eia pt.3 - open design

Design and Product DevelopmentGuest Lecture at Tallinn European Innovation Academy

Thomas J. Howardwww.thomasjhoward.comthow@mek.dtu.dk

Unless otherwise stated, this material is under a Creative Commons 3.0 Attribution–Share-Alike licence and can be freely modified, used and redistributed but only under the same licence and if including the following statement:

“Original material by Thomas J. Howard, The Technical University of Denmark”

2012Original material by Thomas J. Howard, The Technical University of Denmark2

Agenda

09:30 – Integrated Product Development10:05 – Exercise10:20 – Break and discussion

10:30 – Product/Service-Systems (PSS)10:05 – Exercise11:20 – Break and discussion

11:30 – Open Design11:05 – Exercise11:20 – Discussion

LUNCH

13:00 – Protovation13:45 – Exercise

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What is Open Innovation?

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Open Innovation

Concrete Issues (Issue 1/11) - http://www.concreteissues.com/cartoons

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Open Innovation

“A paradigm that assumes that firms can and should use external ideas as well as internal ideas, and internal and external

paths to market, as the firms look to advance their technology”

(Chesbrough H. W., 2003).

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What is Open Design?

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Open Design:The Oxford English Dictionary

“Box of quotation slips” by Owen McKnight, CC BY-SA 2.0

http://www.manhattanrarebooks-literature.com/oed.htm

The Oxford English Dictionary – 1st Edition

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What is Open Design?

Crowdsourcing

Open Source Design

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What is Crowdsourcing?

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Types of Crowdsourcing

Crowd Funding (22% of sites)

Crowd Labour (8% of sites)

Crowd Innovation (10% of sites)

Distributed Knowledge (37% of sites)

Crowd Creativity (14% of sites)(Aesthetics & Branding)

Tools (9% of sites)

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Crowdsourcing

How would we use it?

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Crowdfunding

Tech Art

Social

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Funding

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Funding

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Funding

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Innovation

Divergent/

Problem Solving

Convergent / Solution Evaluation

Push & Pull

Social Challenges

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Innovation

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Innovation

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Labour

• Debugging• Advertising and testimonials• Proofreading• Web-design• Graphic enhancement• Website testing• Surveys• Data entry

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Aesthetics & Branding

• Fashion

• Sounds

• Artwork

• Logos

• Graphic Design

• Photography and Images

Competition Driven

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Aesthetics & Branding

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Anything left for us to do?

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Crowdsourcing is now a mature field, use it and master it.

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Open Source Design

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Open Source to Open Design

Design BlueprintsSource Code

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Why Open Design?

To fund R&D rather than legal fees for patent disputes.

To maximise the value of the product to the crowd and allow them to develop design derivatives

To gain from being visible and influential.

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How Open are we to be?Choosing the correct licences will be crucial:

Attribution - CC BYThis license lets others distribute, remix, tweak, and build upon your work, even commercially, as long as they credit you for the original creation. This is the most accommodating of licenses offered. Recommended for maximum dissemination and use of licensed materials.

Attribution-ShareAlike - CC BY-SAAs CC BY except all new works based on yours will carry the same license, so any derivatives will also allow commercial use. This is the license used by Wikipedia, and is recommended for materials that would benefit from incorporating content from Wikipedia and similarly licensed projects.

Attribution-NoDerivs- CC BY-NDThis license allows for redistribution, commercial and non-commercial, as long as it is passed along unchanged and in whole, with credit to you.

Attribution-NonCommercial - CC BY-NCThis license lets others remix, tweak, and build upon your work non-commercially, and although their new works must also acknowledge you and be non-commercial, they don’t have to license their derivative works on the same terms.

Attribution-NonCommercial-ShareAlike - CC BY-NC-SAThis license lets others remix, tweak, and build upon your work non-commercially, as long as they credit you and license their new creations under the identical terms.

Attribution-NonCommercial-NoDerivs - CC BY-NC-NDThis license is the most restrictive of our six main licenses, only allowing others to download your works and share them with others as long as they credit you, but they can’t change them in any way or use them commercially.

http:/ / creativecommons.org/ licenses/

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Open Design

An emerging paradigm... a gift to the people and society...

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Open Design Empowers People and Drives Innovation

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DEFINITIONS

OSP OSS

OPEN SOURCE DEVELOPMENT

Open Source Products Open Source Software

Tangible Intangible

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Flying Open Sourcers

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Flying Open Sourcers

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The Open Design Library

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FREE BEER 1.0

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FREE BEER cont...

FREE BEER 2.5 (Right)

FREE BEER 4.0 (Below)

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Open Design (Open Hardware)

An emerging paradigm... a gift to the people and society...

...but can you really make money from giving things away for free?

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How big would Google be if it charged for each search ?

How successful would Apple be if iTunes wasn’t free ?

Who pays for an internet browser ?

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The old mindset of product development

Andreasen and Hein [1987]

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Open Design – A New IPD Consideration

Howard [2012]

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OSD Archetypal Business Model

Community

Intellectual resources.,Brand(Platform)

Development,

Attracting

participants,

Platform

managementNetwork, Accessibility, Knowledge Sharing, Cost reduction

Human resources.,Platform maintenance

Self-service, Communities, Co-creation

Internet, Web-site/platform

Participants, End-users, - For Profit- Personal gain,- Social good

Direct sales,

Licensing fee,

Service sales,

Donations,

Other side

revenues...

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Workshop process

As-Is

To-Be

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Benefits of Open Source Design• Rapid and cheap publicity• Multiuser development & Expert customers• Increased product varieties• Competition killer• Suboptimal is forgivable

Revenue from Open Source Design• Sale of expertise• Spin-off products• Straight production• Advertising & Front of shelf model• Value from the use phase• Use and user data

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 BOB WALDIE, OpenGear

Right now, being open is no longer an added value. Either you are open or you are out! The internet has changed the game, we’re be coming self-producers with access to information and possibility to learn whatever, whenever, wherever. David Cuartielles (Arduino), California, 2012

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Questions

?