Growing your business through design driven innovation
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18 April 2017 I lectured about Design Thinking and Prototyping at the British Aerosol Manufacturers' Assocation. The audience was about 100 people and consisited of directors, product managers and technical engineers with a focus on aerosol innovations
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Growing your business through design driven innovation
- 1. All the information in this presentation is confidential © 2015 / Copyrights VanBerlo by Han Toebast & Roelof van Driel Growing your business through Design Driven Innovation Manchester, 18-04-2017 All the information in this presentation is confidential © 2017 / Copyrights VanBerlo
- 5. Han Toebast Design Strategist › >15 year active in strategy, innovation & design › Working for corporates, non-for- profits and start-ups › Aims for digital chances 5
- 6. Roelof van Driel Design & Development Director 6
- 7. 7 Couple of our FMCG projects
- 8. 8 Introducing the most famous design thinker
- 9. 9 “We can’t solve problems by using the same kind of thinking we used when we created them.” - Albert Einstein
- 10. 10 Can anyone tell me what this is?
- 11. 11 Nothing special. My son made this.
- 12. 12 Design thinking. Left Brain Left + Right Brain Right Brain Rational & Structured Switching Emotional & Intuitive Iterating SynthesisAnalysis Source: Illustrations: VanBerlo (2014), Text: Brand Driven innovation, by Erik Roscam Abbing, (2010) ASA Publishing. Business Thinking Design Thinking Creative Thinking
- 13. 13 Design thinking. Well defined problems Ill defined problems Undefined problems Needs to be solved Problem is the start There is no problem Zoom in & out HolisticsFocus on parts Source: Illustrations: VanBerlo (2014), Text: Brand Driven innovation, by Erik Roscam Abbing, (2010) ASA Publishing. Business Thinking Design Thinking Creative Thinking
- 14. Design Taking a different perspective 14
- 15. VanBerlo Approach 15 Grow Value creation, value communication and value capture are at the core of innovation. It’s what we help our clients create, improve and contemplate. Empathise We feel that design is equal to understanding human needs and behaviour. It’s our starting point in all we do. Achieve Complex challenges? Love them! We dare to show you our solutions, and bring them into reality. Fundament for good innovations
- 16. Where the magic happens 16 Grow Value creation, value communication and value capture are at the core of innovation. It’s what we help our clients create, improve and contemplate. Empathise We feel that design is equal to understanding human needs and behaviour. It’s our starting point in all we do. Achieve Complex challenges? Love them! We dare to show you our solutions, and bring them into reality.
- 17. 17 Also design processes have evolved
- 18. 18 Meassure Learn Build Meassure Learn Build Meassure Learn Iteration is key and don’t be afraid to prototype! Build
- 27. Atus SmartBadge Atus hit a homerun with the SmartBadge; a thin, lightweight personal alarm badge with a sophisticated e-paper display. Together with a smart phone app, this badge allows public sector personnel to communicate quickly and efficiently in the event of an emergency, where every second counts. 27
- 28. J. Douwe Egberts Promesso The Promesso coffee machine offers taste, experience and design. Tailored to the requirements of the ever-changing modern office environment, this new coffee machine is easy to handle and maintain. This coffee machine encompasses a unique combination of premium coffee, ultimate personalisation. 28
- 29. ROYAL AUPING BETTER DAYS APP On average, in our lifetime, we spend about 25 years in bed. Quality sleep and rest, are vital to our wellbeing and performance during the day. VanBerlo helped Auping to create the Better Days app. An app that analyses your (sleep) data, and provides sleep coaching and personalised recommendations for a suitable mattress. 29
- 30. What to remember › Design thinking is no rocket science ! › Start with the end in mind, but don’t fixate too much › Don’t be afraid of wicked problems. › Iterate and accelarate :-) 30
- 31. 31 Thank you www.vanberlo.nl › Beemdstraat 29 › 5653 MA Eindhoven › The Netherlands › +31 40 292 90 90
Editor's Notes
- Today has been on mind mind for a couple of weeks now. I have been looking forward to his. It’s awesome to be here today? Doesn’t feel great, united?
- Not sure if its proper English. It’s a direct translation of delen is het nieuwen hebben. It means. That in this modern day society it become more valuable to share rather than to own. Its not only about caring. Its about growing. Together. One of the life goals of Millenials. Share !
- So here is the ‘million dollar question. Should you own or should you share?
- Designers know what their good at, but what they even know better is what their not good at. We like to work together. Enrichment from all different perspectives. This means we have to share our knowledge. So let’s start.
- But let me first introduce myself. My name is Han Toebast… And I strongly believe in values. Value of relations, value of interactions, but mostly the value of creativity. The change of perspective you can apply being creative. leads to great new business ideas, surprising solutions and interesting ways to catch the attention of your customer. Today my talk is about creative processes.
- I also brought a colleague. Roelof is one of my 90 colleagues and leads the FMCG design & engineering team. Roelof, can you please show your self to the audience
- Here is a couple of the projects we are responsible for in the FMCG market
- Enough spoken about ourselves. Lets start with design thinking. Any ideas who could be the most famous design thinker ? <ask audience>
- Well, if you ask me . Its this guy. As a true scientist, he he questioned almost anything during his carreer. Do you really think that he found out we don't age if we run faster than the speed of light by following a normal, genuine theoretical approach. No I am pretty sure he used a different perspective than before.
- But be careful. One should not jump to conclusions to fast. Here is a an example. Talking about perspective, but also perception. Who can tell me what this is?
- When you become to right brain orientated you maybe saw somebodies signature or even a new way of presenting heartbeats. So here you see its important to switch between analystics and synthesis. Let me share a bit more on how to place design thinking in between business and art.
- The cross over is the most important part.
- The fundamental activity of a lean startup is to turn ideas into products, measure how customers respond, and then learn whether to pivot or persevere. All successful startup processes should be geared to accelerate that feedback loop.
- Listen . Learn , respond, ……. The fundamental activity of a lean startup is to turn ideas into products, measure how customers respond, and then learn whether to pivot or persevere. All successful startup processes should be geared to accelerate that feedback loop.
- So how does that look like Bring various materials to the table. Also the ones that at frst glance don’t link to much to the proposition. Notice the tennis bal and the wellness gear ?
- Hold, aim, trigger, bingo. Testing ergonomics nowadays is easy using software, but nothing beats a good old physical test. 3D printing techniques or even using Virtual Reality make this easy as pie. Creating stimuli to determine what does not work. That enables us to more easily define what actually works. Could feel a bit counterproductve, but leads to very surpsing insights
- If you unscramble Assume, it reads make an Ass of U and Me. So be very carefull with assumptions. Start testing early. IN this case we are testing an interface of a brand new professional coffee machine. We designers love to test concepts, user flows, user experiences, use cycles, etc. All these test results will lead to a better result, once incporated in the next sprint.
- Using new materials. In this example one of my colleagues is redesign a pager You know these devices used by nurses and doctors in hospitals. By using an e-Paper we could all of a sudden add extra functionality. Which before was nit possible as a consequences of the lack of battery power.
- Seen the movie Frankenstein ? This is what we call a Frankenstein model. It does the job, can give us feedback on the concept we created and more over, will give an idea on the potential and technical challenges we can give the engineers. An extra advntage is thst you don’t run into discussions about colors and all sorts of form factors. Its just an ugly piece of equipment that does the job
- Be pragmatic ! Design is no rocket science. In this example you see a couple of graphs created as a result of measuring our own sleep cycles. These were basis of the design of the algorithm we created for an app for Auping, a leading Dutch Bed and Matress brand. With this app users are given challenges to impove their sleeping behaviour and get advice on buying the right matress.
- With this example we show the dynamic link between the physical and the virtual world Creating a flow of a day in the life of nurse gave us the insight on her needs and the sheer amount of stuff already in her pockets. Succes was granted if we could take some stuff out of her pockets. And why not use also the smartphone she is wearing on her
- Or in this case where we looked into the needs of office employees. What do they want to personilze ? What do they actually want to personalize? As a true Dutch guy I am allowed to drink a cappucino after 11 AM. So I let the machine give it to me. And how about gettinkg a coffee for your whole team with their personal preferences. All of a sudden the coffee machine becomes a team building device. . With this machine you can really link preferences to people. A surprising example of a barber shop that saves the favoroute cofee with somebodies hairdo and if they come back after some weeks you cut both ways
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