Roscam Abbing - Brand-driven Innovation _ Strategies for Development and Design (2010)
Design-Driven Innovation
84
MEAN INGS DESIGN IS THE INNOVATION OF MEANING
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innovation is moderated by the ability of the organization to deliver it. So innovation management is exactly in building ability do deliver product to the market.
Transcript of Design-Driven Innovation
MEANINGS
DESIGN IS THE
INNOVATION OF
MEANING
1. Languages
2. Value Proposition Development
3. Branding
4. Recommendations
What are their origins, types and roles
our capacity
for acquiring
and using
complex
systems of
communication
WRITING SYSTEMS
LGBT
WHAT DO YOU THINK?
Noam Chomsky@Pisa University, 1980s
LGBTLanguage Government &
Binding Theory
our capacity
for acquiring
and using
complex
systems of
communication
DEFINE
Sign
Meaning Real object
Triangle of referenceThe Meaning of Meaning (1923) by Ogden and Richards
Sign
“lion”
Meaningone of the four big cats
in the genus Panthera.
Real object
Meaningestimate the mean of a
normally distributed
population in situations
where the sample size is
small and population
standard deviation is
unknown
Real object
lat. pictus— drawgr. γράμμα— mark
UNDERSTAND THE LANGUAGE OF YOUR COMPANY
BRING NEW MEANING
=
What is Value Proposition and why do we need it
©Nikita Lukianets, LimeJam
Blue Ocean Strategy
• Demand generation
• No rules defined yet
• Competition
• Price differentiation
• Defined rules
W. Chan Kim и Renée Mauborgne
!=
PRODUCT TO THE MARKET
OR
ORGANIZATION
User + Society
Should we?
Capability + Organization
Could we?
Would we?Brand + Organization
EVERYONE INVOLVED
level
challenge
Line
workers
Project
Management
Middle
Management
Senior
Management
CURRENTLY DO
Vision + Mission
Leadership
Communication
Behavior
Willingness
Competencies
Work processes
Legacy systems
MODEL
DO
USER-CENTERED DESIGN
DESIGN-DRIVEN INNOVATION
RADICAL INNOVATION
Technology driven
Component focus
Use Case
Defect as a measure
System power
Design driven
Solution
Scenario
User success as a measure
Holistic experience
THE MEETING
By Alex Ostwalder
JOBSBy Alex Ostwalder
GAINS PAINSBy Alex Ostwalder
RELIEVEBy Alex Ostwalder
CONTRACT
? ? ? ? ?MODEL
http://www.businessmodelgeneration.com/downloads/value_proposition_designer_draft.pdf
Promise Differentiation
Support
Price Risk
Effort required
is this for me?
target audience
why is yours better?
underline a meaningful
difference in competition
why should i believe you?
evidence to support the benefit claims
what does it cost?
real cost of the offering
for the consumer
what might go wrong?
adoption risks for the
target audience
what should I do to make it useful?
target audience’s implementation effort
what’s in it for me?
benefits product gives to
the target audience
Branding is not a logo. Branding is a story to tell
THE BRAND STORY
THE ECOSYSTEM
ATTITUDES
SO WHAT’S NEXT?
BRAND POSITIONING FRAMEWORK
Core Target Audience Needs
and Insights
• Core need #1 (from Value Proposition Framework or Vision Document)
• Secondary need #2
• Secondary need #3
Brand Positioning Statement For %target audience% who want to do %target audience perception/insight/need%, %Brand or
Product Name% is the %generic descriptor/category% that %single overarching benefit%. Unlike
%the competition%, %Brand or Product Name% is %differentiating support pillars%.
Alignment with Corporate
Brand Promise
A few sentences that describe the alignment. Ask yourself: Will the core audience easily see that the
brand or product aligns with the values of the your company’s brand?
Support Pillar 1 Support Pillar 2 Support Pillar 3
Key Support Point
Customer Issue Solved by
Support Point
Key Differentiation from
Competition
%TARGET AUDIENCE%%PERCEPTION/INSIGHT/NEED% %PRODUCT NAME% %CATEGORY%
%SINGLE OVERARCHING BENEFIT% %COMPETITION%%PRODUCT NAME% %SUPPORT PILLARS%
A BAR
DELIVERING
Some recommendations
Work is hard. Please, accept
it and work-work-work. You
can make someone's life a
bit better
GET YOUR HANDS DIRTY
Yes, you can solve problems
and bring new meanings to
things, processes, events
MEANINGS SOLVE PROBLEMS
Be quick in doing quick and
low-fidelity prototypes.
Proto=“lowest”
MAKE QUICK LOW-FIDELITY PROTOTYPES
Help people to solve their
tasks. Don’t stop them, their
jobs = your product
offerings. Remove blockers
as much as you can.
Какую проблему вы решаете?
DON’T STOP YOUR USER
It is important to come back
and start planning product
improvements before the
previous version is released
1
2
3Project goals, user goals, information
architecture & story board
Interaction model & visual design proposal
Final visual design & measured UI
4 Regular drops of working code & broad
dogfooding
WHY TO CHANGE THROUGH DESIGN?
The IT and data-driven revolution has made business more reliable, but it has also driven courage and intuition out of management.
Bridging design thinking with management science will create better leadership. Any attempt to drive innovation with design needs to acknowledge that there are many factors within the client organization that can affect the ability to deliver innovation.
http://linkedin.com/in/nikiluk
skype: nikiluk
NIKITA LUKIANETSI Help companies to bring meaning to their products
and services
