design thinking and innovation tools

Innovation - 1 © Minder Chen, 2013

Design Thinking and Innovation Tools

Minder ChenProfessor of MIS

California State University Channel [email protected]


Three Models of Innovation

3 different models of innovation, driven by technology, business processes and design, and the points at which they intersect.


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


Innovation Gap


Knowing Consumers


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


Innovation Toolkit


Design-Driven Innovation

Desirability(Human)

Feasibility

(Technology)

Viability(Business)Connecting Connecting

the Dots …the Dots …

Customer Customer DevelopmentDevelopment


Research Focuses


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


Qualitative Research

• Observation; Shadowing; Self-documentation

• 1:1 Interviewing/Group Interviewing

http://www.businessweek.com/stories/2006-06-04/the-science-of-desire


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)


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)


POEMS


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


Oral B Kid Toothbrush by IDEO

• Design Toothbrush for kid under age 5

Video http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2100


Innovation ProcessInnovation Process

Source: http://www.slideshare.net/Strategyn/the-innovation-process


The Customer-Centered Innovation Map

The Customer-Centered Innovation Map by Lance A. Bettencourt and Anthony W. Ulwick, Harvard Business Review (link)


Mapping a Customer Job


Pre-execution and Execution Steps


Post Execution Steps


Job Mapping: Customer-Centered Innovation Map


Job Mapping: Customer-Centered Innovation Map

http://hbr.org/hbrg-main/resources/images/article_assets/hbr/0805/R0805H_1.gif


Innovation Opportunities


Innovation Opportunities

d.School Journal Mapping at http://vimeo.com/78554759


Customer Experience Lifecycle Map

http://chiefmartec.com/post_images/customer_experience_lifecycle_600.jpg


Customer Journey MOTs : Netflix vs. Blockbuster


Customer Journey Template

Customer Journey Customer Journey

Beforeservice

Duringservice

Afterservice

Activity Activity Activity Activity Activity Activity Activity Activity ActivitySituation

+

Customer:

-

Service area:


Customer Journal Mapping Process

http://designingcx.com/wp-content/uploads/2013/09/CX-Journey-Mapping-Process-1-pager.pdf


Service Blueprint


The Product Development Funnel

Time Line


Innovation Funnel

Expense

Success/Failure ratio

design thinking and innovation tools

Documents