Design-Driven Innovation

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innovation is moderated by the ability of the organization to deliver it. So innovation management is exactly in building ability do deliver product to the market.

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Design-Driven Innovation

  1. 1. MEAN INGS DESIGN IS THE INNOVATION OF MEANING
  2. 2. 1. Languages 2. Value Proposition Development 3. Branding 4. Recommendations
  3. 3. What are their origins, types and roles
  4. 4. our capacity for acquiring and using complex systems of communication
  5. 5. WRITING SYSTEMS
  6. 6. LGBT WHAT DO YOU THINK?
  7. 7. Noam Chomsky @Pisa University, 1980s
  8. 8. LGBT Language Government & Binding Theory
  9. 9. our capacity for acquiring and using complex systems of communication
  10. 10. DEFINE
  11. 11. Sign Meaning Real object Triangle of reference The Meaning of Meaning (1923) by Ogden and Richards
  12. 12. Sign “lion” Meaning one of the four big cats in the genus Panthera. Real object
  13. 13. Meaning estimate the mean of a normally distributed population in situations where the sample size is small and population standard deviation is unknown Real object
  14. 14. lat. pictus — draw gr. γράμμα — mark
  15. 15. UNDERSTAND THE LANGUAGE OF YOUR COMPANY
  16. 16. HTTP://GATE.AC.UK/ FOR
  17. 17. BRING NEW MEANING
  18. 18. =
  19. 19. What is Value Proposition and why do we need it
  20. 20. ©Nikita Lukianets, LimeJam Blue Ocean Strategy • Demand generation • No rules defined yet • Competition • Price differentiation • Defined rules W. Chan Kim и Renée Mauborgne
  21. 21. != PRODUCT TO THE MARKET
  22. 22. OR 
  23. 23. ORGANIZATION User + Society Should we? Capability + Organization Could we? Would we? Brand + Organization
  24. 24. EVERYONE INVOLVED level challenge Line workers Project Management Middle Management Senior Management
  25. 25. CURRENTLY DO
  26. 26.  Vision + Mission  Leadership  Communication  Behavior  Willingness  Competencies  Work processes  Legacy systems
  27. 27. MODEL
  28. 28. DO
  29. 29. USER-CENTERED DESIGN
  30. 30. DESIGN-DRIVEN INNOVATION
  31. 31. RADICAL INNOVATION
  32. 32. Technology driven Component focus Use Case Defect as a measure System power Design driven Solution Scenario User success as a measure Holistic experience
  33. 33. THE MEETING
  34. 34. By Alex Ostwalder
  35. 35. JOBSBy Alex Ostwalder
  36. 36. GAINS PAINSBy Alex Ostwalder
  37. 37. RELIEVEBy Alex Ostwalder
  38. 38. CONTRACT
  39. 39. ? ? ? ? ? MODEL 
  40. 40. http://www.businessmodelgeneration.com/downloads/value_pr oposition_designer_draft.pdf
  41. 41. Promise Differentiation Support Price Risk Effort required is this for me? target audience why is yours better? underline a meaningful difference in competition why should i believe you? evidence to support the benefit claims what does it cost? real cost of the offering for the consumer what might go wrong? adoption risks for the target audience what should I do to make it useful? target audience’s implementation effort what’s in it for me? benefits product gives to the target audience
  42. 42. Branding is not a logo. Branding is a story to tell
  43. 43. THE BRAND STORY
  44. 44. THE ECOSYSTEM
  45. 45. ATTITUDES
  46. 46. SO WHAT’S NEXT?
  47. 47. BRAND POSITIONING FRAMEWORK Core Target Audience Needs and Insights • Core need #1 (from Value Proposition Framework or Vision Document) • Secondary need #2 • Secondary need #3 Brand Positioning Statement For %target audience% who want to do %target audience perception/insight/need%, %Brand or Product Name% is the %generic descriptor/category% that %single overarching benefit%. Unlike %the competition%, %Brand or Product Name% is %differentiating support pillars%. Alignment with Corporate Brand Promise A few sentences that describe the alignment. Ask yourself: Will the core audience easily see that the brand or product aligns with the values of the your company’s brand? Support Pillar 1 Support Pillar 2 Support Pillar 3 Key Support Point Customer Issue Solved by Support Point Key Differentiation from Competition
  48. 48. %TARGET AUDIENCE% %PERCEPTION/INSIGHT/NEED% %PRODUCT NAME% %CATEGORY% %SINGLE OVERARCHING BENEFIT% %COMPETITION% %PRODUCT NAME% %SUPPORT PILLARS%
  49. 49. A BAR
  50. 50. DELIVERING
  51. 51. Some recommendations
  52. 52. Work is hard. Please,accept it and work-work-work.You can make someone's life a bit better
  53. 53. GET YOUR HANDS DIRTY
  54. 54. Yes, you can solve problems and bring new meanings to things,processes,events
  55. 55. MEANINGS SOLVE PROBLEMS
  56. 56. Be quick in doing quick and low-fidelity prototypes. Proto=“lowest”
  57. 57. MAKE QUICK LOW-FIDELITY PROTOTYPES
  58. 58. Help people to solve their tasks.Don’t stop them,their jobs = your product offerings.Remove blockers as much as you can.
  59. 59. Какую проблему вы решаете? DON’T STOP YOUR USER
  60. 60. It is important to come back and start planning product improvements before the previous version is released
  61. 61. 1 2 3Project goals, user goals, information architecture & story board Interaction model & visual design proposal Final visual design & measured UI 4 Regular drops of working code & broad dogfooding
  62. 62. WHY TO CHANGE THROUGH DESIGN? The IT and data-driven revolution has made business more reliable, but it has also driven courage and intuition out of management. Bridging design thinking with management science will create better leadership. Any attempt to drive innovation with design needs to acknowledge that there are many factors within the client organization that can affect the ability to deliver innovation.
  63. 63. nikiluk@outlook.com http://linkedin.com/in/nikiluk skype: nikiluk NIKITA LUKIANETS I Help companies to bring meaning to their products and services

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