Innovation through DesignKayla Block

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User Centered Design

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ResearchResearch DesignDesign VerifyVerify BuildBuild LaunchLaunch

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User Centered Design

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ResearchResearch

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What is Innovation?

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Deep Innovation – Don Norman

1. Technology2. Invention3. Needs

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Generating Ideas

• Look for linkages

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Quantity -> Quality

• The best way to have a good idea is to have lots of ideas. – Linus Pauling

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Disruptive Innovation

• “People talk about wanting innovation. But innovation is a process result. Imagination is the fuel! You’re not going to get innovation if you don’t have imagination. The issue is not to ask your customers what they want today, but to try to imagine what the customer is going to want in a world where, for instance, their cellphone is in their glasses. If you ask your customers what you want, you will not get disruptive innovation.”

– WSJ Innovation Conference

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Process Improvement

Identify Analyze Propose Implement Measure Sustain

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Creative Individuals

• Self-confidence• Unconventional thought• Curiosity• Domain expertise• Autonomy• Flexibility to step outside of the box

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Cross Pollination

– Unexpected juxtapositions• Jacquard loom -> Computer punch cards (seriously!)• Wright Brothers (bicycles)

– Ability to see patterns others don’t• And apply patterns to new contexts

– Approach problems from unusual angles– Fueled by diversity– Limited by silos– Often fueled by doing without

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Doing Without: Zeer vs. Refrigeration

• Evaporative cooling by porous earthenware pot filled with wet sand and glazed inner pot

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Innovation is…

• Messy• Non-linear• Scary• Frustrating• Dangerous• Disruptive• Political• Anxiety producing

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Contextual Inquiry and Design Innovation

• Don’t ask. Observe!– Learn what people actually DO!– Learn why they DO!– Uncover latent needs

• Be curious! Why? What? How? When?• What if…?• Pretend it’s magic!

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Contextual Inquiry

• Context - observe work where it’s actually done

• Partnership – engage them in uncovering unarticulated parts of their work

• Interpretation – develop a shared understanding

• Focus – direct the inquiry with a clear understanding of your own purpose

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Deepen Understanding

We are not our users!

Observation & Talk to Users• Fly On the Wall• Interviewing• Immersion

Research• Industry Reports• Internet• Blogs• etc

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Who are these people?

• Purpose• Likes• Dislikes• Pain Points• Hopes• Fears

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Ground Understanding in Personas

• Non-elastic archetypal users• Allow you to work inside > out (we normally

work outside > in)

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Persona Datapoints

• Demographic information• Education• Computer skills• Salary• Hobbies• Goals• Likes/Dislikes• Pain points

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Pain

• Time• Money• Information Overload

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Artifacts

• Time• Money• Information Overload

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6 Innovation Questions

• What could we look at in a new way?• What could we use in a new way?• What could we move into a new context?• What could we connect in a new way?• What could we change?• What could we create that is truly new? (The

rarest form of innovation)

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• User-Centered Design in the Service of People

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Tetra Pak

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Questions?