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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


Why Innovation?


Three Quick Storiesor “learning the hard way”

• Video conferencing• Job search• Retail check-out







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


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


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


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


“If I asked people what they would have wanted, they would have said a faster horse.”

Henry Ford


Innovative thinking… reframe the problem

It’s not a faster horse people were looking for --- It’s….

Faster


Re-framing the Problem

• Listen different• See different• Think different


Inspirationthe adjacent possible….

“What can Big Med learn from the Cheese Cake Factory?”

Atul Gawande, New Yorker, 2012


Did this observation inspire this innovation?


LegosScottsDiscovery ChannelDisneyLexus DealershipMcDonalds

Moving “outside the box”


Maintain a reflection tablet – idea book• Leonardo’s Codices• 16th-17thc Commonplace book• Evernote and the like

Where do I begin…….


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