Design Strategies for Business Innova{on

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Design Strategies for Business Innova2on 1 Angèle Beausoleil MoSo Conference June 12, 2013 Image source: hBp://www.doobybrain.com/2008/03/05/layout-­‐of-­‐the-­‐worlds-­‐major-­‐ci2es/ 1 !
Introduc2on: Bio • 
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Graphic Designer Art/Crea2ve Director Start Up #1 – crea2ve agency (1991) Informa2on Designer (Winner of Canuck Best Website in 1996 for Design Blog) Media producer, interface designer and marketer (BCIT Technology Centre) Start Up #2 – kids soYware (1998) Interac2ve media consultant (Disney, Bardel and Chalk Media) Digital strategist (CosseBe North America ) Innova2on lab director (Dare Labs Canada) Start Up #3 – innova2on agency (2012) Graduate Student @ UBC Instructor @ d.studio (Sauder School of Business) 2 !
What you (might) hear, see and experience: 1. What are design strategies? 2. Why should you care? 3. What 1 is strategic design and strategic thinking? 4. Prac2cal techniques for crea2ve problem-­‐solving assump2on-­‐bus2ng and collabora2ve team-­‐work culture inside your new companies. 3 !
Warm up Ac2vity: Business in your seat A business and design thinking ‘improv’ exercise about you, your wits and what you have on mind right now. Image source: hBp://sketchbookfactory.files.wordpress.com/2011/05/chairs-­‐in-­‐considera2on2.jpg 4 !
Warm up Ac2vity: Business in your seat Turn to your neighbour and ask about their companies’ products and services. Together ask a few ques2ons and arrive at a new product or service mashing up your companies’ assets. You have 30 seconds. Share with audience. Image source: hBp://sketchbookfactory.files.wordpress.com/2011/05/chairs-­‐in-­‐considera2on2.jpg 5 !
Warm up Ac2vity: Business in your seat What did you experience? •  Story sharing •  Listening •  Idea brainstorming •  Inven2ve thinking •  Virtual prototyping •  Next big thing? Image source: hBp://sketchbookfactory.files.wordpress.com/2011/05/chairs-­‐in-­‐considera2on2.jpg 6 !
1 | What are design strategies? Design processes, thinking strategies and techniques (used for decades in industry and manufacturing) that have become essen2al tools for doing business beBer. 7 !
1 | What are design strategies? crea2ve idea2on + cri2cal analysis + innova2ve thinking Image source: all4mychild.com, ideascollide.com, www.ruthmalan.com 8 !
1 | What are design strategies? Looking at exis2ng informa2on and systems in new ways. crea2ve idea2on + cri2cal analysis + innova2ve thinking Image source: all4mychild.com, ideascollide.com, www.ruthmalan.com 9 !
1 | What are design strategies? art + science = meaningful observa2on Image source: hBp://www.agnespflumm.com/science_art.htm 10 !
1 | How do designers think? Image source: hBp://designthinking.ideo.com/?p=51 11 !
1 | How do designers think? Crea2ng choices Image source: hBp://designthinking.ideo.com/?p=51 Making choices 12 !
1 | Who are design-­‐based thinkers? Image source: www.designthinkingthemovie.com 13 !
1 | Who are design-­‐based thinkers? Image source: www.designthinkingthemovie.com 14 !
2 | Strategic Thinking Involves thinking, ac2ng and challenging a certain set of assump2ons with the goal of genera2ng new and more appropriate ones, also known as solu2ons. AKA: systems thinking, cri2cal thinking, solu2ons thinking, future and forward thinking, longer-­‐term thinking, and high-­‐level thinking. hBp://dstudio.ubc.ca/ 15 !
2 | Strategic Design Ac2vi2es: •  Applica2on of tools and techniques to the envisioning and implementa2on of any or all business ini2a2ves. •  Align the design of products for customer needs with the strategic goals of the company. •  Rooted in user/consumer research and par2cipatory design •  Bring together mul2-­‐disciplinary project teams that blend strategic thinking techniques and data analysis to co-­‐create, test and launch resilient solu2ons to your challenges. hBp://dstudio.ubc.ca/ 16 !
2 | What are strategic design processes? hBp://dstudio.ubc.ca/ 17 !
2 | What are strategic design processes? hBp://dstudio.ubc.ca/ 18 !
2 | What are strategic design processes? It•• ns ••
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2 | Strategic Design: Strategic Problem Solving What problem are you facing? •  Making a decision •  Crea2ng an opportunity •  Transforming your business model •  Engaging in strategic, product or campaign planning •  Innova2ng a new process or service hBp://dstudio.ubc.ca/ 20 !
2 | Strategic Design: Great Thinkers “Only with a thorough examina2on of human nature, its needs, successes and desires, and only then, that we will have a complete philosophy of the future.” Ludwig von Feuerbach “We can't solve problems by using the same kind of thinking we used when we created them.” Albert Einstein “We don’t exactly have the solu2on figured out, but we’re spending a bunch of 2me doing research and launching neat pilots (like LevelUp) to test our theories on how to bring the wonders of social LBS to the mainstream.” Seth Priebatsch (Chief Ninga @ Scvngr) 21 !
2 | Strategic Design: Thinking Strategies WW_D [ Insert Favourite Thinker Here] 22 !
2 | Strategic Design: Strategic Solu2on Building What process are you going to use to find a solu2on? •  Discover.Define.Develop.Deliver (UK Design Council) •  Inspire.Ideate.Implement (IDEO) •  Ask.Try.Do (Sauder d.studio) •  Insert yours here •  Get a list from here: www.dstudio.ubc.ca 23 It•• ns ••SIB-as
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Baseball cards Empathy map Op2ons Evalua2on Matrix What if? Scenarios ..
Business Model Canvas ..
Innova2on Intent Framework )
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3 | Techniques: Business Model Canvas A shared language for describing, visualizing, assessing and evolving business models: “It describes the ra2onale of how an organiza2on creates, delivers and captures value”. Four key areas:
•  Customers
•  Offer (Product or Service)
•  Infrastructure
•  Financial viability
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3 | Techniques: Business Model Canvas 26 !
3 | Techniques: Business Model Canvas 27 !
3 | Techniques: Business Model Canvas 28 !
3 | Techniques: Innova2on Intent as Framework Innova2on Intent for Company X: •  The problem we are to solve is ___________________ •  For whom ____________________________________ •  Why it maBers________________________________ •  Other solu2ons have failed because_______________ •  Our solu2on is different because__________________ •  The greatest opportuni2es are ___________________ •  The biggest risks are____________________________ Consider the why it merits aBen2on and the how it will be successful. (Paradis and McGaw, 2009) 29 !
4 | Design Strategies: Studio based environment •  Social learning environment •  Work-­‐in progress is public, everyone can see what others are doing. •  Thinking processes and styles are observed and influen2al. •  Public cri2ques happen every day, from execu2ves and peers. •  Witness the evolu2on of ideas and the thinking behind them. •  Builds culture; fosters innova2on •  Keeps curiosity alive hBp://dstudio.ubc.ca/ 30 !
4 | Design Strategies can help you: • 
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See the opportuni2es for innova2on around them Connect deeply with internal and external customers Transform insights and data into ac2onable ideas Create and implement new solu2ons with business impact, faster and more effec2vely. hBp://dstudio.ubc.ca/ 31 !
4 | Design Strategies: In summary It•• ns ••SIB-as
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team + · process + techniques = sustainable business ·
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SAUDER
SchoQlof Business
ROBERT H. LEE
GRADUATE SCHOOL
March 19,2010
SAUDER
SchoQlof Business
ROBERT H. LEE
GRADUATE SCHOOL
..
March 19,2010
SAUDER
SchoQlof Business
ROBERT H. LEE
GRADUATE SCHOOL
March 19,2010
hBp://dstudio.ubc.ca/ 32 !
4 | Design Strategies: Last Word “When integra2ng both cri2cal and crea2ve thinking styles, today’s strategic thinkers are now regarded as the next “killer app”, a highly sought aYer talent in today’s knowledge economy.” Angèle Beausoleil, The SoDA Report 2013 33 !
Design 1 Strategies for Business Innova2on Angèle Beausoleil MoSo Conference June 12, 2013 Image source: hBp://www.doobybrain.com/2008/03/05/layout-­‐of-­‐the-­‐worlds-­‐major-­‐ci2es/ 34