Innovation - 1 © Minder Chen, 2013
Design Thinking and Innovation Tools
Minder ChenProfessor of MIS
California State University Channel [email protected]
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Three Models of Innovation
3 different models of innovation, driven by technology, business processes and design, and the points at which they intersect.
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Four Principles for Practicing Design Innovation
• Principle 1: Build innovations around people’s experiences
• Principle 2: Think of innovations as systems and not just products
• Principle 3: Cultivate an innovation culture in organizations
• Principle 4: Adopt rigorous design processes and structured methods
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Innovation Gap
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Knowing Consumers
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Innovation Process with Seven Modes
Vijay Kumar, (2009) "A process for practicing design innovation", Journal of Business Strategy, Vol. 30 Iss: 2/3, 2009, pp.91 - 100. https://www.id.iit.edu/media/cms_page_media/105/JBS_Kumar_excerpts1.pdf
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Innovation Toolkit
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Design-Driven Innovation
Desirability(Human)
Feasibility
(Technology)
Viability(Business)Connecting Connecting
the Dots …the Dots …
Customer Customer DevelopmentDevelopment
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Research Focuses
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Ethnography
• Ethnography is observing behavior in natural settings.
• Ethnography literally means “writing about people groups” and it is an anthropological method for describing cultures. The method is formulated in the 1800’s as a method for studying “native” cultures.
• It has been applied to Market Research since 1980’s. It is research conducted in a natural context: i.e. in the home, in a store, in an airport, in a work place.
http://www.slideshare.net/chiatlanta/ethnographic-research-for-design-innovation-3578305
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Qualitative Research
• Observation; Shadowing; Self-documentation
• 1:1 Interviewing/Group Interviewing
http://www.businessweek.com/stories/2006-06-04/the-science-of-desire
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Characteristics of Ethnographic Research
1. Takes place “in the field”
2. Observation is primary data collection technique
3. Interviews are used to clarify observations
4. Attention is paid to context and artifacts
5. Field notes coded and analyzed for themes and variables
** Ethnography produces fresh insights for design strategy.
*** Leonard, D., and J. F. Rayport, "Sparking Innovation through Empathic Design," Harvard Business Review, November/December, 1997, pp. 102–13. (link)
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Participant Observation Tips
Observation is at the core of design thinking
Why: To identify needs, NOT solutions
1.Focus on behaviors that reveal key design concepts
2.Capture cases at opposite ends of scale
3.Look for the unseen behavioral scaffolding
4.Be the foreigner
5.Follow the golden rule (EmpathyEmpathy)
Product Development Process: Observation (video)
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POEMS
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AEIOU Observation Framework
Dimension What to Watch ForActivities What are people doing?
Environment How are people using the environment?What’s the role of the environment?
Interactions Do you see any routines? Do you observe special interactions between people? Between people & objects?
Objects What’s there and being used or not used?Describe engagement with objects.
Users Who are the users? What are their roles?Look for extreme users.
Source: Doblin, Inc. By Rick Robinson and Stef Norvaisis
http://palojono.blogspot.com/2007/07/recording-ethnographic-observations.html
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Oral B Kid Toothbrush by IDEO
• Design Toothbrush for kid under age 5
Video http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2100
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Innovation ProcessInnovation Process
Source: http://www.slideshare.net/Strategyn/the-innovation-process
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The Customer-Centered Innovation Map
The Customer-Centered Innovation Map by Lance A. Bettencourt and Anthony W. Ulwick, Harvard Business Review (link)
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Mapping a Customer Job
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Pre-execution and Execution Steps
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Post Execution Steps
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Job Mapping: Customer-Centered Innovation Map
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Job Mapping: Customer-Centered Innovation Map
http://hbr.org/hbrg-main/resources/images/article_assets/hbr/0805/R0805H_1.gif
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Innovation Opportunities
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Innovation Opportunities
d.School Journal Mapping at http://vimeo.com/78554759
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Customer Experience Lifecycle Map
http://chiefmartec.com/post_images/customer_experience_lifecycle_600.jpg
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Customer Journey MOTs : Netflix vs. Blockbuster
Innovation - 28 © Minder Chen, 2013(link)
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Customer Journey Template
Customer Journey Customer Journey
Beforeservice
Duringservice
Afterservice
Activity Activity Activity Activity Activity Activity Activity Activity ActivitySituation
+
Customer:
-
Service area:
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Customer Journal Mapping Process
http://designingcx.com/wp-content/uploads/2013/09/CX-Journey-Mapping-Process-1-pager.pdf
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Service Blueprint
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The Product Development Funnel
Time Line
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Innovation Funnel
Expense
Success/Failure ratio