This document summarizes a lecture on applying strategic design and the UNPACK CREATIVITY CANVAS tool to business idea development. The lecture aimed to teach participants how to take a strategic and systemic approach by understanding user needs, engaging users in the design process, and innovating the product-service system. The UNPACK CREATIVITY CANVAS was introduced as a tool to help generate disruptive solutions based on user needs, evaluate ideas, and identify the key elements of the business model. The lecturer encouraged participants to apply what they learned and share about their experience using the CREA summer academy hashtags.

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. Syros 2016 – Aegean University CREA Summer Academy
/ WHO I AM

3. Syros 2016 – Aegean University CREA Summer Academy
/ WHO I REPRESENT

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. 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. 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. 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. 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. 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. Syros 2016 – Aegean University CREA Summer Academy
/ STRATEGIC DESIGN: PRODUCT SERVICE SYSTEM
PRODUCT SERVICE
COMMUNICATION

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. 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. 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. 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. 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. 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. 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. 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. Syros 2016 – Aegean University CREA Summer Academy
/ SOME EXEMPLES
h1p://www.youtube.com/watch?v=BnXikF5pXqY
TALKABLE VEGETABLES

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. 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. Syros 2016 – Aegean University CREA Summer Academy
/ UNPACK CREATIVITY CANVAS

23. Syros 2016 – Aegean University CREA Summer Academy
/ UNPACK CREATIVITY CANVAS

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. 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. 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. 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. 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. Syros 2016 – Aegean University CREA Summer Academy
/ HOW TO USE IT

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. 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. Thank you.