March 8, 2015 Business implications of my research project for design agencies.

March 8, 2015

Business implications of my research project for design

agencies

Introduction• An interconnected (and interactive) world provides many opportunities for innovation• Important innovation often involves spanning categorical boundaries resulting in

hybrid combinations

• The iPad,

a laptop?

a netbook?

a smart phone?

all of the above?

or a new category?

• But, there is a risk with hybrid combinations!– Spanning categories can create confusion, misunderstanding, and uncertainty

• First iPad review:

“The big problem I had is trying to understand what the iPad is for: the answer, it’s for everything.

It attempts to do almost everything that your laptop can, while also offering almost everything your smartphone can do.”

Research project

• As spanning categories can have negative consequences, I argue that design can be an essential element to reduce or eliminate the negative consequences of spanning categories.

• By deliberately using or not using the typical design elements that represent a specific category “Category markers”, a hybrid combination can be designed in such a way that it will increase market success by how it is perceived by the market.

Racing stripes

Lowered bumper

Spoiler

‘Dressing up’ the hybrid as a better version of an existing category

The first car looked like a carriage

Creating a clear combination, the market will identify both categories

FM radio alarm clock

Creating a completely new categoryA wristband that measures your daily activity and inspires you to get a

healthier lifestyle by means of an iPhone app

Different ways to use category markers when developing and designing hybrid combinations:

Interview• Designers understand and are aware of category markers• Designers would use category markers in hybrid combinations differently with

respect to the market environment. For example:• When combining an established product category with an innovative and emerging category,

designers would use the category markers of the well established category• While a combination two emerging product categories will be designed as a new category

Case studies• Case studies on hybrid combinations indeed showed that the extent to which

category markers should or should not be used – in order to create market success – depends on the market environment

• Innovative and emergent market environments provide more freedom for designing hybrids as new categories (i.e. using no or few category markers)

Findings

Implications

• Tools for identifying the category markers of specific product or service

categories

• Knowledge about reducing the consequences of category spanning by

deliberately applying category markers – depending on the market

environment – in such a way that the hybrid is perceived as

– Category A

– Category B

– A combination of A and B

– Or as a new category

Predictions for the coming years

• More and more category spanning through new technologies and combining products with services

• Risk of possible negative consequence for economic performance

• It will become more difficult to successfully position innovative hybrid combinations

• DAs can create value for their clients by guiding these categorical transgressions in an efficient way by using knowledge how to use category markers