Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Crea Summer Academy

4,791 views

Published on

Crea Summer Academy impact and results after 2 years.

Published in: Education
  • Hello! Who wants to chat with me? Nu photos with me here http://bit.ly/helenswee
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

Crea Summer Academy

  1. 1. Syros 2016 – Aegean University CREA Summer Academy Creativity & ICT for new entrepreneurship UNPACK CREATIVITY CANVAS Arianna Vignati | Politecnico di Milano 12th July 2016
  2. 2. Syros 2016 – Aegean University CREA Summer Academy / WHO I AM
  3. 3. Syros 2016 – Aegean University CREA Summer Academy / WHO I REPRESENT
  4. 4. Syros 2016 – Aegean University CREA Summer Academy / THE REASON WHY OF THIS LECTURE •  To understand what is the strategic design approach and how you can find advantage from this approach in the business idea development; •  To discover new variables in the innovation process; •  To discover there is a simple tool, that can help you to include the strategic design mind-set in your start-up journey •  To understand customers and users are important for you not only when they have to buy your product or service but in the whole business idea generation process •  To be aware you can count on your customers and users to develop new products and services
  5. 5. Syros 2016 – Aegean University CREA Summer Academy / WHAT (I HOPE) YOU WILL LEARN •  How you can apply a strategic and systemic approach in business idea development processes •  How you can understand the needs of your target (customers, users, etc.) and use these information in the design process •  How you can engage people in your business idea development process •  How to use the UNPACK CREATIVITY CANVAS (workshop)
  6. 6. Syros 2016 – Aegean University CREA Summer Academy / STRATEGIC DESIGN. CREATE A DIFFERENCE! Strategic design support the CREATION of a “competitive” DIFFERENCE in the market (due to the complexity) because it combines STRATEGY + DESIGN
  7. 7. Syros 2016 – Aegean University CREA Summer Academy / STRATEGIC DESIGN How to differentiate? – telling meaningful stories Having satisfied our basic needs, we look for sophisticated experiences that move us and have meaning for us…complex combinations of products, services and information (Tim Brown)
  8. 8. Syros 2016 – Aegean University CREA Summer Academy / STRATEGIC DESIGN How to differentiate? – innovating in Product Service System Companies shouldn’t believe they can build a difference only through the product! The product is only a small part of what is able to express MEANING What today MAKE SENSE to the COMPANY OFFER? The PRODUCT SERVICE SYSTEM
  9. 9. Syros 2016 – Aegean University CREA Summer Academy / STRATEGIC DESIGN: PRODUCT SERVICE SYSTEM In a project, the value creation process is a combination of the interaction of different layers : product, promotion and service. Strategic Design is a process that MAKES SENSE, both for the Company and the Audience in the market, coordinating the design of the plurality of touch points (e.g. the products, communication, services…) through which the company presents itself on the market, defining its identity and in the meantime shaping its strategy. That given plurality is the PRODUCT-SYSTEM.
  10. 10. Syros 2016 – Aegean University CREA Summer Academy / STRATEGIC DESIGN: PRODUCT SERVICE SYSTEM PRODUCT SERVICE COMMUNICATION
  11. 11. Syros 2016 – Aegean University CREA Summer Academy / STRATEGIC DESIGN: PRODUCT SERVICE SYSTEM Strategic design is then a mindset that makes sense to company strategy trought a product system from the commodity to the user engagement
  12. 12. Syros 2016 – Aegean University CREA Summer Academy / STRATEGIC DESIGN: PRODUCT SERVICE SYSTEM Where can you start to design new business idea innovating the product service system? FROM THE USER’S NEEDS
  13. 13. Syros 2016 – Aegean University CREA Summer Academy / WHAT IS A NEED? …a gap, a feeling, an uneasiness that create a (creative) tension to satisfy it Some important rules to remind: -  it’s independent from technology, products, services… -  it expresses functions and wishes to satisfy… -  it admits different ways (different “technologies”) to be satisfied…
  14. 14. Syros 2016 – Aegean University CREA Summer Academy / WHAT IS A NEED? “Nobody wants a 1/4 inch drill – what they want is a 1/4 inch hole.” Theodore Levitt
  15. 15. Syros 2016 – Aegean University CREA Summer Academy / ANSWER TO PEOPLE NEEDS MEANS LEARN FROM PEOPLE There are many ways we can learn from people about their memories, their current experiences and their ideal experiences: We can listen to what people say We can interpret what people express We can watch what people do We can observe what people use We can uncover what people know We can reach toward understanding what people feel We can appreciate what people dream
  16. 16. Syros 2016 – Aegean University CREA Summer Academy / START FROM (YOUR) REALITY Where can you identify INNOVATION AREA? From the REALITY: observing users, understanding their needs and their relation with products and services, translating these elements in characteristics for new PRODUCTS and SERVICES. With a strategic vision and a design process we are able to generate new user behaviors.
  17. 17. Syros 2016 – Aegean University CREA Summer Academy / START FROM (YOUR) REALITY Understand people needs means know them, engage and interact with them in your design process, talk with them!
  18. 18. Syros 2016 – Aegean University CREA Summer Academy / START FROM (YOUR) REALITY Start from YOUR personal network Personal network (friends, parents, people you know, the school of your children, friends of your friends, facebook contacts, linkedin contacts etc.) is the starting point to set up a user engagement strategy for your business idea development process.
  19. 19. Syros 2016 – Aegean University CREA Summer Academy / SOME EXEMPLES h1p://www.youtube.com/watch?v=BnXikF5pXqY TALKABLE VEGETABLES
  20. 20. Syros 2016 – Aegean University CREA Summer Academy / SOME EXEMPLES Sticknfind Bluetooth Powered ultra small Location Stickers h1ps://www.youtube.com/watch?v=OK_le3ZFjls
  21. 21. Syros 2016 – Aegean University CREA Summer Academy / AN USEFUL TOOL: THE UNPACK CREATIVITY CANVAS The aim of the UNPACK CREATIVITY CANVAS is to: • Generate disrup-ve and possible solu-ons starUng from a “real scenario” • Re-view and re-design solu-ons and ideas in order to check if they really are the good answer to specific needs • Improve the awareness on the ideas (users, partners, market, value etc.) • Start ac-vi-es useful to approach the business model canvas
  22. 22. Syros 2016 – Aegean University CREA Summer Academy / UNPACK CREATIVITY CANVAS
  23. 23. Syros 2016 – Aegean University CREA Summer Academy / UNPACK CREATIVITY CANVAS
  24. 24. Syros 2016 – Aegean University CREA Summer Academy / HOW TO USE IT describe the context and the environment of the need/problem your product/service/ system is trying to solve describe the need/ problem your product/service/ system is trying to solve
  25. 25. Syros 2016 – Aegean University CREA Summer Academy / HOW TO USE IT Describe the 5W: -  Who -  What -  When -  Where -  Why Synthesize the value and meaning your idea must ever respect
  26. 26. Syros 2016 – Aegean University CREA Summer Academy / HOW TO USE IT Think about the possibile and the disruptive solutions can fit with the value and the meaning
  27. 27. Syros 2016 – Aegean University CREA Summer Academy / HOW TO USE IT Identify the best idea or the cluster of ideas with common features Then identify the product service system elements (Product, Service, Communication) Express how you will involve users, customers, clients in the implementation phases
  28. 28. Syros 2016 – Aegean University CREA Summer Academy / HOW TO USE IT Identify the resources you already have to implement the product service system (PSS) Identify the resources you need to find-buy-negotiate to implement the PSS
  29. 29. Syros 2016 – Aegean University CREA Summer Academy / HOW TO USE IT
  30. 30. Syros 2016 – Aegean University CREA Summer Academy / WHY IT IS USEFUL The UNPACK CREATIVITY CANVAS support the design thinking phase beyond the Business Model Generation (it’s strong connected with the Business Model Canvas). Most of the boxes have a direct connection with aims and topics of the Business Model Canvas sections (Customer Segments, Value Proposition, Key Partners, Key Activities, Key Resouces)
  31. 31. Syros 2016 – Aegean University CREA Summer Academy BE SOCIAL Make “CREA summer academy” be viral, express your experience on the social network and tag CREA or use the official hashtag #CREA16 #SEsummer16 #CREA16 #SEsummer16
  32. 32. Thank you.

×