4/11/2011. Fang Chen

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1 Innovation and user-centered design Fang Chen WHAT IS INNOVATION? TECHNOLOGY INNOVATION TYPES OF INNOVATION? PROCESS INNOVATION PRODUCT & SERVICE INNOVATION 1

2 Design-DrivenDriven Innovation How to create innovations that customers do not expect, but that they eventually love? How to create products and services, that are so distinct from those that dominate the market and so inevitable that make people passionate? By Roberto Verganti People do not buy products but meanings. People use things for profound emotional, psychological, and sociocultural reasons as well as utilitarian ones. Analysts have shown that t every product and service in consumer as well as industrial markets has a meaning. Firms should therefore look beyond features, functions, and performance and understand the real meanings users give to things. meanings are not a subject for innovation: they are a given user-centered perspectives have recently provided powerful methods for understanding how users (currently) give meaning to (existing) things. meanings do change and that they can change radically BUSINESS MODEL INNOVATION THE KEY IS STILL TO UNDERSTAND THE USER 2

3 Strategy Business Model Organization Technology The Business model s place in the company Drivers for innovation Financial pressures to reduce costs, increase efficiency, do more with less, etc Increased competition Shorter product life cycles Value migration Stricter regulation Industry and community needs for sustainable development Increased demend for accountability Demographic, social and maket changes Rising customer expectations regarding service and quality Changing economy Greater availability of potentially useful technologies coupled with a need to exceed the competition in these technologies USER-CENTERED User-centered process Core capabilities Partner network Activity configuration Value proposition relationships Distribution channels segments Cost structure Revenue streams Design process Various starting points/depending on context 1. Identify interdisciplinary stakeholders Set-up team 2. Understand (business) environment Frame problem Core capabilities Partner network Activity configuration Value proposition relationships Distribution channels segments Cost structure Revenue streams 3

4 Design process 3. Suspend reality Ideate 4. Bring Back reality Prototype 5. Chose suitable design Decide 6. sketch out projects& workload Draw implementation plan Design process 7. outline key indicators to follow Choose measure 8. select the right teams and people Make responsible 9. Execute the plan Manage implementation & change Evaluate, learn and redesign Manage improvement Red ocean Compete in existing markets Beat the competition Explore po eexisting demand Make the value/cost trade-off Align with differentiation or low cost Green ocean Create uncontested markets Make competition irrelevant Create&capture new demand Break value/cost trafeoff Align with differentiation AND low cost Differentiate your value proposition A customer value proposition gives an overall view of a company s bundle of products, services and client advice It is the sum of the total benefits a customer is promised to receive in return for a payment (or other value transfor) Process Group warm-up: 5 most important competitive attributes Draw a value proposition eliminate raise Economical performance High Medium reduce create low Attributes

5 User-centered design methods can be used in different situations of innovation design. CULTURE DIFFERENCES AND DESIGN User-Experience (UX) Design Culture analysis offers a way to understand, even measure, differences and similarities of User experience Experience covers all stakeholder touch-points Buyer, customer, user, learner, expert, advocate, staff, investor Focus on content, brand, emotions Example: Apple ipod success, from zero to hero in one year Evaluation techniques shift Ethnographic analysis, shadowing, as well as focus groups, tests Underlying emotional motivations of non-rational customers Users involved within socio-cultural context Culture as a Context and Technique Culture interested in large-scale and small-scale group behaviors (rituals), leaders/followers, values, artifacts, signs Many culture models exist as bases for analysis, design, evaluation Culture analysis related to semiotics/semiologie, the science of signs: what do things mean Culture affects every aspect of tool-, sign-making Culture-centered design seems inevitable Culture-Centered Centered Design Designers aware of culture Meaning derives both from the designer and what the user brings to the artifact Designers cannot escape being biased culturally All designed artifacts are cultural objects 5

6 Culture Theorists, Models, and Dimension Benedict,Ruth, Patterns of Culture, 1939 Hall, Edward: Context and time Hofstede, Geert: 5 dimensions for 50+ countries Kluckhohn and Strodtbeck: Value orientations Schwartz, Shalom H.: 7 dimensions for 39 countries Trompenaars Fons (including Parson s Pattern Variables): Riding the Waves of Culture Victor, David: Cultural features Hofstede s 5 Dimensions of Culture Power-distance Collectivism vs. individualism Femininity vs. masculinity Uncertainty avoidance Long- vs. short-term orientation Implications for Global UX Design: Examples for High Power Distance Structured, guided access to information Emphasis on larger social/ moral order (e.g. nationalism/ religion brought into Web context) Focus on expertise (authoritative content) and leaders (rather than customers/employees) Integrated security, unhidden restrictions Importance of certifications, awards, logos Social role used to organize information (e.g. special managers sections) Individualism vs. Collectivism Individualism: Ties between individuals loose: everyone expected to look after one s self or his/her immediate family y( (nuclear families) Collectivism: People from birth integrated into strong, cohesive in-groups, which continue to protect them in exchange for unquestioning loyalty (extended families) Gender: Femininity vs. Masculinity Masculine (achievement) Earnings Recognition Advancement Challenge Feminine (relations) Manager Cooperation Living area Employment security Culture and design? Difficult topic 6