Designing Relevance, Nokia and Face Open Innovation project @ Esomar Berlin

COMPANY LOGO DESIGNING RELEVANCE  How Open and Agile research methodologies can help  complex organizaAons stay relevant  Francesco D’Orazio, Research Director, Head of Social Media, FACE @abc3d  Tom Crawford Head of ConcepCng and PorFolio (CA&I), Nokia   

We had a challenge on our hands:   to regain thought leadership in North America 

Envision the future of mobile experiences  and develop soluAons for emerging  behaviours 

Watch out for the  Failures of ImaginaAon  “We can never learn the internal constitution of heavenly bodies. I regard this order of facts as forever excluded from our recognition.” Auguste Comte, 1853

Watch out for the  Failures of Nerve  “Flight by machines heavier than air is unpractical and insignificant, if not utterly impossible.” Simon Newcomb, 1903

“Gilbert Rhode banishes buPons,   pockets, collars, Ces. The man of   the next century will revolt against   shaving and wear a beauCful   beard, says the designer of boilers,   pianos, clocks, and metal furniture.   His hat will be an an antennae ‐   snatching radio out of the ether.   His socks disposable, his suit minus   Ce collar and buPons.”  Vogue, February 1939  

“It’s impossible to predict the  future and all aPempts to do so in   any detail will appear ludicrous   within a very few years” 

The job of the futurist is about   “deﬁning the boundaries within   which possible futures must lie”  Arthur C. Clarke 1962  

from CreaAon to Emergence: innovaAon as  organic invenAon as opposed to creaAon 

A Behavioural approach to concepAng  PorKolio  IdenAfy soluAon  ConcepAng  development &  opportuniAes  support    validaAon (+2 / +3)   Dynamic  development of  TargeAng &  SoluAon program  consumer  posiAoning  support   relaAonships   

Nokia SoluAons   A cross funcConal approach and a new organisaCon in 2009   (MarkeCng, Design, Finance, consumer, business)   Rhys (design)  Jason (UX)  Marco (design)  Michiel (markets)  Kiki (UX)  Anna (design)  Anthony (ﬁnance)  Suzanna (strategy)  Tom (consumer)  Mika (markets)  Sco (partnerships)  JusAn (team lead) 

Open Up: involve consumers early in the process   and allow ideas to come from anywhere  

Start broad and funnel down:   turning the research process on its head 

Boom Up is Not Enough  The Co‐ in Co‐creaAon:   consumers,   stakeholders, experts,   researchers, planners 

Allow Group Thinking as  well as Individual Thinking 

Use storytelling and scenarios to make  the process experienAal and immersive 

Cross Over: mirror the engagement  dynamics of a post‐digital ecosystem 

Embed rapid prototyping in the process  to make it playful and generaAve 

Research Design | Approach  Mobile UX  Themes +  Consumer  Opportunity  Territories  Social Media  Analysis +  Expert  Workshop  July 2009 November Download

Research Design | Approach  Mobile UX  Consumers  Themes +  needs +  Consumer  deﬁniCon of  Opportunity  relevance  Territories  Face‐to‐face  Social Media  Immersion +  Analysis +  Research  Expert  Community  Workshop  July 2009 November Download Explore

Research Design | Approach  Mobile UX  Consumers  Grounding of  Themes +  needs +  Needs +  Consumer  deﬁniCon of  Seed Ideas /   Opportunity  relevance  clustering  Territories  Face‐to‐face  Extended  Social Media  Immersion +  research  Analysis +  Research  community +  Expert  Community  Crowdsourcing    Workshop  July 2009 November Download Explore Create

Research Design | Approach  Mobile UX  Consumers  Grounding of  Themes +  needs +  Needs +  Best Ideas  Consumer  deﬁniCon of  Seed Ideas /   craeed into  Opportunity  relevance  clustering  proposiCons  Territories  Face‐to‐face  Extended  Co‐creaCon  Social Media  Immersion +  research  Workshop +  Analysis +  Research  community +  Stakeholders  Expert  Community  Crowdsourcing    Workshop  Workshop  July 2009 November Download Explore Create Craft

Research Design | Approach  Mobile UX  Consumers  Grounding of  Themes +  needs +  Needs +  Best Ideas  Consumer  Assess  deﬁniCon of  Seed Ideas /   craeed into  appeal and  Opportunity  relevance  clustering  proposiCons  targets +  Territories  business  Face‐to‐face  Extended  Co‐creaCon  case  Social Media  Immersion +  research  Workshop +  Analysis +  Research  community +  Stakeholders  Discussion  Expert  Community  Crowdsourcing    Workshop  Groups  Workshop  July 2009 November Download Explore Create Craft Validate

Personal Social Wisdom  information arranged around me (personal), harvested from the crowd (social), in real-time, when I need it, where I need it & how I need it (wisdom)  

Apple Focus on the 1 

Facebook and other social  media giants focus on the 150+ 

We can help people ﬁnding meaning  and value in the torrent of social media 

We focus on the most important people  in your life as a lens to see the world 

Thank you for listening  Francesco D’Orazio Research Director, Face @abc3d – francesco@facegroup.co.uk  Tom Crawford Head of ConcepAng and PorKolio (CA&I), Nokia  

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Designing Relevance, Nokia and Face Open Innovation project @ Esomar Berlin

by Face, the Co-Creation Agency on Nov 16, 2010

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Designing Relevance, Nokia and Face Open Innovation project @ Esomar Berlin — Presentation Transcript