IMDE Ideation3.1 Overview 2013 [Kompatibilitetsläge] · OVERVIEW Qinmin Yang Associate Professor Zhejiang University ... trendwatching or techwatching yet? ©2012, [email protected],

IDEATION:

OVERVIEW

Qinmin YangAssociate Professor

Zhejiang University

Andreas LarssonAssociate Professor

Lund University

Charlotta JohnssonAssociate Professor

Lund University

Anders WarellAssociate Professor

Lund University

Jun JinAssociate Professor

Zhejiang University

but first...

Done any

needfinding,

trendwatching

or techwatching

yet?

©2012, [email protected], [email protected], [email protected]

needs vs. solutions


http://blog.intercom.io/interview-bob-moesta-part-2-of-2/

two examples

of how to organize

your observations and insights


XPLANE / Osterwalder et al

customer empathy map








http://www.uxmatters.com/mt/archives/2011/09/the-value-of-customer-journey-maps-a-ux-designers-personal-journey.php

customer journey map


http://www.uxmatters.com/mt/archives/2011/09/the-value-of-customer-journey-maps-a-ux-designers-personal-journey.php

customer journey map


When you have gained

insights, what do you do

with them?

exercise


Adapted from Brown & Katz, 2009©2012, [email protected], [email protected], [email protected]

FROM INSIGHT TO IDEASGOING FROM “WHAT IS?” TO “WHAT IF?”

Liedtka & Ogilvie, 2011©2012, [email protected], [email protected], [email protected]

QuickTime™ and a decompressor

are needed to see this picture.

http://www.youtube.com/watch?v=Hrnz2pg3YPg&feature=fvwrel

SURPRISE AND DELIGHT


how to generate

surprise and delight?

QUITE DIFFERENT FROM TRADITIONAL

PROBLEM SOLVING

Gray, Brown & Macanufo, 2010©2012, [email protected], [email protected], [email protected]

“I’mjustnotacreativeperson.”

DON’T EVER SAY THIS AGAIN ;-)


Gray, Brown & Macanufo, 2010

xplane.com


PROCESS VS. GAME




Brown & Katz, 2009

xplane.com


Kaner et al, 2007


Kaner et al, 2007

BUSINESS AS USUAL


Kaner et al, 2007

DIVERGENT ZONE

Gray, Brown & Macanufo, 2010 xplane.com©2012, [email protected], [email protected], [email protected]

Kaner et al, 2007

GROAN ZONE

Gray, Brown & Macanufo, 2010 xplane.com


Kaner et al, 2007

CONVERGENT ZONE

Gray, Brown & Macanufo, 2010 xplane.com


PLAY THE GAME

IDEO HCD Toolkit


KEY TAKEAWAYS

1. from “what is?” to “what if?”

2. Surprise and delight

3. opening & closing

4. embrace the “groan zone”

5. play the game


KEY READINGS•Brown,T.,Katz,B.2009.ChangebyDesign:HowDesignThinkingTransformsOrganizationsandInspiresInnovation.NewYork,NY,USA:HarperCollins.•Carleton,T.,Larsson,A.,Bill,S.2011.MOVE:BeyondGreatIdeas.WorkshopFacilitationHandbook.http://www.moveworkshop.com/•Gray,D.,Brown,S.,Macanufo,J.2010.Gamestorming.APlaybookforInnovators,Rulebreakers,andChangemakers.Sebastopol,CA,USA:O’Reilly.•Kaner,S.,Lind,L.,Toldi,C.,Fisk,S.,Berger,D.2007.Facilitator’sGuidetoParticipatoryDecision‐Making.SanFrancisco,CA,USA:Jossey‐Bass.•Lehrer,J.2012.Groupthink:TheBrainstormingMyth.NewYorker,January30.http://www.newyorker.com/reporting/2012/01/30/120130fa_fact_lehrer•Liedtka,J.,Ogilvie,T.2011.DesigningforGrowth:ADesignThinkingToolKitforManagers.NewYork,NY,USA:ColumbiaUniversityPress.•Osterwalder,A.,Pigneur,Y.2010.BusinessModelGeneration.Hoboken,NJ,USA:JohnWiley&Sons.•Silverstein,D.,Samuel,P.,DeCarlo,N.2009.TheInnovator’sToolkit:50+TechniquesforPredictableandSustainableOrganicGrowth.Hoboken,NJ,USA:JohnWiley&Sons.•Sutton,R.I.,Hargadon,A.1996.BrainstormingGroupsinContext:EffectivenessinaProductDesignFirm.AdministrativeScienceQuarterly,41,685‐718.


INSPIRATION

http://www.servicedesigntools.org

http://www.mycoted.com/

http://www.innovatorstoolkit.com/


http://www.gogamestorm.com/

divergence creating choices

exercise


BRAINSTORMING


BRAINWRITING

http://blog.lib.umn.edu/grim0168/5701grim©2012, [email protected], [email protected], [email protected]

OBJECT BRAINSTORM

http://playtowrite.wordpress.com©2012, [email protected], [email protected], [email protected]


...

COVER STORIES



HIThttp://blog.lib.umn.edu/gilbe503/5701gilbertson/

www.gogamestorm.com


convergence making choices

exercise


KANO SATISFACTION MODEL

Car with built-in WiFi? More money, more horsepower?

Brakes on the car?


PUGH MATRIX


SIX THINKING HATS

http://www.debonogroup.com/six_thinking_hats.php©2012, [email protected], [email protected], [email protected]

DOT VOTING

www.gogamestorm.com


IMDE Ideation3.1 Overview 2013 [Kompatibilitetsläge] · OVERVIEW Qinmin Yang Associate Professor Zhejiang University ... trendwatching or techwatching yet? ©2012, [email protected],

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