© 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

© Touch360. All Rights Reserved. http://goo.gl/tA3PZ
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.
• 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