Revolutionary technological advances aren’t the only kinds of innovation that matter these days. Increasingly, growth via service design, business models and experience design is critical for survival in a highly competitive world. With “Commercial R&D” (research & development), this presentation will demonstrate the importance UX design in corporate innovation efforts of the future.

1. @JimKalbach
Principal UX Designer Citrix
Commercial R&D
UX Methods Drive Innovation

2. Photo: http://www.wmtr.com/Content/laboratories.htm
$600,000,000,000
Top 1000 R&D Investors in 2011, http://www.economist.com/blogs/graphicdetail/2012/10/focus-7
RRRResearch & DDDDevelopment

3. TECHNOLOGYPROGRESS
MARKET IMPACT
Incremental Disruptive
Breakthrough
Game
Changer
http://experiencinginformation.wordpress.com/2012/06/03/clarifying-innovation-four-zones-of-innovation/

4. Incremental Disruptive
Breakthrough
Game
Changer
R&D
?
TECHNOLOGYPROGRESS
MARKET IMPACT
High
Uncertainty
High
Uncertainty
http://experiencinginformation.wordpress.com/2012/06/03/clarifying-innovation-four-zones-of-innovation/

5. Commercial R&D
An explicit, ongoing competence in
large companies to explore and
manage innovation that has uncertain
market impact

6. Commercial R&D
• An alternative to massive culture changes
• Corporate cultures tend to demand certainty
• Gap between theory and practice
• Create an environment to learn
• Become the model for the rest of the company
„Es gibt keinen geraden Weg“
- RAINER SAX, today

8. Drive Innovation with UX
1. Ethnography
2. Experience modeling
3. Rapid experimentation

10. 1. Ethnography
BusinessWeek 2006

11. 2. Experience Modeling

12. 3. Rapid, creative experimentation
Design
DAY 2DAY 2DAY 2DAY 2
User
Test
User
Test
Re-Design
DAY 3DAY 3DAY 3DAY 3
Prioritize
DAY 4DAY 4DAY 4DAY 4
Create
Business
Experiments
DAY 5DAY 5DAY 5DAY 5----25252525
Run
Experiments
Problem
Brain-
storm
DAY 1DAY 1DAY 1DAY 1
9:00
17:00

13. Drive Innovation with UX
1. Ethnography
2. Experience modeling
3. Rapid experimentation

14. How?

15. 1. Experiment outside of development
Deliver DeployDesignDiscover
Commerical R&D Development Cycle

16. Low Uncertainty High Uncertainty

17. 2. Manage a portfolio of innovation
Example: Spigit

18. Sometimes it‘s hard to recognize good ideas at firstSometimes it‘s hard to recognize good ideas at firstSometimes it‘s hard to recognize good ideas at firstSometimes it‘s hard to recognize good ideas at first

19. Deliver DeployDesignDiscover
Commerical R&D Development Cycle
3. Bring ideas into the business

20. 3. Bring ideas into the business
Deliver DeployDesignDiscover
Commerical R&D Development Cycle

21. Commercial R&D
•Alternative to massive culture changes
•Drive innovation with UX methods
•Experiment outside of development
•Manage a portfolio of innovation
•Bring ideas into the business

22. Photo: http://www.wmtr.com/Content/laboratories.htm
Technical R&D

23. Commercial R&D

24. Danke schön
@JimKalbach
jim.kalbach@gmail.com