This document summarizes a workshop on user-centered product innovation held in Israel in March 2011. The workshop was structured around the 3Is framework of insights, inspirations, and innovations. Participants explored how to generate insights from research, find inspirations both inside and outside the organization, and develop those into innovations. The workshop covered topics such as ethnography, storytelling, creative processes, and design thinking.

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User-Centered
Product Innovation
Israel Workshop
March 2011
Introduction

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We structured our How to get Inspirations from the
workshop around the 3i outside and inside and feed them
into Insights and Innovations.
framework:
Insights,
Inspirations,
Inspiration
Innovation.
Insight Innovation
What are Insights beyond How to turn Insights and
knowledge and how they are fed Inspirations into innovations.
and feed Inspirations and
Innovations.

3. The big picture
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Developer perspective: User perspective:
Key components Key product attributes
Relationships:
• size conflict
• UI compatibility
• mutual enhancement kbd.
usability
apps coverage
screen
service
design
audio
functions
comm.
portability
package
Mapping

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Context
How the design matches,
statically or dynamically,
the various contexts of
the product use.
Needs, wants, aspirations
How the design matches,
How the design matches, statically or dynamically,
statically or dynamically, function the culture it serves.
the various contents the
product provides.
Design

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© Shimon Reserved.
Product Experience:
The meaningful perceptions, knowledge (thoughts), and emotions we
store in our memories as a result of interacting with products
Knowledge: the facts about the
motorcycle, the date when I
bought it…

7. Insights
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8. What
Source: www.contextresearch.com
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Research: what’s your point?
Insight
basic optimal fancy
investment
misleading wasteful

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Ethnography
Post-context
self-report
Immersion
In-context (passive/active)
Observation self-report • Self-report
• Interviews
• Observations
Participation
• contextual interviews
• task observations
• shadowing
researcher
subject

11. Inspirations
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What is storytelling?
There are many ways to tell a story (writing, video,
poetry, etc.) and sometime they are implicit and need
some effort on the part of the “listener”
“we went to
Paris”
“we love art”

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Process Overview
Introduce
Storytelling product-related Story refinements
interactions
“Donna B. is a busy mother of two
Introduce product-related interactions teenagers, the wife of Dan, and a
1. Chief retells the story marketing executive at...
2. Members identify insertion of media (sound, video,
“When she entered the mall, Christmas
conversations) to the story
music was blasting everywhere... She
turned around, and there was her...
Record the story and make sure you also record it
The Starbucks store was quite crowded
and noisy, but they managed to find a
place to sit. She pulled out her iPad and
showed Ron a movie she took in her last
vacation with Dan and the kids in
Greece...
“Donna’s phone was ringing, but she
could not hear anything. It was her
daughter Janna calling from school, but...

14. Innovation
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Creative processes (more realistic view)
Who:
Integrated team,
individuals, random
assemblies...
Where:
Anywhere...

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The group brain • Resources
• Prioritizations
• Data interpretation
• Strategies
• Marketing research Attention
• Customer inputs resources
• External knowledge
Sensory Decision and Response
Stimuli Perception
processing response Execution
Working
Memory • Managerial decisions
• Cultures and sub-cultures
• Company history
• Success
• Failure Long-term • Current agenda
• Past ideas Memory
• Strategies/Missions/Visions

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1
Break down product to functional blocks
and identify secondary functions and
attributes
contact
2
voltaic Generalize/abstract all elements:
cell
- Replace pro lingo
- Generalize functions (how → what)
contact interface
voltaic
cell
3
Apply templates to functions, attributes,
relationships.
interface
interface interface
container
Juice
interface

18. Design Thinking
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Rasmussen’s taxonomy of behavior
Rasmussen’s (1983) taxonomy of behavior:
– Skill-based - uses rote knowledge.
– Rule-based - uses propositions.
– Knowledge-based - uses mental models.

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The spaces of innovation
Emotional Innovation
Experience
Innovation
Business
(Viability)
Process
Innovation
People
(Desirability)
Technology
(Feasibility)
Functional
Innovation

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User-Centered Product Innovation
Shimon Shmueli E: shimon@touch360.com
Osnat Niv-assa E: osnat@pmsphere.com
Ruti Melamed Shneorson E: ruti@pmsphere.com
www. pmsphere.com
Tel-Aviv, Israel
E: info@pmsphere.com
www.touch360.com
Portland, Oregon, USA
P: +1 (503) 451-0360
E: info@touch360.com