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  • SUCCESS DRIVERS 19-11-2012

    Strategic Design Thinking

    Professor Tom Inns Deans Office

    DJCAD

    01382 348820

    t.g.inns@dundee.ac.uk

    1990 1995 2000

    Design Researcher

    Student & Trainee

    Director Design Research Centre

    Professor Tom Inns: Biography

    Professor of Design Head of School of Design

    Initiative Director Designing for C21 DEAN DJCAD Director of Research CASE

    Theatres of thinking workshop design & facilitation

    UG & PG teaching Srategic Design Design Facilitation

    - BSc Innovative Product Design

    - BSc Interactive Media Design

    - MDes

    - Research Portfolio

    - PhD Portfolio

    Metamorphosis of Design Management Network

    2010

    2012

    2005

  • SUCCESS DRIVERS 19-11-2012

    Using design to think strategically: Thinking strategically about (your) design

    Strategic Design Thinking

    Types of Innovation

    - From the Doblin Group.

    4

  • SUCCESS DRIVERS 19-11-2012

    5

    Product Innovation

    Whats new about a new product?

    Newness can be defined in 2 senses: New to the

    company New to the

    market

    Source: Cooper, R. (2001)

    Cost Reductions

    Repositioning

    Improvements

    Line Additions

    New Product Lines

    New-to-the world 10

    20

    26

    26

    7

    11

    Category %

    6

    Product Innovation

  • SUCCESS DRIVERS 19-11-2012

    7

    Lessons from successful firms New products as a % of profit and sales

    22

    3338

    4654.2

    3340 42

    5259.2

    0

    10

    20

    30

    40

    50

    60

    70

    75-80 80-85 85-90 90-95 95-00 00-05

    Time period

    % if

    to

    tal

    Profit

    Sales

    Source: Booz, Allen & Hamilton (1982) (700 companies) Page (1993) (189 companies) Adams (2004) (416 companies)

    8

    Innovation successes

    Apple ipods

  • SUCCESS DRIVERS 19-11-2012

    9

    Lessons from successful firms

    Source: Manufacturing Winners:"TEC National Council (1995)"

    Top 10% of companies

    Top 25% of companies

    Average companies

    62%!

    15%!

    3%!

    Product!Range!Introduction!in the !last 5 years!

    10

    Risks of Product Development

    Public Failures Sinclair C5

  • SUCCESS DRIVERS 19-11-2012

    11

    Risks of Product Development

    Public Failures Segway HT

    12

    Risks of Product Development

    Public Failures Coca Cola Mineral

    Water

  • SUCCESS DRIVERS 19-11-2012

    13

    Risks of Product Development

    Mercedes 1995 Cost of Failure

    100 million

    14

    Risks of Product Development

    Toyota 2010 Cost of Failure??

  • SUCCESS DRIVERS 19-11-2012

    15

    Risks of Product Development

    McDonalds 2010 Will it be a Failure?

    16

    Risks of Product Development Apple ipad 2010 Apple

    Newton Has it been a success? 1989-1998

  • SUCCESS DRIVERS 19-11-2012

    17

    Risks of Product Development

    Based on your organisations definition of a new product, what % of all the new products introduced in the last five years were successful?

    Source: PDMA US survey (1990 and 1995)

    56%

    18

    Success Drivers Project Level

    What differentiates successful projects from failures?

    Carter & Williams (57) Bright (68) Rothwell (74)

    Booz, Allen & Hamilton(82) Ughanwa (86) Cooper (90) PDMA (04) Cooper (96)

    1950s | 1960s | 1970s | 1980s | 1990s | 2000s

  • SUCCESS DRIVERS 19-11-2012

    19

    Success Drivers Project Level

    What differentiates successful projects from failures?

    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

    20

    Risks of Product Development

    Based on your organisations definition of a new product, what % of all the new products introduced in the last five years were successful?

    Source: PDMA US survey (2005) (416 companies)

    75.5% (top 25%)

    53.8% (the rest)

  • SUCCESS DRIVERS 19-11-2012

    21

    Success Drivers Company Level

    Cooper & Kleinschmidt (1996) revisited: www.stage-gate.com/knowledge.php What are success attributes at a company level?

    1. Strategic Approach 2. Portfolio Management and Resource

    Allocation 3. NPD Process 4. People, culture, climate, teams & senior

    management team

    22

    Portfolio Management

    Process Change

    Product Change

    A

    B C

    D E

    F

    Mapping Potential

    Ideas

  • SUCCESS DRIVERS 19-11-2012

    23

    Where does design start?

    Process Change

    Product Change

    A

    B C

    D E

    F

    Idea Screening

    Mapping Potential

    Ideas

    24

    Where does design process fit?

    Product Launch

    Process Change

    Product Change

    A

    B C

    D E

    F

    Idea Screening

    Design (NPD) Process

    Mapping Potential

    Ideas