Commercial R&D

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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.

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Commercial R&D

  1. 1. @JimKalbachPrincipal UX Designer CitrixCommercial R&DUX Methods Drive Innovation
  2. 2. Photo: http://www.wmtr.com/Content/laboratories.htm$600,000,000,000Top 1000 R&D Investors in 2011, http://www.economist.com/blogs/graphicdetail/2012/10/focus-7RRRResearch & DDDDevelopment
  3. 3. TECHNOLOGYPROGRESSMARKET IMPACTIncremental DisruptiveBreakthroughGameChangerhttp://experiencinginformation.wordpress.com/2012/06/03/clarifying-innovation-four-zones-of-innovation/
  4. 4. Incremental DisruptiveBreakthroughGameChangerR&D?TECHNOLOGYPROGRESSMARKET IMPACTHighUncertaintyHighUncertaintyhttp://experiencinginformation.wordpress.com/2012/06/03/clarifying-innovation-four-zones-of-innovation/
  5. 5. Commercial R&DAn explicit, ongoing competence inlarge companies to explore andmanage innovation that has uncertainmarket impact
  6. 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
  7. 7. Drive Innovation with UX1. Ethnography2. Experience modeling3. Rapid experimentation
  8. 8. 1. EthnographyBusinessWeek 2006
  9. 9. 2. Experience Modeling
  10. 10. 3. Rapid, creative experimentationDesignDAY 2DAY 2DAY 2DAY 2UserTestUserTestRe-DesignDAY 3DAY 3DAY 3DAY 3PrioritizeDAY 4DAY 4DAY 4DAY 4CreateBusinessExperimentsDAY 5DAY 5DAY 5DAY 5----25252525RunExperimentsProblemBrain-stormDAY 1DAY 1DAY 1DAY 19:0017:00
  11. 11. Drive Innovation with UX1. Ethnography2. Experience modeling3. Rapid experimentation
  12. 12. How?
  13. 13. 1. Experiment outside of developmentDeliver DeployDesignDiscoverCommerical R&D Development Cycle
  14. 14. Low Uncertainty High Uncertainty
  15. 15. 2. Manage a portfolio of innovationExample: Spigit
  16. 16. 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
  17. 17. Deliver DeployDesignDiscoverCommerical R&D Development Cycle3. Bring ideas into the business
  18. 18. 3. Bring ideas into the businessDeliver DeployDesignDiscoverCommerical R&D Development Cycle
  19. 19. 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
  20. 20. Photo: http://www.wmtr.com/Content/laboratories.htmTechnical R&D
  21. 21. Commercial R&D
  22. 22. Danke schön@JimKalbachjim.kalbach@gmail.com

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