Design-driven innovation
Steve BatyMeld Studios
Two models in practice
Design in innovation
“In terms of practice, design’s core value is in rapidly synthesising disparate bodies of knowledge in order to articulate, prototype and develop alternative strategies.” - Dan Hill, Dark Matter and Trojan Horses: A Strategic Design Vocabulary
Steve Baty
Design intent
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Insight-led
Hypothesis-led
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Insight-led Innovation
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Customer research
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Go look; watch; listenGo look; watch; listen
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Synthesis
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Understand the driversUnderstand the drivers
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Multiple Concepts
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Generate concepts
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Make concepts tangibleMake concepts tangible
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Evaluate with customers
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Test; learn; refine; repeat.
Steve Baty
Evaluate with customers
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‘Build’
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Hypothesis-led innovation
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Hypothesis about people
Steve BatyProduct
idea
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Design sprint
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Design sprint
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Development sprint
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Test hypothesis
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Steve Baty
Development sprint
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Test again
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Constant beta
mailbox app
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Dome Coffees
Steve Baty
Steve Baty
