Menneskedreven innovation

Transcription

1 Menneskedreven innovation Niels Alberg, ReD Associates RED ASSOCIATES KRONPRINSESSEGADE 20 * 1306 COPENHAGEN K * DENMARK PHONE: * FAX:

2 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.

3 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

4 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 Model copyright ReD Associates. All rights reserved. Used with permission.

5 INNOVATION LEVELS Level 1 Transformed Level 2 Reconfigured Level 3 Adjusted

6 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

7 INNOVATION LEVELS RECONFIGURED Transformed Okt Apple lancerer ipod Den er sammensat af en Toshiba hard disk, OS fra PIXO, MP3 afspiller fra PortalPlayer Reconfigured 1 år sælges år sælges år sælges Adjusted

8 INNOVATION LEVELS ADJUSTED Transformed I 2004 lancerer Apple ipod Photo efter at have foretaget kontinuerlige justeringer af den oprindelige ipod. Reconfigured Adjusted

9 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 VIDEO OBSERVATION DISCOVERY For transformation FOCUS GROUPS QUESTIONARIES DIRECTED INTERVIEWS RANKING AND BENCHMARKING TARGET GROUP SEGMENTATION EXPLORATION For reconfiguration USER EXPERIENCE SCENARIOS USER/ USABILITY TEST PRODUCT SIMULATIONS EVALUATION For adjustment IDEATION Model copyright ReD Associates. All rights reserved. Used with permission. LAUNCH

10 GO TO THE JUNGLE NOT THE ZOO If you want to know how a lion hunts, go to the jungle, not the zoo!

11 USER CENTERED RESEARCH QUESTION For example: What should the price be? What should the size of the production be? To what degree do people know about it? For example: How should it look? How should it function? How do the participants talk about it? 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? METHOD SURVEY Focus: What? Data: Big but superficial Respondents: >1500 individuals Techniques: Telephone interviews, vox-pops, ed, online or distributed questionnaires. Providers: Gallup, Opinion, AIM, Catinet etc. 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. ETNOGRAPHIC STUDY Focus: What? How? Why? Data: Not representative but rich and nuanced Respondents: individuals (specific criteria, e.g. lead users, year-old singles etc.) Techniques: Day(s)-in-a-life studies (observation and indepth interviews) Providers: IDEO, ReD Associates, Tinderbox, Gravity Tank etc. PURPOSE OVERVIEW QUANTITY COMPARISON (e.g. over time) TEST (e.g. of functionality, aesthetics etc.) PERSPECTIVE MEANING RELEVANCE

12 Abstract Know Create RESEARCH SOLUTION Real

13 Abstract 2. ANALYSIS 3. IDEATION Know Create 1. RESEARCH 4. OFFERING Real

14 Opportunity recognition, Pattern recognition & innovation vectors Ideation INNOVATION INTENT Management s ambition: where should this company - or this project - end? What are we striving for? User research Context analysis INNOVATION INTENT Concept development & prototyping Why is this project a must-win battle? Framing the case

15 Opportunity recognition, Pattern recognition & innovation vectors Ideation User research Context analysis INNOVATION INTENT Concept development & prototyping FRAMING THE CASE Key research issues Academic reading Main problems Framing the case

16 OPPORTUNITY MAPPING Innovation landscapes Industry analysis Technological developments Key driver identification Competitor watch Contextual drivers/societal trends Demographics Opportunity recognition, Pattern recognition & innovation vectors Ideation USER RESEARCH Fly on the wall studies Particpative observation User research Context analysis INNOVATION INTENT Concept development & prototyping Artefacts/culture collection Open ended interviews Video observation Framing the case

17 FIELD RESEARCH Overalt...

18 FIELD RESEARCH Med alle...

19 Recognize patterns in the field research results User research Opportunity recognition, Pattern recognition & innovation vectors Context analysis INNOVATION INTENT Ideation Choose which patterns to continue with. User research database Video analysis Cluster analysis Behavioral modeling Pattern identification Issues mapping Concept development & prototyping Framing the case

20 MØNSTERGENKENDELSE Indsigter & mønstre

21 MØNSTERGENKENDELSE: ATLAS Indsigter & mønstre

22 MENNESKE-/BRUGERDREVEN INNOVATION Abstract 2. ANALYSIS 3. IDEATION Know Create 1. RESEARCH 4. OFFERING Real

23 RED ASSOCIATES KRONPRINSESSEGADE 20 * 1306 COPENHAGEN K * DENMARK PHONE: * FAX: