Post on 17-Jul-2020
HOWDESIGN INNOVATIONCAN TRANSFORMBUSINESS
SIX KEY PRINCIPLES
PRESENTATION AT
FORUM DE LA INNOVACIO ’07OCT 18, BARCELONA, ESPANA
VIJAY KUMARINSITUTE OF DESIGN
ILLINOIS INSTITUTE OF TECHNOLOGY
CHICAGO
© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY
ENGINEERINGFocus: Components
BEFORE
INNOVATION LANDSCAPE IS CHANGING
PRODUCT DESIGNFocus: Products
BRANDFocus: Marketing
STRATEGYFocus: Business
Focus: INTEGRATION+ Technology+ Process+ Product+ Service+ Brand+ Experience
DESIGNINNOVATION
NEW
© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY
COMPANIES ARE RESPONDING
BUSINESSOPPORTUNITY
USUAL
DESIGNINNOVATION
Driven by a deepunderstanding of users
NEW F
OCUS
TECHNOLOGYPOSSIBILITY
APPLE
DESIGN INNOVATION AS A STRATEGY WINS
GOOGLETOYOTAGEMICROSOFTP&G3MWALT DISNEYIBMSONYWAL-MARTHONDANOKIASTARBUCKSTARGETBMWSAMSUNGVIRGININTELAMAZONBOEINGDELLGENENTECHEBAYCICSOMOTOROLA
SOUTHWESTIDEOIKEADAIMLERCHRYSLERHEWLETT PACKARDNIKEBPRESEARCH IN MOTIONAT&TCITIGROUPVERIZONPHILIPSNINTENDOCOSTCOVOLKSWAGENPFIZERBEST BUYJOHNSON & JOHNSONAMGENMERCKNEWS CORPMCDONALD’SLG ELECTRONICSEXXON MOBILE
© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY
What PRINCIPLES can we learn from these successful innovations?
1 Build innovations around people’s EXPERIENCES
2 Think of innovations as PLATFORMS not just products
3 Adopt an early INNOVATION PLANNING process
4 Use structured METHODS and TOOLS
5 Integrate DESIGN and BUSINESS
6 Cultivate an INNOVATION CULTURE within organizations
1 Build innovations around people’s EXPERIENCES
NOT JUST ANY CARIT’S FUN … IT’S MINE …IT’S COOL … I LOVE IT …
Photo from Nike website
NOT JUST SHOES
MaterialsSensors in shoesI-Pod recorderProgress trackingOnline toolsRoute mappingSocial networks
NIKE
RUNNING
© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY
1 Build innovations around people’s EXPERIENCES
PHYSICAL
COGNITIVE
CULTURAL
SOCIAL
EMOTIONAL
© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY
1 Build innovations around people’s EXPERIENCES
PHYSICAL
COGNITIVE
CULTURAL
SOCIAL
EMOTIONAL
PHYSICAL
OXO GOOD GRIPS
MORE T
HAN 350 P
RODUCTS NOW
FROM 79 CENT VERNACULAR PRODUCTTO $275,000,000 COMPANY
© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY
1 Build innovations around people’s EXPERIENCES
PHYSICAL
COGNITIVE
CULTURAL
SOCIAL
EMOTIONAL
SELF-CHECKOUT IN RETAIL
© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY
1 Build innovations around people’s EXPERIENCES
PHYSICAL
COGNITIVE
CULTURAL
SOCIAL
EMOTIONAL
© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY
http://www.flickr.com/photos/tackytophat/425720403/
http://www.flickr.com/photo_zoom.gne?id=92115194&size=o
http://www.stylehive.com/bookmark/26275
http://www.phonefashions.com/phone/cart/scripts/default.asp
© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY
© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY
© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY
1 Build innovations around people’s EXPERIENCES
PHYSICAL
COGNITIVE
CULTURAL
SOCIAL
EMOTIONAL
THINKERING SPACESDigital and physicalspaces for kidsto share creative writing
ID IIT Project lead by
Prof. Dale Fahnstrom and Prof. Greg Prygrocki
for MacArthur Foundation
© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY
1 Build innovations around people’s EXPERIENCES
PHYSICAL
COGNITIVE
CULTURAL
SOCIAL
EMOTIONAL
2 Think of innovations as PLATFORMS not just products
EXPERIENCEMUSIC SHARING
NETWORKING+iTUNES +BOSE
SERVICEiTUNES
SYSTEM
ACCESSORIES
BRANDiPOD Promotion
BIZ MODELDOWNLOADS
Images from Apple website
iPOD
CHANNELAPPLE STORE
Coreprocess
Enablingprocess
Business
model
Networking Product
performance
Product
system
Service Channel Brand Customer
experience
TEN TYPES OF INNOVATIONS ©Doblin
Principle 2 – Ten Types
1 2 3 4 5 6 7 8 9 10Process.Finance Offering Delivery
iPOD as aPlatform
3 Adopt an early INNOVATION PLANNING process
DEVELOP
FRONT-END
INNOVATIONPLANNING
LAUNCH SUSTAIN
INNOVATION TIMELINE
Real
Know Make
Frame Insights
Realize Offerings
Know Context
Know Users
Make Plans
Explore Concepts
AbstractAnalysis Synthesis
ImplementResearch
Hypothesis
FRONT-END
INNOVATIONPLANNING
Prototype
Pilot
Launch
FrameInsights
KnowContext
ExploreConcepts
MakePlans
RealizeOfferings
KnowUsers
SenseIntent
3
PROCESS IS NON-LINEAR
4 Use structured METHODS and TOOLS
context map
eras map
value web
innovationmap
conceptdefinition
conceptmatrix, map
conceptsystemizer
scenario plan
conceptmanager
strategicroadmap
innovationbrief
strategic plan
tactical plan
businesscase
behavioralprototype
conceptprototype
pilot andlaunch plan
change plan
research plan
video/photoresearch
disposablecamera study
ethnographicinterview
user insightsfield-book
five humanfactors
experiencemap
trend map
diagnosticsystem
conceptspace
user dataanalysis
context dataanalysis
user insightstool
insightMatrix
experiencemodel
systemsimulation
analyticframeworks
Frame
InsightsKnow
ContextExplore
ConceptsMake
PlansRealize
OfferingsKnow
UsersSense
Intent
ADD YOUR O
WN
TAILOR IT
TO P
ROJECTS
INNOVATIONTOOLKIT
context map
eras map
value web
innovationmap
conceptdefinition
conceptmatrix, map
conceptsystemizer
scenario plan
conceptmanager
strategicroadmap
innovationbrief
strategic plan
tactical plan
businesscase
behavioralprototype
conceptprototype
pilot andlaunch plan
change plan
research plan
video/photoresearch
disposablecamera study
ethnographicinterview
user insightsfield-book
five humanfactors
experiencemap
trend map
diagnosticsystem
conceptspace
user dataanalysis
context dataanalysis
user insightstool
insightMatrix
experiencemodel
systemsimulation
analyticframeworks
Frame
InsightsKnow
ContextExplore
ConceptsMake
PlansRealize
OfferingsKnow
UsersSense
Intent
1
23
4
5
disposablecamera study
ethnographicinterview
user insightstool
insightmatrix
conceptdefinition
1
2
3
4
5
PROJECT COOKING AT HOME
CHICAGOUSA
CAPETOWNSOUTH AFRICA
MUMBAIINDIA
disposablecamera study
ethnographicinterview
user insightstool
insightmatrix
conceptdefinition
1
2
3
4
5
Distribute CAMERAS to familiesalong with a set of GUIDELINESfor taking pictures
POEMS
People
Objects
Environments
Messages
Services
disposablecamera study
ethnographicinterview
user insightstool
insightmatrix
conceptdefinition
1
2
3
4
5
Families take pictures
PEOPLE
OBJECTS
ENVIRONMENTS
MESSAGES
SERVICES
POEMS
disposablecamera study
ethnographicinterview
user insightstool
insightmatrix
conceptdefinition
1
2
3
4
5
Talk to people about the pictures they took
Take notes in structured field notebooks
disposablecamera study
ethnographicinterview
user insightstool
insightmatrix
conceptdefinition
1
2
3
4
5
COOKING AT HOMEPROJECT USER INSIGHTS TOOL
ClusterTag Search PatternGather
OBSERVER Ben Joseph
DATE Dec 08, 2005
TIME Evening
CITY Chicago
COUNTRY USA
OBSERVATION
Cooking and Watching TV
Mother watches TV
while cooking to
entertain herself. She
often watches cooking
shows to get recipe
ideas.
She fills each child’s
plate and serves it.
Watching TV while
cooking is fun and
informative.
Individually serving
food to children helps
control portion size.
DESCRIPTION INSIGHT
Criteria Concept
Organize pictures and INSIGHTS in the USER INSIGHTS TOOL
COMPARE activitiesdisposablecamera study
ethnographicinterview
user insightstool
insightmatrix
conceptdefinition
1
2
3
4
5
MUMBAI CHICAGO CAPE TOWN
SEARCH and COMPARE insights in UIT
COOKING AT HOMEPROJECT USER INSIGHTS TOOL
ClusterTag Search PatternGather
SEARCH TERMS
MUMBAI, Mother, Child, Eating
Watching TV while
cooking is fun and
informative
Feeding family hot,
fresh food is
considered part of
healthy life
Family enjoys
cooking together
Feeding children
happens anywhere in
the house
Trips to Starbucks
are a way to connect
with family.
Bed becomes a place
to have a comfortable
family dinner.
SEARCH TERMS:
CHICAGO, Mother, Child, Eating
Criteria Concept
disposablecamera study
ethnographicinterview
user insightstool
insightmatrix
conceptdefinition
1
2
3
4
5
disposablecamera study
ethnographicinterview
user insightstool
insightmatrix
conceptdefinition
1
2
3
4
5
1. Cooking is a time to spend time with kids.
2. Families often spend quality time together after dinner
3. Floor cleaned daily for baby’s play and snacking4. Mom lets baby get messy with dinner
5. Baby needs eye contact with mom while he eats
6. Mom can do other things while baby is in swing
7. Shopping with babies is challenging.
8. Baby dinner chair is mobile for family’s convenience9. Couple shares responsibility for baby.
10. Family eats in different rooms at different times
11. All family members eat different things at dinner
12. Couples take turns cooking
13. When cooking for one, simple dishes are made14. Children are able to prepare food for themselves
….
….
….
…. ….
….
….
….
…. ….
92. Kids care about the taste of vitamins
93. Family takes vitamins with breakfast94. People change their diet while training
95. Mom likes to feed kids healthy snacks
96. Mom carries healthy snacks to avoid fast food
97. People reward themselves with unhealthy food
98. Kids’ snacking rules are more lenient away from home99. Sweets are used as a reward.
Focus on the INSIGHTS to find patterns
99 INSIGHTS
1. Cooking is a time to spend time with kids.2. Families often spend quality time together after dinn3. Floor cleaned daily for baby’s play and snacking4. Mom lets baby get messy with dinner5. Baby needs eye contact with mom while he eats6. Mom can do other things while baby is in swing7. Shopping with babies is challenging.8. Baby dinner chair is mobile for family’s convenience9. Couple shares responsibility for baby.10. Family eats in different rooms at different times11. All family members eat different things at dinner12. Couples take turns cooking13. When cooking for one, simple dishes are made14. Children are able to prepare food for themselves92. Kids care about the taste of vitamins93. Family takes vitamins with breakfast94. People change their diet while training95. Mom likes to feed kids healthy snacks96. Mom carries healthy snacks to avoid fast food97. People reward themselves with unhealthy food98. Kids’ snacking rules are more lenient away from hom99. Sweets are used as a reward.1. Cooking is a time to spend time with kids.2. Families often spend quality time together after dinn3. Floor cleaned daily for baby’s play and snacking4. Mom lets baby get messy with dinner5. Baby needs eye contact with mom while he eats6. Mom can do other things while baby is in swing7. Shopping with babies is challenging.8. Baby dinner chair is mobile for family’s convenience9. Couple shares responsibility for baby.10. Family eats in different rooms at different times11. All family members eat different things at dinner12. Couples take turns cooking13. When cooking for one, simple dishes are made14. Children are able to prepare food for themselves92. Kids care about the taste of vitamins93. Family takes vitamins with breakfast94. People change their diet while training95. Mom likes to feed kids healthy snacks96. Mom carries healthy snacks to avoid fast food97. People reward themselves with unhealthy food98. Kids’ snacking rules are more lenient away from hom99. Sweets are used as a reward.1. Cooking is a time to spend time with kids.2. Families often spend quality time together after dinn3. Floor cleaned daily for baby’s play and snacking4. Mom lets baby get messy with dinner5. Baby needs eye contact with mom while he eats6. Mom can do other things while baby is in swing7. Shopping with babies is challenging.8. Baby dinner chair is mobile for family’s convenience9. Couple shares responsibility for baby.10. Family eats in different rooms at different times11. All family members eat different things at dinner12. Couples take turns cooking13. When cooking for one, simple dishes are made14. Children are able to prepare food for themselves92. Kids care about the taste of vitamins93. Family takes vitamins with breakfast94. People change their diet while training95. Mom likes to feed kids healthy snacks96. Mom carries healthy snacks to avoid fast food97. People reward themselves with unhealthy food98. Kids’ snacking rules are more lenient away from hom99. Sweets are used as a reward.1. Cooking is a time to spend time with kids.2. Families often spend quality time together after dinn3. Floor cleaned daily for baby’s play and snacking4. Mom lets baby get messy with dinner5. Baby needs eye contact with mom while he eats6. Mom can do other things while baby is in swing7. Shopping with babies is challenging.8. Baby dinner chair is mobile for family’s convenience9. Couple shares responsibility for baby.10. Family eats in different rooms at different times11. All family members eat different things at dinner12. Couples take turns cooking13. When cooking for one, simple dishes are made14. Children are able to prepare food for themselves92. Kids care about the taste of vitamins93. Family takes vitamins with breakfast94. People change their diet while training95. Mom likes to feed kids healthy snacks96. Mom carries healthy snacks to avoid fast food97. People reward themselves with unhealthy food98. Kids’ snacking rules are more lenient away from hom99. Sweets are used as a reward.11. All family members eat different things at dinner12. Couples take turns cooking13. When cooking for one, simple dishes are made14. Children are able to prepare food for themselves92. Kids care about the taste of vitamins93. Family takes vitamins with breakfast94. People change their diet while training95. Mom likes to feed kids healthy snacks96. Mom carries healthy snacks to avoid fast food97. People reward themselves with unhealthy food98. Kids’ snacking rules are more lenient away from hom99. Sweets are used as a reward.
disposablecamera study
ethnographicinterview
user insightstool
insightmatrix
conceptdefinition
1
2
3
4
5
INSIGHT MATRIX tool shows CLUSTERS of insights
99
IN
SIG
HT
S
1.
Cookin
g is
a t
ime t
o s
pend t
ime w
ith k
ids.
2.
Fam
ilies
oft
en s
pend q
ualit
y t
ime t
ogeth
er
aft
er
din
n3
. F
loor
cle
aned d
aily
for
baby’s p
lay a
nd s
nackin
g4
. M
om
lets
baby g
et
mess
y w
ith d
inner
5.
Baby n
eeds
eye c
onta
ct
with m
om
while
he e
ats
6.
Mom
can d
o o
ther
thin
gs
while
baby is
in s
win
g7
. S
hoppin
g w
ith b
abie
s is
challe
ngin
g.
8.
Baby d
inner
chair is
mobile
for
fam
ily’s c
onvenie
nce
9.
Couple
share
s re
sponsi
bili
ty f
or
baby.
10. Fam
ily e
ats
in d
iffe
rent
room
s at
diffe
rent
tim
es
11. A
ll fa
mily
mem
bers
eat
diffe
rent
thin
gs
at
din
ner
12. Couple
s ta
ke t
urn
s cookin
g13. W
hen c
ookin
g f
or
one, si
mple
dis
hes
are
made
14. Child
ren a
re a
ble
to p
repare
food f
or
them
selv
es
92. Kid
s care
about
the t
ast
e o
f vitam
ins
93. Fam
ily t
akes
vit
am
ins
wit
h b
reakfa
st94. People
change t
heir d
iet
while
tra
inin
g95. M
om
lik
es
to f
eed k
ids
healthy s
nacks
96. M
om
carr
ies
healthy s
nacks
to a
void
fast
food
97. People
rew
ard
them
selv
es
with u
nhealthy f
ood
98. Kid
s’ sn
ackin
g r
ule
s are
more
lenie
nt
aw
ay f
rom
hom
99. Sw
eets
are
use
d a
s a r
ew
ard
.1
. C
ookin
g is
a t
ime t
o s
pend t
ime w
ith k
ids.
2.
Fam
ilies
oft
en s
pend q
ualit
y t
ime t
ogeth
er
aft
er
din
n3
. F
loor
cle
aned d
aily
for
baby’s p
lay a
nd s
nackin
g4
. M
om
lets
baby g
et
mess
y w
ith d
inner
5.
Baby n
eeds
eye c
onta
ct
with m
om
while
he e
ats
6.
Mom
can d
o o
ther
thin
gs
while
baby is
in s
win
g7
. S
hoppin
g w
ith b
abie
s is
challe
ngin
g.
8.
Baby d
inner
chair is
mobile
for
fam
ily’s c
onvenie
nce
9.
Couple
share
s re
sponsi
bili
ty f
or
baby.
10. Fam
ily e
ats
in d
iffe
rent
room
s at
diffe
rent
tim
es
11. A
ll fa
mily
mem
bers
eat
diffe
rent
thin
gs
at
din
ner
12. Couple
s ta
ke t
urn
s cookin
g13. W
hen c
ookin
g f
or
one, si
mple
dis
hes
are
made
14. Child
ren a
re a
ble
to p
repare
food f
or
them
selv
es
92. Kid
s care
about
the t
ast
e o
f vitam
ins
93. Fam
ily t
akes
vit
am
ins
wit
h b
reakfa
st94. People
change t
heir d
iet
while
tra
inin
g95. M
om
lik
es
to f
eed k
ids
healthy s
nacks
96. M
om
carr
ies
healthy s
nacks
to a
void
fast
food
97. People
rew
ard
them
selv
es
with u
nhealthy f
ood
98. Kid
s’ sn
ackin
g r
ule
s are
more
lenie
nt
aw
ay f
rom
hom
99. Sw
eets
are
use
d a
s a r
ew
ard
.1
. C
ookin
g is
a t
ime t
o s
pend t
ime w
ith k
ids.
2.
Fam
ilies
oft
en s
pend q
ualit
y t
ime t
ogeth
er
aft
er
din
n3
. F
loor
cle
aned d
aily
for
baby’s p
lay a
nd s
nackin
g4
. M
om
lets
baby g
et
mess
y w
ith d
inner
5.
Baby n
eeds
eye c
onta
ct
with m
om
while
he e
ats
6.
Mom
can d
o o
ther
thin
gs
while
baby is
in s
win
g7
. S
hoppin
g w
ith b
abie
s is
challe
ngin
g.
8.
Baby d
inner
chair is
mobile
for
fam
ily’s c
onvenie
nce
9.
Couple
share
s re
sponsi
bili
ty f
or
baby.
10. Fam
ily e
ats
in d
iffe
rent
room
s at
diffe
rent
tim
es
11. A
ll fa
mily
mem
bers
eat
diffe
rent
thin
gs
at
din
ner
12. Couple
s ta
ke t
urn
s cookin
g13. W
hen c
ookin
g f
or
one, si
mple
dis
hes
are
made
14. Child
ren a
re a
ble
to p
repare
food f
or
them
selv
es
92. Kid
s care
about
the t
ast
e o
f vitam
ins
93. Fam
ily t
akes
vit
am
ins
wit
h b
reakfa
st94. People
change t
heir d
iet
while
tra
inin
g95. M
om
lik
es
to f
eed k
ids
healthy s
nacks
96. M
om
carr
ies
healthy s
nacks
to a
void
fast
food
97. People
rew
ard
them
selv
es
with u
nhealthy f
ood
98. Kid
s’ sn
ackin
g r
ule
s are
more
lenie
nt
aw
ay f
rom
hom
99. Sw
eets
are
use
d a
s a r
ew
ard
.1
. C
ookin
g is
a t
ime t
o s
pend t
ime w
ith k
ids.
2.
Fam
ilies
oft
en s
pend q
ualit
y t
ime t
ogeth
er
aft
er
din
n3
. F
loor
cle
aned d
aily
for
baby’s p
lay a
nd s
nackin
g4
. M
om
lets
baby g
et
mess
y w
ith d
inner
5.
Baby n
eeds
eye c
onta
ct
with m
om
while
he e
ats
6.
Mom
can d
o o
ther
thin
gs
while
baby is
in s
win
g7
. S
hoppin
g w
ith b
abie
s is
challe
ngin
g.
8.
Baby d
inner
chair is
mobile
for
fam
ily’s c
onvenie
nce
9.
Couple
share
s re
sponsi
bili
ty f
or
baby.
10. Fam
ily e
ats
in d
iffe
rent
room
s at
diffe
rent
tim
es
11. A
ll fa
mily
mem
bers
eat
diffe
rent
thin
gs
at
din
ner
12. Couple
s ta
ke t
urn
s cookin
g13. W
hen c
ookin
g f
or
one, si
mple
dis
hes
are
made
14. Child
ren a
re a
ble
to p
repare
food f
or
them
selv
es
92. Kid
s care
about
the t
ast
e o
f vitam
ins
93. Fam
ily t
akes
vit
am
ins
wit
h b
reakfa
st94. People
change t
heir d
iet
while
tra
inin
g95. M
om
lik
es
to f
eed k
ids
healthy s
nacks
96. M
om
carr
ies
healthy s
nacks
to a
void
fast
food
97. People
rew
ard
them
selv
es
with u
nhealthy f
ood
98. Kid
s’ sn
ackin
g r
ule
s are
more
lenie
nt
aw
ay f
rom
hom
99. Sw
eets
are
use
d a
s a r
ew
ard
.11. A
ll fa
mily
mem
bers
eat
diffe
rent
thin
gs
at
din
ner
12. Couple
s ta
ke t
urn
s cookin
g13. W
hen c
ookin
g f
or
one, si
mple
dis
hes
are
made
14. Child
ren a
re a
ble
to p
repare
food f
or
them
selv
es
92. Kid
s care
about
the t
ast
e o
f vitam
ins
93. Fam
ily t
akes
vit
am
ins
wit
h b
reakfa
st94. People
change t
heir d
iet
while
tra
inin
g95. M
om
lik
es
to f
eed k
ids
healthy s
nacks
96. M
om
carr
ies
healthy s
nacks
to a
void
fast
food
97. People
rew
ard
them
selv
es
with u
nhealthy f
ood
98. Kid
s’ sn
ackin
g r
ule
s are
more
lenie
nt
aw
ay f
rom
hom
99. Sw
eets
are
use
d a
s a r
ew
ard
.
99 INSIGHTS
9
1
3
5
6
2
7
8
4
9 CLUSTERS
disposablecamera study
ethnographicinterview
user insightstool
insightmatrix
conceptdefinition
1
2
3
4
5
Define clusters and create CRITERIA
9
1
3
5
6
2
7
8
4Empower Children
Create shared experiences
Enhance pet relations
Support healthy living
Show long-term benefits
Customize mobile eating
Make shopping entertaining
Enhance social relations
Support emotional upkeep
disposablecamera study
ethnographicinterview
user insightstool
insightmatrix
conceptdefinition
1
2
3
4
5
INSIGHTSCLUSTERSCRITERIA
CONCEPTS
5 Integrate DESIGN and BUSINESS
1 2 3IDENTIFY
BUSINESSFIT THEM TO
USERSCREATE
CONCEPTS
BUSINESS-D
RIVEN
3 2 1UNDERSTAND
USERSBUILD
BUSINESSCREATE
CONCEPTS
DESIGN-D
RIVEN
CONNECT
© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY
6 Cultivate an INNOVATION CULTURE within organizations
WHAT IS THENEXT
INNOVATION
?
STRATEGISTMANAGERMARKETER
DESIGNERETHNOGRAPHER
TECHNOLOGISTENGINEER
CUSTOMER
COMMUNITY
PEOPLE
NEED TOCREATE ASHARED
SPACE FORINNOVATION
STRATEGIST
ETHNOGRAPHER
MANAGER
ENGINEER
RESEARCHER
DESIGNER
USERRESEARCHER
USER
PLANNER
Engage all stakeholders in
a
COLLABORATIVE space
© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY
1
2
3
4
5
6
ACTION ITEMS
THANKS
VIJAY KUMARINSITUTE OF DESIGN
ILLINOIS INSTITUTE OF TECHNOLOGY
350 N LASALLE STREET
CHICAGO, ILLINOIS 60610, USA
vijay@id.iit.edu+1 312 595 4900 school general
+1 312 595 4919 school direct
+1 312 906 8545 vijay consulting
+1 630 251 2452 vijay mobile