The Art of Innovation

Lessons in Creativity from IDEOAmerica's Leading Design Firm

Tom KelleyJohanathan Littmman,

Preface by Tom Peters and Praise by Cory Doctorow [ Wired]

My book summary... Learning notes November, 2011

Why design

Sourcing speed skill capacity innovationIn the next 10 years innovation moved up as the

top Reason

Gary hamel

there is a startup company in some garage out there, that is forging the bullet with your

company's name written on it“

Night line Deep dive

A program did a realty show how IDEO goes about their work

The team built a shopping cart in 5 days

The Founding team David kelley, Jim yurchenk, Dennis boyle, riskson sun, douglas dayton, jane fulton suri, bill .moggridge, Tom kelley [ laer in 1987] Stanford

Innovation begins with an eye

See what customers do and how they use productsHaving a child's eye with an open mind, fully observant

Being left handed, empathising with the users especially the outliers..

The perfect brainstorm Some rules for the game. Sharpen focus …

with well articulated problem statement jobs to be fine outcome expectation

Playful rules Number the ideas ….

both as target and to help flow Build and jump energy flow management Spatial memory visible to group Warm up show and tell products …

mimic user experience even by playing out Ensure no judgment and No negativity

Exercise the brain

friendly competition gaming Regularly brainstorm

atleast 2 times a month.

What kills brainstorming Some myths and brainstorming wrongs Boss speaks first , hierarchy By turn talking, dressage! in the meetings. Off site

running off to a separate location, making it culture that innovation only happens in exotic off-work locations..

Losing seriousness through too much gaming and flying out of control.

DeBono - Brainstorming Six thinking hats OPV, PMI, CORT,

Cool companies hot groups Even great inventors have worked in groups, Edison 14 Teams are not about learning the status of the group Allow people the Flexibility

Employee focused Organizations Every monday teams picked their leaders and work ideo

Flexi studio The Project teams were called studio Based on the interest of people who wanted to work in them.. Very little OU and hierarchy, structures

Hot Groups: key principles Generating energy Themes play-outs

Genuine passion for the work Manage adversity

Take your chance Hand spring visit Modular pda - eye module

Team problem solving Team in close quarters With space event and

openness Trust mix and abolish "they“

Teams beats individuals Ron bass and co script writers

Even in a individualistic profession like script writing

Continuity & variety Writing ones own outcome

statement…. helps provide employees with a

focus on their work without performance review and judgment culture.

Been zander - boston philharmonic

Team morale through tshirts outings pranks... invest on t-shirts..

8 personas for Hotgroups Visionary .. Thinks Beyond

Daily Fracas Muggridge | Interaction

Design, CAD and whats next? Trouble shooter .. Clarity of

Thought, Fix Actions the first employee persona -

the later hurdler iconoclast .. counterpoint

challenges status quo pulse taker .. human factors

person the later caregiver

craftsman .. modeler the later experimenter

Technologist .. probe deeper connections

entrepreneur .. manages the innovation and communicates director + story teller

cross dresser .. overcome psychological inertia .. have gone beyond education

through a lot of exploration

a harbinger of 10 faces of innovation

prototyping is problem solving Learning by doing Going forward not eating time its a culture a language Iterative playful approach Build to learn Prototype speak better than pictures Bit by Bit >> learn fail improve there is nothing about size break the rules

Abyss Tank – Cameron michael Shubert the movie" abyss" tank cameron

The waters rising no time to waste

Amazon cadabra bezos on the run

Aerobie footballone of Ideo

most successful designs involved making a self standing ball that resulted in a perfect self aligning

ball that became aerobie.

Apple duo dock was a great learning experience..

Greenhouse - Workspace 31/10/11 11:22 AM Make Junk Sing Evolve with the team modular shrink wrap prototype Neighbourhoods

people power nooks bring out the character

Meeting places Hierarchy is bad

Dennis Boyle - The Collector

Tech box Concept A collection of junk

Cross pollinate by watching interesting things.. Tech Box 2.0 -- elaborate Expo space

Boyles Law Do not got to a customer meeting without a

prototype or model of the solution"

Expect the unexpected No one can divine the future … strategies for overcoming this in-capability cannot forecast the future how to exploit? and leverage? Make good of the chances, learn to sense the chance /

opportunity nimble response - sense and response cross pollinate

P&G -Ivory soap Akron Ohio

2 bad ideas

major flops that were not expected Momenta [ expensive - kamran elahian]

momenta [ kamran elahian] expensive pen PC..

dynabook [ intel 286.. when 386 was being launched great design but wrong gen intel chip 286 when 386 was coming out]

polaroid i zone cameras good timeing doesnt hurt -

looking cross eyed motocross glasses - getting ideas from field afar

7 planting tips for great design [ethnography] Watch the Customer

Be the Director - Storyboard subscribe and surf

Workspace - Grenhouse - Hot groups Bring outsiders Inspire Advocates Run Open Houses

Individual skills Change hats Cross Train

Be nimble in response - quick footed

Cross pollinate keeping looking for ideas

beyond ones realm [ psychological inertia ]

observe the users closely regularly sense and response issues that users solve on

their own? - e.g. rolloff glasses for motocross..

make positive of surprise outcomes leveraging and applying side

effects as main effects

P&G - ivory soap

emerged from a mixer being let to run too long and the resultant soap was over frothed therefore light

and translucent

saccharine [o-benoic sulfide]

lab material made bread taste sweet 1897 , Vulcanization mistakingly adding sulphur to rubber

processing

KLeenex used as nose wipes during make up process

Dupont Kevlar users putting to multiple other uses befores its

primary purpose of being tyre replacement

Hush puppies users gathering steam due to fashion changes in the mid

1990s also spoke by gladwell in outliers

velcro swiss mountain clilmbers and the seeds that

stuck...

7 traits for cross pollinators [ethnographs] Observe

Surf - Study - multiple sources, patents, magazines etc..

The Director story board analysis of user

experience Brainstorm Open house sessions

show and tell and gather feedback from multi discipline outputs

Prototyping

Inspire Advocates jane fulton suri, , X Sun. - guys

who are deep into their domains and esp if those domains matter..

Hire outsiders Jim Yurchenko? Change Hats

step into others shoes Cross train - basic of cross

pollination like chess players who swim, basketball ride horses and weight train.

jump Barriers how to overcome obstacles in

the process

changing the mindset

Switch by dan chip heath elephant, rider and the path

Grid Computing PC space Jeff hawkings

Palm] Zoomer, Newton, HP and others failed.. second time Palm got it right by understanding the change

required, Not replacement but addon, therefore radically simplify the design e.g. GRaffitti hand writing software, simplified computing requirements [ today swype!]

John sculley CEO apple was the man who coined the term PDA..

overcome patents studied detail patents and claims and find out limitations in

existing models.. like japanese labelers being outwitted by IDEO and FROG..

culture borders - understand Rituals, behaviors and contextual conditions that are

influenced by the social environment would be big barriers like japanese and diapers or EU and cup holders ...

Unmetrics USA. UK changed in 1995 over night through the right env

carrot and stick.. but US still has not Mars Climate Orbiter failure due to measurement mismatch

between supplier [ NASA] and univ in pasadena.

S-Curve | Tipping Point In Adoption, which shows there is a tipping point [ inflexion]

of adoption when env is right and then gradually tapers off..

re-examine assumptions what are the JTBD / OE ] norand pen - pen based key computers used by Hertz

rentals verbalize products based on their uses..

Org barriers Hierarchy, bureaucracy, anonymous clean, experts learning to sketch is a critical skill Good design is about meeting people Looking at people using products and noticing

inconveniences Social ritual barriers cotton balls in medicine bottles wine cork caps

Creating experiences Think Verbs and actions Experience flow dream scenario

Ultimately it is about human experience

Experience is fun ease joy Experience map segment buyers

points of contact Human connect Leverage and tell a story

restoration hardware Fix broken experiences Constant rethink services and

experience Holistic even the small matter

Nordstrom toyota lexus Threw experience economy

pine and gilmore getting to be theme parks Birthday cakes

Merloni power surge controller becoming smart home monitor to increase interface and new revenue models

Change hats with medtronic cardiac sensor

Vegas bellagio

Failing towards success schwab noble

failures

0..60 iterate test try sandhill soap box racing Colouring outside the lines Paving a new path Schwinn jake burton about boards Target the established pattern that does little good making as few rules as possible

keleher south west airlines wet napkin interface tear open and use refining innovation Feature creep

John cassidy

Low mass solution FrisbeeJuggling with beanbags ensures a small price for

failure

Principles of good design1. make a great entrance first impression2. Metaphor phrases to guide design

1. universal use smart phone3. Colour early on4. Feedback notice5. Simple and quick6. Mistake proof7. Do no harm8. Basic checklist9. Extras eco system platform

Yogi berrapredictions are difficult especially if they are about

the future

William gibson the future has already arrived its just but widely

distributed

Live the future Build bridges Human hot groups Fail forward break rules Think verbs Physical workspace Watch customer Main ideas Give and take hot teams What should the future look like Make concept cars