This document discusses the importance of design and innovation in developing new dimensions and business models. It outlines an iterative design process that involves early prototyping and user feedback to develop deep user understanding. Case studies are presented of how design was used at Target Pharma to improve prescription bottles, at Boeing to transform their workplace culture, and at Pfizer to reframe communication around Viagra to increase patient-doctor dialogue. The process involves understanding user activity, multi-prototyping with feedback, and considering use in broader contexts to drive breakthrough innovation.

1. Design the New dimension
Heather Fraser
Design Initiative
Rotman School of Management
Univ of Toronto

2. Competence through
Price
Quality
Performance
is not sufficient
Design & Innovation is necessary
Blue Ocean Strategy
New Business Models
New products / services
New customers

3. Breakthrough Innovation
•Iterative Process
•Early perfection – AVOID
•Small Effective – comfort
teams – across functions
Strategic Business
Design
No Trade-offs - Contradictions
Strategic Hubs – support processes
Modules – Protocols [ckp]
Deep user
Multi Prototyping
understanding
Feedback User Activity vs Product Usage
Change / Kaizen Broader Context

4. Case Studies
Target Pharma
Boeing
Pfizer

5. Target Prescription Bottle
Deborah Adler - 2004 Understanding User Activity
Institute of Visual Arts Multi prototyping
29years
Klaus Rosburg,
Brooklyn industrial designer
Prototype Bottle Final Bottle
•Function over form. [know the •Easy I.D.[name top ]
OLD Bottle Design name + how to take it.] •Code red [for caution]
•Inconsistent labels /pharmacy •Color coding.[ / family member’s •Information hierarchy.
]
•Branding trumps all. [not name •Upside down to save paper.
•Intelligent expiration.[ A Condé
and instructions] Nast security badge develops a •Green is for Grandma.[poka
•Confusing numbers.[no large red X after 24 hours ] yoke - colored rubber rings]
explanations] •Shaping the bottle.[D-shape—a •Hard to lose info card
•Poor color combinations.[black wider front and a flat back [tucked behind the label + 3
on navy] •Info attached.[ grooves for paper holes for saving in a binder]
•Curved shape is hard to read. card with text set in columns. ] •Clear message Take ―daily.‖
•Close reading.[included a lens]
•Tiny type. •Clear warnings.
•Intake schedule.

6. Operational Transformation
Strategic Business Design
2004
NBBJ Boeing 737
Architectural
Firm of Boeing
Democratic Work place
Blue + White collar
Sales Production Engineers Corporate Focus on Product
Rather than process
Every Individual is Important
Flow days for assembly reduced 50%
Unit Costs decreased
Resolution times reduced

7. Communication Design - Viagra
Understanding User Activity
Passive Patient into active
Patient Doctor Dialogue
Customers denial - revival
Every stage of journey
Increase Patient Doctor Dialogue
Increased prescription