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1Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
Start-up Your Creativity!
A) “Find at least one solution to balance 10 Nails on the top of another nail that is fixed and standing up vertically!”
B) „Find all solutions to connect the nine dots with at most four straight lines without lifting the pen!“
Kreative ProduktinnovationZusammen, nicht allein!
Britta Ullrich
Christian Graf
3Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
The problems of today will not be solved by the same thinking that produced the problems in the first place.
Albert Einstein
4Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
Creativität & Innovation
„Innovation is the creation of better or more effective products, processes, services, technologies, or ideas that are accepted by markets, governments, and society.“ (Wikipedia)One source of innovation is creativity/ideation
Beispiel: Werbeagentur Irniger
5Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
CREATIVITY IS A PROPERTY! YOU HAVE IT OR YOU DO NOT HAVE IT
6Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
STRUCTURE IS BAD FORCREATIVE THINKING
7Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
THE LONGER THE BRAINSTORM, THE BETTER
8Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
Anybody can be creative, but not everybody tries.
Oleg Vishnepolsky
We’re all limitlessly creative, but only to the extent that we realize that we create our own limits with the way we think. If you tell yourself you’re not creative, it becomes true.
Brian Clark
9Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
Co-Creation as Paradigm
Untapping the ressources of manyCollaboration is a must!• Openness• Knowledge sharing• Put group goals first• Mutual support
10Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
User Centered Design
Participatory Design
QuestionnairesUsability Tests
Observation
WorkshopsGamesInteraction
11Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
We often discount cooperation, which directly limits our ability to create complexity.
Nathan Shedroff
12Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
Let’s Play!The coffee pot game: “Individually write down 30
ways how to use a coffee pot!”
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The ‘2nd thumb’ game:
“Let’s collect 50 ways how to use a 2nd thumb.”
Ein bisschen Theorie
Design Thinking nach Jeff Patton
14Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
The truth about product development
3000 Ideas = 1 Commercial Success!
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3000 Ideas
100 exploratory products
10 well-developed projects
2 full-fledged product launches
1 successful product
Source: Stevens, G.A. and Burley, J., “3,000 Raw Ideas = 1 Commercial Success!”, (May/June 1997) ResearchTechnology Management, Vol. 40, #3, pp. 16-27.
15Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
Progress of Idea Generation
Many not-so-creative ideas in the unload phase (first 10min)
Fewer ideas after that but with higher probability of being creative.
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16Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 16Presentation Title | Author | City, 03.08.2011
Ok, itOk, itOk, itOk, it‘‘‘‘s hard s hard s hard s hard (we(we(we(we‘‘‘‘ve known ve known ve known ve known that before...). that before...). that before...). that before...).
And now?And now?And now?And now?
General ApproachAt least 2 phases:
Generate Ideas„Ideate“(divergent): Quantity Matters
Select Ideas „Iterate“(convergent): Quality Matters
The INNOWIZ methodology
Source: Design Thinking: 4 Steps to Better Softwarehttp://www.stickyminds.com/s.asp?F=S16503_COL_2
19Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
Design Thinking Model by Jeff Patton
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1.1.1.1.Understand Understand Understand Understand the problemthe problemthe problemthe problem
20Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
Design Thinking Model by Jeff Patton
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Source: Design Thinking: 4 Steps to Better Softwarehttp://www.stickyminds.com/s.asp?F=S16503_COL_2
2.2.2.2.Identify Identify Identify Identify
solutions: solutions: solutions: solutions: Ideate!Ideate!Ideate!Ideate!
Source: Design Thinking: 4 Steps to Better Softwarehttp://www.stickyminds.com/s.asp?F=S16503_COL_2
21Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 21
Source: Design Thinking: 4 Steps to Better Softwarehttp://www.stickyminds.com/s.asp?F=S16503_COL_2
3.3.3.3.Refine and Refine and Refine and Refine and validate: validate: validate: validate: Iterate!Iterate!Iterate!Iterate!
22Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 22
4.4.4.4.Create a Create a Create a Create a
plan!plan!plan!plan!
23Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 23
1 successful product
“Clear goals vs. fuzzy goals”
• A business process works fine for clear goals.
• Creative projects are based on intuition, hypotheses and guesses.
Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 4-8
24Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 24
“Why Games in Business?”
Fuzzy Goals!
• It’s like a voyage of discovery!
• But how do you set a course when the destination is unknown? Imagine the world!
Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 5
25Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 25
Game Design
• Target State ‘B’ (fuzzy): What does victory look like? A prototype, project plan, list of ideas• Act 1 (open): introduce players, developing themes and ideas • Act 2 (explore): explore and experiment with the themes• Act 3 (close): come to conclusions, make decisions, plan for actions
Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 9-10
26Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 26
Creating Artifactsand Meaningful Space• Nodes: Clusters & Piles • Linking • Borders • Axes • Circles and Targets • Metric vs. Ordered Space • Grids • Landscapes and Maps • Metaphors
Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 32-39
27Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 27
Spielregeln
Selbst erarbeiten lassen oder einige vorgeben und vom Team ergänzen lassen!
Sollten stets sichtbar sein!
Idee: Unterschreiben lassen!
Supportive Toolsfor Ideation
Low Cost Support
Method DatabasesRandom Word ListsDictionaries
Newspapers & Magazines
Templates
Card Decks
Method Databases
CreaJour (Deutsch): Glossar, Werkzeuge, Prozessmodelle, Techniken
„Methoden-Datenbank kreative Ideenfindung“(Deutsch)
http://www.creajour.de/methodisches/
http://nw.vibss.de/management/zukunftskompetenz-ideenfindung-im-
sportverein/methoden-datenbank-kreative-ideenfindung/meki-methoden-
datenbank-kreative-ideenfindung/
MEKI
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Templates
Flipchartplakate »bikablo®posters«(Neuland)
Available in Confluence: https://confluence.xing.hh/confluence/download/attachments/40211653/Auszug_bikablo2.0_Poster-Templates.pdf?version=1&modificationDate=1323946052962
http
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„Ideenrausch“
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„ThinkPak“
Card Decks(physical)
Ideenrausch by Anja Ebertz (111 questions to boast your fantasy)
Thinkpak by Michael Michalko (45 "idea stimulator" cards, and 9 evaluation technique cards ) Available from the
presenters
Card Decks(virtual)
www.designwithintent.co.uk
www.ideo.com/work/method-cards/
iPad Version for free!
PDF Version for free!
IDEO Method Cards
Dan Lockton‘s Design with Intent Cards
34Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 34
Mix and Improvise!
Imag
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ourc
e:
http
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shirt
-235
7825
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2281
963
35Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 35
Practice, practice, practice!
Higher Cost Support
Hire Moderators & Facilitators
Hire Specialised Agency (e.g. IDEO, Zephram etc.)
Train your staff!
Games forOpening
Source: Gamestorming. Gray , Brown, Macanufo, 2010
38Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 38
1 successful product
Low Tech Social Network• Warm up when a fairly new group comes together!
• Draw your name, a simple mnemonic aid [Eselsbrücke] to remember your name and some tags for your interests on a piece of paper.
• Put it on the wall explaining who you know in the room. If the person that connects you is not there, draw this person.
• Variety – if the people know each other pretty well: Write down three things others don’t know about you –now let the group guess who it is!
Source: Gamestorming. Gray, Brown, Macanufo, 2010, S. 105
39Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 39Source: Gamestorming. Gray, Brown, Macanufo, 2010 , S. 105
40Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 40
Anti-Problem
• When you are already working on a problem but running out of solutions.
• Ask for the current problem’s opposite: What can we do to avoid that users buy our product?
• The more extreme the better!
Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 80
41Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 41
1 successful product
Graphic Jam
• Warm up Game to turn on parts of our minds that we usually don’t activate in a typical business setting.
• Collect terms that the team has trouble visualising.
• Select randomly and ask players to draw a visual representation within 2-3 Minutes.
Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 96
42Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 42Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 96
43Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 43
Unser Thema heute:
“XING Café – how should a real life networking place for XING look like? What does it need to improve your professional networking?”
44Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 44
Brain Writing
• Individually write down as many ideas and requirements as possible for the new XING Café.
• 5 Min.
• When you’re done share your thoughts with the others!
SourceCreativity, innovation and change: technique library. Open University B822/Course reader, John Martin, Ros Bell. 2009
Games forExploring
Source: Gamestorming. Gray, Brown, Macanufo, 2010
46Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 46Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 161
Design the Box
Game can help facilitating any vision-oriented discussion: “The best self representation in the internet”
• Phase 1: Fill the box
• Phase 2: Make the box
• Phase 3: Sell the box
47Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 47Source: Gamestorming. Gray, Brown,
Macanufo, 2010 , P. 161
48Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
Walt Disney Method
Take three Perspectives
• Dreamer• Realist
• Critique
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49Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
The DreamerThe Dreamer
The RealistThe Realist
The CriticThe Critic
FOCUSFOCUS
50Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
Extending Walt Disney: Six HatsInformation
Optimism
Alternatives
Feelings
Devil's advocate
Managing
51Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
SCAMPER
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Put to other use
Eliminate
Reange or Reverse
Substitute
Combine
Adapt/Adjust
Modify
52Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 52
Brain Sketching
• Sketch the perfect XING Café– consider the previously selected requirements! 15 Minutes
• Put your idea in the middle and receive inspiration.
• Share your results in the plenum.
SourceCreativity, innovation and change: technique library. Open University B822/Course reader, John Martin, Ros Bell. 2009
Games forClosing
Source: Gamestorming. Gray, Brown, Macanufo, 2010
54Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
100-EUR-Test
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Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 232
55Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 55
Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 245
NUF-Test
56Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 56
Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 249
Start, Stop, Continue• What are things we need to START doing?
• What are we currently doing that we can or should STOP?
• What are we doing now that works and should CONTINUE?
• Share the results!
57Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 57
Dot Voting
Wrap-upSummary and Pointers
59Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
Conclusion
People are centralInnovation as process with phases: Goal Setting, Divergent, Recombination, ConvergentCreativity techniques� Anyone can be
innovative!
60Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
There is more we could talk about
Other TechniquesPitfalls & Patterns Group processesManaging innovationCase studies� How to support
teams for successfull innovation
61Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
True brilliance is rare, but I think creativity in people is the norm and not the exception.
Mark Parkerin „SPARK – Be More Innovative through Co-Creation“
Thank youThank youThank youThank youfor your kind for your kind for your kind for your kind
attention!attention!attention!attention!
Britta UllrichUser Experience ManagerBritta.Ullrich@xing.com
Christian Graf UX Manager & Moderatorgraf@ifluxplus.com
Literature about Creativity & Innovation
De Bono, E. (2008). Creativity Workout: 62 Exercises to Unlock Your Most Creative Ideas. Berkeley, CA : ULYSSES PRESS
Gray, D., Brown, S., & Macanufo, J. (2011). Gamestorming : a playbook for innovators, rulebreakers, and changemakers. Beijing : O'Reilly.
Heers, R. (2006). Just use it. Göttingen : Cuviller Verlag.
Higgins, J.M., & Wiese, G. (1996). Innovationsmanagement. Berlin: Springer.
Jaworski, J., & Zurlino, F. (2006). Innovationskultur: Vom Leidensdruck zur Leidenschaft. Frankfurt/New York : Campus Verlag.
Michalko, M. (2003). Thinkertoys : a handbook for creative-thinking techniques (2nd ed.). Berkeley, CA : Ten Speed Press.
Paulus, P. B., & Nijstad, B. A. (eds.) (2003). Group Creativity: Innovation through Collaboration. New York : Oxford University Press.
Rickards, T. (Ed.) (2009). The Routledge companion to creativity. London : Routledge.
Stein, M. I. (1975). Stimulating Creativity Vol.2 Group Procedures. New York: Acedemic Press.
Winsor, J. (Ed.) (2006). SPARK – Be More Innovative Through Co-Creation. Chicago, IL: B2 Books.
+ see Take Home Sheet (available by email as well)
64Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
Solutions for Initial Problems
A) 12 Nails on top of one nail head
65Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
B) Solution 1
66Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
B) Solution 2
67Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
B) Solution 3
68Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012
B) Solution 4