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Every major producer of products or services fears disruptive forces in the marketplace. No industry is immune from these forces including healthcare, telecommunications, financial services, education and retail. Equally vulnerable are company leaders such as Facebook and EBay -- need I mention Blockbuster or Blackberry? Why is disruption inevitable? Can it be predicted? Can it be avoided? This presentation examines the predictable path traveled by disruptive products or services. I will examine the characteristics of the disruption (compared to the dominant product or service) and the economic conditions allowing it to gain a foothold in non-mainstream markets. Participants will follow the lifecycle of the disruption as it slowly migrates upstream from the fringe to the primary market where it eventually challenges the dominant technology or service. I will then present a clear case of how a strategy of continuous innovation in the mature organization can actually pre-empt the disruptive event. What does all of this mean for user experience organizations? Traditionally, we have devoted all of our efforts to optimizing today’s products, with little attention directed to tomorrow’s offerings. We leave this work to others in the organization. Who said that innovation is the exclusive domain of MBAs, engineers, and marketers? I will build a strong case for UX professionals having a seat at the “innovation table.” Quite simply, who is better positioned to deeply understand the unmet needs, values, limitations and abilities of our users? Similarly, who is better positioned to transform those insights into design innovation? Naturally, innovation requires changes in the way we think and work. This presentation will conclude by outlining necessary accommodations in our research methods and encouraging the use of “design-thinking” practices to creatively explore the innovation landscape.
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© 2014, WM Gribbons
Experience Inspired Innovation: The Forth Wave of User Centered Design
Bill Gribbons, Director UX ProgramsFounder, User Experience Center and Bentley User Experience [email protected] UniversityJune 2014
© 2014, WM Gribbons
Why Innovation?
© 2014, WM Gribbons
Three Quick Storiesor “learning the hard way”
• Video conferencing• Job search• Retail check-out
© 2014, WM Gribbons
© 2014, WM Gribbons
© 2014, WM Gribbons
© 2014, WM Gribbons
© 2014, WM Gribbons
© 2014, WM Gribbons
The Innovator’s Dilemma• Innovation advantage is shorter and shorter• Resistance to change in the marketplace• The art of managing this tension
InnovationFutureMarket
ConditionsResistanceTo Change
those that hold you back today will leave you tomorrow
Costumers resist innovationuntil the day they want it
© 2014, WM Gribbons
Disruptive technology
The Art of Managing Innovation
Incremental
NextBig
Thing
Product or Service Maturity Life-Cycle
Optimizing processesMaximizing revenue
Lower profit requirements
Initially different markets Eventually move up-market
Traditional UX role
© 2014, WM Gribbons
Disruption or Innovation?
Actively pursue the value trail and identify unmet need….
Could newspapers have anticipated Craig’s List?Could Blockbuster have anticipated Netflix?Should Blackberry have anticipated the smartphone?Could the music industry have anticipated i-Tunes?Should Apple have anticipated the popularity of streaming music?Should higher education be anticipating what is coming next?
… and recognize that the trail is constantly shifting
© 2014, WM Gribbons
The Role of UX:Can you look to the user?
“If I asked people what they would have wanted, they would have said a faster horse.”
Henry Ford
“People don’t know what they want until you show it to them….”Steve Jobs
Traditional product design thinking…..
• Breed a faster horse• Design an improved nutrition program for horses• Develop an enhanced exercise routine for horses
© 2014, WM Gribbons
“If I asked people what they would have wanted, they would have said a faster horse.”
Henry Ford
© 2014, WM Gribbons
Innovative thinking… reframe the problem
It’s not a faster horse people were looking for --- It’s….
Faster
© 2014, WM Gribbons
Re-framing the Problem
• Listen different• See different• Think different
© 2014, WM Gribbons
Inspirationthe adjacent possible….
“What can Big Med learn from the Cheese Cake Factory?”
Atul Gawande, New Yorker, 2012
© 2014, WM Gribbons
Did this observation inspire this innovation?
© 2014, WM Gribbons
LegosScottsDiscovery ChannelDisneyLexus DealershipMcDonalds
Moving “outside the box”
© 2014, WM Gribbons
Maintain a reflection tablet – idea book• Leonardo’s Codices• 16th-17thc Commonplace book• Evernote and the like
Where do I begin…….
© 2014, WM Gribbons
Intersection of UX and Innovation
Deep UnderstandingOf
Human BehaviorUnderstandingEnabling
Technologies(e.g.. Social and
gamification
Re-defining Problem
Space
UXin
Product Management
Ideation&
Design Thinking
Field Research And
Ethnography
LeanStart-up
Movement
Distribution of ResourcesWe must move someof our resources to UX R&Dindependent of current product development
