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