how to radically innovate through design
TRANSCRIPT
World-class organisations don’t compete on price, products, or
features.
They compete on experience.
Great experiences are the ultimate drivers of
preference, loyalty, and advocacy.
Amount of TV shows and movies pirated
260 mill, 2008
120 mill, 2013
= free = $10 per month
Another one…
Demand
Price
Quantity
Supply vs. demand
Demand
Price
Quantity
Supply vs. demand
Q4 2014
$687.30 per unit,48 million sales
iPhone average cost per unit vs. sales
Q4 2015
$637.90 per unit,39 million sales
Over coming the hype in HCD
Innovation is the buzziest buzz word
ever!
Who does innovation well?
…
Radical and incremental innovation
AValue
Change
A
BValue
Change
That’s incremental innovation
Radical innovation is…
A
B
CValue
Change
A
B
C
D
Value
Change
A
BValue
Change
A
B
CValue
Change
How do you radically innovate?
A
B
CValue
Change
It’s not HCD…
Radical innovation is a discontinuation with the
past
“Every radical innovation Norman investigated was done without design research or without careful analysis of a person’s or even a society’s needs.”
So how do you radically innovate?
Two ways
Tech led
Design led
A
B
CValue
Change
Battle to create games with better graphics and
faster speeds!
A
BValue
Change
A
B
CValue
Change
Fast games with good graphics
Interactive games that everyone can play
Fast games with good graphics
Interactive games that everyone can play
Designers can radically innovate through meaning change
How do we actually radically innovate?
Step 1: innovate for the right reasons
Outcomes > outputs
Step 1: innovate for the right reasons
Innovation is an output!
Step 1: innovate for the right reasons
Innovate if it will help you achieve your outcomes
Step 1: innovate for the right reasons
OUTCOME: identify new revenue generating
opportunities
Step 1: innovate for the right reasons
Step 2: start with the underlining reason why
Example -> insurance
Step 2: Start with the underlining reason why
Help people get out of difficult situations
Step 2: Start with the underlining reason why
Step 3: remove all reference to today
Radical innovation is a discontinuation with the
past
A
B
CValue
Change
Get a bunch of outsiders
Step 3: remove all reference to today
How might we support people when they get into difficult situations and help
them get out of it?
Step 3: remove all reference to today
DESIGN SOLUTIONS
Step 3: remove all reference to today
Value
Change
Value
Change
Step 4: prioritise your hills
Step 5: Create propositions
Value
Change
Step 6: Test propositions
Your proposition
Your proposition
Your proposition
Your proposition
Value
Change
Step 7: Use HCD to climb the most promising hills
Value
Change
Summary
1. Innovate for the right reasons2. Start with the underlining reason why3. Remove all reference to today4. Priortise your hills5. Create propositions6. Test propositions7. Use HCD to climb the most promising hills
How to radically innovate
