Strategic Design Thinking ?· Strategic Design Thinking Types of Innovation ... Innovation successes…

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<ul><li><p> SUCCESS DRIVERS 19-11-2012 </p><p>Strategic Design Thinking </p><p>Professor Tom Inns Deans Office </p><p>DJCAD </p><p>01382 348820 </p><p>t.g.inns@dundee.ac.uk </p><p>1990 1995 2000 </p><p>Design Researcher </p><p>Student &amp; Trainee </p><p>Director Design Research Centre </p><p>Professor Tom Inns: Biography </p><p>Professor of Design Head of School of Design </p><p>Initiative Director Designing for C21 DEAN DJCAD Director of Research CASE </p><p>Theatres of thinking workshop design &amp; facilitation </p><p>UG &amp; PG teaching Srategic Design Design Facilitation </p><p>- BSc Innovative Product Design </p><p>- BSc Interactive Media Design </p><p>- MDes </p><p>- Research Portfolio </p><p>- PhD Portfolio </p><p>Metamorphosis of Design Management Network </p><p>2010 </p><p>2012</p><p>2005</p></li><li><p> SUCCESS DRIVERS 19-11-2012 </p><p> Using design to think strategically: Thinking strategically about (your) design </p><p>Strategic Design Thinking </p><p>Types of Innovation </p><p>- From the Doblin Group. </p><p>4</p></li><li><p> SUCCESS DRIVERS 19-11-2012 </p><p>5</p><p>Product Innovation </p><p> Whats new about a new product? </p><p> Newness can be defined in 2 senses: New to the </p><p>company New to the </p><p>market </p><p> Source: Cooper, R. (2001) </p><p>Cost Reductions </p><p>Repositioning </p><p>Improvements </p><p>Line Additions </p><p>New Product Lines </p><p>New-to-the world 10 </p><p>20 </p><p>26 </p><p>26 </p><p>7 </p><p>11 </p><p>Category % </p><p>6</p><p>Product Innovation </p></li><li><p> SUCCESS DRIVERS 19-11-2012 </p><p>7</p><p>Lessons from successful firms New products as a % of profit and sales</p><p>22</p><p>3338</p><p>4654.2</p><p>3340 42</p><p>5259.2</p><p>0</p><p>10</p><p>20</p><p>30</p><p>40</p><p>50</p><p>60</p><p>70</p><p>75-80 80-85 85-90 90-95 95-00 00-05</p><p>Time period</p><p>% if </p><p>to</p><p>tal</p><p>Profit</p><p>Sales</p><p>Source: Booz, Allen &amp; Hamilton (1982) (700 companies) Page (1993) (189 companies) Adams (2004) (416 companies) </p><p>8</p><p>Innovation successes </p><p>Apple ipods </p></li><li><p> SUCCESS DRIVERS 19-11-2012 </p><p>9</p><p>Lessons from successful firms </p><p>Source: Manufacturing Winners:"TEC National Council (1995)"</p><p> Top 10% of companies </p><p>Top 25% of companies </p><p>Average companies </p><p>62%!</p><p>15%!</p><p> 3%!</p><p>Product!Range!Introduction!in the !last 5 years!</p><p>10</p><p>Risks of Product Development </p><p>Public Failures Sinclair C5 </p></li><li><p> SUCCESS DRIVERS 19-11-2012 </p><p>11</p><p>Risks of Product Development </p><p>Public Failures Segway HT </p><p>12</p><p>Risks of Product Development </p><p>Public Failures Coca Cola Mineral </p><p>Water </p></li><li><p> SUCCESS DRIVERS 19-11-2012 </p><p>13</p><p>Risks of Product Development </p><p>Mercedes 1995 Cost of Failure </p><p> 100 million </p><p>14</p><p>Risks of Product Development </p><p>Toyota 2010 Cost of Failure?? </p></li><li><p> SUCCESS DRIVERS 19-11-2012 </p><p>15</p><p>Risks of Product Development </p><p>McDonalds 2010 Will it be a Failure? </p><p>16</p><p>Risks of Product Development Apple ipad 2010 Apple </p><p> Newton Has it been a success? 1989-1998 </p></li><li><p> SUCCESS DRIVERS 19-11-2012 </p><p>17</p><p>Risks of Product Development </p><p>Based on your organisations definition of a new product, what % of all the new products introduced in the last five years were successful? </p><p>Source: PDMA US survey (1990 and 1995) </p><p>56% </p><p>18</p><p>Success Drivers Project Level </p><p>What differentiates successful projects from failures? </p><p> Carter &amp; Williams (57) Bright (68) Rothwell (74) </p><p>Booz, Allen &amp; Hamilton(82) Ughanwa (86) Cooper (90) PDMA (04) Cooper (96) </p><p>1950s | 1960s | 1970s | 1980s | 1990s | 2000s </p></li><li><p> SUCCESS DRIVERS 19-11-2012 </p><p>19</p><p>Success Drivers Project Level </p><p>What differentiates successful projects from failures? </p><p> Project with good understanding of customer Top management support for the project Use of tools/techniques to structure thinking Developed through a new products process Project had good fit with company strengths Effective screening of ideas to reduce risks Project had effective input from all functions Project team had effective communication </p><p>20</p><p>Risks of Product Development </p><p>Based on your organisations definition of a new product, what % of all the new products introduced in the last five years were successful? </p><p>Source: PDMA US survey (2005) (416 companies) </p><p>75.5% (top 25%) </p><p>53.8% (the rest) </p></li><li><p> SUCCESS DRIVERS 19-11-2012 </p><p>21</p><p>Success Drivers Company Level </p><p>Cooper &amp; Kleinschmidt (1996) revisited: www.stage-gate.com/knowledge.php What are success attributes at a company level? </p><p>1. Strategic Approach 2. Portfolio Management and Resource </p><p>Allocation 3. NPD Process 4. People, culture, climate, teams &amp; senior </p><p>management team </p><p>22 </p><p>Portfolio Management </p><p>Process Change </p><p>Product Change </p><p>A </p><p>B C </p><p>D E </p><p>F </p><p>Mapping Potential </p><p>Ideas </p></li><li><p> SUCCESS DRIVERS 19-11-2012 </p><p>23 </p><p>Where does design start? </p><p>Process Change </p><p>Product Change </p><p>A </p><p>B C </p><p>D E </p><p>F </p><p>Idea Screening </p><p>Mapping Potential </p><p>Ideas </p><p>24 </p><p>Where does design process fit? </p><p>Product Launch </p><p>Process Change </p><p>Product Change </p><p>A </p><p>B C </p><p>D E </p><p>F </p><p>Idea Screening </p><p>Design (NPD) Process </p><p>Mapping Potential </p><p>Ideas </p></li></ul>

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