The document discusses open innovation through relinquishing control and creating open systems. It argues that innovation occurs through flows of information, energy, material, and behavior within networks of people and things. True open innovation involves open delivery systems that allow others to build upon your work, open experiences that let users build their own ideal path across channels, and open design processes that include users or let them design themselves. Fully open systems maximize innovation potential by combining open social and technological networks.

1. relinquishing control:
creating space for open innovation
thomas.sutton@frogdesign.com

2. Design is the conscious
and intuitive e ort to
impose meaningful order
- Victor Papanek
so how can it be open?

3. 1. what is innovation?
2. open delivery
3. open experiences
4. open design
5. putting it back together

4. 1. a situational model
for innovation
Photo: Jan Chipchase

6. *a “situation” is a network of people and
things, animated by flows of information,
energy, material, and behavior.

7. *a “situation” is a network of people and
things, animated by flows of information,
energy, material, and behavior.
“innovation” is the process by which new
things are added to a situation, modifying both
the structure of the network and it’s flows

8. 2. open delivery:
the delivery tree
Carl Fredrik Hill [Public domain],
via Wikimedia Commons

9. Digital Touchpoints
(Web sites, applications, games, etc )
Physical Touchpoints
(Phones, Computers, Cars, etc)
Platforms
(OS’s, Cloud Computers, Logistics, etc)
Utilities and Infrastructure
(Telco Networks, Roads, etc)
Standards and Policy
(W3C, IEC, IEEE, etc)

10. Digital Touchpoints
(Web sites, applications, etc )
Physical Touchpoints
(Phones, Computers, Cars, etc)
Platforms
(OS’s, Cloud Computers, Logistics, etc)
Utilities and Infrastructure
(Telco Networks, Roads, etc)
Standards and Policy
(W3C, IEC, IEEE, etc)
Content and Service
(media, healthcare,
travel, banking, etc)

11. User (composed) Experience
(selective, opportunistic, open)
Digital Touchpoints
(Browsers, Web sites, Mobile apps, etc )
Physical Touchpoints
(Phones, Computers, Cars, etc)
Platforms
(OS’s, Cloud Computers, Logistics, etc)
Utilities and Infrastructure
(Telco Networks, Roads, etc)
Standards and Policy
(W3C, IEC, IEEE, etc)
Content and Service
(media, healthcare,
travel, banking, etc)

12. Many of todays platform players originated as
mere digital touchpoints. Their migration to
platform status was fueled by openness.

13. 3rd Party Applications Example: Mobile OS
What’s more important:
Device Manufacturers the best product, or the
best (most open)
delivery tree?

14. 3. open experiences:
multichannel ecosystems
kindly lent by Gianluca Brugnoli (http://twitter.com/lowresolution)

15. The digital world. Today.
Social network
This is still a PC
Tablet
a twitter client
mobile app
There is still a
search engine
Mobile and pervasive, multichannel and multiscreen, application based.
The main starting point is a social network, relevant content is found following
social connections or a location.

16. Multiple screens and devices live
together
Users access data, content and services with the
best screen available in that situation

17. Example: shopping experience
The multichannel shopping User Experience flows on a service platform
made of di erent channels and touchpoints.
1. LANDING AND 2. PRODUCT 3. PRODUCT 4. SHOPPING CART 5. ORDER SET UP 6. CRM AND
PROMOTION DISCOVERY PRESENTATION MANAGEMENT CHECK OUT SUPPORT
Website
eMail
Mobile
Store
Call Center
Paper

18. Example: shopping experience
End users build their own experience across the platform, jumping from
a channel to another, connecting the available touchpoints.
1. LANDING AND 2. PRODUCT 3. PRODUCT 4. SHOPPING CART 5. ORDER SET UP 6. CRM AND
PROMOTION DISCOVERY PRESENTATION MANAGEMENT CHECK OUT SUPPORT
Website
eMail
Mobile
Store
Call Center
Paper

19. Example: Albert Heijn - Appie shopping assistant.
From the web to the grocery store through a mobile app

20. Design considerations
Many entry points are possible
In the system there are many entry points where the user can initiate
the interaction, following context, situation and other needs and goals.
There is no one best way
Interaction and task flow doesn’t always follow one single optimal
process, but is the combination of various partial and occasional actions
accomplished by the user with di erent tools in di erent context.
Design for connections
In the system scenario, design is mainly focused on finding the
connections with the whole network, than in creating closed and self-
su cient systems, tools and services.
Connections are social and cultural assets, other than technical.

21. 4. open design:
user-guided design processes

22. Immersive Research recognises that objectivity is futile
user research slide
3
Photos: Jan Chipchase

23. web-based open innovation makes global reach (almost) free
http://frogmob.frogdesign.com
© 2010 frog design. All rights reserved

24. participatory design: open and playful dialogue with users

25. and users are doing it for themselves
www.ponoko.com

26. 5. putting it back together
photo: Einsamer Schütze CC BY-SA 3.0

27. Innovation
Potential

28. The social The technological
situation situation
Innovation
Potential
People: Abu badali, CC-BY-SA-2.5 Gears: eugrafia CC-BY-SA-3.0,
via Wikimedia Commons via Wikimedia Commons

29. Open Delivery
Don’t build anything more than you have to.
Let others build on top of your product.
The social The technological
situation situation

30. Open Use
Let users build their own ideal path.
Design for connections
The social The technological
situation situation

31. Open Design
Design with users.
Or let them design for themselves.
The social The technological
situation situation

33. Thanks / Merci
thomas.sutton@frogdesign.com