Menneskedreven innovation - it

Menneskedreven innovation
Niels Alberg, ReD Associates
RED ASSOCIATES
KRONPRINSESSEGADE 20 * 1306 COPENHAGEN K * DENMARK
PHONE: +45 3333 7044 * FAX: +45 3333 7045
WWW.REDASSOCIATES.DK
© 2006
ReD Associates
*
Red Associates er et konsulentfirma, der udarbejder innovationsstrategier på baggrund af brugerindsigter.
Vi oversætter komplekse brugerindsigter til innovationsanbefalinger og kombinerer social- og
samfundsvidenskab og design til brugbare koncepter.
EKSEMPLER PÅ KUNDER OG CASES
KUNDER
TEMA
LANDE
Hvad er fitness?
Asien, Europa, USA
Hvordan leger børn?
USA, Tyskland
Hvordan lever man med stomi, sår og
inkontinens?
USA, Frankrig
Hvordan lever man med diabetes?
UK
Hvordan opfattes Danmark og danskere i
Mellemøsten?
Egypten, Jordan
Hvilke idealer og strategier har skandinaviske
kvinder i forhold til skønhed?
Sverige, Norge, Finland, Danmark
DEFINING INNOVATION
The term “innovation” should be reserved for a new business concept that can foster significant and sustainable top-line growth. This
keeps us from the sloppy habit of just calling anything new an innovation.
?
M&A´s - Mergers & Acquisitions
New sales of existing portfolio
2007
Model copyright © ReD Associates. All rights reserved. Used with permission.
2017
INNOVATION LEVELS
Level 1
Transformed
Level 2
Reconfigured
Level 3
Adjusted
INNOVATION LEVELS
TRANSFORMED
Transformed
1998 Verdens første MP3 player
The Eiger Labs MPMan F10
Reconfigured
MP3 er opfundet af Fraunhofer
Gesellschaft i 1989 og fik US patent i
1996
Adjusted
Rio Diamond er den afspiller man
husker som den første MP3 afspiller
INNOVATION LEVELS
RECONFIGURED
Transformed
Okt. 2001 Apple lancerer iPod
Den er sammensat af en Toshiba hard disk, OS
fra PIXO, MP3 afspiller fra PortalPlayer
Reconfigured
1 år sælges 125.00
2 år sælges 700.000
4 år sælges 4.400.000
Adjusted
INNOVATION LEVELS
ADJUSTED
Transformed
I 2004 lancerer Apple iPod Photo efter
at have foretaget kontinuerlige
justeringer af den oprindelige iPod.
Reconfigured
Adjusted
USE THE APPROPRIATE TOOLS
Choosing the right customer-focus method depends on which stage you are in when doing the project.
Each method has a role to play in a development project - but the question is when you should use what!
FLY ON THE WALL STUDIES
PARTICPATIVE OBSERVATION
ARTEFACTS/CULTURE COLLECTION
OPEN ENDED INTERVIEWS
FOCUS GROUPS
VIDEO OBSERVATION
QUESTIONARIES
DIRECTED INTERVIEWS
“DISCOVERY”
For transformation
RANKING AND BENCHMARKING
TARGET GROUP SEGMENTATION
USER EXPERIENCE SCENARIOS
“EXPLORATION”
For reconfiguration
USER/ USABILITY TEST
PRODUCT SIMULATIONS
“EVALUATION”
For adjustment
IDEATION
Model copyright © ReD Associates. All rights reserved. Used with permission.
LAUNCH
GO TO THE JUNGLE NOT THE ZOO
“If you want to know how a lion hunts,
go to the jungle, not the zoo!”
USER CENTERED RESEARCH
QUESTION
METHOD
PURPOSE
For example:
What should the price be?
What should the size of the production be?
To what degree do people know about it?
SURVEY
Focus: What?
Data: Big but superficial
Respondents: >1500 individuals
Techniques: Telephone interviews, vox-pops, e-mailed,
online or distributed questionnaires.
Providers: Gallup, Opinion, AIM, Catinet etc.
OVERVIEW
QUANTITY
COMPARISON (e.g. over time)
For example:
How should it look?
How should it function?
How do the participants talk about it?
FOCUS GROUP STUDY
Focus: What? How?
Data: Limited but with a certain depth
Respondents: Groups of 5-20 individuals (general
criteria, e.g. gender, age, geography etc.)
Techniques: Facilitated group discussions, outside the
‘natural environment’ of the respondents.
Providers: DMA, Rambøll Management, GFK,
Nordstat, Alsted etc.
TEST (e.g. of functionality, aesthetics etc.)
For example:
Which ideals, dreams, actions and strategies are
connected to it - and why?
Which needs do the users have in relation to it - and
why are they (not) fulfilled?
ETNOGRAPHIC STUDY
Focus: What? How? Why?
Data: Not representative but rich and nuanced
Respondents: 10-30 individuals (specific criteria, e.g.
lead users, 20-35 year-old singles etc.)
Techniques: Day(s)-in-a-life studies (observation and indepth interviews)
Providers: IDEO, ReD Associates, Tinderbox, Gravity
Tank etc.
PERSPECTIVE
MEANING
RELEVANCE
Abstract
Know
Create
RESEARCH
SOLUTION
Real
Abstract
2. ANALYSIS
3. IDEATION
Know
Create
4. OFFERING
1. RESEARCH
Real
Opportunity recognition,
Pattern recognition
& innovation vectors
Ideation
INNOVATION INTENT
Management’s ambition: where
should this company - or this
project - end?
INNOVATION INTENT
User
research
Context
analysis
What are we striving for?
Why is this project a must-win
battle?
Framing the case
Concept
development
& prototyping
Opportunity recognition,
Pattern recognition
& innovation vectors
Ideation
INNOVATION INTENT
User
research
Context
analysis
Framing the case
FRAMING THE CASE
Key research issues
Academic reading
Main problems
Concept
development
& prototyping
OPPORTUNITY MAPPING
Innovation landscapes
Industry analysis
Technological developments
Opportunity recognition,
Pattern recognition
& innovation vectors
Key driver identification
Competitor watch
Ideation
Contextual drivers/societal trends
Demographics
USER RESEARCH
Fly on the wall studies
Particpative observation
INNOVATION INTENT
User
research
Context
analysis
Artefacts/culture collection
Open ended interviews
Video observation
Framing the case
Concept
development
& prototyping
FIELD RESEARCH
Overalt...
FIELD RESEARCH
Med alle...
Recognize patterns in the field
research results
Opportunity recognition,
Pattern recognition
& innovation vectors
Ideation
INNOVATION INTENT
User
research
Context
analysis
Framing the case
Choose which patterns to continue
with.
User research database
Video analysis
Cluster analysis
Behavioral modeling
Pattern identification
Issues mapping
Concept
development
& prototyping
MØNSTERGENKENDELSE
Indsigter & mønstre
MØNSTERGENKENDELSE: ATLAS
Indsigter & mønstre
MENNESKE-/BRUGERDREVEN INNOVATION
Abstract
2. ANALYSIS
3. IDEATION
Create
Know
4. OFFERING
1. RESEARCH
Real
RED ASSOCIATES
KRONPRINSESSEGADE 20 * 1306 COPENHAGEN K * DENMARK
PHONE: +45 3333 7044 * FAX: +45 3333 7045
WWW.REDASSOCIATES.DK
© 2006