Innovation By Design -- Research

introduction
attitude
context
methods
organize

Friday, February 19, 2010

Netﬂix vs. Blockbuster


what do they sell?


video vs. experiences


different meanings of
video rental
experiences


multiple meanings of
experiences


physical
emotional
cognitive
social
cultural


opens up new
innovation possibilities


requires new
combination of
resources


outside-in approach to
innovations


most R&D focus on
inside-out perspectives


how can you see the
outside-in
opportunities that
customers cannot
articulate?


how can you beat the
curse of disruptive
innovations?


focus on the
meanings, not
products in thinking
about the innovations


looking for Tide
Killer?


asking right questions


Q: why do you use Tide?

A: to have clean clothes


product-focused
question


Q: what do you mean
by clean clothes?


meaning-focused
question unlocks the
door for product
innovations


no
dirt


no
dirt

fresh
smell


no
dirt

fresh
smell

soft
fabric


no
dirt

clean

color

fresh
smell

soft
fabric


no
dirt

clean

color

fresh
smell

ready
for

important

meeting
soft
fabric


how do you get these
insights?


design research


What is it?


to reduce large
volume of qualitative
data


into a set of insights


put data analysis in the
context of user-
centered innovation
process


data collection


who


ordinary people


extreme users


magniﬁer of
hidden needs


design exercise #3


You are studying the experience of
visitors to the city of Cleveland. Who
will be the ideal candidate for
extreme visitors to Cleveland?


how


immerse in the context


follow people

stationary
observation


personal archeology

what is in your bag?

follow things

follow
people
or
things

... through the eyes of
chopsticks

individual interviews


group interviews


interview strategy


start speciﬁc


go broad


probe deeper


ask “what if ...”


ask “when was the
last time you ...”


never say usually in
asking questions


ask why five times?


no binary questions


representations


show me


draw me


tell me


think aloud


be like ...
a detective
a beginner


design exercise #4


Interview the person next to you to
understand how he/she uses the address
book on his/her mobile phone. Ask the
person how he/she used it last time and
why? Ask why ﬁve times to see what you
can learn about the person’s address
book us and innovation opportunity.


interpretation


individual
interpretation


ask these questions


what do you see?


try to guess what
might be the reasons
for the behavior you
observe?


what tools are being used?


who else is there?


when and where


what’s before and after?


What can you do with
a bottle of water?


design exercise #5


You are writing a movie script.
Imagine what scenes come before
and after the picture that you will
see next? Use the questions that
you learned to ask earlier.


tell the stories


be speciﬁc


be descriptive


who, what, when, why
and how


“Jane is a part-time MBA student with a 3-year
old boy. She is recently divorced and wants to do
well for her study and work. On the night we met
her, she was already late for her team meeting
because her babysitter was sick. She rushed to
the campus shuttle bus station, but there was no
sign of the bus. She is frustrated because she
may be seen as a free rider by her teammates as
she was late few times already. She tried to call
her teammates, but they did not answer her call.
It seems that the cellphone signal does not reach
them when they are in side the building’s
stainless roof.”


design exercise #6


key
chain
story


Tell the stories of
things that are
attached to your key
chain


Using Post-It notes,
write any words (noun,
adjective, or verb) that
comes to your mind.
Go for quantity.


Post all the notes on
the wall. Move them
around to form
meaningful
categories.


Complete the
sentence, “A key chain
is ...”


building a
persona


identifying
stakeholders


use research data


identify common
dimensions


Name:
Age:
Job:
Family:
Gender:
Key values:
A habit:
Home town:
Key interests:
Hobbies:


follow the character:
be generative


design exercise #7


imagine a persona of a
customer of a
hardware store


not a market
segmentation


name / face / job /
family / purpose


explore the
experience


pattern recognition


organize your data


look for patterns


Venn Diagram

Venn Diagram


2 x 2 matrix

relational map

process (journey) map


examples


customer experience map
Activities

current
Actor
A experience

Actor
B

Actor
C

emotional
cognitive
physical
social


design exercise #8


watch the following
pictures


these are pictures
taken by the tourists of
Philadelphia


write down words that
comes to your mind as
you see these pictures


organize your post-its
around meanings


complete the sentence:
“Philadelphia means ...”


generating solutions


Ask “How might we ...?”


looking for
plausible alternative


“There are those that look at
things the way they are, and
ask why? I dream of things
that never were, and ask why
not?”
Robert F. Kennedy


brainstorm


rules from IDEO


defer judgement


encourage wild ideas


build on the ideas of others


stay focused on topic


be visual


one conversation at a time


go for quantity


prototyping


use papers


use post-it


use legos


use markers

... or whatever

re-frame


re-frame the design
challenge in a concise
and compelling
problem


use metaphor
“mobile phone as a jewelry”


deﬁne the product
based on needs

“Nike’s competitor is Nintendo”


[stakeholder] needs to
[need] because [insight]


an order of magnitude

“what if we cut the price by an order of
magnitude?”


use analogy

“how can we be the Google of our business”


storyboarding


“as-is” and “to-be”


persona as the
protagonist


explore the user
experience


goals
activities
tools
other actors
place
events

stitching the events


not to collect data
but to get inspired


not to converge
but to open up new
possibilities


to understand the
context and
background in order
to innovate foreground


design exercise #9


Storyboard the
experience of “ideal”
product return process
of a hardware store


Innovation By Design -- Research

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