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Innovation vs. Best Practice
Eric Reiss@elreiss
Visma UX SeminarStockholm, Sweden
What is it?Why bother?Who cares?
in·no·va·tionnoun
1 : the introduction of something new2 : a new idea, method, or device
“Whenever you hear ‘someonemight want this…’, you know you are about to hear a reallybad design suggestion.”
Alan Cooper
best prac·ticenoun
1 : best way of doing a thing2 : a tested idea, method, or device
Best practices representshort-term solutions.
Innovation buildslong -term success.
My goal this morning is to give you:� a better, actionable definition of innovation� a process that leads to business success� some practical do’s and don’ts
Three bad reasons to innovateTo make your product uniqueTo latch on to a fadTo show off your creativity
being unique ≠ innovation
following a fad ≠ innovation
Inventing a problem ≠ innovation
Experiment
Invention
Invention
Innovation
15 April 1912
to solve a problem!
There is only one reason to innovate…
Six great Swedish innovations
J.P. Johansson
• didn’t invent theadjustable spanner
• Richard Clyburn did
• Johansson made itstronger and easierto manufacture
Johan Lundström
• didn’t invent the• safety match
• Jöns Jacob Berzelius andGustaf Erik Pasch did
• Lundström (with hisbrother, Carl Franz) made the productcommercially viable
Alfred Nobel
• didn’t invent nitroglycerin
• Ascanio Sobrero did
• Nobel made it stableand easy to transport
Gideon Sundback
• didn’t invent the zip
• Whitcomb Judson did
• Sundback made it work
Nils Bohlin
• didn’t invent the seat belt
• George Cayley did
• Bohlin made it betterthrough the 3-pointharness
Niklas Zennström (and Janus Friis)• didn’t invent VOIP• Alon Cohen did• Skype made it easy and accessible
• and enabled easy screen sharingand simple teleconferencing
And some not-so -greatSwedish innovations
Anna Haupt and Terese Alstin
Hövding
Hövding’s mistakes� they replaced a problem, but didn’t solve one
� alternatives are not always solutions� if people won’t wear a helmet, they won’t wear a
collar
� poor understanding of the true problem:non-compliance with traffic rules not non-compliance with Swedish laws
Case #2Electrolux
Electrolux’s mistakes� sustainability marketing myopia� asking the wrong questions of users
� will people really wash less because theypay-per-wash? NO!
� is there a prestige value in owning ones own washing machine? YES?
� failure to understand inherent consumer values� failure to align socio-economic attributes with
core consumer benefits
Eric’s Law of Innovation #1
If an “innovation” does not solve a problem, it will create one.
(this is why so many “skunkworks”fail so miserably)
Let’s look at mouthwash ...
Eric’s Law of Innovation #2
Problems do not exist in isolation.Solutions often have unintendedconsequences.
Enfield M1853
• Technological• Social• Political
Tech Social Political
Eric’s Law of Innovation #3
True innovation is impossible if you haven’t done the researchor do not understand the research.
Gus the cat
People
Processes
Technologies
User Centered Design
Users
Innovate >
User Driven Design
Users
Innovate >
Inspiration: Christian Rohrer
Eric’s Law of Innovation #4
Invention may be accidental.Innovation is always planned.
Eric’s Law of Innovation #5
Innovators understand the rules.
(this is the difference betweeninnovation and idiocy)
Eric’s Law of Innovation #6
Intuitive solutions do notneed instructions.
Intuition Instruction
Website Driving a car
Low High
Barrier to entry
Incremental Distruptive
Type of innovation
R“My problem is greater than the
effort needed to learn the system”
OIeturn n nvestment
Best practice is not the same astradition or habit .
Highland Park High School Math Club - 1969
Invention
Innovation Lifecycle
Innovation
Best practice
Habit
Innovation
Best practice
Fashion
Old-fashioned
Time
Pro
gres
s
What are the warning signs offad and fashion ?
Watch out if...
Your solution is only being used in yourlocal market
Your solution is only being used by a singlebranch or industry
Your solution looks like something you alsodid last week
Do we have a digital revolution?Do we have disruptive innovation?Do we need to start from scratch?
No! We apply old skills in new ways
Eric’s Law of Innovation #7
Innovation almost always represents the combination oftwo well-known technologies tocreate a new, useful synthesis.
Technology Benefit
My goal this morning is to give you:� a better, actionable definition of innovation
“Innovation is a planned activity that addresses a latent or acknowledged problem, often combining two or more well-established technologies.”
� a process that leads to business success� Do your research� Identify real problems� Think about how your solution will affect
technological, social, and political issues
� some practical do’s and don’ts� Don’t invent problems� Don’t succumb to designer ego
“It’s amazing how much we canaccomplish when you don’t carewho gets the credit.”
Harry S. Truman
You can (usually) find Eric at:The FatDUX Group ApSStrandøre 15DK-2100 CopenhagenDenmark
Office: (+45) 39 29 67 77Mobil: (+45) 20 12 88 44Twitter: @[email protected]
