Kreative Produktinnovation - Zusammen, nicht allein!

Start-up Your Creativity!

A) “Find at least one solution B) „Find all solutions to
to balance 10 Nails on the top connect the nine dots
of another nail that is fixed with at most four straight
and standing up vertically!” lines without lifting the
pen!“

Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 1

Kreative
Produktinnovation
Zusammen, nicht allein!

Britta Ullrich
Christian Graf

The problems of today
will not be solved by the
same thinking that
produced the problems in
the first place.
Albert Einstein


Creativität &
Innovation
„Innovation is the
creation of better or
more effective
products, processes,
services, technologies,
or ideas that are
accepted by markets,
governments, and
Beispiel: Werbeagentur Irniger
society.“ (Wikipedia)
One source of
innovation is
creativity/ideation

CREATIVITY IS A PROPERTY!
YOU HAVE IT OR YOU DO NOT HAVE IT

STRUCTURE IS BAD FOR
CREATIVE THINKING

THE LONGER THE BRAINSTORM, THE
BETTER

Anybody can be creative, but not
everybody tries.
Oleg Vishnepolsky

We’re all limitlessly creative, but
only to the extent that we realize that
we create our own limits with the
way we think. If you tell yourself
you’re not creative, it becomes true.
Brian Clark

Co-Creation as
Paradigm
Untapping the
ressources of many
Collaboration is a
must!
• Openness
• Knowledge sharing
• Put group goals first
• Mutual support


User Centered Participatory
Design Design
Questionnaires Workshops
Usability Tests Games
Observation Interaction


We often discount
cooperation, which
directly limits our ability
to create complexity.

Nathan Shedroff


Let’s Play!
The coffee pot game:
“Individually write down 30
ways how to use a coffee
pot!”

The ‘2nd thumb’ game:
“Let’s collect 50 ways how
to use a 2nd thumb.”


Ein bisschen
Theorie

Design Thinking
nach Jeff Patton

3000 Ideas The truth about
product development
100 exploratory products

10 well-developed projects 3000 Ideas =
1 Commercial Success!

2 full-fledged product launches

1 successful product

Source: Stevens, G.A. and Burley, J., “3,000 Raw Ideas
= 1 Commercial Success!”, (May/June 1997) Research
Technology Management, Vol. 40, #3, pp. 16-27.

Progress of Idea
Generation
Many not-so-creative
ideas in the unload
phase (first 10min)

Fewer ideas after that
but with higher
probability of being
creative.


it‘
Ok, it‘s hard
(we‘
(we‘ve known
that before...).
And now?

Presentation Title | Author City, 03.08.2011
Kreative Produktinnovation - |Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 16

General Approach
At least 2 phases:
Generate Ideas
„Ideate“
(divergent):
Quantity
Matters
Select Ideas
„Iterate“
(convergent):
Quality Matters
The INNOWIZ methodology

Source: Design Thinking: 4 Steps to Better Software
http://www.stickyminds.com/s.asp?F=S16503_COL_2

1.
Design Thinking
Understand
the problem Model by Jeff
Patton


2.
Identify Design Thinking
solutions: Model by Jeff
Ideate! Patton



3.
Refine and
validate:
Iterate!



4.
Create a
plan!


“Clear goals vs.
fuzzy goals”

• A business process works
fine for clear goals.

• Creative projects are based
on intuition, hypotheses and
guesses.

Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 4-8

“Why Games in
Business?”

Fuzzy Goals!

• It’s like a voyage of
discovery!

• But how do you set a course
when the destination is
unknown? Imagine the
world!

Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 5

Game Design

• Target State ‘B’ (fuzzy):
What does victory look like?
A prototype, project plan, list
of ideas
• Act 1 (open): introduce
players, developing themes
and ideas
• Act 2 (explore): explore and
experiment with the themes
• Act 3 (close): come to
conclusions, make decisions,
plan for actions

Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 9-10

Creating Artifacts
and Meaningful
Space
• Nodes: Clusters & Piles
• Linking
• Borders
• Axes
• Circles and Targets
• Metric vs. Ordered Space
• Grids
• Landscapes and Maps
• Metaphors

Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
32-39

Spielregeln

Selbst erarbeiten lassen
oder einige vorgeben
und vom Team
ergänzen lassen!

Sollten stets sichtbar
sein!

Idee: Unterschreiben
lassen!


Low Cost Support

Method Databases
Random Word Lists
Dictionaries
Newspapers &
Magazines
Templates
Card Decks

Method
Databases
CreaJour (Deutsch):
Glossar, Werkzeuge,
Prozessmodelle,
Techniken
http://www.creajour.de/methodisches/

MEKI „Methoden-
http://nw.vibss.de/management/zukunftsk Datenbank kreative
ompetenz-ideenfindung-im-
sportverein/methoden-datenbank- Ideenfindung“
kreative-ideenfindung/meki-methoden-
datenbank-kreative-ideenfindung/ (Deutsch)

Templates

Flipchartplakate
»bikablo®
posters«
(Neuland)

Available in Confluence:
https://confluence.xing.hh/confluence/download/attachments/4
0211653/Auszug_bikablo2.0_Poster- 31
Templates.pdf?version=1&modificationDate=1323946052962

http://ecx.images-amazon.com/images/I/918l4-kc2hL.jpg

Card Decks
„Ideenrausch“
(physical)
Ideenrausch by Anja
Ebertz (111
questions to boast
your fantasy)
amazon.com/images/I/41HkTrecdaL._SL500_AA300_.jpg

Thinkpak by Michael
„ThinkPak“ Michalko (45 "idea
stimulator" cards,
and 9 evaluationom the
http://ecx.images-

fr
Available
technique cards )
pr esent ers

Card Decks
(virtual)
IDEO Method Cards e!
i on f or fr e
iPad Vers
www.ideo.com/work/method-cards/
Dan Lockton‘s Design
with Intent Cards
n for fr ee!
PD F V ersio

www.designwithintent.co.uk

Mix and Improvise!

http://www.zazzle.com/i_love_improvisation_heart_custom_p
ersonalized_tshirt-235782520332281963
Image Source:

Practice, practice,
practice!


Higher Cost
Support
Hire Moderators &
Facilitators
Hire Specialised
Agency (e.g. IDEO,
Zephram etc.)

Train your staff!

Games for
Opening

Sou rce: Ga mest ormin g. Gray , Brown , Ma ca nuf o, 201 0

Low Tech Social
Network
• Warm up when a fairly new group
comes together!

• Draw your name, a simple
mnemonic aid [Eselsbrücke] to
remember your name and some tags
for your interests on a piece of paper.

• Put it on the wall explaining who
you know in the room. If the person
that connects you is not there, draw
this person.

• Variety – if the people know each
other pretty well: Write down three
things others don’t know about you –
1 successful product now let the group guess who it is!
Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 Source: Gamestorming. Gray, Brown, Macanufo, 2010,38 105
S.

Source: Gamestorming. Gray, Brown, Macanufo, 2010 , S. 105

Anti-Problem

• When you are already
working on a problem but
running out of solutions.

• Ask for the current
problem’s opposite: What
can we do to avoid that
users buy our product?

• The more extreme the
better!

Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 Source: Gamestorming. Gray, Brown, Macanufo, 2010, 40 80
P.

Graphic Jam
• Warm up Game to turn on
parts of our minds that we
usually don’t activate in a
typical business setting.

• Collect terms that the team
has trouble visualising.

• Select randomly and ask
players to draw a visual
representation within 2-3
Minutes.

Unser Thema heute:

“XING Café – how should a real life
networking place for XING look like? What
does it need to improve your professional
networking?”


Brain Writing

• Individually write down as
many ideas and
requirements as possible for
the new XING Café.

• 5 Min.

• When you’re done share
your thoughts with the
others!
Source
Creativity, innovation and change: technique library. Open
University B822/Course reader, John Martin, Ros Bell. 2009


Games for
Exploring

Source: Gamest orming. Gray , Brown, Macanufo, 2010

Design the Box

Game can help facilitating any
vision-oriented discussion:
“The best self representation in
the internet”
• Phase 1: Fill the box
• Phase 2: Make the box
• Phase 3: Sell the box

Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 161
46

Source: Gamestorming. Gray, Brown,
Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 Macanufo, 2010 , P. 161
47

Walt Disney
Method

Take three
Perspectives
• Dreamer
• Realist
• Critique


The Realist

FOCUS

The Dreamer The Critic


Extending Walt
Information Disney: Six Hats
Optimism

Alternatives

Feelings

Devil's advocate

Managing


SCAMPER
Substitute

Combine Put to other use

Adapt/Adjust Eliminate

Modify Reange or Reverse


Brain Sketching

• Sketch the perfect XING Café
– consider the previously
selected requirements!
15 Minutes

• Put your idea in the middle
and receive inspiration.

• Share your results in the
plenum.
Source
Creativity, innovation and change: technique library. Open
University B822/Course reader, John Martin, Ros Bell. 2009


Games for
Closing

Source: Gamest orming. Gray , Brown, Macanufo, 2010

100-EUR-Test



NUF-Test



Start, Stop,
Continue
• What are things we need
to START doing?
• What are we currently
doing that we can or
should STOP?
• What are we doing now
that works and should
CONTINUE?
• Share the results!



Dot Voting


Conclusion

People are central
Innovation as process
with phases: Goal
Setting, Divergent,
Recombination,
Convergent
Creativity techniques
Anyone can be
innovative!


There is more we
could talk about

Other Techniques
Pitfalls & Patterns
Group processes
Managing innovation
Case studies
How to support
teams for
successfull
innovation

True brilliance is rare, but
I think creativity in people
is the norm and not the
exception.
Mark Parker
in „SPARK – Be More Innovative through Co-Creation“


Thank you Britta Ullrich
User Experience Manager
Britta.Ullrich@xing.com

for your kind
attention!
Christian Graf
UX Manager & Moderator
graf@ifluxplus.com

Literature about Creativity &
Innovation
De Bono, E. (2008). Creativity Workout: 62 Exercises to Unlock Your Most Creative Ideas. Berkeley, CA :
ULYSSES PRESS
Gray, D., Brown, S., & Macanufo, J. (2011). Gamestorming : a playbook for innovators, rulebreakers, and
changemakers. Beijing : O'Reilly.
Heers, R. (2006). Just use it. Göttingen : Cuviller Verlag.
Higgins, J.M., & Wiese, G. (1996). Innovationsmanagement. Berlin: Springer.
Jaworski, J., & Zurlino, F. (2006). Innovationskultur: Vom Leidensdruck zur Leidenschaft. Frankfurt/New York :
Campus Verlag.
Michalko, M. (2003). Thinkertoys : a handbook for creative-thinking techniques (2nd ed.). Berkeley, CA : Ten
Speed Press.
Paulus, P. B., & Nijstad, B. A. (eds.) (2003). Group Creativity: Innovation through Collaboration. New York :
Oxford University Press.
Rickards, T. (Ed.) (2009). The Routledge companion to creativity. London : Routledge.
Stein, M. I. (1975). Stimulating Creativity Vol.2 Group Procedures. New York: Acedemic Press.
Winsor, J. (Ed.) (2006). SPARK – Be More Innovative Through Co-Creation. Chicago, IL: B2 Books.

+ see Take Home Sheet (available by email as well)

Solutions for Initial Problems

A) 12 Nails on top of one nail head


B) Solution 1


B) Solution 2


B) Solution 3


B) Solution 4


Kreative Produktinnovation - Zusammen, nicht allein!

Kreative Produktinnovation - Zusammen, nicht allein!

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