innovation in plain sight: asae's experiment with design thinking
TRANSCRIPT
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Innovation in Plain SightASAE’s Experiment
with Design Thinking and Co-Creation
Mariah Burton Nelson, CAE VP, Innovation & Planning,
ASAE@TallMariah
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“Dr. Sally”
– from Montclair, NJ
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“Dr. Art” – from Bloomfield, NJ
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Agenda for Today
1) Reverse Q and A2) The Problem3) The ASAE Focus Fra
mework 4) Design Thinking
Experiment5) Lessons Learned
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Reverse Q and A
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The Problem
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“The cost of doing too many small, unproductive projects
is not the financial cost; it’s that you dilute and distract
resources away from doing big, great things.”
-- David Matheson, product-portfolio expert
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The Goal: An organized array of relevant, beneficial, high-ROI programs, products, & services
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Space to think, plan, make good decisions
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Our Solution: ASAE Focus Framework
A disciplined, strategic process for deciding what to create, what to discontinue, and how to balance the whole portfolio
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Three Parts
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New Products
Whole Other Ideas
Ideas
More Ideas
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DecisionsNew & legacy productsYes/No, Go/Kill, Go/Stop
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ASAE’s Product Review Criteria
Innovation (not required)
Value (Strategic Fit, Member Needs, Market Viability, Feasibility)
Financial Net (Projected $)
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1) Staff/Members Develop Idea
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2) Proposal Goes to Focus Team
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3) Focus Team Scores Proposal
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Two Options
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Annual report Categorize productsLook for gaps, opportunitiesWhat should be sunset?
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A Funny Thing Happened on the Way to Innovation
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Key Findings
1) Only 3 new non-publication products in 2015
2) Most of our products are in the mature phase of the product lifecycle.
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The Product Lifecycle
Intro
Growing
Mature
Declining
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Create a strategic new-product pipeline
New Products
Whole Other Ideas
Ideas
More Ideas
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Chose to Use Design Thinking
Design thinking is a systematic, human-centered approach to problem-solving.
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Design Thinking (UVA method)1) WHAT IS? 2) WHAT IF?
3) WHAT WOWS? 4) WHAT WORKS?
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• Research• Interview• Empathy
1) WHAT IS?
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2) WHAT IF?
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3) WHAT WOWS?
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4) WHAT WORKS?
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* 28 Interviewees* 40 Workshop Attendees * 8 Feedback Providers
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THINKING IS EXHAUSTING
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Same Thing: Leadership Retreat
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New problem: Too many ideas
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Idea Screen
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Sum: Design Thinking Framework1) WHAT IS? 2) WHAT IF?
3) WHAT WOWS? 4) WHAT WORKS?
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5 Lessons Learned
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Lessons Learned1) People won’t necessarily share your
excitement about innovation.
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Lessons Learned1) People won’t necessarily share your
excitement about innovation. 2) People will fear that innovation will
mean too much work for them.
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Lessons Learned1) People don’t necessarily share your
excitement about innovation. 2) People will fear that innovation will
mean too much work for them.3) People will be reluctant to propose ideas
that might be rejected.
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Lessons Learned1) People won’t necessarily share your
excitement about innovation. 2) People will fear that innovation will
mean too much work for them.3) People will be reluctant to propose ideas
that might be rejected.4) People only support things they help to
create.
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Lessons Learned1) People won’t necessarily share your
excitement about innovation. 2) People will fear that innovation will mean too
much work for them.3) People will be reluctant to propose ideas that
might be rejected.4) People only support things they help to
create.5) Hofstadter’s Law: Everything always takes
longer than you think, even when you take into consideration Hofstadter’s Law.
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Questions or Comments?