Commercial R&D
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@JimKalbach Principal UX Designer Citrix Commercial R&D UX Methods Drive Innovation
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Revolutionary technological advances aren’t the only kinds of innovation that matter these days. Increasingly, growth via service design, business models and experience design is critical for survival in a highly competitive world. With “Commercial R&D” (research & development), this presentation will demonstrate the importance UX design in corporate innovation efforts of the future.
Transcript of Commercial R&D
@JimKalbach
Principal UX Designer Citrix
Commercial R&D UX Methods Drive Innovation
Photo: http://www.wmtr.com/Content/laboratories.htm
$600,000,000,000
Top 1000 R&D Investors in 2011, http://www.economist.com/blogs/graphicdetail/2012/10/focus-7
RRRResearch & DDDDevelopment
TE
CH
NO
LO
GY
P
RO
GR
ES
S
MARKET IMPACT
Incremental Disruptive
BreakthroughGameChanger
http://experiencinginformation.wordpress.com/2012/06/03/clarifying-innovation-four-zones-of-innovation/
Incremental Disruptive
BreakthroughGameChanger
R&D
?TE
CH
NO
LO
GY
P
RO
GR
ES
S
MARKET IMPACT
High
Uncertainty
High
Uncertainty
http://experiencinginformation.wordpress.com/2012/06/03/clarifying-innovation-four-zones-of-innovation/
Commercial R&D
An explicit, ongoing competence in large companies to explore and manage innovation that has uncertain market impact
Commercial R&D
• An alternative to massive culture changes
• Corporate cultures tend to demand certainty
• Gap between theory and practice
• Create an environment to learn
• Become the model for the rest of the company
„Es gibt keinen geraden Weg“- RAINER SAX, today
Drive Innovation with UX
1. Ethnography
2. Experience modeling
3. Rapid experimentation
1. Ethnography
BusinessWeek 2006
2. Experience Modeling
3. Rapid, creative experimentation
Design
DAY 2DAY 2DAY 2DAY 2
UserTest
User Test
Re-Design
DAY 3DAY 3DAY 3DAY 3
Prioritize
DAY 4DAY 4DAY 4DAY 4
CreateBusiness
Experiments
DAY 5DAY 5DAY 5DAY 5----25252525
Run Experiments
Problem
Brain-storm
DAY 1DAY 1DAY 1DAY 1
9:00
17:00
Drive Innovation with UX
1. Ethnography
2. Experience modeling
3. Rapid experimentation
How?
1. Experiment outside of development
Deliver DeployDesignDiscover
Commerical R&D Development Cycle
Low Uncertainty High Uncertainty
2. Manage a portfolio of innovation
Example: Spigit
Sometimes it‘s hard to recognize good ideas at firstSometimes it‘s hard to recognize good ideas at firstSometimes it‘s hard to recognize good ideas at firstSometimes it‘s hard to recognize good ideas at first
Deliver DeployDesignDiscover
Commerical R&D Development Cycle
3. Bring ideas into the business
3. Bring ideas into the business
Deliver DeployDesignDiscover
Commerical R&D Development Cycle
Commercial R&D
•Alternative to massive culture changes
•Drive innovation with UX methods
•Experiment outside of development
•Manage a portfolio of innovation
•Bring ideas into the business
Photo: http://www.wmtr.com/Content/laboratories.htm
Technical R&D
Commercial R&D
