Innovation Through Design Research

Innovation through Design Research Christopher Khalil Director of User Experience 1

“In today’s competitive and global market, companies are finding it necessary to deeply understand their customer and build their product accordingly” Tracey Lovejoy (Microsoft Ethnographer)

... necessary to deeply understand their customer • A great customer experience starts with understanding your customers’: – Needs – Behaviours – Motivations

design research helps you do this A few common methods • Focus Groups • Interviews • Contextual Inquiry • Surveys

...and ethnographic research • Ethnographic Research gives insight based on observing customers • What people say and what people do are often very different – Example 1: iPod Colour – Example 2: McDonalds • Sometimes people don’t know what they want

ok, so innovation? • The term innovation means a new way of doing something. It may refer to incremental, radical, and revolutionary changes in thinking, products ...

...changes in thinking or products • Design Research helps show where unarticulated opportunities exist • Observe customers and see where current system breaks down • Look for the gaps waiting to be filled

innovation from observation • When turned into a solution you see innovation • Innovation is not always cool & flashy • Sometimes solving simple problems in new ways

for example Whirlpool: • Pedestal/storage unit for its Duet front-loading washers • Came from observing a woman who had placed her Whirlpool dryer upon cinderblocks • Made it easier to load and unload it without having to bend over.

... and Snow Shovel: • an award-winning snow shovel • was redesigned when observation found that women instead of men were shovelling • and so they made the handle smaller.

... and Bank of America – Keep the Change: • Round up = quicker, easier • Need to save In year 700,000 new checking accounts and 1 million new savings accounts were opened.

Conclusion • Successful innovation fulfils an unmet human need • Design Research helps identify these needs • Design Research is about observing and understanding your customers • It’s the foundation for innovation

Thanks Christopher Khalil News Digital Media chris.khalil@newsdigitalmedia.com.au www.chriskhalil.com Twitter: chris_khalil

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Innovation Through Design Research

by Christopher Khalil on Nov 17, 2009

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Innovation Through Design Research — Presentation Transcript