Impact centered design

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Impact centered design

  1. 1. Impact-centeredDesign<br />A systemicmethodtodesignnew stuffthatmatters.<br />(as opposedtoboringcommodities and new rubbish)<br />
  2. 2. "30,000 new products hit the shelves each year but only 10-30% of them last into the second year" (Gavetti and Rivkin, 2005)The vast majority of new products fail<br />
  3. 3. success<br />celebrated but unnecessary rubbish<br />new and sustainable solutions<br />irrelevant<br />pertinent<br />failed irrelevant products<br />ideas with potential?<br />failure<br />
  4. 4.
  5. 5.
  6. 6.
  7. 7. iPod dock boombox (Gadgets)<br />Asus'sEeeKeyboard media PC (Concepts)<br />
  8. 8. Intel Xeon 5500 (Optimisation)<br />3D TV (New platform?)<br />
  9. 9. Motorola Startac <br />(Redesign)<br />Nokia Communicator<br />(Revolutionary)<br />Dynatac $4,000 (1984)<br />(Revolutionary)<br />Nokia 9300<br />(Improvement)<br />
  10. 10. Apple PowerMacG4 Cube<br />(Failure)<br />Nokia 7600 <br />(Failure)<br />
  11. 11. iPod (Upgrades)<br />http://support.apple.com/kb/ht1353<br />
  12. 12. iPod (scrollwheel) 10/2001<br />iPod (touchwheel)<br />iPod (dock connector)<br />iPod Special Edition Harry Potter<br />iPodSpecialEditionU2<br />iPod (ClickWheel)<br />iPodwith color display<br />iPodmini<br />iPodmini (2nd generation)<br />iPodshuffle<br />Podshuffle (2nd generation)<br />iPodnano<br />iPod nano (2nd generation)<br />iPod (5th generation)<br />iPodwithvideo<br />iPod nano (3rd generation)<br />iPod nano (4th generation)<br />iPodclassic<br />iPodtouch<br />iPodtouch (2nd generation)<br />iPodclassic (120 GB)<br />iPodshuffle (3rd generation)<br />iPod nano (5th generation)<br />iPodtouch (3rd generation) 09/2009<br />
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  14. 14. Exploration and exploitation<br />Explore:<br />Tofind new solutionsbytransformingthe 'designspace' (new variables, new functions…)<br />Exploit:<br />Tofind new solutionsbydevelopingcombinations and improvements in theknown 'designspace' (new values, new shapes…)<br />
  15. 15. Rules<br />Knowyourproducts<br />Knowyourprocesses<br />Knowyourcompetition<br />Knowyourstakeholders: clients, users, distributors, suppliers… <br />Focusonvalue<br />
  16. 16. productfeatures, costs, uservalues, etc…<br />(more)<br />productfeatures,costs, uservalues, etc…<br />(less)<br />
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  19. 19. Stage-Gate<br />
  20. 20. Cooper, R. Winning at New Products, Perseus<br />
  21. 21.
  22. 22. http://www.slideshare.net/fhuertamty/product-strategies<br />

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