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Citizen-centric innovation Fare innovazione a partire dai cittadini
[email protected] www.trentinoinnovation.eu
www.smartcrowds.net
Innovation Officer [email protected] www.linkedin.com/in/nicoladoppio/ Skypename: nomoreonionrings
Trento, Italy www.trentinoinnovation.eu
Nicola Doppio
Contenuti
1. User-centric Innovation
2. Value Proposition Canvas
3. Hackaton / Challenge
HIT Partners & Mission
HIT mission is to foster the growth of Trentino region and its
enterprises trough the driver of innovation.
- Ranked 1st for scientific production for medium-sized universities by MIUR in latest report in 2013 - Worldwide ranking 198 (Times Higher Education - 2016)
- Over 350 researchers - 3 scientific & tech areas: ICT, Materials & Microsystems, Theoretical Physics - Excellence in data analytics, semantics, cybersecurity, graphene
- Local economic development agency - 6 incubators - 120.000 m3 of spaces
- Combining together research, training, experimentation, consultancy and services in the environment and agri-food sectors - FEM ranking in Italy #1 Chemistry, #1 Agriculture, #4 Biology - Full genome sequences: grape, apple, strawberry, small fruits; olive, citrus (ongoing)
Organization
aggregate and coordinate the participation of shareholders to strategic initiatives focused on innovation and technology transfer, at national, European and international level
increase business-driven innovation by fostering relationships with research-intensive industry, by mixing a market pull approach (input from businesses, market and society as a stimulus for researchers) with the technology push (license or transfer research products into the market)
engagement, training and formation of young innovators and entrepreneurs, fostering new venture creation, start-up acceleration and soft landing in Trentino.
Partner of the EIT, the European Institute of Innovation and Technology
UNITN & FBK are Core Partners of EIT Digital. HIT Linked 3rd Party Trento hosts Italian Node of EIT Digital, in synergy with other 6 nodes in Europe: Berlin, Paris, Helsinki, Eindhoven, Stockholm and London. EIT Digital is the leading European digital innovation and entrepreneurial education organisation driving Europe’s digital transformation.
HIT Core Partner of EIT Raw Materials
EIT RM is an excellence European network to boost
the competitiveness, growth and attractiveness of the
European raw materials sector via radical innovation
and entrepreneurship.
Eitdigital.eu
Eitrawmaterials.eu
Smart Specialisations of Trentino
Quality of life
Health & Wellbeing
Tourism, Culture, Sport
Smart Cities & Communities
Environmental preservation
Agrifood
Mechatronics
Energy & Environment
Green Clean
ICT
Micro – nano eletronics
Biotech Industrial
Advanced Materials
Photonics
Advanced Manufacturing
Nanotech
1. User-centric Innovation
von Hippel, E. (1986). Lead Users: A Source of Novel Product Concepts. Management Science, 32(7), 791–805.
Ideation Design Development Testing Validation Market launch
Service co-creation and
evaluation of early
assumptions & service
concepts
Lean/rapid formative
evaluation actions to gain
insight for UX continuous
improvement
Set up of communities, third party
partnership, legal regulation,
rewards & incentives, provision of
hardware if needed (e.g.
smartphones, tablets, etc.)
Long term & large scale
real life trials (ecological
validity) for service
claim validation
(summative evaluation)
VALIDATE THE SOLUTION
VALIDATE THE PROBLEM!
«We don’t think most users are going to need the optical drive» Steve Jobs, Apple
«By looking at what users do, we learn how to design a better shopping cart» David Kelley, IDEO Founder
INSIDE-OUT INNOVATION
OUTSIDE-IN INNOVATION
Design = Learning process
1. State your assumptions (data-driven, insight-driven, or your-
vision-driven)
2. Build tools (for collecting data)
3. Test (collect data)
4. Measure (measure what happens using metrics)
5. Learn (deduct: analyse data; compare with hypotheses; derive
insights; state what you will change and how)
Lean Startup Method
It allows a product team to build a validated solution to a design problem in 5 steps (5 days)
Design Sprint (by Google Ventures)
short video
2. Value Proposition Design
Problemi Soluzioni
Opportunità Desideri
Obiettivi & attività
Caratteristiche e
funzionalità
Cliente / utente Prodotto / servizio
• Who do you want to serve?
• Who will benefit from your product?
• Who would be eager to pay for it?
• What do they value? (beyond sociographics)
• More than one profile. Make clear which one you are mapping
1. CUSTOMER PROFILE 18-30 anni, amanti della musica (2008)
• What customers are trying to get done in their own lives (results)
• Goals and related activities: not needs or expectations
• Focus on your product utilization context, first, and then zoom out
• Forget about your product
2. JOBS
Non spendere
Ascoltare musica dal telefono
18-30 anni, amanti della musica (2008)
Ascoltare ultime uscite
3. PAINS
• Problems, risks, bad outcomes, related with your customer’s job
• Do not focus on needs or expectations, or features or requirements, but on reasons to be angry
• Real of not (e.g. fears)
• Drivers: quality, money, effort, time
Ascoltare musica dal telefono
Scaricare musica è complicato
Non spendere
Ascoltare ultime uscite
Gestione cartelle musicali è un lavoro
18-30 anni, amanti della musica (2008)
• What are the benefits they seek?
• Positive outcomes to achieve (not related to a problem)
• Relevance: requirements, desires, or pluses?
• Pains come first!
4. GAINS
Ascoltare musica dal telefono
Scaricare musica è complicato
Non spendere
Ascoltare ultime uscite
Gestione cartelle musicali è un lavoro
Condividere musica con amici
18-30 anni, amanti della musica (2008)
Scoprire nuova musica
• What’s on your shopping window / menu list
• Tangible (goods) or intangible (services)
• What can be bought
• Available features and functionalities
• T&C, SLA
Products & services
Mobile app
Servizio Freemium
Tutta la musica del
mondo
Pubblicità
Spotify
• Do not list features of the services, but user outcomes (solutions)
How/why these products:
• produce savings (time, money, effort)
• eliminate risks, concerns, worries
• Fix underperforming existing solutions
Pain relievers
Mobile app
Servizio Freemium
Tutta la musica del
mondo
Pubblicità
Spotify
Evita di perdere tempo a cercare e
scaricare brani
No altri device da gestire
• Do not list features of the services, but user outcomes (opportunities)
How/why these products:
• Produce positive emotions
• …unexpected benefits
• …premium experiences
Gain generators
Fai sapere che musica ascolti
Mobile app
Servizio Freemium
Tutta la musica del
mondo
Pubblicità
Spotify
Evita di perdere tempo a cercare e
scaricare brani
No altri device da gestire
Mobile app
Servizio Freemium
Tutta la musica del
mondo
Pubblicità
Fai sapere che musica ascolti Ascoltare
musica dal telefono
Scaricare musica è complicato
Non spendere
Ascoltare ultime uscite
Gestione cartelle musicali è un lavoro
Condividere musica con amici
18-30 anni, amanti della musica (2008)
Scoprire nuova musica
Spotify
Evita di perdere tempo a cercare e
scaricare brani
No altri device da gestire
Case: innovative cinema
• You want to build an innovative cinema experience in Udine
• Target: families with children aged 5-10
• Assignment:
1. Map customer profile (the circle) Focus on unserved pains/gains
2. Design your value proposition (the square): a few pain relievers / gain generators
3. Consider current problem-solution fit as a baseline
15 minutes
Case: innovative cinema
3. Hackathons / Challenges
Open Innovation
Chesbrough, H. (2003). Open Innovation: The New Imperative for Creating and Profiting from Technology.
Need or problem
Solution Consultancy Activities Challenge
brief
Seeker Solvers Intermediary
Awarding criteria and evaluation
Award / Prize /
incentive
Solver selection criteria
Seeker selection criteria
CALL for solutions
State of the art
1. Prizes modelled to serve one problem/seeker
2. SMEs can’t access open innovation platforms
3. Regional prizes for SMEs by universities
4. Speculative «idea» challenges
Design a new challenge format!
1. Target local enterprises (SMEs)
2. Validate problems not solutions
3. Lean, short time frame
4. Leverage on research institutions
5. Scale it up as a policy tool
6. Dress it as an Inducement Prize
UX Challenge
UX Challenge: design space & modeling
1. Seeker
4. Input
7. Solvers
2. Output 5. Activities
3. Legal
6. Duration
8. Incentives 9. Resources
10. Business model 12. Governance
Copyright © Hub Innovazione Trentino 2018. All rights reserved.
11. Intermediary
Results and impact
• All companies reported intention to follow up (internships, full design Sprints, tests…)
awareness raising goals reached!
• 6 products served with students
knowledge transfer mission goals reached!
Lessons learned for practitioners
• Iterative approach is required
• Sound innovation management skills required
• Involvement of experts of topics in the board
• Critical resources (e.g. users for testing)
• Intrinsic motivations (networking and visibility)
https://www.odhb2018.net
• 6 clienti / prodotti / servizi (sfide) • 12 teams su 6 (+6) ambiti di sfida • 1 sfida per team • 3 solver per team • 1 tutor aziendale per team • 1 team vincitore con in premio buoni acquisto • IPR open source su github
6 EffiBOT
Open Data per l’efficienza energetica
5 ProntoSanità:
un bot per l’informazione sui servizi sanitari
4 ChatMUSE
Il tuo museo della scienza in tasca
3 Chatbot per muoversi sui
procedimenti amministrativi
2 Organizzare un evento
pubblico con open data e chatbot
1 Chatbot
una comunicazione sicura, consapevole e partecipata
Venerdi 2 marzo Sabato 3 marzo - Colazione 8:30
9:00 – 9:30 Registrazione
9:30 – 10:00
10:00 – 11:00
11:00 – 13:00
13:00 – 14:00 Pranzo buffet Pranzo buffet
14:00 – 16:00
16:00 – 19:30
19:30 – 20:00 Cena buffet
20:00 – 23.00
Premiazione e rinfresco (19:00 – 20:30)
[teamwork] Ideazione MVP bot e design user experience
[Sessioni parallele] Incontra il cliente e scopri le sfide
Programma
[teamwork] Sviluppo MVP #1 bot
[teamwork] Interim check con users (20.00 - 21.00) e redesign
[teamwork] Sviluppo versione MVP #2 bot
[teamwork] Sviluppo versione MVP #2 bot
[teamwork] Preparazione presentazioni (long + short) (16:00 - 17:00) [Sessioni parallele] Presentazione risultati al cliente (2 sessioni in serie: 17:00 – 17:30 - 18:00)
[Sessione plenaria] Presentazione
[Sessione plenaria] Pitch team e formulazione giudizi (17:45 – 19:00)
OpenDataHackaBot: design space & modeling
1. Seeker
4. Input
7. Solvers
2. Output 5. Activities
3. Legal
6. Duration
8. Incentives 9. Resources
Copyright © Hub Innovazione Trentino 2018. All rights reserved.
10. Business model 12. Governance 11. Intermediary
Case: your innovation challenge
• You want to build an novel innovation challenge in Udine in the
• Assignment: 1. Model all design blocks
2. Pitch your proposal!
25 minutes
