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© Touch360. All Rights Reserved.
Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
This presentation is a sample
  of materials used in our
       Design Thinking
   course and workshops.
  For information contact:
    info@touch360.com


                        Front-End of Innovation Roundtable
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                                                         Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Front-End of Innovation Roundtable
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Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
                          •   Products, services, business models
                          •   Big and small
                          •   Disruptive, evolutionary, revolutionary
                          •   Concepts, methods, brands, etc.




                    Innovations


            Users                         Designers
                                          You and me


Also:
• Buyers                                         •   Engineers
• Influencers                                    •   Marketers
• Stakeholders                                   •   Industrial designers
                                                 •   Managers
                                                 •   Strategists
                                               Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
                                 •   Mixed products/services
                                 •   Complex
                                 •   Eco-systems of products
                                 •   Experiences


                                                                 •   More competitive
•   Better informed                                              •   Faster cycles
•   More demanding               Products                        •   Higher investments
                                                                 •   Higher barriers


                 Users                                   Designers
                 • Needs                                 • Processes
                 • Characteristics                       • Methods/tools
                 • Wants                                 • Frameworks
                 • Motivations                           • Cultures
                 • Aspirations                           • Enablers/inhibitors
                                                               Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
                                                            www.jnd.org/
Human-Centered Design:
Making products that
people can use, that fit
their needs, that excite
them and are enjoyable.




                           Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
• Design with humans as part of the system
    – Interfaces/interactions.
    – Allocation of functions between users and machines.
• Account for
    – Users and all stakeholders.
    – Contexts.
    – Life span of the product: from shelf through use to disposal/replacement.
• Achieved by
    –   Deep insight to users and stakeholders: needs, wants, capabilities, decisions.
    –   Multi-disciplinary/holistic design.
    –   Understanding of human perception, cognition, emotions.
    –   Iterations: design, prototype, test with users,…
• To optimize for
    –   Functionality.
    –   Performance.
    –   Reliability.
    –   Emotions.
    –   Sustainability: business model, value to user, strategic objectives.

                                                                      Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
What is common between the two?




                            Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
• Babies evolved to:
   – Signal their health




                                                                          www.cuddles.org.uk
   – Signal their needs
• Mothers (fathers too) evolved to
   – Decode their health/survivability
   – Decode babies’ needs
• Together they evolved to
   – Communicate
   – Mutual affection
   – Mutual aesthetic preferences




                                         Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
• Babies evolved to:
   – Signal their health




                                                                          www.carbodydesign.com
   – Signal their needs
• Mothers (fathers too) evolved to
   – Decode their health/survivability
   – Decode babies’ needs
• Together they evolved to
   – Communicate
   – Mutual affection
   – Mutual aesthetic preferences
• Cars evolved to…



                                         Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Front-End of Innovation Roundtable
“My only concern is that people won't appreciate how
entertaining "Rolly" is until they see it for themselves.

“They'll be surprised at how enjoyable it is. I want as
many people as possible to interact with "Rolly"
themselves.
- Taku Sugawara, designer, Sony
It's an MP3 player. No wait...it's a speaker. Is it a
robotic dancing egg?
Actually, the Sony Rolly is all of those things. But
mostly, it's just a pricey musical toy for gadget
heads who have everything--including some cash
to burn.
- Cnet, June 5, 2008
Hajime Sorayama   空山 基
homie.enomisk.net
pump

kids           community



       water
© Touch360. All Rights Reserved.
The COSMODRIVE cognitive model, INRETS




 Hazard Prevention System (HPC), Mihailo Pupin Institute




                                                           Front-End of Innovation Roundtable
Energy
                                Volume/time

?

                        pump

    kids                               community



                        water




                    ?
© Touch360. All Rights Reserved.
Front-End of Innovation Roundtable
www.ge.com
© Touch360. All Rights Reserved.   www.emotiv.com
                                                    Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.   www.accusplit.com, www.meas-spec.com
                                                                          Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
                                     • Forgive errors
                                     • Take over when humans fail



                       Actions       Input


     Human
    Cognition                                                 State
        &                                                    Machine
    Affection


                      Perception     Output




• Understand current product state
• Understand available actions and
  expected results
• Make action decisions

                                             Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Networks are meshes of
humans and machines:
H2H, H2M, M2M, all
carrying information and
emotions




                    The machine-to-machine
                    interfaces are getting much
                    more complicated
                                                  Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
What does it mean?
“He is a very experienced commercial pilot”




                                              Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
What does it mean?
“I was on the street all alone in a foreign country where I did not
feel quite comfortable in. Not a great experience. Suddenly I saw
that Starbucks across the street and I felt so much better”




                                                 Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
What is common?




                  Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
• What is right now: sense, feel, think… consciously or not

• What we remember: short- or long-term, reflect…

• What we anticipate




                                                Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
                          G   G   G   Eb




                                                                        www.music-scores.com
             G   P   G        G       G

                 P
                     F                F

                 P
Experience           Eb               Eb
Remember
Anticipate
                                       Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
experiencing,
remembering,
anticipating…
are relative terms.

                      Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Experiences result from
the holistic interactions
between humans and
products.



                                                                   Emotions




                                                                  Cognitions
               Branding


                                                        Perceptions
               Interactivity



                          Form       The experience outcomes:
                        (physical)   • The subjective memories the
                                       interactions facilitate (and
                                       consequent actions)
                                     • How well the human-product
                                       perform a given task

                                            Front-End of Innovation Roundtable
                                                           IBM MP3 player designed for China market
© Touch360. All Rights Reserved.
• Experiences are designed for the entire product life-cycle:
  from store shelf to replacement
• Experiences are designed for cultures, contexts, contents




    Experiences evolve in time:
    changes in expectations, trends,
    newness, alternatives, brand
    image, etc.




       Experiences change by cultures,
       contexts, and contents


                                                            Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
We cannot
redesign humans
(or at least it is        humans
very difficult)                                                              How to facilitate
                                                                             positive relationships
                                                                             between customers
                                Perception     Cognitive     Emotional       and the brand on all
       product                                                               levels


                     Branding                Relationships

                                                                             Design the
                                                                             interactions to
                                                                             support positive
                                                                             relationships
              Interactions                   Interactions




                        Form                    Forms
                                                                             Design the product
                                                                             forms to support
                                                                             interactions and
                                                                             relationships



                                                                         Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
                     humans

                     Perceptions   Cognitions   Emotions
product

          Branding




    Interactivity




             Form




                                                           Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
• Level of immersions
   – Cognitive
   – Emotional
   – Physical
   There are correlations among them.
• Meaningful
   – What does it mean?




                                        Front-End of Innovation Roundtable
What does this
machine do?
“People don’t want
to buy a quarter-
inch drill. They want
a quarter-inch hole.”

                        Theodore Levitt
© Touch360. All Rights Reserved.
Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Emotional
Attachment
             religious organizations
                                                         products
                                                        motorcycle
                                                  car
                                           iPod
                                        phone
         services

                    government
                         car rental    iTunes
                  phone service
                                                                 Sense of
                                                                 Control



                                                        Front-End of Innovation Roundtable
www.thejumpingfrog.com
© Touch360. All Rights Reserved.
How do you like it?


                      Front-End of Innovation Roundtable
www.finedininglovers.com
© Touch360. All Rights Reserved.
Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Front-End of Innovation Roundtable
What’s the social signal?
What’s the social signal?
www.ducati.com
© Touch360. All Rights Reserved.
 Recall of                Immediate
 Previous       Event     Emotional
Experiences                Reaction




              Emotional
               Reaction




              Store to
              Memory




                          Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.        A Circumplex Model of Affect, James A. Russell, 1980; On the design of an emotional interface for the huggable robot Probo, Saldien et al
                                                                                                                                                                                        Front-End of Innovation Roundtable
                                                                                               Valence
                                                                                                         Happy
                                                 Excitement
                          Better recall of




                                                                                                                                         Relaxed
                           experiences




                                                                                     Neutral
     Arousal




                                                                                                                                                                               Sleepy
                                                Angry




                                                                                                                                         Depressed
                                                                                               Unhappy
© Touch360. All Rights Reserved.    A Circumplex Model of Affect, James A. Russell, 1980; On the design of an emotional interface for the huggable robot Probo, Saldien et al
                                                                                                                                                                                Front-End of Innovation Roundtable
                                                                                           Valence
                                                                                                     Happy
                                             Excitement




                                                                                                                                     Relaxed
                          experiences
                            Positive




                                                                                 Neutral
     Arousal




                                                                                                                                                                 Sleepy
                                            Angry




                                                                                                                                     Depressed
                                                                                           Unhappy
© Touch360. All Rights Reserved.   A Circumplex Model of Affect, James A. Russell, 1980; On the design of an emotional interface for the huggable robot Probo, Saldien et al
                                                                                                                                                                               Front-End of Innovation Roundtable
                                                                                          Valence
                                                                                                    Happy
                                            Excitement
               (meta-cognition)




                                                                                                                                    Relaxed
                 Reflections




                                                                                Neutral
     Arousal




                                                                                                                                                                Sleepy
                                           Angry




                                                                                                                                    Depressed
                                                                                          Unhappy
© Touch360. All Rights Reserved.
What does it meant to you?


                      Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
• Changes to a few points result in changes of the curves
• Changes in curves change character of the font



                                     Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
How users connect the dots to create
meaningful experiences is not in our control.

But we can influence the experiences.




                                        Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Front-End of Innovation Roundtable
Which one is a real Patek Philippe?
You never
actually own a
Patek Philippe.
You merely take
care of it for the
next generation.
© Touch360. All Rights Reserved.
A hint is good enough – the human brain is a great interpolator
and interpreter when it comes to affective perception.
The difference between perceived authenticity and mimicry can
be very narrow.




                                               Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
A hint is good enough – the human brain
is a great interpolator (closure in Gestalt
theory) and interpreter when it comes
to affective perception.
The difference between perceived
authenticity and mimicry is subtle.




                                              Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Hiroshi Ishiguro, Osaka University


              “There’s something just generally creepy about
              it. There’s a mismatch. You have something that
              looks human, but when it starts moving and
              starts talking there’s that disconnect that’s not
              right. There’s that sense of something that
              doesn’t just fit.”
                                                Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Believability




                                                          “Realism”
                                                          (likeness)

                The ”Uncanny Valley”




                                       Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Emotional
 affinity




                               “Realism”
                               (likeness)




            Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Front-End of Innovation Roundtable
© Touch360. All Rights Reserved.
Is this authentic design or is it mimicry?




Cadillac Eldorado 1958




                                             Front-End of Innovation Roundtable
Q+A   Shimon Shmueli
      +1.503.410.1203
      shimon@touch360.com
      www.touch360.com

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Design Thinking - Workshop Sample

  • 1. © Touch360. All Rights Reserved. Front-End of Innovation Roundtable
  • 2. © Touch360. All Rights Reserved. This presentation is a sample of materials used in our Design Thinking course and workshops. For information contact: info@touch360.com Front-End of Innovation Roundtable
  • 3. © Touch360. All Rights Reserved. http://goo.gl/tA3PZ Front-End of Innovation Roundtable
  • 4. © Touch360. All Rights Reserved. Front-End of Innovation Roundtable
  • 5. © Touch360. All Rights Reserved. Front-End of Innovation Roundtable
  • 6. © Touch360. All Rights Reserved. Front-End of Innovation Roundtable
  • 7. © Touch360. All Rights Reserved. • Products, services, business models • Big and small • Disruptive, evolutionary, revolutionary • Concepts, methods, brands, etc. Innovations Users Designers You and me Also: • Buyers • Engineers • Influencers • Marketers • Stakeholders • Industrial designers • Managers • Strategists Front-End of Innovation Roundtable
  • 8. © Touch360. All Rights Reserved. • Mixed products/services • Complex • Eco-systems of products • Experiences • More competitive • Better informed • Faster cycles • More demanding Products • Higher investments • Higher barriers Users Designers • Needs • Processes • Characteristics • Methods/tools • Wants • Frameworks • Motivations • Cultures • Aspirations • Enablers/inhibitors Front-End of Innovation Roundtable
  • 9. © Touch360. All Rights Reserved. www.jnd.org/ Human-Centered Design: Making products that people can use, that fit their needs, that excite them and are enjoyable. Front-End of Innovation Roundtable
  • 10. © Touch360. All Rights Reserved. • Design with humans as part of the system – Interfaces/interactions. – Allocation of functions between users and machines. • Account for – Users and all stakeholders. – Contexts. – Life span of the product: from shelf through use to disposal/replacement. • Achieved by – Deep insight to users and stakeholders: needs, wants, capabilities, decisions. – Multi-disciplinary/holistic design. – Understanding of human perception, cognition, emotions. – Iterations: design, prototype, test with users,… • To optimize for – Functionality. – Performance. – Reliability. – Emotions. – Sustainability: business model, value to user, strategic objectives. Front-End of Innovation Roundtable
  • 11. © Touch360. All Rights Reserved. What is common between the two? Front-End of Innovation Roundtable
  • 12. © Touch360. All Rights Reserved. • Babies evolved to: – Signal their health www.cuddles.org.uk – Signal their needs • Mothers (fathers too) evolved to – Decode their health/survivability – Decode babies’ needs • Together they evolved to – Communicate – Mutual affection – Mutual aesthetic preferences Front-End of Innovation Roundtable
  • 13. © Touch360. All Rights Reserved. • Babies evolved to: – Signal their health www.carbodydesign.com – Signal their needs • Mothers (fathers too) evolved to – Decode their health/survivability – Decode babies’ needs • Together they evolved to – Communicate – Mutual affection – Mutual aesthetic preferences • Cars evolved to… Front-End of Innovation Roundtable
  • 14.
  • 15.
  • 16. © Touch360. All Rights Reserved. Front-End of Innovation Roundtable
  • 17. © Touch360. All Rights Reserved. Front-End of Innovation Roundtable
  • 18. © Touch360. All Rights Reserved. Front-End of Innovation Roundtable
  • 19.
  • 20. “My only concern is that people won't appreciate how entertaining "Rolly" is until they see it for themselves. “They'll be surprised at how enjoyable it is. I want as many people as possible to interact with "Rolly" themselves. - Taku Sugawara, designer, Sony
  • 21. It's an MP3 player. No wait...it's a speaker. Is it a robotic dancing egg? Actually, the Sony Rolly is all of those things. But mostly, it's just a pricey musical toy for gadget heads who have everything--including some cash to burn. - Cnet, June 5, 2008
  • 22.
  • 23. Hajime Sorayama 空山 基
  • 25.
  • 26.
  • 27.
  • 28.
  • 29. pump kids community water
  • 30. © Touch360. All Rights Reserved. The COSMODRIVE cognitive model, INRETS Hazard Prevention System (HPC), Mihailo Pupin Institute Front-End of Innovation Roundtable
  • 31. Energy Volume/time ? pump kids community water ?
  • 32. © Touch360. All Rights Reserved. Front-End of Innovation Roundtable
  • 34. © Touch360. All Rights Reserved. www.emotiv.com Front-End of Innovation Roundtable
  • 35. © Touch360. All Rights Reserved. www.accusplit.com, www.meas-spec.com Front-End of Innovation Roundtable
  • 36. © Touch360. All Rights Reserved. • Forgive errors • Take over when humans fail Actions Input Human Cognition State & Machine Affection Perception Output • Understand current product state • Understand available actions and expected results • Make action decisions Front-End of Innovation Roundtable
  • 37. © Touch360. All Rights Reserved. Networks are meshes of humans and machines: H2H, H2M, M2M, all carrying information and emotions The machine-to-machine interfaces are getting much more complicated Front-End of Innovation Roundtable
  • 38.
  • 39. © Touch360. All Rights Reserved. What does it mean? “He is a very experienced commercial pilot” Front-End of Innovation Roundtable
  • 40. © Touch360. All Rights Reserved. What does it mean? “I was on the street all alone in a foreign country where I did not feel quite comfortable in. Not a great experience. Suddenly I saw that Starbucks across the street and I felt so much better” Front-End of Innovation Roundtable
  • 41. © Touch360. All Rights Reserved. What is common? Front-End of Innovation Roundtable
  • 42. © Touch360. All Rights Reserved. • What is right now: sense, feel, think… consciously or not • What we remember: short- or long-term, reflect… • What we anticipate Front-End of Innovation Roundtable
  • 43.
  • 44. © Touch360. All Rights Reserved. G G G Eb www.music-scores.com G P G G G P F F P Experience Eb Eb Remember Anticipate Front-End of Innovation Roundtable
  • 45. © Touch360. All Rights Reserved. experiencing, remembering, anticipating… are relative terms. Front-End of Innovation Roundtable
  • 46. © Touch360. All Rights Reserved. Experiences result from the holistic interactions between humans and products. Emotions Cognitions Branding Perceptions Interactivity Form The experience outcomes: (physical) • The subjective memories the interactions facilitate (and consequent actions) • How well the human-product perform a given task Front-End of Innovation Roundtable IBM MP3 player designed for China market
  • 47. © Touch360. All Rights Reserved. • Experiences are designed for the entire product life-cycle: from store shelf to replacement • Experiences are designed for cultures, contexts, contents Experiences evolve in time: changes in expectations, trends, newness, alternatives, brand image, etc. Experiences change by cultures, contexts, and contents Front-End of Innovation Roundtable
  • 48. © Touch360. All Rights Reserved. We cannot redesign humans (or at least it is humans very difficult) How to facilitate positive relationships between customers Perception Cognitive Emotional and the brand on all product levels Branding Relationships Design the interactions to support positive relationships Interactions Interactions Form Forms Design the product forms to support interactions and relationships Front-End of Innovation Roundtable
  • 49. © Touch360. All Rights Reserved. humans Perceptions Cognitions Emotions product Branding Interactivity Form Front-End of Innovation Roundtable
  • 50. © Touch360. All Rights Reserved. • Level of immersions – Cognitive – Emotional – Physical There are correlations among them. • Meaningful – What does it mean? Front-End of Innovation Roundtable
  • 52. “People don’t want to buy a quarter- inch drill. They want a quarter-inch hole.” Theodore Levitt
  • 53.
  • 54. © Touch360. All Rights Reserved. Front-End of Innovation Roundtable
  • 55. © Touch360. All Rights Reserved. Front-End of Innovation Roundtable
  • 56. © Touch360. All Rights Reserved. Emotional Attachment religious organizations products motorcycle car iPod phone services government car rental iTunes phone service Sense of Control Front-End of Innovation Roundtable
  • 58. © Touch360. All Rights Reserved. How do you like it? Front-End of Innovation Roundtable
  • 60.
  • 61. © Touch360. All Rights Reserved. Front-End of Innovation Roundtable
  • 62. © Touch360. All Rights Reserved. Front-End of Innovation Roundtable
  • 63. © Touch360. All Rights Reserved. Front-End of Innovation Roundtable
  • 64.
  • 66.
  • 67.
  • 68.
  • 70.
  • 71.
  • 73.
  • 74. © Touch360. All Rights Reserved. Recall of Immediate Previous Event Emotional Experiences Reaction Emotional Reaction Store to Memory Front-End of Innovation Roundtable
  • 75. © Touch360. All Rights Reserved. A Circumplex Model of Affect, James A. Russell, 1980; On the design of an emotional interface for the huggable robot Probo, Saldien et al Front-End of Innovation Roundtable Valence Happy Excitement Better recall of Relaxed experiences Neutral Arousal Sleepy Angry Depressed Unhappy
  • 76. © Touch360. All Rights Reserved. A Circumplex Model of Affect, James A. Russell, 1980; On the design of an emotional interface for the huggable robot Probo, Saldien et al Front-End of Innovation Roundtable Valence Happy Excitement Relaxed experiences Positive Neutral Arousal Sleepy Angry Depressed Unhappy
  • 77. © Touch360. All Rights Reserved. A Circumplex Model of Affect, James A. Russell, 1980; On the design of an emotional interface for the huggable robot Probo, Saldien et al Front-End of Innovation Roundtable Valence Happy Excitement (meta-cognition) Relaxed Reflections Neutral Arousal Sleepy Angry Depressed Unhappy
  • 78. © Touch360. All Rights Reserved. What does it meant to you? Front-End of Innovation Roundtable
  • 79. © Touch360. All Rights Reserved. Front-End of Innovation Roundtable
  • 80. © Touch360. All Rights Reserved. Front-End of Innovation Roundtable
  • 81. © Touch360. All Rights Reserved. Front-End of Innovation Roundtable
  • 82. © Touch360. All Rights Reserved. • Changes to a few points result in changes of the curves • Changes in curves change character of the font Front-End of Innovation Roundtable
  • 83. © Touch360. All Rights Reserved. Front-End of Innovation Roundtable
  • 84. © Touch360. All Rights Reserved. Front-End of Innovation Roundtable
  • 85. © Touch360. All Rights Reserved. Front-End of Innovation Roundtable
  • 86. © Touch360. All Rights Reserved. How users connect the dots to create meaningful experiences is not in our control. But we can influence the experiences. Front-End of Innovation Roundtable
  • 87. © Touch360. All Rights Reserved. Front-End of Innovation Roundtable
  • 88. Which one is a real Patek Philippe?
  • 89. You never actually own a Patek Philippe. You merely take care of it for the next generation.
  • 90. © Touch360. All Rights Reserved. A hint is good enough – the human brain is a great interpolator and interpreter when it comes to affective perception. The difference between perceived authenticity and mimicry can be very narrow. Front-End of Innovation Roundtable
  • 91. © Touch360. All Rights Reserved. A hint is good enough – the human brain is a great interpolator (closure in Gestalt theory) and interpreter when it comes to affective perception. The difference between perceived authenticity and mimicry is subtle. Front-End of Innovation Roundtable
  • 92. © Touch360. All Rights Reserved. Hiroshi Ishiguro, Osaka University “There’s something just generally creepy about it. There’s a mismatch. You have something that looks human, but when it starts moving and starts talking there’s that disconnect that’s not right. There’s that sense of something that doesn’t just fit.” Front-End of Innovation Roundtable
  • 93. © Touch360. All Rights Reserved. Front-End of Innovation Roundtable
  • 94. © Touch360. All Rights Reserved. Believability “Realism” (likeness) The ”Uncanny Valley” Front-End of Innovation Roundtable
  • 95. © Touch360. All Rights Reserved. Front-End of Innovation Roundtable
  • 96. © Touch360. All Rights Reserved. Front-End of Innovation Roundtable
  • 97. © Touch360. All Rights Reserved. Emotional affinity “Realism” (likeness) Front-End of Innovation Roundtable
  • 98. © Touch360. All Rights Reserved. Front-End of Innovation Roundtable
  • 99. © Touch360. All Rights Reserved. Is this authentic design or is it mimicry? Cadillac Eldorado 1958 Front-End of Innovation Roundtable
  • 100.
  • 101. Q+A Shimon Shmueli +1.503.410.1203 shimon@touch360.com www.touch360.com