david quijano, idsaindustrial designer | program managerpsg design center

dynamicinnovation

HP | design | innovation

dynamicinnovation

• beginning• thinking• listening and observing• concluding

agenda

dynamicinnovation

beginning

dynamicinnovation

ESSN&TS PSG (Personal Systems Group) IPG

dynamicinnovation

thinking

dynamicinnovation

Industrial Design:

traditionally, the innovation leaders

thinking

dynamicinnovation

Industrial Design:

traditionally innovation leaders• Strategic thinking• Visualize the big picture• Conceptualize beyond the roadmap

thinking

design ≠ industrial design

dynamicinnovation

thinking

DesignPresence

Customerwhat’s desirable?

Businesswhat’s viable?

Technologywhat’s feasible?

How it looks draws you in and then you see the value in the product beyond the looks.

dynamicinnovation

See the world with “new” eyes• Listen, observe & learn• Ask why• Ethnographic research• Executive briefings• Participant/Non-participant

Observation• Direct customer connections

Make sense of what you see • Build mental models, maps,

personas and objectives• Suggest stated and unstated

needs

Make concepts tangible• Prototype solutions and

artifacts• Create and prioritize ideas• Get feedback• Refine concepts

Conceptualize• Suggest directions and

principles for development

• Integrate requirements• Suggest desired

experience• Measure against

objectives or personas

design thinking

Based on Charles Owen’s original Design Thinking framework

Imperatives

Solutions

Frameworks

Discoveries

Analysis Synthesis

Concrete

Abstract

dynamicinnovation

Design thinking is

FUNDAMENTAL to customer driven innovation

design thinking

Design + Design Thinking + Collaboration= Innovation

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Innovation

design thinking

Strategic Focus

Invention

Execution

Common Vision

IdeasPositive Change

Experience

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listening and observing

dynamicinnovation

listening and observing

Knowing when to stop talking and

start listening is crucial for discovering opportunities

Having customers to

regularly listen to is even more crucial

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Executive Briefings lead to

new opportunities from decision-makers

Advisory Councils lead to

new opportunities from end-users

listening and observing

dynamicinnovation

Case Study: HP Quick Release

listening and observing

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“I’m losing $10K/minute!” – trading floor executive and HP customer

listening and observing

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Executive Briefings• Understand problem• Ask other briefing

participants about problem

• Ask Why

Codify feedback• Understand the

need• Collaborate • Brainstorm other

opportunities• Define use matrix• Define experience Build prototypes

• Refine concepts through protos

• Show to internal/external customers

• Iterate• Measure outcomes and

sell

Conceptualize• Sketch and

model• Measure against

matrix• Measure against

desired experience

• Iterate

listening and observing

Imperatives

Solutions

Frameworks

Discoveries

Analysis Synthesis

Concrete

Abstract

dynamicinnovation

Solution: HP Quick Release

• Tool-free, 2-part bracket based on VESA standard

• IT can now remove and replace a displays in about a minute

But wait…there’s more!

listening and observing

dynamicinnovation

By solving the problem

we invented a cool bracket

listening and observing

dynamicinnovation

By looking beyond the

problem we created a cool experience

listening and observing

dynamicinnovation

HP Quick Release

ROI vs. ROi

listening and observing

dynamicinnovation

HP Quick Release

ROI vs. ROireturn on investment vs. return on innovation

Product focused

Short term return

Good for business

Focused on results

Solution focused

Long term return

Good for business and customer

Sum of results

listening and observing

dynamicinnovation

HP Quick Release

ROi = thinnovation

listening and observing

dynamicinnovation

Case Study: Z-series Workstation

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“I’m not sure if I have a workstation or not.?”

– workstation end user

listening and observing

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What do you do when your

prices are eroding and market position is at risk?

Ask why

Go observe

Then learn

listening and observing

dynamicinnovation

Imperatives

Solutions

Frameworks

Discoveries

Analysis Synthesis

Concrete

Abstract

Observation HW Teardowns

Interviews Customer Visits

Presentation via posters

listening and observing

dynamicinnovation

Research outcomes codified into visual design objectives to focus design direction

Imperatives

Solutions

Frameworks

Discoveries

Analysis Synthesis

Concrete

Abstract

listening and observing

dynamicinnovation

Concepts measured against design objectives and distilled to the vital few. Getting into 3D as soon as possible further focuses design.

Imperatives

Solutions

Frameworks

Discoveries

Analysis Synthesis

Concrete

Abstract

listening and observing

dynamicinnovation

Final solution defined and validated with customers

Imperatives

Solutions

Frameworks

Discoveries

Analysis Synthesis

Concrete

Abstract

listening and observing

dynamicinnovation

concluding

dynamicinnovation

innovation thoughtsinnovation starts with the end in mind

never stop innovating…be creative in everything you do

never settle…if you settle you get what you settled for

change is constant…embrace it

follow your instincts…measure your results

just because you can do something doesn’t mean you should

discomfort is good…it means you’re on the right track

execute, execute, execute

concluding

dynamicinnovation

Thank you