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description
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The users as a catalyst for creativity
conceito de serviço para o desenvolvimento e instalação de uma filosofia organizacional de inovação.
12-05-2008
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Executive Summary
1. Objectives
2.Activity
3.Use case
4.Discussion
5.Feedback
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1.objectives
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Objectives
To many innovation is a buzz word to define the process used to quickly developtechnology or new products and services. Although it is becoming part of the
vocabularyin strategic business planning the process needs to defined in the context of businessmodels, processes, products and various methods to deliver value and the generation
ofnew opportunities to companies.To explore the methods of user centered innovation, this workshop will introduce theparticipants to a strategic interactive process to give them insights as they
participate inthe generation of innovative new products and service concepts oriented from a usersperspective. We will organize our workshop on the topics: • understanding of participatory methodologies on user centered innovation• insights on the processes of gathering qualitative data from user centered
activities• presentation of relevant case studies materials
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different methods to involve people participation
surveysSecondary research
focus groups structured structured interviews
process mappingKPI analysis
task analysiscultural analysis
content inventory (web)
StorytellingWorkshopsFocus groups non
structured Interviews non structuredBrainstormingPlanning sessionsScenario planningDesign concept review
(web)
shadowingethnography
camera studiesusability walk through
cognitive walk throughacceptance testing
Traces analysisrapid prototyping
heuristic evaluation (web)
Participatory observationBehavioral prototypingRole playingParticipatory designIdeation sessionsCard sortingSite tours (web)
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2.activity
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Description
develop solution to replace the key item on your personal wallet; divide in 2 groups;
follow the instructions given to you (1 hour);
chose someone to present your solution to the group;
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instructions
• Think what you carry daily in your wallet• Make a list of those things• From dose, select the 3 you couldn´t live
without• Create a single product to substitute dose
Group 1Assume group
Group 2Observation group
• Chose a wallet from someone• Take everything out of that wallet• Select the 3 things you couldn´t live without• Develop a product to substitute dose
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3.Case study
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Develop marketing plan to sell the product in India using 5 step approach:
User centered approach
1. Research India2. Develop needs analysis 3. Select product to meet needs4. Identify target market5. Create marketing plan
Traditional marketing approach
1. Research products gaps2. Select products to market3. Identify target market4. Develop marketing concept5. Create marketing plan
International Marketing Plan
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4.discussion
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Discuss different approaches
• differences• pros • cons
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