Design-driven innovation

Steve BatyMeld Studios

Two models in practice

Design in innovation

“In terms of practice, design’s core value is in rapidly synthesising disparate bodies of knowledge in order to articulate, prototype and develop alternative strategies.” - Dan Hill, Dark Matter and Trojan Horses: A Strategic Design Vocabulary

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Design intent

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Insight-led

Hypothesis-led

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Insight-led Innovation

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Customer research

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Go look; watch; listenGo look; watch; listen

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Synthesis

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Understand the driversUnderstand the drivers

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Multiple Concepts

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Generate concepts

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Make concepts tangibleMake concepts tangible

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Evaluate with customers

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Test; learn; refine; repeat.

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Evaluate with customers

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‘Build’

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Hypothesis-led innovation

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Hypothesis about people

Steve BatyProduct

idea

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Design sprint

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Design sprint

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Development sprint

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Test hypothesis

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Development sprint

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Test again

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Constant beta

mailbox app

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Dome Coffees

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Thank you

Steve Baty@docbatysteve@meldstudios.com.au

www.meldstudios.com.au@wearemeld