Innovation By Design -- Research

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This is the fourth part of the 5-part presentation on designing innovations.

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Innovation By Design -- Research

  1. 1. introduction attitude context methods organize Friday, February 19, 2010
  2. 2. Netflix vs. Blockbuster Friday, February 19, 2010
  3. 3. what do they sell? Friday, February 19, 2010
  4. 4. video vs. experiences Friday, February 19, 2010
  5. 5. different meanings of video rental experiences Friday, February 19, 2010
  6. 6. multiple meanings of experiences Friday, February 19, 2010
  7. 7. physical emotional cognitive social cultural Friday, February 19, 2010
  8. 8. opens up new innovation possibilities Friday, February 19, 2010
  9. 9. requires new combination of resources Friday, February 19, 2010
  10. 10. outside-in approach to innovations Friday, February 19, 2010
  11. 11. most R&D focus on inside-out perspectives Friday, February 19, 2010
  12. 12. how can you see the outside-in opportunities that customers cannot articulate? Friday, February 19, 2010
  13. 13. how can you beat the curse of disruptive innovations? Friday, February 19, 2010
  14. 14. focus on the meanings, not products in thinking about the innovations Friday, February 19, 2010
  15. 15. looking for Tide Killer? Friday, February 19, 2010
  16. 16. asking right questions Friday, February 19, 2010
  17. 17. Q: why do you use Tide? A: to have clean clothes Friday, February 19, 2010
  18. 18. product-focused question Friday, February 19, 2010
  19. 19. Q: what do you mean by clean clothes? Friday, February 19, 2010
  20. 20. meaning-focused question unlocks the door for product innovations Friday, February 19, 2010
  21. 21. Friday, February 19, 2010
  22. 22. no  dirt Friday, February 19, 2010
  23. 23. no  dirt fresh  smell Friday, February 19, 2010
  24. 24. no  dirt fresh  smell soft  fabric Friday, February 19, 2010
  25. 25. no  dirt clean   color fresh  smell soft  fabric Friday, February 19, 2010
  26. 26. no  dirt clean   color fresh  smell ready  for   important   meeting soft  fabric Friday, February 19, 2010
  27. 27. how do you get these insights? Friday, February 19, 2010
  28. 28. design research Friday, February 19, 2010
  29. 29. Friday, February 19, 2010
  30. 30. What is it? Friday, February 19, 2010
  31. 31. to reduce large volume of qualitative data Friday, February 19, 2010
  32. 32. into a set of insights Friday, February 19, 2010
  33. 33. put data analysis in the context of user- centered innovation process Friday, February 19, 2010
  34. 34. Friday, February 19, 2010
  35. 35. Friday, February 19, 2010
  36. 36. data collection Friday, February 19, 2010
  37. 37. who Friday, February 19, 2010
  38. 38. ordinary people Friday, February 19, 2010
  39. 39. extreme users Friday, February 19, 2010
  40. 40. magnifier of hidden needs Friday, February 19, 2010
  41. 41. design exercise #3 Friday, February 19, 2010
  42. 42. You are studying the experience of visitors to the city of Cleveland. Who will be the ideal candidate for extreme visitors to Cleveland? Friday, February 19, 2010
  43. 43. how Friday, February 19, 2010
  44. 44. immerse in the context Friday, February 19, 2010
  45. 45. follow people Friday, February 19, 2010
  46. 46. stationary observation Friday, February 19, 2010
  47. 47. personal archeology what is in your bag? Friday, February 19, 2010
  48. 48. follow things follow  people  or  things ... through the eyes of chopsticks Friday, February 19, 2010
  49. 49. Friday, February 19, 2010
  50. 50. individual interviews Friday, February 19, 2010
  51. 51. group interviews Friday, February 19, 2010
  52. 52. interview strategy Friday, February 19, 2010
  53. 53. start specific Friday, February 19, 2010
  54. 54. go broad Friday, February 19, 2010
  55. 55. probe deeper Friday, February 19, 2010
  56. 56. ask “what if ...” Friday, February 19, 2010
  57. 57. ask “when was the last time you ...” Friday, February 19, 2010
  58. 58. never say usually in asking questions Friday, February 19, 2010
  59. 59. ask why five times? Friday, February 19, 2010
  60. 60. no binary questions Friday, February 19, 2010
  61. 61. representations Friday, February 19, 2010
  62. 62. show me Friday, February 19, 2010
  63. 63. draw me Friday, February 19, 2010
  64. 64. tell me Friday, February 19, 2010
  65. 65. think aloud Friday, February 19, 2010
  66. 66. be like ... a detective a beginner Friday, February 19, 2010
  67. 67. design exercise #4 Friday, February 19, 2010
  68. 68. Interview the person next to you to understand how he/she uses the address book on his/her mobile phone. Ask the person how he/she used it last time and why? Ask why five times to see what you can learn about the person’s address book us and innovation opportunity. Friday, February 19, 2010
  69. 69. Friday, February 19, 2010
  70. 70. interpretation Friday, February 19, 2010
  71. 71. individual interpretation Friday, February 19, 2010
  72. 72. ask these questions Friday, February 19, 2010
  73. 73. what do you see? Friday, February 19, 2010
  74. 74. try to guess what might be the reasons for the behavior you observe? Friday, February 19, 2010
  75. 75. what tools are being used? Friday, February 19, 2010
  76. 76. who else is there? Friday, February 19, 2010
  77. 77. when and where Friday, February 19, 2010
  78. 78. what’s before and after? Friday, February 19, 2010
  79. 79. What can you do with a bottle of water? Friday, February 19, 2010
  80. 80. design exercise #5 Friday, February 19, 2010
  81. 81. You are writing a movie script. Imagine what scenes come before and after the picture that you will see next? Use the questions that you learned to ask earlier. Friday, February 19, 2010
  82. 82. Friday, February 19, 2010
  83. 83. tell the stories Friday, February 19, 2010
  84. 84. be specific Friday, February 19, 2010
  85. 85. be descriptive Friday, February 19, 2010
  86. 86. who, what, when, why and how Friday, February 19, 2010
  87. 87. “Jane is a part-time MBA student with a 3-year old boy. She is recently divorced and wants to do well for her study and work. On the night we met her, she was already late for her team meeting because her babysitter was sick. She rushed to the campus shuttle bus station, but there was no sign of the bus. She is frustrated because she may be seen as a free rider by her teammates as she was late few times already. She tried to call her teammates, but they did not answer her call. It seems that the cellphone signal does not reach them when they are in side the building’s stainless roof.” Friday, February 19, 2010
  88. 88. design exercise #6 Friday, February 19, 2010
  89. 89. key  chain  story Friday, February 19, 2010
  90. 90. Tell the stories of things that are attached to your key chain Friday, February 19, 2010
  91. 91. Using Post-It notes, write any words (noun, adjective, or verb) that comes to your mind. Go for quantity. Friday, February 19, 2010
  92. 92. Post all the notes on the wall. Move them around to form meaningful categories. Friday, February 19, 2010
  93. 93. Complete the sentence, “A key chain is ...” Friday, February 19, 2010
  94. 94. building a persona Friday, February 19, 2010
  95. 95. identifying stakeholders Friday, February 19, 2010
  96. 96. use research data Friday, February 19, 2010
  97. 97. identify common dimensions Friday, February 19, 2010
  98. 98. Name: Age: Job: Family: Gender: Key values: A habit: Home town: Key interests: Hobbies: Friday, February 19, 2010
  99. 99. follow the character: be generative Friday, February 19, 2010
  100. 100. design exercise #7 Friday, February 19, 2010
  101. 101. imagine a persona of a customer of a hardware store Friday, February 19, 2010
  102. 102. not a market segmentation Friday, February 19, 2010
  103. 103. name / face / job / family / purpose Friday, February 19, 2010
  104. 104. explore the experience Friday, February 19, 2010
  105. 105. pattern recognition Friday, February 19, 2010
  106. 106. organize your data Friday, February 19, 2010
  107. 107. Friday, February 19, 2010
  108. 108. Friday, February 19, 2010
  109. 109. look for patterns Friday, February 19, 2010
  110. 110. Venn Diagram Venn Diagram Friday, February 19, 2010
  111. 111. 2 x 2 matrix Friday, February 19, 2010
  112. 112. relational map Friday, February 19, 2010
  113. 113. process (journey) map Friday, February 19, 2010
  114. 114. examples Friday, February 19, 2010
  115. 115. customer experience map Activities current Actor  A experience Actor  B Actor  C emotional cognitive physical social Friday, February 19, 2010
  116. 116. Friday, February 19, 2010
  117. 117. Friday, February 19, 2010
  118. 118. Friday, February 19, 2010
  119. 119. design exercise #8 Friday, February 19, 2010
  120. 120. watch the following pictures Friday, February 19, 2010
  121. 121. these are pictures taken by the tourists of Philadelphia Friday, February 19, 2010
  122. 122. write down words that comes to your mind as you see these pictures Friday, February 19, 2010
  123. 123. organize your post-its around meanings Friday, February 19, 2010
  124. 124. complete the sentence: “Philadelphia means ...” Friday, February 19, 2010
  125. 125. generating solutions Friday, February 19, 2010
  126. 126. Ask “How might we ...?” Friday, February 19, 2010
  127. 127. looking for plausible alternative Friday, February 19, 2010
  128. 128. “There are those that look at things the way they are, and ask why? I dream of things that never were, and ask why not?” Robert F. Kennedy Friday, February 19, 2010
  129. 129. Friday, February 19, 2010
  130. 130. brainstorm Friday, February 19, 2010
  131. 131. rules from IDEO Friday, February 19, 2010
  132. 132. defer judgement Friday, February 19, 2010
  133. 133. encourage wild ideas Friday, February 19, 2010
  134. 134. build on the ideas of others Friday, February 19, 2010
  135. 135. stay focused on topic Friday, February 19, 2010
  136. 136. be visual Friday, February 19, 2010
  137. 137. one conversation at a time Friday, February 19, 2010
  138. 138. go for quantity Friday, February 19, 2010
  139. 139. prototyping Friday, February 19, 2010
  140. 140. use papers Friday, February 19, 2010
  141. 141. use post-it Friday, February 19, 2010
  142. 142. use legos Friday, February 19, 2010
  143. 143. use markers ... or whatever Friday, February 19, 2010
  144. 144. Friday, February 19, 2010
  145. 145. re-frame Friday, February 19, 2010
  146. 146. re-frame the design challenge in a concise and compelling problem Friday, February 19, 2010
  147. 147. use metaphor “mobile phone as a jewelry” Friday, February 19, 2010
  148. 148. define the product based on needs “Nike’s competitor is Nintendo” Friday, February 19, 2010
  149. 149. [stakeholder] needs to [need] because [insight] Friday, February 19, 2010
  150. 150. an order of magnitude “what if we cut the price by an order of magnitude?” Friday, February 19, 2010
  151. 151. use analogy “how can we be the Google of our business” Friday, February 19, 2010
  152. 152. storyboarding Friday, February 19, 2010
  153. 153. “as-is” and “to-be” Friday, February 19, 2010
  154. 154. persona as the protagonist Friday, February 19, 2010
  155. 155. explore the user experience Friday, February 19, 2010
  156. 156. goals activities tools other actors place events Friday, February 19, 2010
  157. 157. stitching the events Friday, February 19, 2010
  158. 158. not to collect data but to get inspired Friday, February 19, 2010
  159. 159. not to converge but to open up new possibilities Friday, February 19, 2010
  160. 160. to understand the context and background in order to innovate foreground Friday, February 19, 2010
  161. 161. design exercise #9 Friday, February 19, 2010
  162. 162. Storyboard the experience of “ideal” product return process of a hardware store Friday, February 19, 2010
  163. 163. Friday, February 19, 2010

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