WHERE INNOVATION COMES FROM

Leverage mental models to “see” and quickly generate solutions

WORKSHOP

17 Nov 2015

WHERE INNOVATION COMES FROM

HI, I am HOANG

and I’m an Experience Strategist

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INDEPENDENT CONSULTANT EXPERIENCE STRATEGIST

COUNTRY MANAGER INTERACTION DESIGN FOUNDATION

STAFF MEMBER & VP ASS. QUADRANTE.ACADEMY

3 yrs as a independent UX consultant 4 yrs as a consultant

M. Psy in Psychology applied to UX Design M. Sc in Computer Engineering

Hoang C. HUYNH

@aetheros in/hchuynh http://huynh.cc

WHERE INNOVATION COMES FROM

Today’s

AGENDA

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30 minsIntroduction to the most basic framework for service transformation

60 minsMental Modelling like there is no tomorrow

20 minsStrategic Thinking and Innovation Opportunity

INNOVATION

WHERE INNOVATION COMES FROM5

Definition

INNOVATIONS IS

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SOMETHING NEW? SOMETHING INCREDIBLE?

SOMETHING POSSIBLE? A CHANGE?

A DISRUPTION?

WHERE INNOVATION COMES FROM

Is this Innovation ?

CONTEXT ?

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In the United States, people spend an average of 444 minutes (7.4 hours) every day looking at screens

WHERE INNOVATION COMES FROM

Is this Innovation ?

FOR WHOM?

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WHERE INNOVATION COMES FROM

From Products to Services

IN A WORLD OF SERVICES

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73% of world economic volume is service based

WHERE INNOVATION COMES FROM9

Definition

INNOVATIONS IS

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IS SOMETHING WHICH (POTENTIALLY) LEAD TO A S E M I P L A N N E D OBJECTIVE WITH AN S E M I U N E X P E C T E D (POSITIVE) OUTCOME.

WHERE INNOVATION COMES FROM

The Dilemma

CAN INNOVATION BE DESIGNED?

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“Design is only obvious in retrospective

”

WHERE INNOVATION COMES FROM

Hands On

WARMUP

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WHERE INNOVATION COMES FROM

Hands On

THE SCENARIO: LOVELY DINNER NIGHT

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WHERE INNOVATION COMES FROM

Let’s Play

THE SERVICE JOURNEY

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I’m gonna ask you to go out for dinner

I’m going to bed

PLAYTIME

WHERE INNOVATION COMES FROM

Change Perspective

INSPIRATION FROM THE REAL WORLD

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WHERE INNOVATION COMES FROM

Change Perspective

THE FOURIER TRANSFORMATION

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WOW! SOOO COOL!

WHERE INNOVATION COMES FROM

Let’s Play

THINK GEOMETRICALLY

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WHERE INNOVATION COMES FROM

Let’s Play

THINK GEOMETRICALLY

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COMBINE

WHERE INNOVATION COMES FROM

Let’s Play

THINK GEOMETRICALLY

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ADD / ELIMINATE

WHERE INNOVATION COMES FROM

Let’s Play

THINK GEOMETRICALLY

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PUT ANOTHER USE / SUBSTITUTE

WHERE INNOVATION COMES FROM

Let’s Play

THINK GEOMETRICALLY

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MODIFY

WHERE INNOVATION COMES FROM

Let’s Play

THINK GEOMETRICALLY

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REVERSE / MOVE

WHERE INNOVATION COMES FROM

Rules and Roles

MAKE IT YOURS, USE IT

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Substitute. Combine. Adapt. Modify. Put to another use. Eliminate. Reverse.

S.C.A.M.P.E.R.

WHERE INNOVATION COMES FROM

Let’s Play

TRANSFORMATIONAL OUTPUTS

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MENTAL MODELS

WHERE INNOVATION COMES FROM25

Definition

A MENTAL MODEL IS

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A mental model is a way of looking at the world.

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Definition

A MENTAL MODEL IS

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Mental models are images, representations, or schemes of how we perceive and understand the world around us.

Like all models, they are abstractions of reality. The model is less complex than the real world. No matter how well constructed, all models are wrong in some context or time.

WHERE INNOVATION COMES FROM

An Example

MENTAL MODELS

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Paperback: 368 pages Publisher: Basic Books; Revised Edition edition (November 5, 2013) Language: English ISBN-10: 0465050654 ISBN-13: 978-0465050659 Product Dimensions: 1 x 6.5 x 8.2 inches

The Design of Everyday Things Revised and Expanded Edition

WHERE INNOVATION COMES FROM

An Example

MENTAL MODELS

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NOT SO OBVIOUS FOR A 8YRS OLD ME

WHERE INNOVATION COMES FROM

An Example

MENTAL MODELS

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WHERE INNOVATION COMES FROM

An Example

MENTAL MODELS

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IT LOOKS LIKE. IT WORKS LIKE.

IT SOUNDS LIKE. IT BEHAVES LIKE.

ITS RESULTS ARE LIKE.

IT IS LIKE.

WHERE INNOVATION COMES FROM

Mental Models

A VISUALIZATION MODEL

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http://rosenfeldmedia.com/books/mental-models/

Paperback: 299 pages Publisher: Rosenfeld Media; 1st edition (February 15, 2008) Language: English ISBN-10: 1933820063 ISBN-13: 978-1933820064 Product Dimensions: 8.9 x 6 x 1 inches Shipping Weight: 1.6 pounds

Mental Models Aligning Design Strategy with Human Behavior

by Indi Young

WHERE INNOVATION COMES FROM

Hands On

BACK AGAIN TO THE SCENARIO

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WHERE INNOVATION COMES FROM

Hands On

THE TOOL AKA THE MENTAL SPACE

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Title

Upper part - Towers User Insights and Molecules distilled user interviews transcriptions regarding what they do/feel/say/see about a general usage of the service

Lower part - Strategy We will see the lower part, but not now

WHERE INNOVATION COMES FROM

Rules and Roles

THE GAME RULES

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1 Teller 4 Sweepers 1 Reframer

WHERE INNOVATION COMES FROM

Rules and Roles

THE GAME RULES

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1 Teller 4 Sweepers 1 Reframer

WHERE INNOVATION COMES FROM

Rules and Roles

THE GAME RULES

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1 Teller 4 Sweepers 1 Reframer

ARRIVING EAT

WHERE INNOVATION COMES FROM

Rules and Roles

THE GAME RULES

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1 Teller 4 Sweepers 1 Reframer

ARRIVING FEAR

WHERE INNOVATION COMES FROM

Something more

CORRELATIONS

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How they relate… meta * lly

How they relate contextually. How they relate semantically.

How they relate in time. What things are.

WHERE INNOVATION COMES FROM

Rules and Roles

LET’S BUILT THE TEAMS

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1 Teller 4 Sweepers 1 Reframer

WHERE INNOVATION COMES FROM

The GOAL

THE MENTAL MODEL LANDSCAPE

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PLAYTIME

WHERE INNOVATION COMES FROM

Live from Florence :)

SNAPSHOTS OF THE DAY

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WHERE INNOVATION COMES FROM

Live from Florence :)

SNAPSHOTS OF THE DAY

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WHERE INNOVATION COMES FROM

Live from Florence :)

SNAPSHOTS OF THE DAY

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AND NOW?

WHERE INNOVATION COMES FROM

The Classic

THE CLASSIC SPIN

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WHERE INNOVATION COMES FROM

The Classic

THE CLASSIC SPIN

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WHERE INNOVATION COMES FROM

Hands On

THE LOWER PART

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Lower part - Strategy In the original mental model, in the lower part you have to place the service features that supports and satisfy your mental space / mental tower. Those features can be related to the existing ecosystem as-is or, if you are particular confident, the planned ones.

IS THERE SOMETHING MORE? YES OF COURSE. In the lower part you can complete the mental model with a customer journey, a service blueprint and even a value curve from the blue ocean strategy.

WHY STOPPING HERE? You can map and track not only your company, but also competitors e have a living deliverables about your position in the market.

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a “Mental Journey” by @zaudhaus

MENTAL MODEL + USER JOURNEY

WHERE INNOVATION COMES FROM

The Blue Ocean Value Curves

SOMETHING FAMILIAR

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TAKEAWAYS

WHERE INNOVATION COMES FROM

Takeaways

SIMPLE MEMOS

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INNOVATION is a mindset not a process PERSPECTIVE CHANGE is a tool MENTAL MODELLING is an understanding process

WHERE INNOVATION COMES FROM

Takeaways

SIMPLE MEMOS

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First of All, PLAY Lower resistances, release endorphins, let emotions stick concept and ideas

Second thing, think COMPLEMENT Can you make your daily exercise into part of something you already do? Freeload on existing activities and don't stop building momentum

Third thing, think SMALL Start small, very small. Once you start succeed you can make things more challenging.

Fourth thing, think EASY ACTIVATION Strip layer of complexity when you have to start

http://www.slideshare.net/aetheros/