Lextant SXSW 2013 Innovation Intervention

THE INNOVATION CHALLENGE
1) FIGURE OUT WHAT’S IMPORTANT.
 Every innovation program has the same questions.

What is the opportunity?
How should it be delivered?
What is the best way to get there?
Insight translation provides the answers.
Copyright © Lextant, Inc. 2012

CUSTOMER-LED INNOVATION
 Understand the experiences people want to have- and THEN use technology to enable it.

Customer understanding provides a shared frame of reference for development teams.

 Make the qualitative, quantitative using frequency and cooccurence analysis.

WHAT WE ARE GOING TO DO WITH THE DATA? (ANALYSIS, SYNTHESIS, & TRANSLATION)

CODE DATA IDENTIFY DEFINE IDENTIFY BUCKETING EXPLORE ARTICULATE
PATTERNS PATTERNS THEMES THEMES RELATIONSHIPS RELATIONSHIPS

Transaction experiences

Daily Cash Experiences

Usage Experiences

Assign codes to all of Organize coded data Review raw data to Group patterns with Group themes with Examine buckets for Develop clear visual and
the qualitative data to across groups using tools understand and define the similar meaning and related meaning to distill possible relationships, written language to
make it easier to find based on frequency and meaning of key patterns. redefined as a succinct information. such as hierarchy or embody the relationships.
patterns. co-occurrence. theme. causality.

Ensure you’re designing for the right opportunity.

 Align your team. Involve all stakeholders in the process of discovering what’s important.

MGMT DESIGN

ENG

R&D
MKT

Innovation moves faster when everyone is moving in the same direction.

2) DEVELOP A FRAMEWORK.
 Connect emotions to attributes.

EMOTIONS 1 2 BENEFITS
How do people want to feel? What does the product
have to provide to make
EXAMPLE: people feel this way?
a) I want to feel confident that
my phone will never fail. EXAMPLES:
a) My phone will not break.
b) My phone always looks new.

3 FEATURES
How does the product
deliver the benefits?
EXAMPLES:
a) My phone is shockproof.
b) My phone is scratch proof.

4 ATTRIBUTES
What sensory cues do people
associate with these features?
EXAMPLES:

It’s not about WHAT you make- it’s how you make people feel.
a) My phone has a recessed screen.
b) My phone has rubberized
contact surfaces.


Anatomy of an

2) DEVELOP A WHAT’S IMPORTANT.
1) FIGURE OUTFRAMEWORK.
 Develop a structure that organizes the insights.

IDEAL EXPERIENCE | PATIENT ROOM CLEANING & DISINFECTION
We have minimal trips in and out of the
patient room to change gloves/rags to avoid
disruptions.

The tools we use are separated to eliminate
We feel Confident. cross contamination. For example, mops that
have been used are not stored the same place

We know that our process of disinfection as clean mop heads.

works every time. The products we use ensure minimal risk
for cross contamination (i.e. don’t leak, tear,
When we are finished cleaning a break or increase risk for exposure). Our routines are consistent and
room we know there are no germs. everyone cleans the exact same way.

We are Informed. Clear signals make it obvious that
disinfection has occurred.
Chemicals are mixed to ensure appropriate
level of disinfection for each use.
The information provided to us is
isolated
educational, accurate, timely and clear.
Our cart is organized to minimize
verifiable consistent
We are Efficient. disruption.
Our communication devices are mobile
Our verification method is quick and
Our process is streamlined. We have multi- can be carried with us. REASSURED
and match the dynamic nature of the
environment.

functional tools that are easily accessible. We can disinfect the patient room
without waiting for the chemical to work.
Instant communication access to hospital
staff helps us mitigate schedule disruptions.

This help us get the job done quickly. We have minimal interactions with the timely
We can communicate effectively with the
bed tracking system. For example we can
The items we are responsible for are cart. Which decreases the reasons for us
to leave the room once we start cleaning. streamlined
make it clear when we start cleaning a room
vs. showing up at a room.
seamless, therefore easy to clean. Steps are combined to save time without
sacrificing effectiveness. For example, we can
Confident Individual responsibilities for hospital staff are

D
clear. For example, we know who is responsible

RME
sweep and mop in one step (a.k.a “Smop”).
for removing equipment from a room, or
We are Reassured. cleaning up biohazard.
EFF
We can use one chemical for

FO
everything without risk of damage to
seamless EN clear The appropriate PPE requirements are clear.
We are consistent in our routines and
IC

IN
furniture or equipment.
T
I

We can easily track where we are in the process
product use, and can easily isolate items so multi-
so nothing is at risk of being missed.

there is minimal risk for cross-contamination. Hospital furniture and equipment
functional The process is simple and easy for us to

Structure brings clarity.
have fewer areas for biohazard follow. It outlines the details of each step in
accurate
We know that the room is disinfected or dirt to accumulate. the procedure.

because our procedure is verifiable. We can clean and disinfect
accessible educational Information is communicated clearly, using
minimal codes and straightforward language.
simultaneously.
We are aware of the
Fewer tools and chemicals are risks associated with
required. Copyright © Lextant, Inc. 2012
the room. For example,
if the room has a Cdiff
contamination we’re aware
We have everything we need to clean a room. Verification methods provide us and prepared.
We don’t have to interrupt our procedure to with educational information.
borrow from nurses or go to storage to resupply.
We can prioritize disinfection over
Tools, such as the cart as well as items to be disinfected, the perception of clean.
such as the mattress are lightweight and easily

3) MAKE IT “STICKY”
 Communicate the big ideas, hierarchy, and relationships.

The brain processes visual information quicker and with greater comprehension.

3) MAKE IT “STICKY”
 Build empathy by bringing the user to life.

Being in the mindset of the user helps guide unanticipated design decisions.

4) FOCUS CREATIVITY.
 Match the organization’s abilities with the customer’s desires

Uncover new opportunities.

4) FOCUS CREATIVITY.
 Identify, organize, and prioritize opportunities.

Provide clear direction for the organization’s short and long term future. Generate momentum.

5) ENVISION THE FUTURE.
 Take the selected opportunity and embody the emotions and benefits the design needs to deliver.

Build alignment around a design concept.

5) ENVISION THE FUTURE.
 Embody the features and attributes the design needs to communicate.
SIMPLE FORMS +
Rayban Aviator
RUGGED MATERIALS
AT&T is represented by Steve Jobs. Drop proof, multi-
functional
His entreprenurial skills led him Accommodating,
Entrepreneurial
to found Apple Computer in the
1970’s. His innovative products
are helpful to the end user making
Hermes attache
their tasks easier to accomplish.
The ipod and the iphone have
become the most successful
Steve Jobs products in their categories CLASSIC PHONE FORMS
CEO, Apple TRADITIONAL MATERIALS, Bar phones and flip phones
making Apple a powerful and are familiar
CONTEMPORARY SHAPES Established, Accommodating
familliar brand outside the
Dramatic contrasts
Established, Risk-taking,
Familiar computer industry. The products
Porsche Cayenne he uses are of the highest quality,
exclusive, contemporary, and use
traditional materials.
Ikepod 34 in gold
METAL FINISHES +
RUGGED TEXTURES
established big, powerful,
familiar,
Dramatic contrasts
Established, Accommodating
everywhere

“...experienced yet willing to worldly wise, stable,

AT&T style
mature

accommodating helpful,

take risks.” entrepreneurial
supportive

innovative, risk
established,
wordly, accomodating,
silver

CONTEMPO
taking
entreprenurial
CLASSIC F
black gold

Inspire and inform design in an actionable way.

Lextant SXSW 2013 Innovation Intervention

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