Two models of design-driven innovation - UX Australia

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The drive for innovation in products and services and a culture of ‘fail early; fail often’ has bred a desire for very early prototypes. This approach lends itself to an entire industry tackling a problem or for the venture capitalists funding them. It can be broadly characterised as hypothesis-led. It is much less appropriate or advantageous for an individual project team within an established industry attempting to reinvent an existing product/service category. For these teams, an insight-led approach in which multiple concepts are developed in parallel is more appropriate. This presentation will give an introduction to each of these two dominant models of design-driven innovation. It will look at the advantages and disadvantages of each; and look at the issue of localised optimal solutions and what this means for innovation.

Diseño Tecnología Empresariales

Design-driven innovation
Two models in
practice

Steve Baty
Meld Studios

Design in innovation

“In terms of practice, design’s core value is in rapidly synthesising
disparate bodies of knowledge in order to articulate, prototype and
develop alternative strategies.” - Dan Hill, Dark Matter and Trojan
Horses: A Strategic Design Vocabulary

Go look; watch; listen
listen

Steve Baty

Test; learn; refine;
repeat.

Steve Baty

Thank you

Steve Baty
@docbaty
steve@meldstudios.com.au
www.meldstudios.com.au
@wearemeld

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