strategic design thinking · strategic design thinking types of innovation ... innovation successes...

SUCCESS DRIVERS 19-11-2012

Strategic Design Thinking

Professor Tom Inns Deans Office

DJCAD

01382 348820

[email protected]

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


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

Strategic Design Thinking

Types of Innovation

-  From the Doblin Group.

4


5

Product Innovation

•  What’s ‘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


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


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


11


Public Failures •  Segway HT

12


Public Failures •  Coca Cola ‘Mineral

Water’


13


Mercedes 1995 •  Cost of Failure

£100 million

14


Toyota 2010 •  Cost of Failure??


15


McDonalds 2010 •  Will it be a Failure?

16

Risks of Product Development Apple ipad 2010 Apple

Newton •  Has it been a success? 1989-1998


17


Based on your organisation’s 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)

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


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


Based on your organisation’s 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)


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


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

strategic design thinking · strategic design thinking types of innovation ... innovation successes...

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