The June instalment of "The Juice" breakfast series, sponsored by the Synergy Centre, Institute of Technology Tallaght: presentation on industrial design by Dr Toby Scott. Toby was founding director of the Centre for Design Innovation (www.designinnovation.ie), a Director of the Design Council in the UK (www.designcouncil.org.uk) and is currently helping to establish a Centre for Design Innovation in Scotland. Toby is now taking the learning from these roles and applying them through an international business school that places design-thinking at the heart of business success (www.pentaclethevbs.com). He is passionate about innovation within small and medium sized companies and helps develop concrete ideas that are affordable and work in practice.

1. Toby Scott
The Juice breakfast briefing
16 June 2009
t: 01 443 3761
m: 087 417 6177
e: toby.scott@pentacle.ie
w: pentacle.ie

2. I am not a designer...

3. Pace of Change / Complexity
Change is the new black
Speed of Learning / Adaptation
time
Before Now
THE VIRTUAL BUSINESS SCHOOL
COPYRIGHT 2006 ALL RIGHTS RESERVED

4. We don’t know what people really want

5. We struggle to communicate change

6. We want to reduce risk

7. Design does 3 things:
1. Looks through the eyes of the end user

8. Design does 3 things:
2. Makes things visible and tangible

9. Design does 3 things:
3. Prototypes solutions in context

10. Problem
Technology
Quality
Price

11. The Design Difference
Centre for
Design Innovation

12. The Design Difference
• 405 Irish SMEs
• Republic and Northern Ireland
• Range of sectors
• Published 2007

13. Irish companies that use design are more successful
than those that don’t
• They innovate more often
• They innovate more successfully
• Grow more rapidly
• They don’t compete as much on price

14. The ‘Design Staircase’ is a registered trademark of the Danish Design Centre

15. 2.5 X
• Companies that use design strategically are more than 2.5 times more likely
to experience growth in demand

16. BUT...
Only 15% of Irish SMEs use design
strategically.

17. Isn’t this just market research?

18. Comparing research methods
Large numbers
Quantitative
Questionnaire
surveys Ethnography
‘Me too’ ‘Leap frog’
Explicit needs Latent
Focus Design needs
groups Thinking
Small numbers
Qualitative

19. Comparing research methods
Questionnaire
surveys Ethnography
Great for validation! Great for innovation!
Focus Design
groups Thinking

20. Extreme users
Extreme users will tell you more than ‘core’ users.
Ask why they are rejecters or power users?

21. Becoming a design thinker

22. Identify !Who are your users?
Look ! Observe your users
Ask ! Involve your users
Try !! Become your user

23. Exercise
Identify Look Involve Try

24. Who pays for it?
Who uses it day to day?
Who told someone else to buy it?
Who selects this product for retail?
Who transports or delivers it?
Who installs it?
Who sells it to the customer?
Who looks after it if it goes wrong?
Who makes it?
Centre for
Design Innovation Ask
Identify Look Try

26. Rubbish bin
Identify Look Ask Try

27. Identify !Who are your users?
Look ! Observe your users
Ask ! Involve your users
Try !! Become your user

28. Identify Look Ask Try

29. Exercise
Identify Look Ask Try

31. Rubbish bin
Identify Look Ask Try

32. Identify !Who are your users?
Look ! Observe your users
Ask ! Involve your users
Try !! Become your user

37. Rubbish bin
Identify Look Ask Try

38. Identify !Who are your users?
Look ! Observe your users
Ask ! Involve your users
Try !! Become your user

42. Prototyping Maxims
“Fail early to succeed sooner…”
“Build to think…”
Identify Look Ask Try

43. Rubbish bin
(Analogous products)
Identify Look Ask Try

44. Identify !Who are your users?
Look ! Observe your users
Ask ! Involve your users
Try !! Become your user

45. Thank You