SlideShare a Scribd company logo
1 of 39
Download to read offline
Design driven innovation
Introduction to an innovation practice




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
Making the simple complicated is commonplace; making the
complicated simple, awesomely simple, that's creativity.” Ch. Mingus




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
Introduction, about design




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
About design, as an activity

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 | design-driven innovation| introduction | Ensad DGMM | © 2011
About design, as an activity

50 design disciplines listed on wikipedia: experience ecosystems




                     viability
samples of Apple design activities


Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
About design, as a methodology

Design is a creative synthesis activity @ the junction of:
feasibility(technology)/desirability(people & environment)/viability(business)


      feasibility               desirability




                    design




                    viability




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
About design, as a methodology

Design is a creative synthesis activity @ the junction of:
• top-down approach: a value-led experience system: an ethos, a culture, a zeitgeist,
un imaginaire, encapsulated in a brand.
• bottom-up approach: a usage and people-led experience system: focusing on
people’s needs.




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
About design, as a methodology

Design is a creative synthesis activity: aiming at balancing 3 values.


                   Desirable




                    design



     usable                         useful




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
About design, as a methodology

Design is a creative synthesis activity: aiming at balancing experiential qualities.


                                                                          viceral                                    calimorphic
      cognitive                   practical




                   experience
                                                                         experience                                  experience




                                                           bebavioural                reflective      experiential                 socioplastic
      sensorial                 emotionnal




Nokia’s DNA experience model                           Donald Norman’s experience model            Stephane Vial’s experience model




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
About design, as a methodology

Design is a creative synthesis activity processing a an abductive thinking: a logic
inference described as ‘guessing’ and ‘projecting’: dessin à dessein.
This approach values:
• rapid iterative trials & errors process: prototyping
• a holistic vision within which the whole is greater than the sum of its parts: gestalt




Ideo medical tool rapid prototype out os stationary features vs gestalt, the CD player feature list vs the Muji CD player list

Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
About design-driven innovation




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
Important background about innovation

The myth of methodology, in short form, is the belief that a playbook exists
for innovation. Scott Berkun, The myths of innovation.

Without change there is no innovation, creativity or incentive for improvement.
Those who initiate change will have better opportunity to manage the change
that is inevitable. C. William Pollard, the soul of the firm.




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
About cognition or how people learn and adapt

Piaget: To solve experience B, a child builds on previous experience A... from this
comes the concept of affordances: actions possibilities that are readily perceivable
by an actor from remembered experiences... this is an adbuctive thinking process
therefore...




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
About cognition or how people learn and adapt

• There is no such a thing as disruption in usage: disruption is a marketing concept.
• There is a tension for the designer between addressing a marketing need to
  value the perception of a disruption / people’s need to capitalise on experience.
• There is a tension between 3 mental models: design/maintenance/use...
• There is no such absolute concept as simplicity without an understanding of what
  a user knows from a personal and a cultural point of view. what we think as
  natural is to a large extend learnt, then projected on affordances/feedbacks.




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
About cognition or how people learn and adapt

For example, the desktop metaphor was purposefully referring to real world
objects as metaphors to help one grasp the abstraction of a digital ‘space’.
And this is not exclusive to digital devices.




original desktop metaphor


Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
About cognition or how people learn and adapt

Understanding affordances happens everyday. While facing an un-experienced
situation, we will aim at capitalising on our knowledge to speculate how
something works:




door push/pull?             door push/pull?


Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
About cognition or how people learn and adapt
BBC NEWS | UK | Magazine | Giving up my iPod for a Walkman                                                                                      03/04/2011 12:41

                                                                                                                                                                        BBC NEWS | UK | Magazine | Giving up my iPod for a Walkman                                               BBC NEWS | UK | Magazine | Giving up my iPod for a Walkman
                                                                                                                                                                                                                                                                                                            03/04/2011 12:41                                                           03/04/2011 12:41


                                                                                                                                                                                                    In some classes in school they let me listen to music and one                                            each boasting bigger and better features than its predecessor, it is
                                                                                                                                                                                                    teacher recognised it and got nostalgic.                                                                 hard to imagine the prospect of purchasing and using a bulky
                                                                                                                                                                                                                                                                                                             cassette player instead of a digital device.
                                                                                                                                                                                                    It took me three days to figure out that there was another side to
                                                                                                                                                                                                    the tape. That was not the only naive mistake that I made; I                                             Furthermore, there were a
                            Page last updated at 10:10 GMT, Monday, 29 June 2009 11:10 UK                                                                                                           mistook the metal/normal switch on the Walkman for a genre-                                              number of buttons protruding
  News Front Page
                                                                                                                                                                                                    specific equaliser, but later I discovered that it was in fact used to                                   from the top and sides of this
                               E-mail this to a friend           Printable version                                                                                                                  switch between two different types of cassette.                                                          device to provide functions such
                                                                                                                                                                                                                                                                                                             as "rewinding" and "fast-

  Africa
                            Giving up my iPod for a Walkman                                                                                                                                         Another notable feature that the
                                                                                                                                                                                                    iPod has and the Walkman doesn't          I managed to create an                                         forwarding" (remember those?),
                                                                                                                                                                                                                                        impromptu shuffle feature simply                                     which added even more bulk.
  Americas                                                                                                                                                                                          is "shuffle", where the player      by holding down 'rewind' and
  Asia-Pacific
                                                                                                                                                                                                    selects random tracks to play. Its  releasing it randomly                                                As well as this, the need for
                                                                                                               In today's Magazine
                                                                                                                                                                                                    a function that, on the face of it,                                                                      changing tapes is bothersome in
  Europe
                                                                                                                                   Big beasts                                                       the Walkman lacks. But I managed to create an impromptu shuffle                                          itself. The tapes which I had        Music on the move
  Middle East
                                                                                                                                   How elephants helped to                                          feature simply by holding down "rewind" and releasing it randomly -                                      could only hold around 12 tracks
  South Asia                                                                                                                       shape human history, by                                          effective, if a little laboured.                                                                         each, a fraction of the capacity of the smallest iPod.
   UK                                                                                                                              David Cannadine
                                                                                                                                                                                                    I told my dad about my clever idea. His words of warning brought                                         Did my dad, Alan, really ever think this was a credible piece of
   England
                                                                                                                                   Change a-coming                                                  home the difference between the portable music players of today,                                         technology?
   Northern Ireland
                                                                                                                                   Justin Webb on                                                   which don't have moving parts, and the mechanical playback of old.
   Scotland                                                                                                                        America's love affair with                                                                                                                                                "I remembered it fondly as a way to enjoy what music I liked, where
                                                                                                                                                                                                    In his words, "Walkmans eat tapes". So my clumsy clicking could
   Wales                                                                                                                           progress                                                                                                                                                                  I liked," he said. "But when I see it now, I wonder how I carried it!"
                                                                                                                                                                                                    have ended up ruining my favourite tape, leaving me music-less for
   UK Politics                                                                                                                                                                                      the rest of the day.
                                                                                                                                   Audience of one
   Education                                                                                                                                                                                                                                                                                                   WALKMAN 1, MP3 PLAYER 0
                                                                                                                                   Would you watch a play
   Magazine                 When the Sony Walkman was launched, 30 years ago                                                                                                                        Digital relief
                                                                                                                                   all on your own?
                                                                                                                                                                                                                                                                                                             But it's not all a one-way street when you line up a Walkman against
  Business                  this week, it started a revolution in portable music. But                                                                                                               Throughout my week using the Walkman, I came to realise that I
                                                                                                                                                                                                                                                                                                             an iPod. The Walkman actually has two headphone sockets, labelled
  Health                                                                                                                                                                                            have very little knowledge of technology from the past. I made a
                            how does it compare with its digital successors? The                                                   7 days quiz                                                                                                                                                               A and B, meaning the little music that I have, I can share with
  Science & Environment                                                                                                            What now for Paul the                                            number of naive mistakes, but I also learned a lot about the
                            Magazine invited 13-year-old Scott Campbell to swap                                                                                                                                                                                                                              friends. To plug two pairs of headphones in to an iPod, you have to
  Technology                                                                                                                       eight-limbed oracle?                                             grandfather of the MP3 Player.
                                                                                                                                                                                                                                                                                                             buy a special adapter.
  Entertainment
                            his iPod for a Walkman for a week.                                                                                                                                      You can almost imagine the excitement about the Walkman coming
                                                                                                                                                                                                                                                                                                             Another useful feature is the power socket on the side, so that you
  Also in the news                                                                                                                                                                                  out 30 years ago, as it was the newest piece of technology at the
                            My dad had told me it was the iPod of its day.                                    Magazine regulars                                                                                                                                                                              can plug the Walkman into the wall when you're not on the move.
 -----------------                                                                                                                                                                                  time.
                                                                                                                                                                                                                                                                                                             But given the dreadful battery life, I guess this was an outright
  Video and Audio
 -----------------
                            He had told me it was big, but I hadn't realised he meant THAT big.                                 Tweetbook                                                           Perhaps that kind of anticipation                                                                        necessity rather than an extra function.
  Programmes                It was the size of a small book.                                                                    Say goodbye to                                                      and excitement has been
                                                                                                                                worktime boredom.                                                                                                                                                            Scott Campbell co-edits his own news website, Net News Daily.
  Have Your Say             When I saw it for the first time, its colour also struck me. Nowadays                                                                                                   somewhat lost in the flood of new
                                                                                                                                Follow us on Facebook
                            gadgets come in a rainbow of colours but this was only one shade -                                  or Twitter                                                          products which now hit our
  In Pictures
                                                                                                                                                                                                    shelves on a regular basis.                                                                                 Return to link
  Country Profiles          a bland grey.                                                                    Magazine Monitor
                                                                                                             Paper Monitor, Your Letters, Quote of the
  Special Reports           So it's not exactly the most           LISTEN UP TEENAGERS... THE                Day, Caption Competition and more                                                      Personally, I'm relieved I live in
                                                                                                                                                                                                    the digital age, with bigger                                                                             A selection of your comments appears below.
                            aesthetically pleasing choice of       CLASSIC WALKMAN EXPLAINED
   Related BBC sites                                                                                                                                                                                choice, more functions and
                            music player. If I was browsing in                                                                                                                                                                                                                                               Oh, I remember being so jealous of my classmates who had
     Sport
                            a shop maybe I would have                                                                                                                                               smaller devices. I'm relieved that                                                                       Walkmans. When they first came out, they were over $200. Such joy
     Weather
                                                                                                             MOST POPULAR STORIES NOW
                            chosen something else.                                                                                                                                                  the majority of technological                                                                            when the cheap electronics brands started making them! Every long
     On This Day                                                                                              SHARED   READ   WATCHED/LISTENED                                                      advancement happened before I                                                                            trip, I carried a big bag full of tapes and extra batteries. When the
     Editors' Blog          From a practical point of view, the                                                                                                                                     was born, as I can't imagine                                                                             iPod came out, I was in awe at the idea of being able to carry my
     BBC World Service      Walkman is rather cumbersome,                                                        Sheen live show bombs in Detroit
                                                                                                                                                                                                    having to use such basic                                                                                 entire music collection in one small device that would fit in my
                            and it is certainly not pocket-                                                      French take over Abidjan airport                                                   equipment every day.                                                                                     pocket. I'd never trade my iPod for a Walkman, of course, but this
                            sized, unless you have large                                                         Fukushima workers' bodies found                                                                                         The Walkman was a nostalgic sight for                               brought back some great memories, and I really enjoyed the article.
                            pockets. It comes with a handy                                                                                                                                          Having said all that, portable
                                                                                                                                                                                                                                         Scott's parents                                                     Maybe next you should try out a Commodore 64 for a week?
                                                                                                                 Fighting resumes in Libyan cities                                                  music is better than no music.
                            belt clip screwed on to the back,                                                                                                                                                                                                                                                Michelle, Portland, Oregon, USA
                            yet the weight of the unit is                                                        Afghan Koran protests spreading
                                                                                                                                                                                                    Now, for technically curious readers, I've directly compared the
                            enough to haul down a low-slung                                                      Transocean executives get bonuses                                                  portable cassette player with its latter-day successor. Here are the                                     The one he is using now should be the earliest stage of Walkman
                            pair of combats.                                                                                                                                                        main cons, and even a pro, I found with this piece of antique                                            history. I still remember my last walkman 8 years ago was actually
                                                                                                                 US jets grounded after hole scare
                                                                                                                                                                                                    technology.                                                                                              powered by a single AAA battery only and can last for few hours. I
                            When I wore it walking down the                                                      Thousands are missing in Mexico                                                                                                                                                             agree perfectly to what he said about '.... with a satisfying clunk " o
                            street or going into shops, I got                                                                                                                                                                                                                                                men... this was absolutely a SATISFACTION !!
                                                                                                                 UN Gaza report 'should be buried'
                            strange looks, a mixture of                                                                                                                                                                                                                                                      Chester Kev, Malaysia
                                                                                                                 Joy and desolation after cricket final                                               SOUND
                            surprise and curiosity, that made
                                                                      1: Clunky buttons
                            me a little embarrassed.                                                                                                                                                This is the function that matters most. To make the music play, you                                      You mention the lack of capacity and the limited number of tracks
                                                                      2: Switch to metal (that's a type of    Most popular now, in detail
                                                                                                                                                                                                    push the large play button. It engages with a satisfying clunk, unlike                                   you could carry around, I seem to quite merrily recall ALSO carrying
                            As I boarded the school bus,              cassette, not heavy rock music)
                                                                                                                                                                                                    the finger tip tap for the iPod.                                                                         around a slick over the shoulder carry case for up to 20 cassettes
                            where I live in Aberdeenshire, I          3: Battery light - usually found
                                                                      flickering in its death throes                                                                                                                                                                                                         should my friends and I be heading out. And all the song lyrics were
                            was greeted with laughter. One                                                                                                                                          When playing, it is clearly evident that the music sounds significantly                                  handily printed out on the inside of the cassette cover, how ingenius
                                                                      4: Double headphone jack (not to
                            boy said: "No-one uses them any                                                                                                                                         different than when played on an MP3 player, mainly because of the                                       was that!
                                                                      be found on an iPod)
                            more." Another said: "Groovy."                                                                                                                                          hissy backtrack and odd warbly noises on the Walkman.                                                    Andrew McCreath, Wateringbury, Kent
                                                                      5: Door ejects - watch out for
                            Yet another one quipped: "That            flying tapes and eye injuries
                            would be hard to lose."                                                                                                                                                 The warbling is probably because of the horrifically short battery life;                                 Memories! I still have exactly the same model that Scott used for his
                                                                      Walkman v iPod: Scott's verdict                                                                                               it is nearly completely dead within three hours of firing it up. Not                                     review - brought back floods of memories from the 80s - especially
                            My friends couldn't imagine their                                                                                                                                       long after the music warbled into life, it abruptly ended.                                               using the double headphone socket so my girlfriend (now wife) and I
                            parents using this monstrous box, but there was interest in what the                                                                                                                                                                                                             could share Phil Collins (!?). Between myself and my 3 kids I've now
                            thing was and how it worked.                                                                                                                                                                                                                                                     bought every model of iPod/Phone, but I doubt I'll have those
                                                                                                                                                                                                      CONVENIENCE
                                                                                                                                                                                                                                                                                                             memories again.
                                                                                                                                                                                                    With the plethora of MP3 players available on the market nowadays,                                       Jim Mantle, Melbourne, Australia
http://news.bbc.co.uk/2/hi/8117619.stm                                                                                                                    Page 1 of 6

                                                                                                                                                                        http://news.bbc.co.uk/2/hi/8117619.stm                                                                   http://news.bbc.co.uk/2/hi/8117619.stm2 of 6
                                                                                                                                                                                                                                                                                                                  Page                                                                       Page 3 of 6

BBC experiment on simplicity: asking an iPod’s generation teenager to play a walkman... http://news.bbc.co.uk/2/hi/8117619.stm


Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
...therefore...

• design builds on empathy: put your feet in user’s shoes, learn what they know.
• design focuses on people, not users, neither customers: people do connect or
  adapt things to fit their life in ways you don’t think of, they hack.
• field observation, and role play in context are fundamental to help one discover
  practices, routines, patterns, by nature not verbalised, but grounding innovation.
• iterations, prototyping and testing are key to avoid conceptual speculations.
• design is relevant in context: time, cultural, religious, political, economical, social.
• it is an iterative & collaborative approach.
• it is a holistic vision: the hole is bigger than the sum of its parts: gestalt



Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
Why is the design-driven innovation
now popular?




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
Failed futures

Deductive practices are failing to predict future.
Future forecast are only 20-25% right (Steven Schnaars).
Zeitgeist (60’s: space race, 80’s: virtuality, now UGC: ‘we are the media’) mis-lead us.
Change is not linear and very slow.
Interaction among the various trends are commonly ignored, and unexpected.
Development is by definition not taken into account (John Paulos).
Bad understanding of ‘users’: abstracted, isolated and sillowed target.
The average human myth & modernity: tati’s play time...
... Exceptions always kill modern automations myths.
Making things more natural: mapping reality into artificial intelligence: always fails.
Modernity & utilitarian fallacy.
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
Failed futures

Over-optimism, people smile on pics.
Recurring re-invention of the wheel.
Little knowledge of similar attempts (conviction a new project is totally different).
Persuasion this proximal future is the holy grail.
Sincerity!




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
Failed futures

Innovation is not linear, Gartner hype cycle.




Gartner technology adoption/hype curve




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
Failed futures

Moore’s chasm, a modernist approach versus lifestyle segments, post-modernist.




modern vision of adoption                                                       post-modern vision of adoption




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
Failed futures

We are designing semi-finished products, open to appropriation.
Hacking and appropriation happen...
Innovation always bring with them un-intended consequences:
• Railways invention have lead the genesis of time zone.
• Transferable communication credit in Africa have lead to the genesis of a parallel
banking system.




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
A new renaissance period

We are entering a new renaissance period led by digital technologies
which started to deeply transform our society:
• Less dependance on established forms of authorities.
• Convergence of business (example: media/telecom/web).
• Opening bottom-up innovation.
• Accelerating innovation cycles.
• Enabling co-creation, adaptation, diversion, hacking.
• Provide power to doers.




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
‘Sociologie de l’imaginaire’: now in a post-modern period

This renaissance develops as modern myths die. We are in a post-modern period
with specific myths.
People are more complex, and less predictable than expected during modernist
period, exposing faceted identities rather than unity.
Most research labs, and to some extend marketing, tend to live on modernist myths
which ‘imaginaire’ is now ‘passé’.




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
‘Sociologie de l’imaginaire’: a post-modern period

From Apollon’s myth to Dyonisos myth...
Apollon’s myth: rational persona, autonomous, independant, knowing.
Key values in identity building: ‘emancipation’, control, ‘domestication’, liberation,
intellectualisation.
Temporality: future, long-term, identity formed on ‘conditionnel’, expectation.
Mai 68: ‘le bourgeois ne jouit pas, il thésaurise.’




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
‘Sociologie de l’imaginaire’: a post-modern period

Dionysos’ myth: relational experience, in situ, here and now, avatar, pseudo, friends’
network, tribes, group’s narcissism, from identity to identification dynamic.
Key values in identity building:
Dependancy, sociability, adaptability, connexion,
Temporality: hic & nunc (here & now), ‘utopies interstitielles’.
Mysticism.

Such cultural context is the ground for new innovation practices.




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
What is design-driven innovation
or design-thinking?




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
Design thinking, definition, wikipedia

Design thinking is a process for practical creative resolution of problems or issues
that looks for an improved future result. It is the essential ability to combine
empathy, creativity and rationality to meet user needs and drive business success.

Unlike analytical thinking, design thinking is a creative process based around the
"building up" of ideas. There are no judgments early on in design thinking. This
eliminates the fear of failure and encourages maximum input and participation in
the ideation and prototype phases. Out-of-the box thinking is encouraged in these
earlier processes since this can often lead to creative solutions.



Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
Design thinking, definition, wikipedia

In organisation and management theory, design thinking forms part of the
Architecture/Design/Anthropology (A/D/A) paradigm, which characterises
innovative, human-centered enterprises.

This paradigm also focuses on a collaborative and iterative style of work and an
abductive mode of thinking, compared to practices associated with the more
traditional Mathematics/Economics/Psychology (M/E/P) management paradigm.

Design is a creative synthesis building on Gestalt’s theory:
the whole is bigger than the sum of it’s parts.

Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
Innovation & design

Roberto Vergnanti/Donald Norman

                                                  technology         technology
                                                                                                       technology change
                                                  push               epiphany
              incremental change radical change




                                                                                                       or meaning change


                                                                     design

                                                  market pull        design
                                                  (user centred)
                                                                                                            Human
 technology




                                                                                      product
                                                                                                            Centred
                                                                                                            Design

                                                  incremental change radical change             time

                                                  meaning




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
Design thinking, a definition, the double diamond model

Design thinking is a creative problem solving process.
As such, it distances design from being reduced to a function in a process.
It encompasses 2 key phases: what is to be design & how to design it well:
                                         co




                                                                e
                                            nv




                                                              nc




                                                                                    co
        e




                                              er




                                                                e




                                                                                       nv
      nc




                                                             rg
                                                ge
        e




                                                                                         er
                                                          ve
     rg




                                                nc




                                                                                           ge
                                                        di
  ve




                                                  e




                                                                                            nc
di




                                                                                              e
       Observe                           Define              Develop              Deliver
       Observations                     Insights             Concepts         Prototypes




  Source: Design council/Design Management in 11 companies

  Design the right thing                                 Design the thing right




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
Design thinking, a definition, the double diamond model

But way too often, I contemplate the ‘concours Lepine’ syndrome: jumping right
from 1 to 3, from a non digested observation to design. Each phase delivers
prototypes to animate debate and decision making.
                                         co




                                                                e
                                            nv




                                                              nc




                                                                                    co
        e




                                              er




                                                                e




                                                                                       nv
      nc




                                                             rg
                                                ge
        e




                                                                                         er
                                                          ve
     rg




                                                nc




                                                                                           ge
                                                        di
  ve




                                                  e




                                                                                            nc
di




                                                                                              e
       Observe                           Define              Develop              Deliver
       Observations                     Insights             Concepts         Prototypes




  Source: Design council/Design Management in 11 companies

  Design the right thing                                 Design the thing right




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
Design, a facilitation skill

Prototyping to animate debate, decision making, to build knowledge, to engage...




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
Design, a change managment skill

A good product needs the right culture and the right organisation to exist:
Without change there is no innovation, creativity or incentive for improvement.
Those who initiate change will have better opportunity to manage the change
that is inevitable. C. William Pollard, the soul of the firm.




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
Appendix




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
References
ideo, the art of innovation,
ideo, the 10 faces of innovation,
ideo, innovation by design
ideo cards,
change by design
m kuniavski, observing the user
d norman, the design of every day things
d norman, emotional design
d norman, designing complexiy
r vergnanti, design driven innovation,
s berkun, the myths of innovation,
designing the perfect design brief,
b borja, design management,
nicolas nova,
stephane hugon.




Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
Design thinking, the double diamond model, tools, samples
Briefing-1                      Observe                           Define                           Briefing-2          Developp                   Implementation
Stakeholder interview           Ethnography                       Cluster insights, paterns, needs                     Sketches                   Technical feasibility
Organizational structure        Journal study                     Empathy map                                          Wireframes                 SW architecture
                                Video-online diary                Cluster user archetypes                              Task analysis              HW limitations
Current state analysis          Cultural inventory                Cluster scenarios archetypes                         Task flow                  User ecceptance test
Understand objectives           Lucking                           Journey map                                          User scenario
Quantitative studies            Shadowing                         Power of ten                     Outputs             Comics                     Outputs
User gegmentation               In home interviews                2X2 matrix                       Insights            Storyboard                 Collaborative design sessions
                                AEIOU                             Metaphors matrix                 Models              Navigation concepts          with engineers
Trends (tech, social, business) Trend analysis                    low laddering                    Competitive audit   Participatory design
                                Card sorting                      point of view madlib             Need analysis       IA mapping
Outputs                         Contextual inquiry                point of view metaphor                               Paper prototypes
Transcripts                     Experts interviews                Point of view want add                               Digital prototypes
Objectives, constraints,        What/How/Why                      Brainstorming                                        Design sprints
  conditions                    User camera study                 BodyStorming                                         Iterative design
Schedule                                                          Conceptual models                                    Usability test
Value proposition               Visual story telling, scenarios   Brainstorming
                                Benchmarking                      Reverse-brainstorming                                Defining statements
                                Heuristic evaluations             Design principles                                    Postion mapping
                                Periodical reviews                                                                     Value curve
                                                                  Outputs                                              Mental models
                                Outputs                           Design brief-2                                       Card sorting
                                Test plan and screener            Insights                                             Collaborative ideation
                                Participant board                 Models                                               Market differentiation
                                User patterns, models             Competitive audit                                    Artifact from the future
                                User segmentation                 Need analysis                                        Affinity diagrams
                                Feature/function map                                                                   Graphic facilitation
                                Personas                                                                               Backcasting
                                Opportunities report                                                                   Evolution model
                                                                                                                       Imprtance vs feasibility
                                                                                                                         priorization

                                                                                                                       Outputs
                                                                                                                       UI guidelines
                                                                                                                       Design principles
                                                                                                                       Annotated wireframes
                                                                                                                       Presentation
                                                                                                                       Digital prototypes
                                                                                                                       Physical prototypes
Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011

More Related Content

What's hot

Augmenting Education: The Collision of Real and Virtual Worlds [SECAC]
Augmenting Education: The Collision of Real and Virtual Worlds [SECAC]Augmenting Education: The Collision of Real and Virtual Worlds [SECAC]
Augmenting Education: The Collision of Real and Virtual Worlds [SECAC]Bryan Loar
 
Augmenting Education: The Collision of Real and Virtual Worlds [VRA]
Augmenting Education: The Collision of Real and Virtual Worlds [VRA]Augmenting Education: The Collision of Real and Virtual Worlds [VRA]
Augmenting Education: The Collision of Real and Virtual Worlds [VRA]Bryan Loar
 
Redux: Interaction 2012 Keynotes
Redux: Interaction 2012 KeynotesRedux: Interaction 2012 Keynotes
Redux: Interaction 2012 KeynotesBoon Yew Chew
 
Social Mobile Museums: The Missed Opportunity
Social Mobile Museums: The Missed OpportunitySocial Mobile Museums: The Missed Opportunity
Social Mobile Museums: The Missed OpportunityFrankly, Green + Webb
 
Question 1
Question 1 Question 1
Question 1 zel94
 
Feb 27th community engagement and empowerment dmu games festival
Feb 27th community engagement and empowerment dmu games festivalFeb 27th community engagement and empowerment dmu games festival
Feb 27th community engagement and empowerment dmu games festivalDavid Wortley
 
Persuasion eats Advertising for breakfast
Persuasion eats Advertising for breakfastPersuasion eats Advertising for breakfast
Persuasion eats Advertising for breakfastTom De Bruyne
 
Librarians in Virtual Worlds
Librarians in Virtual WorldsLibrarians in Virtual Worlds
Librarians in Virtual WorldsAileen Marshall
 
Worksheet 3.1.1
Worksheet 3.1.1Worksheet 3.1.1
Worksheet 3.1.1renee
 
Podiumkunsten - Persuasion eats advertising for breakfast
Podiumkunsten - Persuasion eats advertising for breakfastPodiumkunsten - Persuasion eats advertising for breakfast
Podiumkunsten - Persuasion eats advertising for breakfastTom De Bruyne
 
Digital Storytelling: Using Technology in the Classroom that is Context-embed...
Digital Storytelling: Using Technology in the Classroom that is Context-embed...Digital Storytelling: Using Technology in the Classroom that is Context-embed...
Digital Storytelling: Using Technology in the Classroom that is Context-embed...Fred Mindlin
 
Ignite seoul 4-12 정기원 designfiction
Ignite seoul 4-12 정기원 designfictionIgnite seoul 4-12 정기원 designfiction
Ignite seoul 4-12 정기원 designfictionJinho Jung
 
UX Cambridge Crafted round-up
UX Cambridge Crafted round-upUX Cambridge Crafted round-up
UX Cambridge Crafted round-upCrafted
 
Portfolio 2015 Fazil Akin
Portfolio 2015 Fazil AkinPortfolio 2015 Fazil Akin
Portfolio 2015 Fazil Akinfazilakin
 

What's hot (20)

Learning to Teach in Second Life
Learning to Teach in Second LifeLearning to Teach in Second Life
Learning to Teach in Second Life
 
Augmenting Education: The Collision of Real and Virtual Worlds [SECAC]
Augmenting Education: The Collision of Real and Virtual Worlds [SECAC]Augmenting Education: The Collision of Real and Virtual Worlds [SECAC]
Augmenting Education: The Collision of Real and Virtual Worlds [SECAC]
 
Augmenting Education: The Collision of Real and Virtual Worlds [VRA]
Augmenting Education: The Collision of Real and Virtual Worlds [VRA]Augmenting Education: The Collision of Real and Virtual Worlds [VRA]
Augmenting Education: The Collision of Real and Virtual Worlds [VRA]
 
Redux: Interaction 2012 Keynotes
Redux: Interaction 2012 KeynotesRedux: Interaction 2012 Keynotes
Redux: Interaction 2012 Keynotes
 
Hendry Wibisono
Hendry WibisonoHendry Wibisono
Hendry Wibisono
 
Social Mobile Museums: The Missed Opportunity
Social Mobile Museums: The Missed OpportunitySocial Mobile Museums: The Missed Opportunity
Social Mobile Museums: The Missed Opportunity
 
Question 1
Question 1 Question 1
Question 1
 
Feb 27th community engagement and empowerment dmu games festival
Feb 27th community engagement and empowerment dmu games festivalFeb 27th community engagement and empowerment dmu games festival
Feb 27th community engagement and empowerment dmu games festival
 
Estudo 3D
Estudo 3DEstudo 3D
Estudo 3D
 
Persuasion eats Advertising for breakfast
Persuasion eats Advertising for breakfastPersuasion eats Advertising for breakfast
Persuasion eats Advertising for breakfast
 
Librarians in Virtual Worlds
Librarians in Virtual WorldsLibrarians in Virtual Worlds
Librarians in Virtual Worlds
 
Worksheet 3.1.1
Worksheet 3.1.1Worksheet 3.1.1
Worksheet 3.1.1
 
MRM:LAB Coverstories 2011 #7
MRM:LAB Coverstories 2011 #7MRM:LAB Coverstories 2011 #7
MRM:LAB Coverstories 2011 #7
 
Boisbuchet 2012
Boisbuchet 2012Boisbuchet 2012
Boisbuchet 2012
 
Podiumkunsten - Persuasion eats advertising for breakfast
Podiumkunsten - Persuasion eats advertising for breakfastPodiumkunsten - Persuasion eats advertising for breakfast
Podiumkunsten - Persuasion eats advertising for breakfast
 
Digital Storytelling: Using Technology in the Classroom that is Context-embed...
Digital Storytelling: Using Technology in the Classroom that is Context-embed...Digital Storytelling: Using Technology in the Classroom that is Context-embed...
Digital Storytelling: Using Technology in the Classroom that is Context-embed...
 
Ignite seoul 4-12 정기원 designfiction
Ignite seoul 4-12 정기원 designfictionIgnite seoul 4-12 정기원 designfiction
Ignite seoul 4-12 정기원 designfiction
 
Design doc
Design docDesign doc
Design doc
 
UX Cambridge Crafted round-up
UX Cambridge Crafted round-upUX Cambridge Crafted round-up
UX Cambridge Crafted round-up
 
Portfolio 2015 Fazil Akin
Portfolio 2015 Fazil AkinPortfolio 2015 Fazil Akin
Portfolio 2015 Fazil Akin
 

Viewers also liked

La metodología del dialogo sostenido
La metodología del dialogo sostenidoLa metodología del dialogo sostenido
La metodología del dialogo sostenidoGobernabilidad
 
The role of Design Thinking
The role of Design ThinkingThe role of Design Thinking
The role of Design ThinkingPieter Baert
 
Tulevaisuusselonteko - Mihin Suomeen se meitä vie?
Tulevaisuusselonteko - Mihin Suomeen se meitä vie?Tulevaisuusselonteko - Mihin Suomeen se meitä vie?
Tulevaisuusselonteko - Mihin Suomeen se meitä vie?Demos Helsinki
 
Käyttäjätiedon hyödyntäminen palvelutuotteen kehittämisessä
Käyttäjätiedon hyödyntäminen palvelutuotteen kehittämisessäKäyttäjätiedon hyödyntäminen palvelutuotteen kehittämisessä
Käyttäjätiedon hyödyntäminen palvelutuotteen kehittämisessäSatu Miettinen
 
design-driven innovation
design-driven innovationdesign-driven innovation
design-driven innovationYi-ting Lin
 
Design driven innovation and design thinking
Design driven innovation and design thinkingDesign driven innovation and design thinking
Design driven innovation and design thinkingdesignprovidence
 
Design_and_competitive_advantage - Claudio Dell'Era at HCDI seminar 30 April ...
Design_and_competitive_advantage - Claudio Dell'Era at HCDI seminar 30 April ...Design_and_competitive_advantage - Claudio Dell'Era at HCDI seminar 30 April ...
Design_and_competitive_advantage - Claudio Dell'Era at HCDI seminar 30 April ...Marco Ajovalasit
 
The value of Design Driven Innovation
The value of Design Driven InnovationThe value of Design Driven Innovation
The value of Design Driven Innovation31Volts
 
Design thinking presentation (incl notes)
Design thinking presentation (incl notes)Design thinking presentation (incl notes)
Design thinking presentation (incl notes)JerCar
 
Two models of design-driven innovation - UX Australia
Two models of design-driven innovation - UX AustraliaTwo models of design-driven innovation - UX Australia
Two models of design-driven innovation - UX AustraliaSteve Baty
 
Design-Driven Service Innovation: Introducing Techniques for Changing the Mea...
Design-Driven Service Innovation: Introducing Techniques for Changing the Mea...Design-Driven Service Innovation: Introducing Techniques for Changing the Mea...
Design-Driven Service Innovation: Introducing Techniques for Changing the Mea...ServDes
 
Design Driven Innovation
Design Driven InnovationDesign Driven Innovation
Design Driven Innovationguest520df39
 
Business Model Innovation
Business Model InnovationBusiness Model Innovation
Business Model InnovationMarcus Linder
 
Trade marketing for Bacardi
Trade marketing for BacardiTrade marketing for Bacardi
Trade marketing for BacardiAnton Razumov
 
Business model innovation
Business model innovationBusiness model innovation
Business model innovationbeltamayo
 
40 Minutes on Business Model Innovation
40 Minutes on Business Model Innovation40 Minutes on Business Model Innovation
40 Minutes on Business Model InnovationAlexander Osterwalder
 
Design thinking and innovation at apple
Design thinking and innovation at apple Design thinking and innovation at apple
Design thinking and innovation at apple Wei Li
 

Viewers also liked (20)

La metodología del dialogo sostenido
La metodología del dialogo sostenidoLa metodología del dialogo sostenido
La metodología del dialogo sostenido
 
The role of Design Thinking
The role of Design ThinkingThe role of Design Thinking
The role of Design Thinking
 
Tulevaisuusselonteko - Mihin Suomeen se meitä vie?
Tulevaisuusselonteko - Mihin Suomeen se meitä vie?Tulevaisuusselonteko - Mihin Suomeen se meitä vie?
Tulevaisuusselonteko - Mihin Suomeen se meitä vie?
 
Käyttäjätiedon hyödyntäminen palvelutuotteen kehittämisessä
Käyttäjätiedon hyödyntäminen palvelutuotteen kehittämisessäKäyttäjätiedon hyödyntäminen palvelutuotteen kehittämisessä
Käyttäjätiedon hyödyntäminen palvelutuotteen kehittämisessä
 
design-driven innovation
design-driven innovationdesign-driven innovation
design-driven innovation
 
Design driven innovation and design thinking
Design driven innovation and design thinkingDesign driven innovation and design thinking
Design driven innovation and design thinking
 
Design_and_competitive_advantage - Claudio Dell'Era at HCDI seminar 30 April ...
Design_and_competitive_advantage - Claudio Dell'Era at HCDI seminar 30 April ...Design_and_competitive_advantage - Claudio Dell'Era at HCDI seminar 30 April ...
Design_and_competitive_advantage - Claudio Dell'Era at HCDI seminar 30 April ...
 
The value of Design Driven Innovation
The value of Design Driven InnovationThe value of Design Driven Innovation
The value of Design Driven Innovation
 
Design thinking presentation (incl notes)
Design thinking presentation (incl notes)Design thinking presentation (incl notes)
Design thinking presentation (incl notes)
 
Two models of design-driven innovation - UX Australia
Two models of design-driven innovation - UX AustraliaTwo models of design-driven innovation - UX Australia
Two models of design-driven innovation - UX Australia
 
Design-Driven Service Innovation: Introducing Techniques for Changing the Mea...
Design-Driven Service Innovation: Introducing Techniques for Changing the Mea...Design-Driven Service Innovation: Introducing Techniques for Changing the Mea...
Design-Driven Service Innovation: Introducing Techniques for Changing the Mea...
 
Design Driven Innovation
Design Driven InnovationDesign Driven Innovation
Design Driven Innovation
 
Design thinking
Design thinkingDesign thinking
Design thinking
 
Business Model Innovation
Business Model InnovationBusiness Model Innovation
Business Model Innovation
 
Business model innovation
Business model innovationBusiness model innovation
Business model innovation
 
Trade marketing for Bacardi
Trade marketing for BacardiTrade marketing for Bacardi
Trade marketing for Bacardi
 
Business model innovation
Business model innovationBusiness model innovation
Business model innovation
 
What is design thinking?
What is design thinking?What is design thinking?
What is design thinking?
 
40 Minutes on Business Model Innovation
40 Minutes on Business Model Innovation40 Minutes on Business Model Innovation
40 Minutes on Business Model Innovation
 
Design thinking and innovation at apple
Design thinking and innovation at apple Design thinking and innovation at apple
Design thinking and innovation at apple
 

Similar to Introduction to design thinking

A2 creative critical reflection
A2 creative critical reflectionA2 creative critical reflection
A2 creative critical reflectionWanjira Nyakwezi
 
Gortekar ellis partlow_dreyband_storytelling
Gortekar ellis partlow_dreyband_storytellingGortekar ellis partlow_dreyband_storytelling
Gortekar ellis partlow_dreyband_storytellingManali Gortekar
 
The Creative and the Curious: When learners roam free
The Creative and the Curious: When learners roam freeThe Creative and the Curious: When learners roam free
The Creative and the Curious: When learners roam freeHelen Keegan (a.k.a heloukee)
 
Gicc méthodologies du design
Gicc méthodologies du design Gicc méthodologies du design
Gicc méthodologies du design Remy Bourganel
 
Leaving Classrooms Behind - Interaction 18 - Education Summit (annotated)
Leaving Classrooms Behind - Interaction 18 - Education Summit (annotated)Leaving Classrooms Behind - Interaction 18 - Education Summit (annotated)
Leaving Classrooms Behind - Interaction 18 - Education Summit (annotated)Thomas Fogarasy
 
Muhammad said Media art FYP slide
Muhammad said Media art  FYP slideMuhammad said Media art  FYP slide
Muhammad said Media art FYP slidemsaidrahim
 
Our dain scrapbook
Our dain scrapbookOur dain scrapbook
Our dain scrapbookmaryfmoss
 
Presentation for Interact 2007. Interfacing Video Capture, Editing and Publi...
Presentation for Interact 2007.  Interfacing Video Capture, Editing and Publi...Presentation for Interact 2007.  Interfacing Video Capture, Editing and Publi...
Presentation for Interact 2007. Interfacing Video Capture, Editing and Publi...Cati Vaucelle
 
Three Proposals for the New Millennium--or the next 5 years!
Three Proposals for the New Millennium--or the next 5 years!Three Proposals for the New Millennium--or the next 5 years!
Three Proposals for the New Millennium--or the next 5 years!Peter Samis
 
The Musician, Technology And Copyright Laws
The Musician, Technology And Copyright LawsThe Musician, Technology And Copyright Laws
The Musician, Technology And Copyright LawsAngie Lee
 
Ict Image Strategies
Ict Image StrategiesIct Image Strategies
Ict Image Strategiescankiwi4
 
Multimedia learning synthesis
Multimedia learning synthesisMultimedia learning synthesis
Multimedia learning synthesisalman377
 
In-Time On-Place Learning — Creation, Annotation and Sharing of Location-Base...
In-Time On-Place Learning — Creation, Annotation and Sharing of Location-Base...In-Time On-Place Learning — Creation, Annotation and Sharing of Location-Base...
In-Time On-Place Learning — Creation, Annotation and Sharing of Location-Base...Teemu Leinonen
 
Operating in a connected world and the power of doing
Operating in a connected world and the power of doingOperating in a connected world and the power of doing
Operating in a connected world and the power of doingMartin Bailie
 
theconeofexperience.pdf
theconeofexperience.pdftheconeofexperience.pdf
theconeofexperience.pdfMidhuM1
 

Similar to Introduction to design thinking (20)

A2 creative critical reflection
A2 creative critical reflectionA2 creative critical reflection
A2 creative critical reflection
 
Gortekar ellis partlow_dreyband_storytelling
Gortekar ellis partlow_dreyband_storytellingGortekar ellis partlow_dreyband_storytelling
Gortekar ellis partlow_dreyband_storytelling
 
The Creative and the Curious: When learners roam free
The Creative and the Curious: When learners roam freeThe Creative and the Curious: When learners roam free
The Creative and the Curious: When learners roam free
 
Hello!
Hello!Hello!
Hello!
 
Gicc méthodologies du design
Gicc méthodologies du design Gicc méthodologies du design
Gicc méthodologies du design
 
Leaving Classrooms Behind - Interaction 18 - Education Summit (annotated)
Leaving Classrooms Behind - Interaction 18 - Education Summit (annotated)Leaving Classrooms Behind - Interaction 18 - Education Summit (annotated)
Leaving Classrooms Behind - Interaction 18 - Education Summit (annotated)
 
College Essay Editing Service
College Essay Editing ServiceCollege Essay Editing Service
College Essay Editing Service
 
Educational Technology 1
Educational Technology 1Educational Technology 1
Educational Technology 1
 
Muhammad said Media art FYP slide
Muhammad said Media art  FYP slideMuhammad said Media art  FYP slide
Muhammad said Media art FYP slide
 
Our dain scrapbook
Our dain scrapbookOur dain scrapbook
Our dain scrapbook
 
Social Learning Learn X
Social Learning Learn XSocial Learning Learn X
Social Learning Learn X
 
Presentation for Interact 2007. Interfacing Video Capture, Editing and Publi...
Presentation for Interact 2007.  Interfacing Video Capture, Editing and Publi...Presentation for Interact 2007.  Interfacing Video Capture, Editing and Publi...
Presentation for Interact 2007. Interfacing Video Capture, Editing and Publi...
 
Three Proposals for the New Millennium--or the next 5 years!
Three Proposals for the New Millennium--or the next 5 years!Three Proposals for the New Millennium--or the next 5 years!
Three Proposals for the New Millennium--or the next 5 years!
 
The Musician, Technology And Copyright Laws
The Musician, Technology And Copyright LawsThe Musician, Technology And Copyright Laws
The Musician, Technology And Copyright Laws
 
Ict Image Strategies
Ict Image StrategiesIct Image Strategies
Ict Image Strategies
 
Multimedia learning synthesis
Multimedia learning synthesisMultimedia learning synthesis
Multimedia learning synthesis
 
In-Time On-Place Learning — Creation, Annotation and Sharing of Location-Base...
In-Time On-Place Learning — Creation, Annotation and Sharing of Location-Base...In-Time On-Place Learning — Creation, Annotation and Sharing of Location-Base...
In-Time On-Place Learning — Creation, Annotation and Sharing of Location-Base...
 
Operating in a connected world and the power of doing
Operating in a connected world and the power of doingOperating in a connected world and the power of doing
Operating in a connected world and the power of doing
 
Cone of experience
Cone of experienceCone of experience
Cone of experience
 
theconeofexperience.pdf
theconeofexperience.pdftheconeofexperience.pdf
theconeofexperience.pdf
 

More from Remy Bourganel

Social internet of things
Social internet of things Social internet of things
Social internet of things Remy Bourganel
 
L'imaginaire pour la création de design space
L'imaginaire pour la création de design space L'imaginaire pour la création de design space
L'imaginaire pour la création de design space Remy Bourganel
 
Metadesign, imaginaire, design space, generative tool
Metadesign, imaginaire, design space, generative toolMetadesign, imaginaire, design space, generative tool
Metadesign, imaginaire, design space, generative toolRemy Bourganel
 
Cothinktank berlin 2011
Cothinktank berlin 2011Cothinktank berlin 2011
Cothinktank berlin 2011Remy Bourganel
 
A short history of interaction design
A short history of interaction designA short history of interaction design
A short history of interaction designRemy Bourganel
 

More from Remy Bourganel (6)

Social internet of things
Social internet of things Social internet of things
Social internet of things
 
Qs, ux, design
Qs, ux, designQs, ux, design
Qs, ux, design
 
L'imaginaire pour la création de design space
L'imaginaire pour la création de design space L'imaginaire pour la création de design space
L'imaginaire pour la création de design space
 
Metadesign, imaginaire, design space, generative tool
Metadesign, imaginaire, design space, generative toolMetadesign, imaginaire, design space, generative tool
Metadesign, imaginaire, design space, generative tool
 
Cothinktank berlin 2011
Cothinktank berlin 2011Cothinktank berlin 2011
Cothinktank berlin 2011
 
A short history of interaction design
A short history of interaction designA short history of interaction design
A short history of interaction design
 

Recently uploaded

Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLkenzukiri
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfHctorFranciscoSnchez1
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Amil baba
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillCre8iveskill
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Ed Orozco
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxb2kshani34
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfsaidbilgen
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024mikailaoh
 
Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxSamKuruvilla5
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxHasan S
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024Alan Dix
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTThink 360 Studio
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazineRivanEleraki
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before ConstructionResDraft
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comjakyjhon00
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtTeeFusion
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsBlock Party
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Ted Drake
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...khushisharma298853
 

Recently uploaded (19)

Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdf
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkill
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptx
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024
 
Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptx
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPT
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazine
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before Construction
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.com
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy Shirt
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teams
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...
 

Introduction to design thinking

  • 1. Design driven innovation Introduction to an innovation practice Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 2. Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that's creativity.” Ch. Mingus Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 3. Introduction, about design Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 4. About design, as an activity 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 | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 5. About design, as an activity 50 design disciplines listed on wikipedia: experience ecosystems viability samples of Apple design activities Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 6. About design, as a methodology Design is a creative synthesis activity @ the junction of: feasibility(technology)/desirability(people & environment)/viability(business) feasibility desirability design viability Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 7. About design, as a methodology Design is a creative synthesis activity @ the junction of: • top-down approach: a value-led experience system: an ethos, a culture, a zeitgeist, un imaginaire, encapsulated in a brand. • bottom-up approach: a usage and people-led experience system: focusing on people’s needs. Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 8. About design, as a methodology Design is a creative synthesis activity: aiming at balancing 3 values. Desirable design usable useful Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 9. About design, as a methodology Design is a creative synthesis activity: aiming at balancing experiential qualities. viceral calimorphic cognitive practical experience experience experience bebavioural reflective experiential socioplastic sensorial emotionnal Nokia’s DNA experience model Donald Norman’s experience model Stephane Vial’s experience model Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 10. About design, as a methodology Design is a creative synthesis activity processing a an abductive thinking: a logic inference described as ‘guessing’ and ‘projecting’: dessin à dessein. This approach values: • rapid iterative trials & errors process: prototyping • a holistic vision within which the whole is greater than the sum of its parts: gestalt Ideo medical tool rapid prototype out os stationary features vs gestalt, the CD player feature list vs the Muji CD player list Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 11. About design-driven innovation Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 12. Important background about innovation The myth of methodology, in short form, is the belief that a playbook exists for innovation. Scott Berkun, The myths of innovation. Without change there is no innovation, creativity or incentive for improvement. Those who initiate change will have better opportunity to manage the change that is inevitable. C. William Pollard, the soul of the firm. Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 13. About cognition or how people learn and adapt Piaget: To solve experience B, a child builds on previous experience A... from this comes the concept of affordances: actions possibilities that are readily perceivable by an actor from remembered experiences... this is an adbuctive thinking process therefore... Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 14. About cognition or how people learn and adapt • There is no such a thing as disruption in usage: disruption is a marketing concept. • There is a tension for the designer between addressing a marketing need to value the perception of a disruption / people’s need to capitalise on experience. • There is a tension between 3 mental models: design/maintenance/use... • There is no such absolute concept as simplicity without an understanding of what a user knows from a personal and a cultural point of view. what we think as natural is to a large extend learnt, then projected on affordances/feedbacks. Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 15. About cognition or how people learn and adapt For example, the desktop metaphor was purposefully referring to real world objects as metaphors to help one grasp the abstraction of a digital ‘space’. And this is not exclusive to digital devices. original desktop metaphor Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 16. About cognition or how people learn and adapt Understanding affordances happens everyday. While facing an un-experienced situation, we will aim at capitalising on our knowledge to speculate how something works: door push/pull? door push/pull? Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 17. About cognition or how people learn and adapt BBC NEWS | UK | Magazine | Giving up my iPod for a Walkman 03/04/2011 12:41 BBC NEWS | UK | Magazine | Giving up my iPod for a Walkman BBC NEWS | UK | Magazine | Giving up my iPod for a Walkman 03/04/2011 12:41 03/04/2011 12:41 In some classes in school they let me listen to music and one each boasting bigger and better features than its predecessor, it is teacher recognised it and got nostalgic. hard to imagine the prospect of purchasing and using a bulky cassette player instead of a digital device. It took me three days to figure out that there was another side to the tape. That was not the only naive mistake that I made; I Furthermore, there were a Page last updated at 10:10 GMT, Monday, 29 June 2009 11:10 UK mistook the metal/normal switch on the Walkman for a genre- number of buttons protruding News Front Page specific equaliser, but later I discovered that it was in fact used to from the top and sides of this E-mail this to a friend Printable version switch between two different types of cassette. device to provide functions such as "rewinding" and "fast- Africa Giving up my iPod for a Walkman Another notable feature that the iPod has and the Walkman doesn't I managed to create an forwarding" (remember those?), impromptu shuffle feature simply which added even more bulk. Americas is "shuffle", where the player by holding down 'rewind' and Asia-Pacific selects random tracks to play. Its releasing it randomly As well as this, the need for In today's Magazine a function that, on the face of it, changing tapes is bothersome in Europe Big beasts the Walkman lacks. But I managed to create an impromptu shuffle itself. The tapes which I had Music on the move Middle East How elephants helped to feature simply by holding down "rewind" and releasing it randomly - could only hold around 12 tracks South Asia shape human history, by effective, if a little laboured. each, a fraction of the capacity of the smallest iPod. UK David Cannadine I told my dad about my clever idea. His words of warning brought Did my dad, Alan, really ever think this was a credible piece of England Change a-coming home the difference between the portable music players of today, technology? Northern Ireland Justin Webb on which don't have moving parts, and the mechanical playback of old. Scotland America's love affair with "I remembered it fondly as a way to enjoy what music I liked, where In his words, "Walkmans eat tapes". So my clumsy clicking could Wales progress I liked," he said. "But when I see it now, I wonder how I carried it!" have ended up ruining my favourite tape, leaving me music-less for UK Politics the rest of the day. Audience of one Education WALKMAN 1, MP3 PLAYER 0 Would you watch a play Magazine When the Sony Walkman was launched, 30 years ago Digital relief all on your own? But it's not all a one-way street when you line up a Walkman against Business this week, it started a revolution in portable music. But Throughout my week using the Walkman, I came to realise that I an iPod. The Walkman actually has two headphone sockets, labelled Health have very little knowledge of technology from the past. I made a how does it compare with its digital successors? The 7 days quiz A and B, meaning the little music that I have, I can share with Science & Environment What now for Paul the number of naive mistakes, but I also learned a lot about the Magazine invited 13-year-old Scott Campbell to swap friends. To plug two pairs of headphones in to an iPod, you have to Technology eight-limbed oracle? grandfather of the MP3 Player. buy a special adapter. Entertainment his iPod for a Walkman for a week. You can almost imagine the excitement about the Walkman coming Another useful feature is the power socket on the side, so that you Also in the news out 30 years ago, as it was the newest piece of technology at the My dad had told me it was the iPod of its day. Magazine regulars can plug the Walkman into the wall when you're not on the move. ----------------- time. But given the dreadful battery life, I guess this was an outright Video and Audio ----------------- He had told me it was big, but I hadn't realised he meant THAT big. Tweetbook Perhaps that kind of anticipation necessity rather than an extra function. Programmes It was the size of a small book. Say goodbye to and excitement has been worktime boredom. Scott Campbell co-edits his own news website, Net News Daily. Have Your Say When I saw it for the first time, its colour also struck me. Nowadays somewhat lost in the flood of new Follow us on Facebook gadgets come in a rainbow of colours but this was only one shade - or Twitter products which now hit our In Pictures shelves on a regular basis. Return to link Country Profiles a bland grey. Magazine Monitor Paper Monitor, Your Letters, Quote of the Special Reports So it's not exactly the most LISTEN UP TEENAGERS... THE Day, Caption Competition and more Personally, I'm relieved I live in the digital age, with bigger A selection of your comments appears below. aesthetically pleasing choice of CLASSIC WALKMAN EXPLAINED Related BBC sites choice, more functions and music player. If I was browsing in Oh, I remember being so jealous of my classmates who had Sport a shop maybe I would have smaller devices. I'm relieved that Walkmans. When they first came out, they were over $200. Such joy Weather MOST POPULAR STORIES NOW chosen something else. the majority of technological when the cheap electronics brands started making them! Every long On This Day SHARED READ WATCHED/LISTENED advancement happened before I trip, I carried a big bag full of tapes and extra batteries. When the Editors' Blog From a practical point of view, the was born, as I can't imagine iPod came out, I was in awe at the idea of being able to carry my BBC World Service Walkman is rather cumbersome, Sheen live show bombs in Detroit having to use such basic entire music collection in one small device that would fit in my and it is certainly not pocket- French take over Abidjan airport equipment every day. pocket. I'd never trade my iPod for a Walkman, of course, but this sized, unless you have large Fukushima workers' bodies found The Walkman was a nostalgic sight for brought back some great memories, and I really enjoyed the article. pockets. It comes with a handy Having said all that, portable Scott's parents Maybe next you should try out a Commodore 64 for a week? Fighting resumes in Libyan cities music is better than no music. belt clip screwed on to the back, Michelle, Portland, Oregon, USA yet the weight of the unit is Afghan Koran protests spreading Now, for technically curious readers, I've directly compared the enough to haul down a low-slung Transocean executives get bonuses portable cassette player with its latter-day successor. Here are the The one he is using now should be the earliest stage of Walkman pair of combats. main cons, and even a pro, I found with this piece of antique history. I still remember my last walkman 8 years ago was actually US jets grounded after hole scare technology. powered by a single AAA battery only and can last for few hours. I When I wore it walking down the Thousands are missing in Mexico agree perfectly to what he said about '.... with a satisfying clunk " o street or going into shops, I got men... this was absolutely a SATISFACTION !! UN Gaza report 'should be buried' strange looks, a mixture of Chester Kev, Malaysia Joy and desolation after cricket final SOUND surprise and curiosity, that made 1: Clunky buttons me a little embarrassed. This is the function that matters most. To make the music play, you You mention the lack of capacity and the limited number of tracks 2: Switch to metal (that's a type of Most popular now, in detail push the large play button. It engages with a satisfying clunk, unlike you could carry around, I seem to quite merrily recall ALSO carrying As I boarded the school bus, cassette, not heavy rock music) the finger tip tap for the iPod. around a slick over the shoulder carry case for up to 20 cassettes where I live in Aberdeenshire, I 3: Battery light - usually found flickering in its death throes should my friends and I be heading out. And all the song lyrics were was greeted with laughter. One When playing, it is clearly evident that the music sounds significantly handily printed out on the inside of the cassette cover, how ingenius 4: Double headphone jack (not to boy said: "No-one uses them any different than when played on an MP3 player, mainly because of the was that! be found on an iPod) more." Another said: "Groovy." hissy backtrack and odd warbly noises on the Walkman. Andrew McCreath, Wateringbury, Kent 5: Door ejects - watch out for Yet another one quipped: "That flying tapes and eye injuries would be hard to lose." The warbling is probably because of the horrifically short battery life; Memories! I still have exactly the same model that Scott used for his Walkman v iPod: Scott's verdict it is nearly completely dead within three hours of firing it up. Not review - brought back floods of memories from the 80s - especially My friends couldn't imagine their long after the music warbled into life, it abruptly ended. using the double headphone socket so my girlfriend (now wife) and I parents using this monstrous box, but there was interest in what the could share Phil Collins (!?). Between myself and my 3 kids I've now thing was and how it worked. bought every model of iPod/Phone, but I doubt I'll have those CONVENIENCE memories again. With the plethora of MP3 players available on the market nowadays, Jim Mantle, Melbourne, Australia http://news.bbc.co.uk/2/hi/8117619.stm Page 1 of 6 http://news.bbc.co.uk/2/hi/8117619.stm http://news.bbc.co.uk/2/hi/8117619.stm2 of 6 Page Page 3 of 6 BBC experiment on simplicity: asking an iPod’s generation teenager to play a walkman... http://news.bbc.co.uk/2/hi/8117619.stm Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 18. ...therefore... • design builds on empathy: put your feet in user’s shoes, learn what they know. • design focuses on people, not users, neither customers: people do connect or adapt things to fit their life in ways you don’t think of, they hack. • field observation, and role play in context are fundamental to help one discover practices, routines, patterns, by nature not verbalised, but grounding innovation. • iterations, prototyping and testing are key to avoid conceptual speculations. • design is relevant in context: time, cultural, religious, political, economical, social. • it is an iterative & collaborative approach. • it is a holistic vision: the hole is bigger than the sum of its parts: gestalt Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 19. Why is the design-driven innovation now popular? Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 20. Failed futures Deductive practices are failing to predict future. Future forecast are only 20-25% right (Steven Schnaars). Zeitgeist (60’s: space race, 80’s: virtuality, now UGC: ‘we are the media’) mis-lead us. Change is not linear and very slow. Interaction among the various trends are commonly ignored, and unexpected. Development is by definition not taken into account (John Paulos). Bad understanding of ‘users’: abstracted, isolated and sillowed target. The average human myth & modernity: tati’s play time... ... Exceptions always kill modern automations myths. Making things more natural: mapping reality into artificial intelligence: always fails. Modernity & utilitarian fallacy. Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 21. Failed futures Over-optimism, people smile on pics. Recurring re-invention of the wheel. Little knowledge of similar attempts (conviction a new project is totally different). Persuasion this proximal future is the holy grail. Sincerity! Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 22. Failed futures Innovation is not linear, Gartner hype cycle. Gartner technology adoption/hype curve Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 23. Failed futures Moore’s chasm, a modernist approach versus lifestyle segments, post-modernist. modern vision of adoption post-modern vision of adoption Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 24. Failed futures We are designing semi-finished products, open to appropriation. Hacking and appropriation happen... Innovation always bring with them un-intended consequences: • Railways invention have lead the genesis of time zone. • Transferable communication credit in Africa have lead to the genesis of a parallel banking system. Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 25. A new renaissance period We are entering a new renaissance period led by digital technologies which started to deeply transform our society: • Less dependance on established forms of authorities. • Convergence of business (example: media/telecom/web). • Opening bottom-up innovation. • Accelerating innovation cycles. • Enabling co-creation, adaptation, diversion, hacking. • Provide power to doers. Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 26. ‘Sociologie de l’imaginaire’: now in a post-modern period This renaissance develops as modern myths die. We are in a post-modern period with specific myths. People are more complex, and less predictable than expected during modernist period, exposing faceted identities rather than unity. Most research labs, and to some extend marketing, tend to live on modernist myths which ‘imaginaire’ is now ‘passé’. Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 27. ‘Sociologie de l’imaginaire’: a post-modern period From Apollon’s myth to Dyonisos myth... Apollon’s myth: rational persona, autonomous, independant, knowing. Key values in identity building: ‘emancipation’, control, ‘domestication’, liberation, intellectualisation. Temporality: future, long-term, identity formed on ‘conditionnel’, expectation. Mai 68: ‘le bourgeois ne jouit pas, il thésaurise.’ Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 28. ‘Sociologie de l’imaginaire’: a post-modern period Dionysos’ myth: relational experience, in situ, here and now, avatar, pseudo, friends’ network, tribes, group’s narcissism, from identity to identification dynamic. Key values in identity building: Dependancy, sociability, adaptability, connexion, Temporality: hic & nunc (here & now), ‘utopies interstitielles’. Mysticism. Such cultural context is the ground for new innovation practices. Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 29. What is design-driven innovation or design-thinking? Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 30. Design thinking, definition, wikipedia Design thinking is a process for practical creative resolution of problems or issues that looks for an improved future result. It is the essential ability to combine empathy, creativity and rationality to meet user needs and drive business success. Unlike analytical thinking, design thinking is a creative process based around the "building up" of ideas. There are no judgments early on in design thinking. This eliminates the fear of failure and encourages maximum input and participation in the ideation and prototype phases. Out-of-the box thinking is encouraged in these earlier processes since this can often lead to creative solutions. Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 31. Design thinking, definition, wikipedia In organisation and management theory, design thinking forms part of the Architecture/Design/Anthropology (A/D/A) paradigm, which characterises innovative, human-centered enterprises. This paradigm also focuses on a collaborative and iterative style of work and an abductive mode of thinking, compared to practices associated with the more traditional Mathematics/Economics/Psychology (M/E/P) management paradigm. Design is a creative synthesis building on Gestalt’s theory: the whole is bigger than the sum of it’s parts. Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 32. Innovation & design Roberto Vergnanti/Donald Norman technology technology technology change push epiphany incremental change radical change or meaning change design market pull design (user centred) Human technology product Centred Design incremental change radical change time meaning Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 33. Design thinking, a definition, the double diamond model Design thinking is a creative problem solving process. As such, it distances design from being reduced to a function in a process. It encompasses 2 key phases: what is to be design & how to design it well: co e nv nc co e er e nv nc rg ge e er ve rg nc ge di ve e nc di e Observe Define Develop Deliver Observations Insights Concepts Prototypes Source: Design council/Design Management in 11 companies Design the right thing Design the thing right Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 34. Design thinking, a definition, the double diamond model But way too often, I contemplate the ‘concours Lepine’ syndrome: jumping right from 1 to 3, from a non digested observation to design. Each phase delivers prototypes to animate debate and decision making. co e nv nc co e er e nv nc rg ge e er ve rg nc ge di ve e nc di e Observe Define Develop Deliver Observations Insights Concepts Prototypes Source: Design council/Design Management in 11 companies Design the right thing Design the thing right Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 35. Design, a facilitation skill Prototyping to animate debate, decision making, to build knowledge, to engage... Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 36. Design, a change managment skill A good product needs the right culture and the right organisation to exist: Without change there is no innovation, creativity or incentive for improvement. Those who initiate change will have better opportunity to manage the change that is inevitable. C. William Pollard, the soul of the firm. Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 37. Appendix Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 38. References ideo, the art of innovation, ideo, the 10 faces of innovation, ideo, innovation by design ideo cards, change by design m kuniavski, observing the user d norman, the design of every day things d norman, emotional design d norman, designing complexiy r vergnanti, design driven innovation, s berkun, the myths of innovation, designing the perfect design brief, b borja, design management, nicolas nova, stephane hugon. Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011
  • 39. Design thinking, the double diamond model, tools, samples Briefing-1 Observe Define Briefing-2 Developp Implementation Stakeholder interview Ethnography Cluster insights, paterns, needs Sketches Technical feasibility Organizational structure Journal study Empathy map Wireframes SW architecture Video-online diary Cluster user archetypes Task analysis HW limitations Current state analysis Cultural inventory Cluster scenarios archetypes Task flow User ecceptance test Understand objectives Lucking Journey map User scenario Quantitative studies Shadowing Power of ten Outputs Comics Outputs User gegmentation In home interviews 2X2 matrix Insights Storyboard Collaborative design sessions AEIOU Metaphors matrix Models Navigation concepts with engineers Trends (tech, social, business) Trend analysis low laddering Competitive audit Participatory design Card sorting point of view madlib Need analysis IA mapping Outputs Contextual inquiry point of view metaphor Paper prototypes Transcripts Experts interviews Point of view want add Digital prototypes Objectives, constraints, What/How/Why Brainstorming Design sprints conditions User camera study BodyStorming Iterative design Schedule Conceptual models Usability test Value proposition Visual story telling, scenarios Brainstorming Benchmarking Reverse-brainstorming Defining statements Heuristic evaluations Design principles Postion mapping Periodical reviews Value curve Outputs Mental models Outputs Design brief-2 Card sorting Test plan and screener Insights Collaborative ideation Participant board Models Market differentiation User patterns, models Competitive audit Artifact from the future User segmentation Need analysis Affinity diagrams Feature/function map Graphic facilitation Personas Backcasting Opportunities report Evolution model Imprtance vs feasibility priorization Outputs UI guidelines Design principles Annotated wireframes Presentation Digital prototypes Physical prototypes Remy Bourganel | design-driven innovation| introduction | Ensad DGMM | © 2011