1.
Bottom-up innovation via generative tools
Remy Bourganel | 1 | CTT2011 | Bottom-up innovation via generative tools

2.
Design is a creative activity whose aim is to establish the multi-faceted
qualities of objects, process, services, and their systems in whole life
cycles. Therefore design is the central factor of innovative
humanisation of technologies and the crucial factor of cultural and
economic exchange."
ICSID (International Council Society of Industrial Design)
Remy Bourganel | 2 | CTT2011 | Bottom-up innovation via generative tools

3.
Further more, design is a creative synthesis activity @ the junction of: "
• a top-down approach: a value-led experience system: "
an ethos, a culture, a zeitgeist, encapsulated in a brand."
• a bottom-up approach: a usage and people-led experience system:"
focusing on people’s needs.
Remy Bourganel | 3 | CTT2011 | Bottom-up innovation via generative tools

4.
So, an effective brand is recognised by a distinctively balanced "
set of experience qualities:
Remy Bourganel | 4 | CTT2011 | Bottom-up innovation via generative tools

5.
If agreed, then, one can engage innovation by design, ‘horizontally’,
through qualities."
This is about designing generative tools focused on experience
qualities to empower anyone involved in the design process to be
inspired and make better decisions to innovate.
Remy Bourganel | 5 | CTT2011 | Bottom-up innovation via generative tools

6.
Few experiments on generative tools:"
Nokia DNA, a framework of 6 principles and 8 qualities"
Animism, an experience framework to create an emotional bonding
with the Nokia brand."
Orange Vallée On DNA/functional branding"
Orange DNA/functional branding
Remy Bourganel | 6 | CTT2011 | Bottom-up innovation via generative tools

7.
Animism, an experience framework to create an emotional bonding
with the Nokia brand, and make sense of the opportunities from the
data a mobile device can record.
Remy Bourganel | 7 | CTT2011 | Bottom-up innovation via generative tools

8.
Animism framework, a suite of metaphors/videos/design cards, "
to help generate concepts.
Remy Bourganel | 8 | CTT2011 | Bottom-up innovation via generative tools

9.
Animism framework, a suite of metaphors/videos/design cards, "
to help generate concepts.
Remy Bourganel | 9 | CTT2011 | Bottom-up innovation via generative tools

10.
Animism framework, a suite of concepts first driven by metaphors.
Remy Bourganel | 10 | CTT2011 | Bottom-up innovation via generative tools

11.
Animism framework, a suite of scenarios clustered by user segment "
to form services suites, patterns:
Remy Bourganel | 11 | CTT2011 | Bottom-up innovation via generative tools

12.
Animism framework, a suite of experience patterns:
Dramatization
- Avatar action
D
- Short clip in between a task that
takes more than half a second
Alternatives media
(actualiaztion, waiting for
A
correspondant to pick out the phone)
Sound (as immanent as invasive… but still)
Different sense of rich media
- Movie,
Specific interaction
- Didactical
S
UI attitude
L
Low interactions
Specific task sequence
T
- When I hang-up, the correspondent seeds (if
- Each action starts up with a contact-
existing) appears and glows/ blinks to say
- Each channel can bring macros
goodbye, and thanks for feeding me.
- The most likely required channels pops up first when I - I may send rain or sunshine in the phone of
consider “interacting” with someone.
my Dears
- The frame around my contact is shacking
when there is an interaction
- Close to deadline post it might be more
visible.
Remy Bourganel | 12 | CTT2011 | Bottom-up innovation via generative tools

13.
Services suites we can map through out the user Interface
Energy saver
Muse
Memo. Screen
Screen saver
Of lost saver ++
calls
Persian
Active idle
Garden
Seed
Shrink
Organic background
Remy Bourganel | 13 | CTT2011 | Bottom-up innovation via generative tools

14.
Services suites we can classify towards a roadmap
New line of products
New usages
Usages enhancements
Usage modifications
Disruptive projects
Breakthrough
Revolution on the market, pole position/
arrival on the market. Creation of a critical
Supply chain project (out of scope)
competitive advantage. Business impact: Projects bringing internal improvements (company or eco-system),
without visible benefits for end-user.
creation of a new segment.
Platform projects
New generatio
Innovation on the product line. Autorize
evolutions. Business impact: segments
extension, market extension.
Deployment projects
Improved
Linear growth of an existing platform on
the market. Business impact: market-
share increase.
Supporting projets
Support the market, or brand image
(quality, image update, etc.) Business
standardized
impact: defending market shares.
Remy Bourganel | 14 | CTT2011 | Bottom-up innovation via generative tools

15.
Through the design of generative tools, designers can facilitate
empowerment for participation in the design process, while building
the playground rules, the qualities: the elements of a language to form
a culture.
Remy Bourganel | 15 | CTT2011 | Bottom-up innovation via generative tools