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Bottom-up innovation via generative tools




Remy Bourganel | 1 | CTT2011 | Bottom-up innovation via generative tools
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
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
So, an effective brand is recognised by a distinctively balanced "
 set of experience qualities:




Remy Bourganel | 4 | CTT2011 | Bottom-up innovation via generative tools
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
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
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
Animism framework, a suite of metaphors/videos/design cards, "
 to help generate concepts.




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




Remy Bourganel | 9 | CTT2011 | Bottom-up innovation via generative tools
Animism framework, a suite of concepts first driven by metaphors.




Remy Bourganel | 10 | CTT2011 | Bottom-up innovation via generative tools
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
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
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
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
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

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Cothinktank berlin 2011

  • 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