two models of design-driven innovation - ux australia
Post on 14-Sep-2014
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DESCRIPTION
The drive for innovation in products and services and a culture of ‘fail early; fail often’ has bred a desire for very early prototypes. This approach lends itself to an entire industry tackling a problem or for the venture capitalists funding them. It can be broadly characterised as hypothesis-led. It is much less appropriate or advantageous for an individual project team within an established industry attempting to reinvent an existing product/service category. For these teams, an insight-led approach in which multiple concepts are developed in parallel is more appropriate. This presentation will give an introduction to each of these two dominant models of design-driven innovation. It will look at the advantages and disadvantages of each; and look at the issue of localised optimal solutions and what this means for innovation.TRANSCRIPT
Design-driven innovation
Steve BatyMeld Studios
Two models in practice
Design in innovation
“In terms of practice, design’s core value is in rapidly synthesising disparate bodies of knowledge in order to articulate, prototype and develop alternative strategies.” - Dan Hill, Dark Matter and Trojan Horses: A Strategic Design Vocabulary
Steve Baty
Design intent
Steve Baty
Insight-led
Hypothesis-led
Steve Baty
Insight-led Innovation
Steve Baty
Customer research
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Go look; watch; listenGo look; watch; listen
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Synthesis
Steve Baty
Understand the driversUnderstand the drivers
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Multiple Concepts
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Generate concepts
Steve Baty
Make concepts tangibleMake concepts tangible
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Evaluate with customers
Steve Baty
Test; learn; refine; repeat.
Steve Baty
Evaluate with customers
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‘Build’
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Hypothesis-led innovation
Steve Baty
Hypothesis about people
Steve BatyProduct
idea
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Design sprint
Steve Baty
Design sprint
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Development sprint
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Test hypothesis
Steve Baty
Steve Baty
Development sprint
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Test again
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Constant beta
mailbox app
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Dome Coffees
Steve Baty
Steve Baty
