How I structured my innovation process

1. Computer Simulation:
A design architectonic1
Jeremy J. S. B. Hall
Hall Marketing
jeremyhall@simulations.co.uk
1 architectonic: pertaining to systemization of knowledge

2. Introduction
• Micro business
• Create & Provide Computer Simulations
for management development &
business training
• Simulations that place business people
in charge of a simulated company

3. Background
Early 1990’s decided to re-engineer
my simulations to:
• Better meet training needs
• Speed development
• Future-proof my designs
Needed way to structure my work

4. The Architectonic
Needs and Core Values
Constraints
Design
Elements
Architectural
Elements
Architecture
Outcomes

5. Needs and Constraints
Knowledge
• Development Needs = Skills
product purpose
Motivation
Major concern
• Duration = Assessment
cost elements
and constraint
Trainees
Learning
• Target Audiences Trainers
= buyers & users
Training Providers
On Course
Training Clients
• Manner of Use = E-learning
usage needs
Other

6. Core Values
(learner & trainer viewpoints)
• Effective Learning Link to
• Development Needs
• Audience
• Efficient Learning Needs vs Duration
• Manner of Use
Audience Viewpoints
Constrained by duration
Effective Delivery
• Consistent Learning CF academic teaching
Every learner on every
course
provide touchstones

7. Design Elements
Goodness perceptions
• Simulation Model = Purpose needs
product
Cognition
• Delivery Dynamics = Affection use
product
Workload
Administration
• Tutoring Needs = Facilitationneeds
human
Learning Management
Development Needs
• Diversity Learners:range needs
= knowledge & experience
Trainer Skills
Manner of Use

8. Architectural Elements
Lean design based on
• Simulation Model = market needs pull rather
market orientation
than realism push.
Economic Calibration
• Delivery Process Ramped Complexity
= Tutor System
product dynamics
Help Intervention
FeedbackScreening
Decision Style
• Tutor Support = Explanations
ancillary services
Comments
Different:
Tutor’s Audit Needs
• Development
• Multiple Versions = Team Commentary
differentiation
• Trainer Requirements
• Manner of Use
• Markets

9. The Architecture

10. Experience & Outcomes
• Eight new simulations developed
• Nineteen old simulations re-engineered
• Future Proofing - 1970s & 1980s simulations re-
engineered and re-launched
• Flexibility & Customisability
• Shell 83% – 98% (Model 17% – 2%)
• Development time 20% of previous
• Innovation Award Winner!
• Outstanding Contribution to Training Industry Award

11. Summary
1. Analyse and define Market Needs
• Product purpose
• Customer cost elements
• Users and Buyers
• Usage needs
1. Extract & summarise Core Values
2. Explore product, dynamics, usage & variety
3. Translate into architecture
4. Develop Products

12. Jeremy J. S. B. Hall
Hall Marketing
Phone 020 7537 2982
E-mail jeremyhall@simulations.co.uk
Web www.simulations.co.uk
from knowledge through simulated
experience to wisdom