Andrea Vitali - From User Centered to Human Centered Innovation

Download Andrea Vitali - From User Centered to Human Centered Innovation

Post on 27-Jan-2015

105 views

Category:

Education

3 download

Embed Size (px)

DESCRIPTION

Scope of this work was the accomplishment of an individual research activity with a dynamic personalization of User Centered Innovation topic course

TRANSCRIPT

<ul><li> 1. Andrea VitaliFrom User Centered toHuman Centered InnovationManaging Innovation Course 2011Gsi EDU Research Group International (Switzerland)</li></ul><p> 2. Research Context When ?This research has been done during the first week ofManaging Innovation Course 2011, by Gsi EDU ResearchGroup International (Switzerland) Why ?Objective of this work was the accomplishment of anindividual research activity with a dynamic personalization ofUser Centered Innovation topic course How ?The research has been done starting from: course readings and documentation references providedus by Tutors new references identified and selected by me during theactivity taskAndrea Vitali Human Centered Innovation - Attribution, Non Commercial, Share Alike 2 3. Introduction Why this Research? Maybe these slides are crazy but as Shyam Sundaram said: Willingness to take risk and see value in absurdity To review some issues covered in Topic A - User Driven Innovation To propose an alternative analysis of Topic A - User Driven Innovation To innovate Innovation To share and discuss with Course participantsAndrea Vitali Human Centered Innovation - Attribution, Non Commercial, Share Alike 3 4. Table of contents (1/2) What we think from forum post Research scope Roles Markets Needs Innovation What they think from literature and practice Research scope Research centers / institutions Innovation principles PracticesAndrea Vitali Human Centered Innovation - Attribution, Non Commercial, Share Alike 4 5. Table of contents (2/2) What we may think from ideas and experiences From user centered innovation to Human needs dimensions Human needs dimensions: EmocionArte Human leader Human centered innovation Human centered innovation: Ubuntu cup 2010 Human centered innovation - Context Human centered innovation - Rules Human centered innovation - Innovation principles Human centered innovation - Critical succes factors Human centered innovation - How to measure ReferencesAndrea Vitali Human Centered Innovation- Attribution, Non Commercial, Share Alike 5 6. What we think from posts This research couldnt start without beginning from our common and virtual area of discussion: the Forum week 1. I know that only one week has passed by, and the experience and the culture behind each of us are the most fascinating part of being at a learning event, one day from the other, with people coming from 4 continents, but various topics have been already inserted and different ideas have been shared among all of us. In order to understand better how, as a community, we are innovating Innovation I made few considerations applying, for this research and for each post, three different keys introduced by von Hippels readings: Role: are we more user or provider when we write a post ? Market: are we referencing to a specific market when we write a post ? Needs: are we referencing to a specific need when we write a post ? I think that the results can be interesting , providing us a student user profile.Andrea Vitali Human Centered Innovation- Attribution, Non Commercial, Share Alike 6 7. What we think Role Role: define how we act when we share informations creating a post Compared to von Hippels reading, do we act more as a User or as a Manufacturer / Provider when we share informations ? User ProviderForum - Role 19 61Forum - Role % 24%76%Total posts80Total posts % 100% Methodology: each post has been assigned to one of these two categories: User or Provider the sum of the two categories is equal to the total of the analyzed posts (august, the 6th)Andrea Vitali Human Centered Innovation - Attribution, Non Commercial, Share Alike 7 8. What we think Market Market: define if we mention or refer to a specific sector when we share informations creating a post Compared to von Hippels reading, which are the markets more attractive or interesting for us when we share informations ? SocialNot ICT Industrial Medical FashionnetworkMentioned Forum - Market 20 71 41 47 Forum - Market % 25% 9% 1% 5%1% 59% Total posts 80 Total posts %100% Methodology: each post has been assigned to a market (if mentioned) or to the category Not assigned If two or more markets have been specified, only the more important has been counted the sum of the categories is equal to the total of the analyzed posts (august, the 6 th)Andrea Vitali Human Centered Innovation- Attribution, Non Commercial, Share Alike 8 9. What we think Needs Need: define if we mention or refer to a specific sector when we share informations creating a post Compared to von Hippels reading, we write about products and services needs or do we have other needs when we share informations ?Product Service Learning StrategyForum - Needs9 937 25Forum - Needs %11% 11%46%31%Total posts80Total posts % 100% Methodology: each post has been assigned to one of these categories: Product, Service, Learning (when a User / Provider share sources or advices), Strategy (when a User / Provider share specific strategy to an issue) the sum of the categories is equal to the total of the analyzed posts (august, the 6 th)Andrea Vitali Human Centered Innovation - Attribution, Non Commercial, Share Alike 9 10. What we think Innovation So, this analysis point out that when we write a post in the Forum Week 1: Most of the time we provide information to an other student The information provided, quite most of the time, has value independentlyfrom a specific market, sometimes the market is mentioned The need supporting the post is mainly identified with a learning issue,sometimes with a strategy issue, rarely concern products or services Maybe there are some difficulty to identify ourselves as a professional User in a specific market, or to focus at specific best and real practices that can be replicated. The mainly learning issues, plus discussions on how apply an operative strategy, show this direction in Innovation approach. And outside this course what do they think about Innovation ?Andrea Vitali Human Centered Innovation - Attribution, Non Commercial, Share Alike 10 11. What they think from literature The informations and data included in this part of the Research have been collected by internet Due to the widespread of User Centered Innovation literature, added to the short time available , the research has been limited to some significants examples of trends and practices The country chosen in this research have been selected thanks to: von Hippels credentials for Danemark (lesson Democratizing Innovation) the efforts and results at different level of society of the National Innovation Strategy of Finland Practices describe what is new and what some companies from all over the world are doing todayAndrea Vitali Human Centered Innovation- Attribution, Non Commercial, Share Alike 11 12. Research centers / institutionsDenmark - The NFBi network for research-based user-driven innovationNFBi, run by the Alexandra Institute and partly funded by the Danish Ministryof Science, Technology and Innovation, was established with the aim ofconveying knowledge of user-driven innovation. NFBi plays an active role infacilitating knowledge sharing and matchmaking between enterprises andknowledge environments with expertise in the field. NFBi is member-basedand works in interdisciplinary teams with scientists and enterprises in thecontext of user involvement at all levels of the innovation process.Links to references and documentation: New Product Development in Online Communities User Driven Innovation with the Base of the Pyramid The Alexandra InstituteAndrea Vitali Human Centered Innovation - Attribution, Non Commercial, Share Alike 12 13. Research centers / institutions Denmark FOR A, the Danish Enterprise and Construction Authoritysdivision for research and analysis FORA develops innovative analyses and proposals for the business policy agenda. Based on facts we deliver new knowledge to decision makers and draft recommendations for international, national and regional business policy. At FORA we work with authorities, researchers and companies world- wide to secure and international and holistic approach. Good ideas, creative people and fact-based knowledge are at the core of FORAs efforts. The vision to make a difference is the driving force behind FORA. Links to references and documentation: FORA - Innovative Thinking for Policy Makers User driven innovation Measures of innovationAndrea Vitali Human Centered Innovation- Attribution, Non Commercial, Share Alike 13 14. Research centers / institutions Denmark - Danmarks Tekniske Univeristet Executive School of Business DTU Business is a center which provides executive programs in the areas of innovation, leadership, global management, and corporate entrepreneurship. Links to references and documentation: Governance and Design of Collaborative User-driven Innovation Research updatesAndrea Vitali Human Centered Innovation - Attribution, Non Commercial, Share Alike 14 15. Research centers / institutions Finland - Finnish National Innovation Strategy The 2010 Finnish National Innovation Strategy contains an important section on demand and User Driven Innovation: as part of the implementation of Finlands national innovation strategy, the Finnish Ministry of Employment and the Economy has outlined a policy framework laying down the key elements of a demand and user-driven innovation policy. Links to references and documentation: Action programme presentation Demand and User-driven Innovation Policy Framework (Part I) and Action Plan (Part II)Andrea Vitali Human Centered Innovation - Attribution, Non Commercial, Share Alike 15 16. Research centers / institutions Finland - Nordic Innovation Centre Nordic Innovation Centre has supported establishment of the Nordic Network of User-Driven Innovation and Living Lab networks, defined as managed collaboration networks (as opposite to self-organizing networks), which feature internal transparency and direct communication. Members of a network collaborate and share knowledge directly with each other, rather than through hierarchies. They come together with a shared vision because they are intrinsically motivated to do so and seek to collaborate in some way to advance an idea or a concept. Sustainable methodology and research infrastructure is a prerequisite for distributing innovation through the value chain. User driven open innovation tools can be considered as a platform for interactions, co-creation and feedback, or wider, as a vehicle for broad social, economic and institutional transformations. Links to references and documentation: Nordic network of living labs (Toolbox and project website) A Living Labs network for user-driven innovation of ICT services European Network of Living Labs Living Labs for user driven open innovationAndrea Vitali Human Centered Innovation- Attribution, Non Commercial, Share Alike16 17. Practices A new nature of innovation is emerging. In order to formulate appropriate innovation policy encompassing a new nature of innovation, it is important to understand how the nature of innovation is changing. Innovation is no longer mainly about science and technology. Firms can innovate in other ways. Co-creation, user involvement, environmental and societal challenges increasingly drive innovation today. Collaborative, global networking and new public private partnerships are becoming crucial elements in companies innovation process.Andrea Vitali Human Centered Innovation- Attribution, Non Commercial, Share Alike 17 18. Practices Innovation Principles There are 9 innovation principles: 1.Co-creating Value with Customers 2.Users involvement in Innovation 3.Accessing and Combining Globally-Dispersed Knowledge 4.Forming Collaborative Networks and Partnerships 5.Levering Dynamics between Large Companies and Entrepreneurs 6.Environmental Concerns drive Innovation 7.Needs in Developing Countries drive Innovation 8.Welfare System Concerns drive Innovation 9.Technologys Role as an Enabler of Innovation Link to reference: Innovation Principles and CasesAndrea Vitali Human Centered Innovation- Attribution, Non Commercial, Share Alike 18 19. Practices Innovation Principles Each of the innovation principles are based on evidence of new innovation behavior. In order to illustrate the emerging behavior, we have used short business cases to describe what is new and what some companies from all over the world are doing today. The business cases should be seen as new, but weak signals of the new forms of innovation. Link to reference: Innovation Principles and CasesAndrea Vitali Human Centered Innovation - Attribution, Non Commercial, Share Alike 19 20. Practices - Innovation Principle 1Co-creating Value with Customers In the new age of innovation, companies will co-create unique individual solutions with customers. The number of customers each company can co-create with might, in some cases, be virtually unlimited. Of course, there has always been a market for unique products, but this has tended to target a relatively small and exclusive customer group, and has been costly and time-consuming. Companies will need to use digital platforms to handle a lot of customers in real time at the same time. In addition, companies must collaborate with other companies through different networks, sometimes forming partnershipsAndrea Vitali Human Centered Innovation - Attribution, Non Commercial, Share Alike 20 21. Practices - Innovation Principle 1Co-creating Value with Customers Business cases: Medtronic CareLink Monitor Bridgestone Tyres Tutor Vista United Stationers Threadless.comAndrea Vitali Human Centered Innovation - Attribution, Non Commercial, Share Alike 21 22. Practices - Innovation Principle 2 Users involvement in Innovation Companies have started involving users at an earlier stage in the innovation process to understand what problems they face and need solved. By carefully planning user involvement in the innovation process, companies get access to user knowledge which can be crucial for developing new concepts and market-shaking innovations. Users can be other companies or end users. In some cases a company will interact with other companies to gain knowledge on what solutions should be created, while in other cases a company will involve the end-user in the development of the solution. In order to obtain the often hidden knowledge users posses, they might be involved either indirectly in the innovation process (e.g. through user observations and user experiments), or they might be directly involved in innovating for the company (e.g. as lead users).Andrea Vitali Human Centered Innovation- Attribution, Non Commercial, Share Alike 22 23. Practices - Innovation Principle 2 Users involvement in Innovation Business cases: Jordan Deutsche Telecom Valve Software Lego Mindstorm Massachusetts General Hospital IntelAndrea Vitali Human Centered Innovati...</p>