SlideShare a Scribd company logo
1 of 12
WEL COME!




    strategic
     product
      design




                Christa van Gessel
Gradu ation Project
Insight driven innovation reflected for radical innovation at Philips




                                                                                             on
                                                                        case study: televisi
Gradu ation ProjectFOCUS ON LOOKING BACK




                                                       linear
                observation                           process


products                      validation


                                           problems
Gradu ation ProjectFOCUS ON LOOKING FORWARD




                                                           iterative
                aspiration                                  process


context                      inspiration



                                           opportunities
Working at


                                                         abbing
                                        With erik roscam




                                                              brand driven innovation




                                                  tion
                             vision driven innova
Insight dr
           iven innov
                     ation
Contextmapping connects by …

                         creating


                        deepening


                          involving


                         immersing


                     communicating
creating
      Inspiring insights




                           “I prefe
                                     r magazin
                              so I can         es to int
                                       relax on          erne
                                                the couc t,
                                                          h!”
deepening
    authentic insights




                                               morning alone,
                           “I relax on Sunday
                                              pers around me!”
                         but I need the slee
involving
       usable insights




                                                           ing
                                           on holiday? Help
                         “Priva and client
                                            ping countries!”
                           people in develo
immersing
    understandable insights




                                 “When I’m feelin
                                                 g sad, I dress
                              nice. When I’m ha
                                               ppy, I don’t care
                                                                 .”
co mmunicating
      relevant insights




                          “I’m not tha
                                      t good at d
                              Fatboy help         oing nothing
                                          s me with t         ,
                                                      hat.”
Thank you!
                                      Strategy as a
                                         designer
                                        thanks to
                                     contextmapping
      christavangessel@hotmail.com




                                        www.zilverinnovation.com

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context mapping TUDelftmei2009 pecha kucha Christa van Gessel

  • 1. WEL COME! strategic product design Christa van Gessel
  • 2. Gradu ation Project Insight driven innovation reflected for radical innovation at Philips on case study: televisi
  • 3. Gradu ation ProjectFOCUS ON LOOKING BACK linear observation process products validation problems
  • 4. Gradu ation ProjectFOCUS ON LOOKING FORWARD iterative aspiration process context inspiration opportunities
  • 5. Working at abbing With erik roscam brand driven innovation tion vision driven innova Insight dr iven innov ation
  • 6. Contextmapping connects by … creating deepening involving immersing communicating
  • 7. creating Inspiring insights “I prefe r magazin so I can es to int relax on erne the couc t, h!”
  • 8. deepening authentic insights morning alone, “I relax on Sunday pers around me!” but I need the slee
  • 9. involving usable insights ing on holiday? Help “Priva and client ping countries!” people in develo
  • 10. immersing understandable insights “When I’m feelin g sad, I dress nice. When I’m ha ppy, I don’t care .”
  • 11. co mmunicating relevant insights “I’m not tha t good at d Fatboy help oing nothing s me with t , hat.”
  • 12. Thank you! Strategy as a designer thanks to contextmapping christavangessel@hotmail.com www.zilverinnovation.com