1. WEL COME!
strategic
product
design
Christa van Gessel

2. Gradu ation Project
Insight driven innovation reflected for radical innovation at Philips
on
case study: televisi

3. Gradu ation ProjectFOCUS ON LOOKING BACK
linear
observation process
products validation
problems

4. Gradu ation ProjectFOCUS ON LOOKING FORWARD
iterative
aspiration process
context inspiration
opportunities

5. Working at
abbing
With erik roscam
brand driven innovation
tion
vision driven innova
Insight dr
iven innov
ation

6. Contextmapping connects by …
creating
deepening
involving
immersing
communicating

7. creating
Inspiring insights
“I prefe
r magazin
so I can es to int
relax on erne
the couc t,
h!”

8. deepening
authentic insights
morning alone,
“I relax on Sunday
pers around me!”
but I need the slee

9. involving
usable insights
ing
on holiday? Help
“Priva and client
ping countries!”
people in develo

10. immersing
understandable insights
“When I’m feelin
g sad, I dress
nice. When I’m ha
ppy, I don’t care
.”

11. co mmunicating
relevant insights
“I’m not tha
t good at d
Fatboy help oing nothing
s me with t ,
hat.”

12. Thank you!
Strategy as a
designer
thanks to
contextmapping
christavangessel@hotmail.com
www.zilverinnovation.com