Innovation By Design -- Research

introduction

attitude

context

methodsorganize

Friday, February 19, 2010

Netflix vs. Blockbuster


what do they sell?


video vs. experiences


different meanings of video rental experiences


multiple meanings of experiences


physicalemotionalcognitive

social cultural


opens up new innovation possibilities


requires new combination of

resources


outside-in approach to innovations


most R&D focus on inside-out perspectives


how can you see the outside-in

opportunities that customers cannot

articulate?


how can you beat the curse of disruptive

innovations?


focus on the meanings, not

products in thinking about the innovations


looking for Tide Killer?


asking right questions


Q: why do you use Tide?

A: to have clean clothes


product-focused question


Q: what do you mean by clean clothes?


meaning-focused question unlocks the

door for product innovations



no dirt


fresh smell

no dirt


fresh smell

soft fabric

no dirt


fresh smell

soft fabric

clean color

no dirt


fresh smell

soft fabric

clean color

ready for important meeting

no dirt


how do you get these insights?


design research



What is it?


to reduce large volume of qualitative

data


into a set of insights


put data analysis in the context of user-

centered innovation process




data collection


who


ordinary people


extreme users


magnifier of hidden needs


design exercise #3


You are studying the experience of visitors to the city of Cleveland. Who will be the ideal candidate for extreme visitors to Cleveland?


how


immerse in the context


follow people


stationary observation


personal archeology

what is in your bag?Friday, February 19, 2010

follow people or things

follow things

... through the eyes of chopsticks



individual interviews


group interviews


interview strategy


start specific


go broad


probe deeper


ask “what if ...”


ask “when was the last time you ...”


never say usually in asking questions


ask why five times?


no binary questions


representations


show me


draw me


tell me


think aloud


be like ...a detectivea beginner


design exercise #4


Interview the person next to you to understand how he/she uses the address book on his/her mobile phone. Ask the person how he/she used it last time and why? Ask why five times to see what you can learn about the person’s address book us and innovation opportunity.



interpretation


individual interpretation


ask these questions


what do you see?


try to guess what might be the reasons for the behavior you

observe?


what tools are being used?


who else is there?


when and where


what’s before and after?


What can you do with a bottle of water?


design exercise #5


You are writing a movie script. Imagine what scenes come before and after the picture that you will see next? Use the questions that you learned to ask earlier.



tell the stories


be specific


be descriptive


who, what, when, why and how


“Jane is a part-time MBA student with a 3-year old boy. She is recently divorced and wants to do well for her study and work. On the night we met her, she was already late for her team meeting because her babysitter was sick. She rushed to the campus shuttle bus station, but there was no sign of the bus. She is frustrated because she may be seen as a free rider by her teammates as she was late few times already. She tried to call her teammates, but they did not answer her call. It seems that the cellphone signal does not reach them when they are in side the building’s stainless roof.”


design exercise #6


key chain story


Tell the stories of things that are attached to your key chain


Using Post-It notes, write any words (noun, adjective, or verb) that comes to your mind. Go for quantity.


Post all the notes on the wall. Move them around to form meaningful categories.


Complete the sentence, “A key chain is ...”


building a persona


identifying stakeholders


use research data


identify common dimensions


Name:Age:Job:Family:Gender:Key values:A habit:Home town:Key interests:Hobbies:


follow the character:be generative


design exercise #7


imagine a persona of a customer of a hardware store


not a market segmentation


name / face / job / family / purpose


explore the experience


pattern recognition


organize your data




look for patterns


Venn Diagram

Venn Diagram


2 x 2 matrix


relational map


process (journey) map


examples


customer experience mapActivities

Actor Acurrent

experience

Actor B

Actor C

emotionalcognitive

physicalsocial





design exercise #8


watch the following pictures


these are pictures taken by the tourists of

Philadelphia


write down words that comes to your mind as you see these pictures


organize your post-its around meanings


complete the sentence:“Philadelphia means ...”


generating solutions


Ask “How might we ...?”


looking for plausible alternative


“There are those that look at things the way they are, and ask why? I dream of things that never were, and ask why not?”

Robert F. Kennedy



brainstorm


rules from IDEO


defer judgement


encourage wild ideas


build on the ideas of others


stay focused on topic


be visual


one conversation at a time


go for quantity


prototyping


use papers


use post-it


use legos


use markers

... or whateverFriday, February 19, 2010


re-frame


re-frame the design challenge in a concise

and compelling problem


use metaphor“mobile phone as a jewelry”


define the product based on needs

“Nike’s competitor is Nintendo”


[stakeholder] needs to [need] because [insight]


an order of magnitude

“what if we cut the price by an order of magnitude?”


use analogy

“how can we be the Google of our business”


storyboarding


“as-is” and “to-be”


persona as the protagonist


explore the user experience


goalsactivities

toolsother actors

placeevents


stitching the events


not to collect databut to get inspired


not to convergebut to open up new

possibilities


to understand the context and

background in order to innovate foreground


design exercise #9


Storyboard the experience of “ideal” product return process of a hardware store



Education

Innovation By Design -- Research