionsKreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 25 Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 9-10
  • 26. Creating Artifacts and Meaningful Space • Nodes: Clusters & Piles • Linking • Borders • Axes • Circles and Targets • Metric vs. Ordered Space • Grids • Landscapes and Maps • MetaphorsKreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 26 32-39
  • 27. Spielregeln Selbst erarbeiten lassen oder einige vorgeben und vom Team ergänzen lassen! Sollten stets sichtbar sein! Idee: Unterschreiben lassen!Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 27
  • 28. Supportive Toolsfor Ideation
  • 29. Low Cost SupportMethod DatabasesRandom Word ListsDictionariesNewspapers & MagazinesTemplatesCard Decks
  • 30. Method Databases CreaJour (Deutsch): Glossar, Werkzeuge, Prozessmodelle, Techniken http://www.creajour.de/methodisches/ MEKI „Methoden-http://nw.vibss.de/management/zukunftsk Datenbank kreative ompetenz-ideenfindung-im- sportverein/methoden-datenbank- Ideenfindung“ kreative-ideenfindung/meki-methoden- datenbank-kreative-ideenfindung/ (Deutsch)
  • 31. Templates Flipchartplakate »bikablo® posters« (Neuland)Available in Confluence:https://confluence.xing.hh/confluence/download/attachments/40211653/Auszug_bikablo2.0_Poster- 31Templates.pdf?version=1&modificationDate=1323946052962
  • 32. http://ecx.images-amazon.com/images/I/918l4-kc2hL.jpg Card Decks „Ideenrausch“ (physical) Ideenrausch by Anja Ebertz (111 questions to boast your fantasy)amazon.com/images/I/41HkTrecdaL._SL500_AA300_.jpg Thinkpak by Michael „ThinkPak“ Michalko (45 "idea stimulator" cards, and 9 evaluationom thehttp://ecx.images- fr Available technique cards ) pr esent ers
  • 33. Card Decks (virtual) IDEO Method Cards e! i on f or fr e iPad Verswww.ideo.com/work/method-cards/ Dan Lockton‘s Design with Intent Cards n for fr ee! PD F V ersio www.designwithintent.co.uk
  • 34. Mix and Improvise! http://www.zazzle.com/i_love_improvisation_heart_custom_p ersonalized_tshirt-235782520332281963 Image Source:Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 34
  • 35. Practice, practice, practice!Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 35
  • 36. Higher CostSupportHire Moderators & FacilitatorsHire Specialised Agency (e.g. IDEO, Zephram etc.)Train your staff!
  • 37. Games forOpeningSou rce: Ga mest ormin g. Gray , Brown , Ma ca nuf o, 201 0
  • 38. Low Tech Social Network • Warm up when a fairly new group comes together! • Draw your name, a simple mnemonic aid [Eselsbrücke] to remember your name and some tags for your interests on a piece of paper. • Put it on the wall explaining who you know in the room. If the person that connects you is not there, draw this person. • Variety – if the people know each other pretty well: Write down three things others don’t know about you – 1 successful product now let the group guess who it is!Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 Source: Gamestorming. Gray, Brown, Macanufo, 2010,38 105 S.
  • 39. Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 39 Source: Gamestorming. Gray, Brown, Macanufo, 2010 , S. 105
  • 40. Anti-Problem • When you are already working on a problem but running out of solutions. • Ask for the current problem’s opposite: What can we do to avoid that users buy our product? • The more extreme the better!Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 Source: Gamestorming. Gray, Brown, Macanufo, 2010, 40 80 P.
  • 41. Graphic Jam • Warm up Game to turn on parts of our minds that we usually don’t activate in a typical business setting. • Collect terms that the team has trouble visualising. • Select randomly and ask players to draw a visual representation within 2-3 Minutes. 1 successful productKreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 41 Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 96
  • 42. Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 42 Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 96
  • 43. Unser Thema heute: “XING Café – how should a real life networking place for XING look like? What does it need to improve your professional networking?”Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 43
  • 44. Brain Writing • Individually write down as many ideas and requirements as possible for the new XING Café. • 5 Min. • When you’re done share your thoughts with the others! Source Creativity, innovation and change: technique library. Open University B822/Course reader, John Martin, Ros Bell. 2009Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 44
  • 45. Games forExploringSource: Gamest orming. Gray , Brown, Macanufo, 2010
  • 46. Design the Box Game can help facilitating any vision-oriented discussion: “The best self representation in the internet” • Phase 1: Fill the box • Phase 2: Make the box • Phase 3: Sell the boxKreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 161 46
  • 47. Source: Gamestorming. Gray, Brown,Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 Macanufo, 2010 , P. 161 47
  • 48. Walt Disney Method Take three Perspectives • Dreamer • Realist • CritiqueKreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 48
  • 49. The Realist FOCUS The Dreamer The CriticKreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 49
  • 50. Extending Walt Information Disney: Six Hats Optimism Alternatives Feelings Devils advocate ManagingKreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 50
  • 51. SCAMPER Substitute Combine Put to other use Adapt/Adjust Eliminate Modify Reange or ReverseKreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 51
  • 52. Brain Sketching • Sketch the perfect XING Café – consider the previously selected requirements! 15 Minutes • Put your idea in the middle and receive inspiration. • Share your results in the plenum. Source Creativity, innovation and change: technique library. Open University B822/Course reader, John Martin, Ros Bell. 2009Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 52
  • 53. Games forClosingSource: Gamest orming. Gray , Brown, Macanufo, 2010
  • 54. 100-EUR-TestSource: Gamestorming. Gray, Brown, Macanufo, 2010, P. 232Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 54
  • 55. NUF-TestSource: Gamestorming. Gray, Brown, Macanufo, 2010, P. 245Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 55
  • 56. Start, Stop, Continue • What are things we need to START doing? • What are we currently doing that we can or should STOP? • What are we doing now that works and should CONTINUE? • Share the results!Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 249Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 56
  • 57. Dot VotingKreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 57
  • 58. Wrap-upSummary andPointers
  • 59. Conclusion People are central Innovation as process with phases: Goal Setting, Divergent, Recombination, Convergent Creativity techniques Anyone can be innovative!Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 59
  • 60. There is more we could talk about Other Techniques Pitfalls & Patterns Group processes Managing innovation Case studies How to support teams for successfull innovationKreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 60
  • 61. True brilliance is rare, but I think creativity in people is the norm and not the exception. Mark Parker in „SPARK – Be More Innovative through Co-Creation“Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 61
  • 62. Thank you Britta Ullrich User Experience Manager Britta.Ullrich@xing.comfor your kind attention! Christian Graf UX Manager & Moderator graf@ifluxplus.com
  • 63. Literature about Creativity &InnovationDe Bono, E. (2008). Creativity Workout: 62 Exercises to Unlock Your Most Creative Ideas. Berkeley, CA :ULYSSES PRESSGray, D., Brown, S., & Macanufo, J. (2011). Gamestorming : a playbook for innovators, rulebreakers, andchangemakers. Beijing : OReilly.Heers, R. (2006). Just use it. Göttingen : Cuviller Verlag.Higgins, J.M., & Wiese, G. (1996). Innovationsmanagement. Berlin: Springer.Jaworski, J., & Zurlino, F. (2006). Innovationskultur: Vom Leidensdruck zur Leidenschaft. Frankfurt/New York :Campus Verlag.Michalko, M. (2003). Thinkertoys : a handbook for creative-thinking techniques (2nd ed.). Berkeley, CA : TenSpeed Press.Paulus, P. B., & Nijstad, B. A. (eds.) (2003). Group Creativity: Innovation through Collaboration. New York :Oxford University Press.Rickards, T. (Ed.) (2009). The Routledge companion to creativity. London : Routledge.Stein, M. I. (1975). Stimulating Creativity Vol.2 Group Procedures. New York: Acedemic Press.Winsor, J. (Ed.) (2006). SPARK – Be More Innovative Through Co-Creation. Chicago, IL: B2 Books.+ see Take Home Sheet (available by email as well)
  • 64. Solutions for Initial Problems A) 12 Nails on top of one nail headKreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 64
  • 65. B) Solution 1Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 65
  • 66. B) Solution 2Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 66
  • 67. B) Solution 3Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 67
  • 68. B) Solution 4Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 68