Design Thinking and Innovation Tools

Innovation - 1 © Minder Chen, 2013

Minder ChenProfessor of MIS

California State University Channel IslandsMinder.chen@csuci.edu

Three Models of Innovation

3 different models of innovation, driven by technology, business processes and design, and the points at which they intersect.

Four Principles for Practicing Design Innovation

• Principle 1: Build innovations around people’s experiences

• Principle 2: Think of innovations as systems and not just products

• Principle 3: Cultivate an innovation culture in organizations

• Principle 4: Adopt rigorous design processes and structured methods

Innovation Gap

Knowing Consumers

Innovation Process with Seven Modes

Vijay Kumar, (2009) "A process for practicing design innovation", Journal of Business Strategy, Vol. 30 Iss: 2/3, 2009, pp.91 - 100. https://www.id.iit.edu/media/cms_page_media/105/JBS_Kumar_excerpts1.pdf

Innovation Toolkit

Design-Driven Innovation

Desirability(Human)

Feasibility

(Technology)

Viability(Business)Connecting Connecting

the Dots …the Dots …

Customer Customer DevelopmentDevelopment

Research Focuses

Ethnography

• Ethnography is observing behavior in natural settings.

• Ethnography literally means “writing about people groups” and it is an anthropological method for describing cultures. The method is formulated in the 1800’s as a method for studying “native” cultures.

• It has been applied to Market Research since 1980’s. It is research conducted in a natural context: i.e. in the home, in a store, in an airport, in a work place.

http://www.slideshare.net/chiatlanta/ethnographic-research-for-design-innovation-3578305

Qualitative Research

• Observation; Shadowing; Self-documentation

• 1:1 Interviewing/Group Interviewing

http://www.businessweek.com/stories/2006-06-04/the-science-of-desire

Characteristics of Ethnographic Research

1. Takes place “in the field”

2. Observation is primary data collection technique

3. Interviews are used to clarify observations

4. Attention is paid to context and artifacts

5. Field notes coded and analyzed for themes and variables

** Ethnography produces fresh insights for design strategy.

*** Leonard, D., and J. F. Rayport, "Sparking Innovation through Empathic Design," Harvard Business Review, November/December, 1997, pp. 102–13. (link)

Participant Observation Tips

Observation is at the core of design thinking

Why: To identify needs, NOT solutions

1.Focus on behaviors that reveal key design concepts

2.Capture cases at opposite ends of scale

3.Look for the unseen behavioral scaffolding

4.Be the foreigner

5.Follow the golden rule (EmpathyEmpathy)

Product Development Process: Observation (video)

AEIOU Observation Framework

Dimension What to Watch ForActivities What are people doing?

Environment How are people using the environment?What’s the role of the environment?

Interactions Do you see any routines? Do you observe special interactions between people? Between people & objects?

Objects What’s there and being used or not used?Describe engagement with objects.

Users Who are the users? What are their roles?Look for extreme users.

Source: Doblin, Inc. By Rick Robinson and Stef Norvaisis

http://palojono.blogspot.com/2007/07/recording-ethnographic-observations.html

Oral B Kid Toothbrush by IDEO

• Design Toothbrush for kid under age 5

Video http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2100

Innovation ProcessInnovation Process

Source: http://www.slideshare.net/Strategyn/the-innovation-process

The Customer-Centered Innovation Map

The Customer-Centered Innovation Map by Lance A. Bettencourt and Anthony W. Ulwick, Harvard Business Review (link)

Mapping a Customer Job

Pre-execution and Execution Steps

Post Execution Steps

Job Mapping: Customer-Centered Innovation Map

http://hbr.org/hbrg-main/resources/images/article_assets/hbr/0805/R0805H_1.gif

Innovation Opportunities

d.School Journal Mapping at http://vimeo.com/78554759

Customer Experience Lifecycle Map

http://chiefmartec.com/post_images/customer_experience_lifecycle_600.jpg

Customer Journey MOTs : Netflix vs. Blockbuster

Customer Journey Template

Customer Journey Customer Journey

Beforeservice

Duringservice

Afterservice

Activity Activity Activity Activity Activity Activity Activity Activity ActivitySituation

Customer:

Service area:

Customer Journal Mapping Process

http://designingcx.com/wp-content/uploads/2013/09/CX-Journey-Mapping-Process-1-pager.pdf

Service Blueprint

The Product Development Funnel

Time Line

Innovation Funnel

Expense

Success/Failure ratio

Design Thinking and Innovation Tools

Documents

Using Design Thinking Tools to Promote Innovation in ... · PDF fileUsing Design Thinking Tools to Promote Innovation in Engineering Students ! ... implementation of the design

Snapshot: Innovation & Design Thinking

Innovation by design thinking

Innovation via Design Thinking

Intel Thinking Tools

Creative thinking, innovation & adaptation

Social Innovation Thinking - Circus

Creative thinking and tools

Design Thinking and Innovation

Innovation & Creativity for Building Strong Brands · Innovation & Creativity for Building Strong Brands Creative thinking tools for creating innovative products/services and for

Creative Thinking for Innovation

Design thinking fuels innovation

Thinking Tools

Program Overview Innovative Thinking: Tools + Techniques ... · Innovative Thinking: Tools + Techniques for Daily Innovation During this workshop, participants assess their own level

Design thinking innovation

Critical thinking tools cdrom2

FRONT END INNOVATION Ideation methods - …sirkkalantehdas.karelia.fi/files/Ideation_methods.pdf · CONTENT Diﬀerent thinking modes for in innovation Ideation methods TOOLS AND

Creative Thinking Tools

Design Thinking & Innovation

4 Game Thinking Tools · Roadmap a Product Manager’s path to mastery gamethinking.io 4 Game Thinking Tools accelerate innovation & build engagement from the ground up Game Thinking