Design the New dimension

Heather FraserDesign Initiative

Rotman School of Management Univ of Toronto

Competence through Price Quality Performance

is not sufficient

Design & Innovation is necessary

Blue Ocean StrategyNew Business Models

New products / services New customers

Breakthrough Innovation

Strategic BusinessDesign

Deep userunderstanding

Multi Prototyping

FeedbackChange / Kaizen

No Trade-offs - ContradictionsStrategic Hubs – support processesModules – Protocols [ckp]

User Activity vs Product UsageBroader Context

• Iterative Process• Early perfection – AVOID• Small Effective – comfort

teams – across functions

Case Studies

Target Pharma

Boeing

Pfizer

Prescription BottleDeborah Adler - 2004

Institute of Visual Arts 29years

OLD Bottle Design• Inconsistent labels

/pharmacy• Branding trumps all. [not

name and instructions]• Confusing numbers.[no

explanations]• Poor color combinations.

[black on navy]• Curved shape is hard to

read.• Tiny type.

Target

Prototype Bottle• Function over form. [know the

name + how to take it.] • Color coding.[ / family

member’s ]• Intelligent expiration.[ A Condé

Nast security badge develops a large red X after 24 hours ]

• Shaping the bottle.[D-shape—a wider front and a flat back

• Info attached.[ grooves for paper card with text set in columns. ]

• Close reading.[included a lens] • Intake schedule.

Final Bottle• Easy I.D.[name top ] • Code red [for caution]• Information hierarchy.• Upside down to save

paper.• Green is for Grandma.

[poka yoke - colored rubber rings]

• Hard to lose info card [tucked behind the label + 3 holes for saving in a binder]

• Clear message Take “daily.”

• Clear warnings.

Klaus Rosburg, Brooklyn industrial designer

Understanding User Activity

Multi prototyping

Operational Transformation

NBBJArchitectural

Firm of Boeing

Democratic Work place

2004Boeing 737

Strategic Business Design

Blue + White collarSales Production Engineers Corporate

Every Individual is Important

Focus on ProductRather than process

Flow days for assembly reduced 50%Unit Costs decreased

Resolution times reduced

Communication Design - Viagra

Passive Patient into active

Understanding User Activity

Patient Doctor DialogueCustomers denial - revival

Every stage of journey

Increase Patient Doctor DialogueIncreased prescription