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Why designers suck at innovation - and what to do

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Our work as designers has focused more and more often on defining and crafting innovative products and services; ones that win the hearts and minds of people, while creating a business advantage (commercial or social) for the organizations launching them. Our success rate in this field is what granted us ‘a place at in the boardroom’ in recent years. Still, too many of the initiatives we work on are shelved before – or immediately after launch. Too many of our projects fall in traps that hinder their chances of success.

Starting from personal experience – lots of successful launches and lots of failures in more than a decade of work – and analyzing some prominent case studies, this talk focuses on 4 key traps we tend to fall into: problem definition; definition of business model and processes; role of technology breakthroughs; team structure. These are traps that teams of designers and Information Architects now need to consider – with their new and broader scope of action.

For each of these traps, the talk highlights what are the risks and how they can be prevented, or at least mitigated. It provides tips and advice to leaders and practitioners alike, to help them launch products and services that can fully express the innovative potential. It formalises techniques and design approaches to add to our toolkit as designers in the boardroom.

The audience will walk away with: A framework to highlight the riskiest traps to launch innovative products. A series of actions that IA, UX and design practitioners can take to avoid them, and – on the contrary – make the most radical innovations thrive. A series of actions that IA, UX and design leaders can take to create the conditions for success.

Publicada em: Design
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Why designers suck at innovation - and what to do

  1. 1. Why designers suck at innovation Franco Papeschi . @bobbywatson . Idean 27.09.2018 . EuroIA and what to do to change it
  2. 2. 2010…
  3. 3. Vodafone 360
  4. 4. Innovation Projects
  5. 5. new value
  6. 6. new valueBring to people
  7. 7. new valueBring to peopleCapture for orgs
  8. 8. 4 traps to innovation
  9. 9. 4 traps to innovation THE ASK IS THE TASK IVORY
 TOWER TECHNO
 FOBIA BUSINESS AVOIDANCE
  10. 10. Trap THE ASK IS THE TASK
  11. 11. Trap THE ASK IS THE TASK Tips Broaden perspective 
 to re-frame the problem space
  12. 12. Contextual inquiries with people with no time for traditional courses
  13. 13. 05040302 Accept the mapped territory of customers
 and market Accept the mapped territory of customers
 and market Accept the mapped territory of customers
 and market Accept the mapped territory of customers
 and market Create a sense of competence with colleagues Identify topics 
 to appear cosmopolitanitan Feel natural & mingle with locals
 when traveling Give confidence 
 to sustain a conversation in moments when the guard is down
  14. 14. 05040302 Accept the mapped territory of customers
 and market Accept the mapped territory of customers
 and market Accept the mapped territory of customers
 and market Accept the mapped territory of customers
 and market Create a sense of competence with colleagues Identify topics 
 to appear cosmopolitanitan Feel natural & mingle with locals
 when traveling Give confidence 
 to sustain a conversation
  15. 15. 21 A language learning product to help people nurture human connections… …by prioritizing authenticity and practice over structure.
  16. 16. 22 Involve non-customers in your research, to uncover radically different needs People who lack skills, access, money or time 
 to use current solutions
  17. 17. 23 Define what is the functional and emotional role that a product should have in the life of a person
  18. 18. 24 Maintain your intent always visible, by focusing on objectives rather than tasks Re-write the design brief based on the desired results
  19. 19. Trap THE ASK IS THE TASK Tips Broaden perspective 
 to re-frame the problem space
  20. 20. Trap THE ASK IS THE TASK Tips Broaden perspective 
 to re-frame the problem space Define the role of a product Focus on objectives and outcomes Involve non-customers
  21. 21. 4 traps to innovation THE ASK IS THE TASK IVORY
 TOWER TECHNO
 FOBIA BUSINESS AVOIDANCE
  22. 22. Trap TECHNO
 FOBIA
  23. 23. Trap TECHNO
 FOBIA Tips Explore the 
 potential of tech as part of research
  24. 24. 30 +
  25. 25. 31 Stumble upon the potentials of tech
  26. 26. 32 Snippets from 
 the future
  27. 27. 33 Define the 
 narrative arc
  28. 28. 34
  29. 29. 35
  30. 30. Trap TECHNO
 FOBIA Tips Explore the 
 potential of tech as part of research
  31. 31. Trap TECHNO
 FOBIA Tips Explore the 
 potential of tech as part of research Capture snippets from 
 the future Define the narrative arc Stumble upon the 
 potentials of tech
  32. 32. 4 traps to innovation THE ASK IS THE TASK IVORY
 TOWER TECHNO
 FOBIA BUSINESS AVOIDANCE
  33. 33. Trap BUSINESS AVOIDANCE
  34. 34. Trap BUSINESS AVOIDANCE Tips Take proposition 
 and processes as 
 design materials
  35. 35. 41 Business Model
 Canvas
  36. 36. 42 Customer Journey Maps + Business Model Wrapper
  37. 37. 43 +
  38. 38. About SMARTY <stuff on the prop here>
  39. 39. Trap BUSINESS AVOIDANCE Tips Take proposition 
 and processes as 
 design materials
  40. 40. Trap BUSINESS AVOIDANCE Tips Take proposition 
 and processes as 
 design materials Onion-like design approach: start from surface, go deep Define why are you different, show it everywhere
  41. 41. 4 traps to innovation THE ASK IS THE TASK IVORY
 TOWER TECHNO
 FOBIA BUSINESS AVOIDANCE
  42. 42. Trap IVORY
 TOWER
  43. 43. Trap IVORY
 TOWER Tips Balance autonomy 
 & continuous engagement
  44. 44. 53 Open Ideation Company-wide Briefs defined from company MGMT Follow-up support to create business case Place on roadmap and funding for validation
  45. 45. 54 +
  46. 46. 55
  47. 47. 56 OneTeam Reverse team augmentation Pop-up studio Co-location Design practices, routines and rituals Visibility to citizens and stakeholders
  48. 48. 57 OneTeam OneTeam as a method to create a cultural transomrmation Knowledge transfer - in practice
  49. 49. 58
  50. 50. Trap IVORY
 TOWER Tips Balance autonomy 
 & continuous engagement
  51. 51. Trap IVORY
 TOWER Tips Balance autonomy 
 & continuous engagement OneTeam Open Ideation
  52. 52. So…
  53. 53. 62 Designers’ role in innovation initiatives is to bring our daring, exploratory, empathetic, tangible work to help make progress and reduce risk at speed
  54. 54. 63 For all our successes, there’s more work ahead of us
  55. 55. 64 Traps THE ASK IS THE TASK TECHNO
 FOBIA BUSINESS AVOIDANCE IVORY
 TOWER
  56. 56. 65 Traps Tips THE ASK IS THE TASK TECHNO
 FOBIA BUSINESS AVOIDANCE IVORY
 TOWER Balance autonomy 
 & continuous engagement Broaden perspective 
 to re-frame the problem space Explore the potential of tech 
 as part of research Take proposition and processes 
 as design materials
  57. 57. 66 Risks trigger our lizard-brain We disengage or attack
  58. 58. 67 Innovation not a spectator sport: engage, connect and open
  59. 59. Thanks! Franco Papeschi . @bobbywatson . Idean 27.09.2018 . EuroIA

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