Design driven innovation focuses on innovating the meaning and language of products. It has three main phases: 1) Listening to understand where knowledge about new meanings exists, 2) Interpreting this knowledge to develop a radical new meaning and language, and 3) Addressing the market by leveraging interpreters to influence how people perceive the new meaning. Examples include the Alessi Bird Kettle which transformed the breakfast experience, and Teddy the Guardian, a plush bear with sensors that measures a child's vital signs discreetly and sends data to parents.

1. DESIGN DRIVEN INNOVATION

2. Meaning
• Design driven innovation focuses on the
innovation of product meanings.
• This innovation is enabled by integrating
knowledge on needs, product languages and
technological development
Concept proposed by Roberto Verganti in 2009

3. THE THREE MAIN PHASES OF
DESIGN DRIVEN INNOVATION
Creating design-driven innovation requires two
assets: knowledge of how people could give meanings to things and
the seductive power to influence the emergence of a radical new
meaning .
1. Listening
2. Interpreting
3. Addressing

4. 1 LISTENING :
This action consists on accessing
knowledge about possible meanings and
languages of new products. Companies are
involved in understanding where this knowledge
is and how to internalize it. It implies identifying
and involving key interpreters of the design
discourse.

5. 2. INTERPRETING
The second phase is a process
through which the company creates its own
proposal and concretely develop a radical new
meaning and language. To realize this mission the
company needs a proper process through which it
can share knowledge from the design discourse
and turn it into concrete visions. The company has
to organize a workshop (called Design Direction
Workshop)

6. 3. ADDRESSING
When a radical innovation is introduced,
advertising is not the ideal medium to
communicate it. Design-driven companies should
adopt a different strategy, by leveraging the
interpreters in the design discourse. Indeed they
actually should have a seductive power, because
they influence how people will give meanings to
things and influence the way new proposals are
given to people

7. Examples of design driven
innovation
1. The Alessi Bird Kettle:
First introduced in 1985 and designed by Michael Graves, this
celebrated kettle featuring the bird that sings when the water is
boiling has transformed the breakfast experience in many
households by infusing an aura of originality, uniqueness and
prestige

8. Examples of Design driven
Innovation
2. Teddy the Guardian
Developed and launched within just a few months by Croatian start-up
IDerma, Teddy the Guardian is a design-driven innovation that disguises
advanced medical tech in a lovable toy. It provides pediatricians and
parents with meaningful and complete insight into a child’s health
condition, without the usual strain of a standard check-up.
Teddy The Guardian is a plushy bear with embedded sensors that
measure child’s heart rate, blood pressure, oxygen saturation, and body
temperature, and send the data using wireless technologies to parents’
smartphone. Every time a child gives Teddy a finger or puts Teddy’s paw
on his forehead sensors detect the values, record them
The interpreters were a visionary team of health marketers, data
analysts, and developers as well as support from medical industry
experts.