relinquishing control: creating space for open innovation

thomas.sutton@frogdesign.com

Design is the conscious and intuitive e!ort to impose meaningful order - Victor Papanek

so how can it be open?

1. what is innovation?

2. open delivery

3. open experiences

4. open design

5. putting it back together

1. a situational model for innovation

Photo: Jan Chipchase

*a “situation” is a network of people and things, animated by flows of information,

energy, material, and behavior.

*a “situation” is a network of people and things, animated by flows of information,

energy, material, and behavior.

“innovation” is the process by which new things are added to a situation, modifying both

the structure of the network and it’s flows

2. open delivery:the delivery tree

Carl Fredrik Hill [Public domain], via Wikimedia Commons

Standards and Policy(W3C, IEC, IEEE, etc)

Utilities and Infrastructure(Telco Networks, Roads, etc)

Platforms(OS’s, Cloud Computers, Logistics, etc)

Physical Touchpoints(Phones, Computers, Cars, etc)

Digital Touchpoints(Web sites, applications, games, etc )

Standards and Policy(W3C, IEC, IEEE, etc)

Utilities and Infrastructure(Telco Networks, Roads, etc)

Platforms(OS’s, Cloud Computers, Logistics, etc)

Physical Touchpoints(Phones, Computers, Cars, etc)

Digital Touchpoints(Web sites, applications, etc )

Content and Service(media, healthcare, travel, banking, etc)

Standards and Policy(W3C, IEC, IEEE, etc)

Utilities and Infrastructure(Telco Networks, Roads, etc)

Platforms(OS’s, Cloud Computers, Logistics, etc)

Physical Touchpoints(Phones, Computers, Cars, etc)

Digital Touchpoints(Browsers, Web sites, Mobile apps, etc )

Content and Service(media, healthcare, travel, banking, etc)

User (composed) Experience(selective, opportunistic, open)

Many of todays platform players originated as mere digital touchpoints. Their migration to platform status was fueled by openness.

Example: Mobile OS What’s more important: the best product, or the best (most open) delivery tree?

Device Manufacturers

3rd Party Applications

3. open experiences: multichannel ecosystems

kindly lent by Gianluca Brugnoli (http://twitter.com/lowresolution)

The digital world. Today.

Mobile and pervasive, multichannel and multiscreen, application based.The main starting point is a social network, relevant content is found following

social connections or a location.

This is still a PC

a twitter client

There is still a search engine

Social network

Tablet

mobile app

Multiple screens and devices live togetherUsers access data, content and services with the best screen available in that situation

6. CRM AND SUPPORT

1. LANDING AND PROMOTION

2. PRODUCT DISCOVERY

3. PRODUCT PRESENTATION

4. SHOPPING CART MANAGEMENT

5. ORDER SET UP CHECK OUT

Example: shopping experienceThe multichannel shopping User Experience flows on a service platform

made of di!erent channels and touchpoints.

Website

eMail

Mobile

Store

Call Center

Paper

6. CRM AND SUPPORT

1. LANDING AND PROMOTION

2. PRODUCT DISCOVERY

3. PRODUCT PRESENTATION

4. SHOPPING CART MANAGEMENT

5. ORDER SET UP CHECK OUT

Website

eMail

Mobile

Store

Call Center

Paper

Example: shopping experienceEnd users build their own experience across the platform, jumping from

a channel to another, connecting the available touchpoints.

Example: Albert Heijn - Appie shopping assistant.From the web to the grocery store through a mobile app

Design considerations

Many entry points are possible In the system there are many entry points where the user can initiate the interaction, following context, situation and other needs and goals.

There is no one best way Interaction and task flow doesn’t always follow one single optimal process, but is the combination of various partial and occasional actions accomplished by the user with di!erent tools in di!erent context.

Design for connections In the system scenario, design is mainly focused on finding the connections with the whole network, than in creating closed and self-su"cient systems, tools and services. Connections are social and cultural assets, other than technical.

4. open design:user-guided design processes

user research slide

3

Photos: Jan Chipchase

Immersive Research recognises that objectivity is futile

http://frogmob.frogdesign.com© 2010 frog design. All rights reserved

web-based open innovation makes global reach (almost) free

participatory design: open and playful dialogue with users

www.ponoko.com

and users are doing it for themselves

5. putting it back together

photo: Einsamer Schütze CC BY-SA 3.0

Innovation Potential

The technological situation

The social situation

Innovation Potential

People: Abu badali, CC-BY-SA-2.5 via Wikimedia Commons

Gears: eugrafia CC-BY-SA-3.0, via Wikimedia Commons

The technological situation

The social situation

Open DeliveryDon’t build anything more than you have to.

Let others build on top of your product.

The technological situation

The social situation

Open UseLet users build their own ideal path.

Design for connections

The technological situation

The social situation

Open DesignDesign with users.

Or let them design for themselves.

Thanks / Mercithomas.sutton@frogdesign.com