Strategic Design and Meaningful Innovation

  • 2,031 views
Uploaded on

This is the latest version of my many presentation about how strategic innovation can be driven via meaningful experiences. In included update material I've presented in the USA, Belgium, Chile, …

This is the latest version of my many presentation about how strategic innovation can be driven via meaningful experiences. In included update material I've presented in the USA, Belgium, Chile, Buenos Aires, and Korea, etc. (May 2009)

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
2,031
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
168
Comments
1
Likes
9

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Strategic Design & Meaningful Innovation Nathan Shedroff 2008
  • 2. Slides and templates posted: nathan.com/thoughts
  • 3. The big thing!
  • 4. The big thing! Meaning
  • 5. Why innovate? Paths to Growth: Increase operational efficiencies Sell-off assets Mergers and acquisitions Initial Public Offerings “Rebranding” Innovation
  • 6. Why innovate? Paths to Organic, Lasting Growth: Increase operational efficiencies Sell-off assets Mergers and acquisitions Initial Public Offerings “Rebranding” Innovation
  • 7. Why experiences?
  • 8. Price/Value Commodity Product Service Experience From: The Experience Economy, Pine and Gilmore
  • 9. Price/Value Experience Commodity Product Service Event/Environment
  • 10. Experiences are designable
  • 11. Everything we create is an experience
  • 12. We recognize some experiences easily
  • 13. We recognize some experiences easily
  • 14. We recognize some experiences easily
  • 15. People don’t just travel to see things
  • 16. They travel to experience
  • 17. The boundaries of experiences are our minds and bodies
  • 18. Design is the process of making experiences
  • 19. But what, exactly, is an experience?
  • 20. Breadth Product Service Brand Name(s) Channel/Environment (Space) Promotion Price
  • 21. Intensity Reflex Habit Engagement
  • 22. Duration Initiation Immersion Conclusion Continuation
  • 23. Triggers Senses: Sight Sound Smell Taste Touch Cognitive: Concepts Symbols
  • 24. Every sensorial decision is a trigger: every color, texture, smell, taste, typeface, sound, music, voice, pattern, icon, symbol, interaction, layout, concept, temperature, expression, etc...
  • 25. Interaction Passive Active Interactive
  • 26. Significance Meaning Status/Identity Emotion/Lifestyle Price Function
  • 27. Function (Performance): Does this do what I need?
  • 28. Price (Value): Does this do what I need at a price that’s worth it?
  • 29. Emotions (Lifestyle): Does this make me feel good?
  • 30. Status/Identity (Values): Is this me?
  • 31. Meaning (Reality): Does this fit into my reality?
  • 32. Core Meanings: Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
  • 33. Porsche: Dreamers (2006) Nike: If you let me play (1995)
  • 34. Successful experiences are meaningful (and not merely novel)
  • 35. Design & development is the process of evoking meaning
  • 36. How do you put meaning into the process?
  • 37. A meaning-filled development process:
  • 38. A meaning-filled development process:
  • 39. A meaning-filled development process:
  • 40. A meaning-filled development process:
  • 41. Strategic Design: Competing Objectives: Business (Clients) Customers (Users) Team Domain & Medium Sustainability
  • 42. Strategic Design: Business Objectives: Revenues Profit Growth Brand/Reputation/Satisfaction/ Loyalty/Relationship/Value Experience & Meaning Strategy
  • 43. Strategic Design: Customer Objectives: Needs & Desires: Performance Value Emotion/Lifestyle Values Experience & Meaning
  • 44. Strategic Design: Team Objectives: Values Goals Desires Meaning
  • 45. Strategic Design: Domain & Medium: What’s appropriate for the medium, industry, and context? What is the cultural context? What are expectations?
  • 46. Strategic Design: Sustainability: Human Capital Natural Capital Financial Capital Manufactured Capital Is each form sustainable?
  • 47. Strategic Design: Corporate Meaning Priorities Team Customer Meaning Meaning Priorities Priorities
  • 48. Strategic Design: Corporate Meaning Priorities Team Customer Meaning Meaning Priorities Priorities Your Focus!
  • 49. Strategic Design: Corporate Meaning Priorities Team Customer Meaning Meaning Priorities Priorities Competitors’ Meaning Priorities
  • 50. Some questions:
  • 51. Who’s doing this?
  • 52. Who’s doing this? You
  • 53. What meanings do your customers prioritize?
  • 54. What experiences do they seek?
  • 55. Is meaning manipulation?
  • 56. Should companies evoke meaning?
  • 57. Does everything we design already evoke meaning?
  • 58. Are you creating anything meaningful?
  • 59. What’s meaningful to you?
  • 60. nathan.com/thoughts nathan@nathan.com