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Innovation By Design -- Research
 

Innovation By Design -- Research

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

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

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    Innovation By Design -- Research Innovation By Design -- Research Presentation Transcript

    • introduction attitude context methods organize Friday, February 19, 2010
    • Netflix vs. Blockbuster Friday, February 19, 2010
    • what do they sell? Friday, February 19, 2010
    • video vs. experiences Friday, February 19, 2010
    • different meanings of video rental experiences Friday, February 19, 2010
    • multiple meanings of experiences Friday, February 19, 2010
    • physical emotional cognitive social cultural Friday, February 19, 2010
    • opens up new innovation possibilities Friday, February 19, 2010
    • requires new combination of resources Friday, February 19, 2010
    • outside-in approach to innovations Friday, February 19, 2010
    • most R&D focus on inside-out perspectives Friday, February 19, 2010
    • how can you see the outside-in opportunities that customers cannot articulate? Friday, February 19, 2010
    • how can you beat the curse of disruptive innovations? Friday, February 19, 2010
    • focus on the meanings, not products in thinking about the innovations Friday, February 19, 2010
    • looking for Tide Killer? Friday, February 19, 2010
    • asking right questions Friday, February 19, 2010
    • Q: why do you use Tide? A: to have clean clothes Friday, February 19, 2010
    • product-focused question Friday, February 19, 2010
    • Q: what do you mean by clean clothes? Friday, February 19, 2010
    • meaning-focused question unlocks the door for product innovations Friday, February 19, 2010
    • Friday, February 19, 2010
    • no  dirt Friday, February 19, 2010
    • no  dirt fresh  smell Friday, February 19, 2010
    • no  dirt fresh  smell soft  fabric Friday, February 19, 2010
    • no  dirt clean   color fresh  smell soft  fabric Friday, February 19, 2010
    • no  dirt clean   color fresh  smell ready  for   important   meeting soft  fabric Friday, February 19, 2010
    • how do you get these insights? Friday, February 19, 2010
    • design research Friday, February 19, 2010
    • Friday, February 19, 2010
    • What is it? Friday, February 19, 2010
    • to reduce large volume of qualitative data Friday, February 19, 2010
    • into a set of insights Friday, February 19, 2010
    • put data analysis in the context of user- centered innovation process Friday, February 19, 2010
    • Friday, February 19, 2010
    • Friday, February 19, 2010
    • data collection Friday, February 19, 2010
    • who Friday, February 19, 2010
    • ordinary people Friday, February 19, 2010
    • extreme users Friday, February 19, 2010
    • magnifier of hidden needs Friday, February 19, 2010
    • design exercise #3 Friday, February 19, 2010
    • 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
    • how Friday, February 19, 2010
    • immerse in the context Friday, February 19, 2010
    • follow people Friday, February 19, 2010
    • stationary observation Friday, February 19, 2010
    • personal archeology what is in your bag? Friday, February 19, 2010
    • follow things follow  people  or  things ... through the eyes of chopsticks Friday, February 19, 2010
    • Friday, February 19, 2010
    • individual interviews Friday, February 19, 2010
    • group interviews Friday, February 19, 2010
    • interview strategy Friday, February 19, 2010
    • start specific Friday, February 19, 2010
    • go broad Friday, February 19, 2010
    • probe deeper Friday, February 19, 2010
    • ask “what if ...” Friday, February 19, 2010
    • ask “when was the last time you ...” Friday, February 19, 2010
    • never say usually in asking questions Friday, February 19, 2010
    • ask why five times? Friday, February 19, 2010
    • no binary questions Friday, February 19, 2010
    • representations Friday, February 19, 2010
    • show me Friday, February 19, 2010
    • draw me Friday, February 19, 2010
    • tell me Friday, February 19, 2010
    • think aloud Friday, February 19, 2010
    • be like ... a detective a beginner Friday, February 19, 2010
    • design exercise #4 Friday, February 19, 2010
    • 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
    • Friday, February 19, 2010
    • interpretation Friday, February 19, 2010
    • individual interpretation Friday, February 19, 2010
    • ask these questions Friday, February 19, 2010
    • what do you see? Friday, February 19, 2010
    • try to guess what might be the reasons for the behavior you observe? Friday, February 19, 2010
    • what tools are being used? Friday, February 19, 2010
    • who else is there? Friday, February 19, 2010
    • when and where Friday, February 19, 2010
    • what’s before and after? Friday, February 19, 2010
    • What can you do with a bottle of water? Friday, February 19, 2010
    • design exercise #5 Friday, February 19, 2010
    • 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
    • Friday, February 19, 2010
    • tell the stories Friday, February 19, 2010
    • be specific Friday, February 19, 2010
    • be descriptive Friday, February 19, 2010
    • who, what, when, why and how Friday, February 19, 2010
    • “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
    • design exercise #6 Friday, February 19, 2010
    • key  chain  story Friday, February 19, 2010
    • Tell the stories of things that are attached to your key chain Friday, February 19, 2010
    • Using Post-It notes, write any words (noun, adjective, or verb) that comes to your mind. Go for quantity. Friday, February 19, 2010
    • Post all the notes on the wall. Move them around to form meaningful categories. Friday, February 19, 2010
    • Complete the sentence, “A key chain is ...” Friday, February 19, 2010
    • building a persona Friday, February 19, 2010
    • identifying stakeholders Friday, February 19, 2010
    • use research data Friday, February 19, 2010
    • identify common dimensions Friday, February 19, 2010
    • Name: Age: Job: Family: Gender: Key values: A habit: Home town: Key interests: Hobbies: Friday, February 19, 2010
    • follow the character: be generative Friday, February 19, 2010
    • design exercise #7 Friday, February 19, 2010
    • imagine a persona of a customer of a hardware store Friday, February 19, 2010
    • not a market segmentation Friday, February 19, 2010
    • name / face / job / family / purpose Friday, February 19, 2010
    • explore the experience Friday, February 19, 2010
    • pattern recognition Friday, February 19, 2010
    • organize your data Friday, February 19, 2010
    • Friday, February 19, 2010
    • Friday, February 19, 2010
    • look for patterns Friday, February 19, 2010
    • Venn Diagram Venn Diagram Friday, February 19, 2010
    • 2 x 2 matrix Friday, February 19, 2010
    • relational map Friday, February 19, 2010
    • process (journey) map Friday, February 19, 2010
    • examples Friday, February 19, 2010
    • customer experience map Activities current Actor  A experience Actor  B Actor  C emotional cognitive physical social Friday, February 19, 2010
    • Friday, February 19, 2010
    • Friday, February 19, 2010
    • Friday, February 19, 2010
    • design exercise #8 Friday, February 19, 2010
    • watch the following pictures Friday, February 19, 2010
    • these are pictures taken by the tourists of Philadelphia Friday, February 19, 2010
    • write down words that comes to your mind as you see these pictures Friday, February 19, 2010
    • organize your post-its around meanings Friday, February 19, 2010
    • complete the sentence: “Philadelphia means ...” Friday, February 19, 2010
    • generating solutions Friday, February 19, 2010
    • Ask “How might we ...?” Friday, February 19, 2010
    • looking for plausible alternative Friday, February 19, 2010
    • “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
    • Friday, February 19, 2010
    • brainstorm Friday, February 19, 2010
    • rules from IDEO Friday, February 19, 2010
    • defer judgement Friday, February 19, 2010
    • encourage wild ideas Friday, February 19, 2010
    • build on the ideas of others Friday, February 19, 2010
    • stay focused on topic Friday, February 19, 2010
    • be visual Friday, February 19, 2010
    • one conversation at a time Friday, February 19, 2010
    • go for quantity Friday, February 19, 2010
    • prototyping Friday, February 19, 2010
    • use papers Friday, February 19, 2010
    • use post-it Friday, February 19, 2010
    • use legos Friday, February 19, 2010
    • use markers ... or whatever Friday, February 19, 2010
    • Friday, February 19, 2010
    • re-frame Friday, February 19, 2010
    • re-frame the design challenge in a concise and compelling problem Friday, February 19, 2010
    • use metaphor “mobile phone as a jewelry” Friday, February 19, 2010
    • define the product based on needs “Nike’s competitor is Nintendo” Friday, February 19, 2010
    • [stakeholder] needs to [need] because [insight] Friday, February 19, 2010
    • an order of magnitude “what if we cut the price by an order of magnitude?” Friday, February 19, 2010
    • use analogy “how can we be the Google of our business” Friday, February 19, 2010
    • storyboarding Friday, February 19, 2010
    • “as-is” and “to-be” Friday, February 19, 2010
    • persona as the protagonist Friday, February 19, 2010
    • explore the user experience Friday, February 19, 2010
    • goals activities tools other actors place events Friday, February 19, 2010
    • stitching the events Friday, February 19, 2010
    • not to collect data but to get inspired Friday, February 19, 2010
    • not to converge but to open up new possibilities Friday, February 19, 2010
    • to understand the context and background in order to innovate foreground Friday, February 19, 2010
    • design exercise #9 Friday, February 19, 2010
    • Storyboard the experience of “ideal” product return process of a hardware store Friday, February 19, 2010
    • Friday, February 19, 2010