Prof. Dr. Hartmut Esslinger, Founder frog design

GROWTHIN

CRISIS

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A CRISISLIBERATESCREATIVITY

TO INNOVATE

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GREEDVALUES

VERSUS

SPLIT

NUMBERSSTRATEGY VERSUS

ILLUSIONSNATURE’S LAW

VERSUS

1. Strategy, Focus & Convergenceaspire for more human-minded business

3. Co-Design & Crowd-Sourcingexploring new paths of creative collaboration

4. Open Source Designfrom exclusive to inclusive innovation

5. Green & Social Designinnovate for a safer and better life

1. Strategy, Focus & Convergenceaspire for more human-minded business

2. Co-Design & Crowd-Sourcingexploring new paths of creative collaboration

4. Open Source Designfrom exclusive to inclusive innovation

5. Green & Social Designinnovate for a safer and better life

1. Strategy, Focus & Convergenceaspire for more human-minded business

2. Co-Design & Crowd-Sourcingexploring new paths of creative collaboration

3. Open Source Designfrom exclusive to inclusive innovation

1. Strategy, Focus & Convergenceaspire for more human-minded business

2. Co-Design & Crowd-Sourcingexploring new paths of creative collaboration

3. Open Source Designfrom exclusive to inclusive innovation

4. Green & Social Design

innovate for a safer and better life

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CREATIVITY

INNOVATION FOR

Creativity is a mental and social process involving the generation of new ideas or

concepts, or new associations of the creative mind between existing ideas or concepts.

Creativity is fueled by the process of either conscious or unconscious insight. An

alternative conception of creativeness is that it is simply the act of making something new.

THE

CATALYSTCREATIVE

STRATEGICDESIGN

THE

CATALYSTCREATIVE

STRATEGICDESIGN

Science &Technology

THE

CATALYSTCREATIVE

STRATEGICDESIGN

Science &Technology

Finance &Business

THE

CATALYSTCREATIVE

STRATEGICDESIGN

Science &Technology

Humans,Communities

& Society

Finance &Business

THE

CATALYSTCREATIVE

STRATEGICDESIGN

Science &Technology

Humans,Communities

& Society

Finance &Business

Ecology &Resources

DESIGN QUALITYIS NOT A MATTEROF DEMOCRACY

STRATEGYFOCUS

CONVERGENCE

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4

APPLE FOUNDERS STEVE WOZNIAK & STEVE JOBS

NOBODY CAN BE GOOD IN

EVERYTHING

BASIC RESEARCH & INVENTIONS

BASIC RESEARCH & INVENTIONS

PIONEERING APPLICATION TO PRODUCTS

BASIC RESEARCH & INVENTIONS

PIONEERING APPLICATION TO PRODUCTS

APPLICATION OF PROVEN TECHNOLOGIES

BASIC RESEARCH & INVENTIONS

PIONEERING APPLICATION TO PRODUCTS

APPLICATION OF PROVEN TECHNOLOGIES

INNOVATING INTO HOLISTIC EXPERIENCES

BASIC RESEARCH & INVENTIONS

PIONEERING APPLICATION TO PRODUCTS

APPLICATION OF PROVEN TECHNOLOGIES

INNOVATING INTO HOLISTIC EXPERIENCES

BRAND & CONVERGENT DESIGN DNA

INNOVATIVE BUSINESS MODELS

BASIC RESEARCH & INVENTIONS

PIONEERING APPLICATION TO PRODUCTS

APPLICATION OF PROVEN TECHNOLOGIES

INNOVATING INTO HOLISTIC EXPERIENCES

BRAND & CONVERGENT DESIGN DNA

INNOVATIVE BUSINESS MODELS

BASIC RESEARCH & INVENTIONS

PIONEERING APPLICATION TO PRODUCTS

APPLICATION OF PROVEN TECHNOLOGIES

INNOVATING INTO HOLISTIC EXPERIENCES

BRAND & CONVERGENT DESIGN DNA

INNOVATIVE BUSINESS MODELS

BASIC RESEARCH & INVENTIONS

PIONEERING APPLICATION TO PRODUCTS

APPLICATION OF PROVEN TECHNOLOGIES

INNOVATING INTO HOLISTIC EXPERIENCES

BRAND & CONVERGENT DESIGN DNA

INNOVATIVE BUSINESS MODELS

BASIC RESEARCH & INVENTIONS

PIONEERING APPLICATION TO PRODUCTS

APPLICATION OF PROVEN TECHNOLOGIES

INNOVATING INTO HOLISTIC EXPERIENCES

BRAND & CONVERGENT DESIGN DNA

INNOVATIVE BUSINESS MODELS

BASIC RESEARCH & INVENTIONS

PIONEERING APPLICATION TO PRODUCTS

APPLICATION OF PROVEN TECHNOLOGIES

INNOVATING INTO HOLISTIC EXPERIENCES

BRAND & CONVERGENT DESIGN DNA

INNOVATIVE BUSINESS MODELS

BASIC RESEARCH & INVENTIONS

PIONEERING APPLICATION TO PRODUCTS

APPLICATION OF PROVEN TECHNOLOGIES

INNOVATING INTO HOLISTIC EXPERIENCES

BRAND & CONVERGENT DESIGN DNA

8% Global Market Share32% Global Profits

92% Global Market Share68% Global Profits

YES

PAYS CONVERGENCE

YES

PAYS DESIGN

Strategic Business Phase

~ 0.1 %

Conceptual Design

~ 5%

Detailed Design

~ 10%

Procurement/Production

~ 85%

Operations/Support

PRODUCT LIFECYCLE PHASESSource: DARPA RaDEO project on industrial productivity

PLM Investment Source: Mike Hammer / Re-Engineering

SW & HW IMPLEMENTATION

THE

MODEL OLD

Strategic Business Phase

~ 0.1 %

Conceptual Design

~ 5%

Detailed Design

~ 10%

Procurement/Production

~ 85%

Operations/Support

PRODUCT LIFECYCLE PHASESSource: DARPA RaDEO project on industrial productivity

PLM Investment Source: Mike Hammer / Re-Engineering

SW & HW IMPLEMENTATION

THE

MODEL OLD

“…we may need to talk to a Designer…”

Strategic Business Phase

~ 0.1 %

Conceptual Design

~ 5%

Detailed Design

~ 10%

Procurement/Production

~ 85%

Operations/Support

BUSINESS CONSULTINGPeople, Technology, Markets

PLM Investment Source: Mike Hammer / Re-Engineering

STRATEGYBusiness Concepts

Trend ResearchTech-Scouting

Synthesis

WHERE

HAPPEN DECISIONS

Strategic Business Phase

~ 0.1 %

Conceptual Design

~ 5%

Detailed Design

~ 10%

Procurement/Production

~ 85%

Operations/Support

BUSINESS CONSULTINGPeople, Technology, Markets

PLM Investment Source: Mike Hammer / Re-Engineering

STRATEGYBusiness Concepts

Trend ResearchTech-Scouting

Synthesis

WHERE

HAPPEN DECISIONS

“…what can we do for better business…?”

Strategic Business Phase

~ 0.1 %

Conceptual Design

~ 5%

Detailed Design

~ 10%

Procurement/Production

~ 85%

Operations/Support

BUSINESS CONSULTINGPeople, Technology, Markets

PRODUCT LIFECYCLE PHASESSource: DARPA RaDEO project on industrial productivity

PLM Investment Source: Mike Hammer / Re-Engineering

BUSINESS TRANSFORMATION

STRATEGYBusiness Concepts

Trend ResearchTech-Scouting

Synthesis

Co-Designwith Retail &

Customers/Users

INNOVATION

CONVERGENT DESIGNCustomer Experience

Brand Building Software & UI

Hardware

SW & HW IMPLEMENTATION

THE

MODEL INTEGRATED

Strategic Business Phase

~ 0.1 %

Conceptual Design

~ 5%

Detailed Design

~ 10%

Procurement/Production

~ 85%

Operations/Support

BUSINESS CONSULTINGPeople, Technology, Markets

PRODUCT LIFECYCLE PHASESSource: DARPA RaDEO project on industrial productivity

PLM Investment Source: Mike Hammer / Re-Engineering

BUSINESS TRANSFORMATION

STRATEGYBusiness Concepts

Trend ResearchTech-Scouting

Synthesis

Co-Designwith Retail &

Customers/Users

INNOVATION

CONVERGENT DESIGNCustomer Experience

Brand Building Software & UI

Hardware

SW & HW IMPLEMENTATION

THE

MODEL INTEGRATED

“.. WOW!...”

only the best most effective

smartsourcing

outsourcing

?

OPTIMIZE

STRATEGY YOUR

only the best most effective

smartsourcing

outsourcing

WIN

FOCUS BY

!

YES

PAYS CREATIVITY

APPLE’s Revenues are 62% of DELL’s

APPLE’s EBIT is 204% of DELL’s

Q4 2008

APPLE:$10B Revenue

$1.6B EBIT

DELL:$16B Revenue$784M EBIT

46

| Lynx System

BUILD

BRAND YOUR

CONTACT SERGIO KLAUS-PETER VOIGT

Chief Operating OfficereMail: kpv@telefunken.de

CO-DESIGNWITH

CHILDREN4

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EVERY HUMANIS BORN AS A

CREATIVE BEING

CULTURE

= PROFITS + PROCESS

RETAILBest BuyWal*Mart

Circuit CityTarget

Radio ShackCompUSA

Pre-Orders

Margin: ~21 - 32%

ODMR&D

INDUSTRIALIZATIONProduction

ComponentsSub-Assembly

Logistics, Service

Margin: 5 - 8%

frogFee from Distributor & 20% of Disney’s %

BRAND: DISNEY…Royalty: ~ 8% (video) to 12% (audio)

=50% of Brand Premium @ Retail

DISTRIBUTIONMemCorp & MEDIONCarries Inventory Risk

Margin: ~4%

KIDZ

DREAMS WANT

KNOW

NUMBERS THE

CO-DESIGNWITH

DENTISTS

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CUSTOMERS

SMART ARE

$5500

CROWDSOURCING

2.04

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OPENSOURCEDESIGN

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MOST THINGSARE MORE ALIKETHEN DIFFERENT

SYSTEM HISTORY

http://www.baileyana.com/home.php

SYSTEM HISTORY

TECHNICAL OPTIMIZATION

SYSTEM HISTORY

TECHNICAL OPTIMIZATION

SAFETY & STANDARDS

SYSTEM HISTORY

TECHNICAL OPTIMIZATION

SAFETY & STANDARDS

MARKET COMMODITIZATION

SYSTEM HISTORY

TECHNICAL OPTIMIZATION

SAFETY & STANDARDS

MARKET COMMODITIZATION

BRAND & DESIGN DNA

ARCHETYPES

MINI 1

VW GOLF 1

SYSTEM HISTORY

TECHNICAL OPTIMIZATION

SAFETY & STANDARDS

MARKET COMMODITIZATION

BRAND & DESIGN DNA

INNOVATION

SEMI-OPEN:INNOVATING

BY COMBININGPROVEN

TECHNOLOGY

iTUNES

APPLE

OPEN SOURCESTARTED BY

At the Homebrew Computer Club in Palo Alto, California (in Silicon Valley), Steve Wozniak, a 26 year old employee of Hewlett-Packard and a long-time digital electronics hacker,

designed his APPLE ONE as an Open Source concept.

A

TYPEWRITERHISTORIC

THE

TYPEWRITER LAST

THE

RECYCLEDDESIGN

VALENTINE COMPUTER: „design recycling“ of Ettore Sottsass‘ & Perry King‘s Olivetti typewriter by ID2/Vienna

~0.8% of the Lifecycle-Investment are for Design~80% of customer’s buying decisions are by Design

Ewald Neuhofer, Alex Gufler, Marko Doblanovic

FOCUS ON USABILITY: COCKPIT 16-21 YEARS

GREEN& SOCIALDESIGN

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CHANGE

AT THE ROOTS PLM PROCESS

1. Product Genesis strategy and design

2. Production & Operations applying materials, consuming energy, emitting pollutants

3. Usage & Consumption consuming materials, consuming energy, emitting pollutants

4. Recycling re-use of materials, management of disposed waste

GREEN

INNOVATIVE IS

Electric Scooter VeSPA: Niklas Wagner @ ID2/Vienna

GREEN

EMOTIONAL IS

„ZEVS“ ELECTRO BIKE: „Convergent Mobility“ concept by Rudolf Stephanich, August Kittelsen & Bernhard Ranner @ ID2/Vienna

LOCUSTS

PEACEFOR

PEACE ROBOT: drone concept by Benjamin Cselley, Jupin Ganbhari, Donimik Premauer & Jelena Stojkovic@ ID2/Vienna

EASY

LEARNINGMUSIC

TOKEN: Gesture Synthesizer by Jori Krauss @ ID2/Vienna

KNOWING

WE EATWHAT

SMART

SHOPPINGWINDOW

HIV

TESTHOME

Project Masiluleke

HUMAN

ROBOTICSBENEFIT

CARRIER: exo-set wheelchair by Julia Kaisinger, Bilge Demiric, Mathias Mayrhofer, Niki Iranmanesh, Xulian Benesch @ ID2/Vienna

PLACEHOLDER IMAGE

HELP

PEOPLEWEAKER

NOLI: anti-abuse device by Joachim Kornauth | Bernhard Ranner | Mathias Mayrhofer | Erol Kursani | Lukas Dön @ ID2/Vienna

THINK

CREATIVE MORE

BRAIN ENHANCER: creativity boosting device by Ewald Neuhofer @ ID2/Vienna

RE-CONNECT

WISDOMGENERATIONAL

Concept by Georg Milde | Kristina Chudikova | Christoph Döttelmayer | Julia Kaisinger | Martin Strohmeier @ ID2/Vienna

PROVEN

WISDOM CHINESE

…if you do not change direction, you may end up

where you are heading.

Lao Tzu

h@frogdesign.com

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