Innovation By Design -- Research

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Storyboard the experience of “ideal” product return process of a hardware store Friday, February 19, 2010

Innovation By Design -- Research

by Youngjin Yoo on Apr 02, 2009

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