Experience driven innovation - Rick Schifferstein at HCDI seminar 10 september 2012

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Experience driven innovation - Rick Schifferstein at HCDI seminar 10 september 2012

  1. 1. Experience-driven innovation Rick (H.N.J.) Schifferstein Delft University of Technology Challenge the future
  2. 2. What is an experience? 2
  3. 3. Pine & Gilmore (1999) 3
  4. 4. Retail experiences 4
  5. 5. 5
  6. 6. What is an experience? 6
  7. 7. What is an experience? 7
  8. 8. What is an experience? 8
  9. 9. What is an experience? 9
  10. 10. What is an experience? 10
  11. 11. Framework of Product ExperienceHekkert & Schifferstein, 2008Definition:The awareness of the psychological effects elicited by theinteraction with a product, including the degree to which • all our senses are stimulated • the meanings and values we attach to the product • the feelings and emotions that are elicited 11
  12. 12. Framework of Product ExperienceSchifferstein, Food Quality and Preference, 2010 Product focus Human focus Low in affect Perception Meaning High in affect Aesthetics Emotion 12
  13. 13. Perception in Product ExperienceSchifferstein & Cleiren, 2005; Schifferstein & Desmet, 2007• Each sensory modality receives different inputs • Vision: large role in functional interaction; direct links to stored knowledge; attracts attention • Touch: substantial role in functional interaction; important for emotional bond • Audition: major role in communication • Smell and taste: functional role for foods, but not for many appliances; emotional reactions to products• Stimulation of multiple modalities yields richer experiences (Multi-Sensory Design) 13
  14. 14. Aesthetics in Product ExperienceSchifferstein & Hekkert in Art & the Senses (2011)Aesthetic = gratification of the senses; sensuous delightAesthetic principles may be universal or modality-specificStructural stimulus Meaningful propertiespropertiesContrast FamiliaritySimilarity NoveltyBalance ChallengeComplexity 14
  15. 15. Meaning in Product Experience 15
  16. 16. Emotions in Product ExperienceDesmet, 2003• Emotional responses to products differ between individuals• Not the event (product) itself, but the meaning the individual attaches to the event determines the emotion 16
  17. 17. Measuring Product ExperiencesHow to measure perception, aesthetics, meaning, emotion?• Experiences are multi-faceted and these experience aspects are inter-dependent • Measure multiple aspects simultaneously • Use multiple research methods• Experiences are dynamic; they change over time• Experiences are context-dependent 17
  18. 18. How to design an experience? 18
  19. 19. 19
  20. 20. ViP 20
  21. 21. Example: Hospital waiting roomMarcus Boesenach 21
  22. 22. Example: Hospital waiting room 22
  23. 23. Example: Hospital waiting room • Hospital environments are unpleasant and do not support the healing process 23
  24. 24. Example: Hospital waiting roomMarcus Boesenach 24
  25. 25. Example: Hospital waiting room 25
  26. 26. Example: Hospital waiting room 26
  27. 27. Example: Hospital waiting room 27
  28. 28. Multi Sensory DesignDesigning for an experience = designing theexperienced expression of the object Product Visual Sensory concept Tactual of expression Auditory Olfactory 28
  29. 29. Explore DesignVisual samples Product Visual properties Integrated Auditory samples sensory Tactual properties concept of Auditory propertiesTactual samples expression Olfactory properties Olfactory samples 29
  30. 30. Multi Sensory Design (MSD) in 8 steps • Select expression The product should be arrogant, friendly, naïve, wise, cheerful, tough, lazy, elegant, natural, …. • Conceptual exploration • Sensory exploration • Sensory analysis • Sensory-conceptual integration • User interaction scenario • Model making • Multisensory presentation 30
  31. 31. Multi Sensory Design (MSD) in 8 steps • Select expression • Conceptual exploration When I say ‘natural’, I think of……. • Sensory exploration • Sensory analysis • Sensory-conceptual integration • User interaction scenario • Model making • Multisensory presentation 31
  32. 32. Multi Sensory Design (MSD) in 8 steps • Select expression • Conceptual exploration When I say ‘natural’, I think of…. • Sensory exploration • Sensory analysis • Mind map • User interaction scenario • Model making • Multisensory presentation 32
  33. 33. Multi Sensory Design (MSD) in 8 steps • Select expression • Conceptual exploration • Sensory exploration Gather materials that are all perceived as ‘natural’ How does ‘natural’ smell, feel, taste, look, sound? • Sensory analysis • Sensory-conceptual integration • User interaction scenario • Model making • Multisensory presentation 33
  34. 34. How does ‘naturalness’feel, smell, look, sound, taste? 34
  35. 35. Sensory exploration • Close your eyes, bring objects close to your senses • Explore environment, direct attention to common objects • Move objects, use objects, take objects apart 35
  36. 36. Multi Sensory Design (MSD) in 8 steps• Select expression• Conceptual exploration• Sensory exploration• Sensory analysisWhat are the sensory dimensions that underlie ‘naturalness’?Make a sensory map• Sensory-conceptual integration• User interaction scenario• Model making• Multisensory presentation 36
  37. 37. Multi Sensory Design (MSD) in 8 steps • Select expression • Conceptual exploration • Sensory exploration • Sensory analysis • Sensory-conceptual integration Combine results of sensory analysis, conceptual exploration, and brand analysis in one map • User interaction scenario • Model making • Multisensory presentation 38
  38. 38. Knorr’s current soup package
  39. 39. Multi Sensory Design (MSD) in 8 steps • Select expression • Conceptual exploration • Sensory exploration • Sensory analysis • Sensory-conceptual integration • User interaction scenario Make a complete story: Who is the user? What is the context? How does the interaction evolve? How are senses involved in each stage? • Model making • Multisensory presentation 42
  40. 40. Multi Sensory Design (MSD) in 8 steps • Select expression • Conceptual exploration • Sensory exploration • Sensory analysis • Sensory-conceptual integration • User interaction scenario • Model making Make collages and physical models for each modality: use clay, foam, materials, sounds, fragrances • Multisensory presentation 44
  41. 41. Multi Sensory Design (MSD) in 8 steps • Select expression • Conceptual exploration • Sensory exploration • Sensory analysis • Sensory-conceptual integration • User interaction scenario • Model making • Multisensory presentation Use story board, with attention for all modalities, present physical samples 46
  42. 42. 47
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  44. 44. 49
  45. 45. 50
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  47. 47. 52
  48. 48. 53
  49. 49. How to innovate, using a target experience? 54
  50. 50. Model of the Product Innovation Process (Buijs & Valkenburg, 2005) 55
  51. 51. Experience ►► Design ►► Innovation 56
  52. 52. Experience-driven design + Design-driven innovation =Experience-driven innovation 57
  53. 53. 58
  54. 54. To Experience-Driven Innovation Tools supporting the design process 1. Develop open context vision 2. Develop experience vision statement 3. Pay attention to multiple layers in the user experience 4. Include the time dimension of user experience 5. Involve multiple design disciplines 6. Touchpoint orchestration 7. Empathy tools 8. Formalize brainstorming routines 9. Quick and dirty prototyping 10. Create and present conceptual prototypes 11. Co-create with end users 12. Formalize choice among ideas 59
  55. 55. To Experience-Driven Innovation Organizational measures 1. Develop overarching company mission 2. Integral project management over time 3. Strategic road mapping 4. Interdisciplinary teams 5. Break through organizational routines 6. Use and develop human resources 7. Create employee freedom 8. Build external relationships 9. Internal technological development 10. Build knowledge on latent user needs 60
  56. 56. 61
  57. 57. 62
  58. 58. 63
  59. 59. Experience-driven innovationIdeas behind the process• Take user experiences as the starting point for innovation processes• Holistic approach • Align product experience with brand image and company company mission • Involve multiple departments from the start • Monitor process over time• End result • New, innovative products designed for the future • Engaging products that address fundamental user needs • A new company strategy that cannot be copied by competitors 64
  60. 60. The role of innovation in a company 65
  61. 61. Simon Sinek’s golden circle Why How What 66
  62. 62. Simon Sinek’s golden circle Why How What - great computers 67
  63. 63. Simon Sinek’s golden circle Why How – beautifully designed, user friendly What - great computers 68
  64. 64. Simon Sinek’s golden circle Why - we believe in challenging the status quo, we believe in thinking differently How – beautifully designed, user friendly What - great computers 69
  65. 65. Simon Sinek’s golden circle Why - we believe in challenging the status quo, we believe in thinking differently How – beautifully designed, user friendly What - great computers 70
  66. 66. Experience-driven innovationApproach during processA number of workshops that• Take into account all relevant topics and stakeholders• Three levels: Company, brand, product• Make use of all expertise available• Stimulate out-of-the-box thinking in multiple ways• Present outcomes in an inspiring way
  67. 67. Experience-driven innovationApproach during processA number of workshops that• Take into account all relevant topics and stakeholders• Three levels: Company, brand, product• Make use of all expertise available• Stimulate out-of-the-box thinking in multiple ways• Present outcomes in an inspiring way 72
  68. 68. Thank you! h.n.j.schifferstein @tudelft.nl 73

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