Relinquishing Control: Creating Space for Open Innovation

relinquishing control:creating space for open innovation thomas.sutton@frogdesign.com

Design is the conscious and intuitive e ort to impose meaningful order - Victor Papanekso how can it be open?

1. what is innovation?2. open delivery3. open experiences4. open design5. putting it back together

1. a situational model for innovation Photo: Jan Chipchase

*a “situation” is a network of people andthings, animated by ﬂows of information, energy, material, and behavior.

*a “situation” is a network of people andthings, animated by ﬂows of information, energy, material, and behavior. “innovation” is the process by which new things are added to a situation, modifying both the structure of the network and it’s ﬂows

2. open delivery: the delivery tree Carl Fredrik Hill [Public domain], via Wikimedia Commons

Digital Touchpoints (Web sites, applications, games, etc ) Physical Touchpoints (Phones, Computers, Cars, etc) Platforms(OS’s, Cloud Computers, Logistics, etc) Utilities and Infrastructure (Telco Networks, Roads, etc) Standards and Policy (W3C, IEC, IEEE, etc)

Digital Touchpoints (Web sites, applications, etc ) Physical Touchpoints (Phones, Computers, Cars, etc) Platforms (OS’s, Cloud Computers, Logistics, etc) Utilities and Infrastructure (Telco Networks, Roads, etc) Standards and Policy (W3C, IEC, IEEE, etc)Content and Service (media, healthcare, travel, banking, etc)

User (composed) Experience (selective, opportunistic, open) Digital Touchpoints (Browsers, Web sites, Mobile apps, etc ) Physical Touchpoints (Phones, Computers, Cars, etc) Platforms (OS’s, Cloud Computers, Logistics, etc) Utilities and Infrastructure (Telco Networks, Roads, etc) Standards and Policy (W3C, IEC, IEEE, etc)Content and Service (media, healthcare, travel, banking, etc)

Many of todays platform players originated asmere digital touchpoints. Their migration toplatform status was fueled by openness.

3rd Party Applications Example: Mobile OS What’s more important: Device Manufacturers the best product, or the best (most open) delivery tree?

3. open experiences: multichannel ecosystemskindly lent by Gianluca Brugnoli (http://twitter.com/lowresolution)

The digital world. Today. Social network This is still a PC Tablet a twitter client mobile app There is still a search engine Mobile and pervasive, multichannel and multiscreen, application based. The main starting point is a social network, relevant content is found following social connections or a location.

Multiple screens and devices livetogetherUsers access data, content and services with thebest screen available in that situation

Example: shopping experience The multichannel shopping User Experience ﬂows on a service platform made of di erent channels and touchpoints. 1. LANDING AND 2. PRODUCT 3. PRODUCT 4. SHOPPING CART 5. ORDER SET UP 6. CRM AND PROMOTION DISCOVERY PRESENTATION MANAGEMENT CHECK OUT SUPPORTWebsiteeMailMobileStoreCall CenterPaper

Example: shopping experience End users build their own experience across the platform, jumping from a channel to another, connecting the available touchpoints. 1. LANDING AND 2. PRODUCT 3. PRODUCT 4. SHOPPING CART 5. ORDER SET UP 6. CRM AND PROMOTION DISCOVERY PRESENTATION MANAGEMENT CHECK OUT SUPPORTWebsiteeMailMobileStoreCall CenterPaper

Example: Albert Heijn - Appie shopping assistant.From the web to the grocery store through a mobile app

Design considerationsMany entry points are possibleIn the system there are many entry points where the user can initiatethe interaction, following context, situation and other needs and goals.There is no one best wayInteraction and task ﬂow doesn’t always follow one single optimalprocess, but is the combination of various partial and occasional actionsaccomplished by the user with di erent tools in di erent context.Design for connectionsIn the system scenario, design is mainly focused on ﬁnding theconnections with the whole network, than in creating closed and self-su cient systems, tools and services.Connections are social and cultural assets, other than technical.

4. open design:user-guided design processes

Immersive Research recognises that objectivity is futile user research slide 3 Photos: Jan Chipchase

participatory design: open and playful dialogue with users

and users are doing it for themselves www.ponoko.com

5. putting it back together photo: Einsamer Schütze CC BY-SA 3.0

Innovation Potential

The social The technological situation situation Innovation PotentialPeople: Abu badali, CC-BY-SA-2.5 Gears: eugraﬁa CC-BY-SA-3.0, via Wikimedia Commons via Wikimedia Commons

Open Delivery Don’t build anything more than you have to. Let others build on top of your product.The social The technological situation situation

Open Use Let users build their own ideal path. Design for connectionsThe social The technological situation situation

Open Design Design with users. Or let them design for themselves.The social The technological situation situation

Thanks / Mercithomas.sutton@frogdesign.com

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Relinquishing Control: Creating Space for Open Innovation

by frog on Feb 04, 2011

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Relinquishing Control: Creating Space for Open Innovation — Presentation Transcript