How Design Triggers Transformation presented by Tjeerd Hoek

43
The perspective from a design innovation firm Tjeerd Hoek October 13 th 2010

description

 

Transcript of How Design Triggers Transformation presented by Tjeerd Hoek

Page 1: How Design Triggers Transformation presented by Tjeerd Hoek

The perspective from a design innovation firm

 Tjeerd  Hoek  October  13th  2010  

Page 2: How Design Triggers Transformation presented by Tjeerd Hoek

Transforming a business or organizations is a BIG claim …and not one we tend to make upfront.

But it does happen…

Page 3: How Design Triggers Transformation presented by Tjeerd Hoek

WHAT  WE  PROMISE  OUR  CLIENTS…  (AND  I  AM  NOT  PITCHING  TO  YOU)  

Page 4: How Design Triggers Transformation presented by Tjeerd Hoek

what (we say) we do   We help the world’s leading companies create and bring to market meaningful products, services, and experiences.  

INSIGHT We discover market opportunities through deep insight and intuition.

TECHNOLOGY We leverage emerging technologies to define new product concepts and experiences.

INSPIRATION We express opportunities in rich, visual form to inspire and motivate organizations.

IMPACT We create lasting brand equity and business impact across multiple organizations, systems, and technologies.

Page 5: How Design Triggers Transformation presented by Tjeerd Hoek

DISCOVER

RESEARCH BECOMES INSIGHT

Through design research, market analysis, and strategic evaluations, we gain insight into a company’s brand identity, user base, existing assets, and market opportunities.

DESIGN

INSIGHTS BECOME IDEAS

We develop an informed design that will answer the challenge posed by the market that will be useful, usable, desirable and technically feasible.

DELIVER

IDEAS BECOME REALITY

In order to guarantee the translation of idea to reality, all project details are specified, documented, and delivered to the client, and supplemented with full production support.

how (we say) we do it  

Page 6: How Design Triggers Transformation presented by Tjeerd Hoek

The central problem facing business today is change. Tangibly embodying change – products, services, systems, organizations – is one of the most important things we do.

Tangibility for clarity. Tangibility for testing and validation. Tangibility for communication & inspiration.

Page 7: How Design Triggers Transformation presented by Tjeerd Hoek

innovative insights inspire innovative design.

Page 8: How Design Triggers Transformation presented by Tjeerd Hoek

Design Research acknowledges that people are not masses of statistics and bullet points, and forms the foundation for our process and insights.

People are living, breathing, feeling, adaptable beings. We engage people so we can observe their behavior and allow them to meaningfully convey their motivations.

Page 9: How Design Triggers Transformation presented by Tjeerd Hoek

But… it’s difficult to predict success

Page 10: How Design Triggers Transformation presented by Tjeerd Hoek

Really, we actually cannot predict the future either

Page 11: How Design Triggers Transformation presented by Tjeerd Hoek

Villemard,  1910  ‘En  L'Ans  2000’  

Page 12: How Design Triggers Transformation presented by Tjeerd Hoek
Page 13: How Design Triggers Transformation presented by Tjeerd Hoek

Are designers just parasites of disruption?

Page 14: How Design Triggers Transformation presented by Tjeerd Hoek

Or are they the catalysts for change?

Page 15: How Design Triggers Transformation presented by Tjeerd Hoek

Design can certainly brings fresh perspectives, and different approaches

Page 16: How Design Triggers Transformation presented by Tjeerd Hoek

IMPROVEMENT CHANGE

RISK & FEAR

Page 17: How Design Triggers Transformation presented by Tjeerd Hoek

PRECEDENT

“We have to do that!”

“Why would we do that?”

Business leaders are overwhelmed in assessing new technologies, consumer behavior, products and business models. It is di!cult to estimate the value of the future.

By the time a company organizes and acts, it is often too late and becomes di!cult to establish a market presence that is meaningful or profitable.

The innovation loop

INNOVATION  

Page 18: How Design Triggers Transformation presented by Tjeerd Hoek

INNOVATION ITERATION PRECEDENT

TRANSFORMATION

“What do we want to do next?”

We help organizations break free of the innovation loop by bringing into practice an end-to-end development model that focuses on iterations in the market.

“What can we become?” This frees up business leaders to focus on how the organization should

be managed to grow and adapt, transforming itself in the process.

Breaking the innovation loop

Page 19: How Design Triggers Transformation presented by Tjeerd Hoek

“If I had asked people what they wanted more of, they would have said faster horses.”

- Henry Ford

Page 20: How Design Triggers Transformation presented by Tjeerd Hoek

“It is not enough for a man to know how to ride; he must know how to fall.”

- Old Mexican proverb

Page 21: How Design Triggers Transformation presented by Tjeerd Hoek

Accepting the cost of failure

Page 22: How Design Triggers Transformation presented by Tjeerd Hoek

Embracing the coarse process

Page 23: How Design Triggers Transformation presented by Tjeerd Hoek

Making it: Seeking the conversation with the artifact

Page 24: How Design Triggers Transformation presented by Tjeerd Hoek

From vision to making the design a reality

Page 25: How Design Triggers Transformation presented by Tjeerd Hoek

INSIGHT DESIGN BUILD

then development

teams “build it”

“the planners, strategists

and design researchers

do their thing”

then the designers

“design it”

FAILURE  POINTS  

Page 26: How Design Triggers Transformation presented by Tjeerd Hoek

INSIGHT DESIGN BUILD

convergence of design

with development

convergence of

insight with design

Page 27: How Design Triggers Transformation presented by Tjeerd Hoek

3rd level of convergence:

prototyping, development, engineering

become a source of ideas directly

impacting the vision and the solutions.

INSIGHT DESIGN BUILD

convergence of design

with development

convergence of

insight with design

Page 28: How Design Triggers Transformation presented by Tjeerd Hoek

“The Artifact” Concrete results

“The Story” Ideas & insights

Anatomy & Building Blocks (technology, engineering, domain knowledge)

Three key components

SKILL-DRIVEN KNOWLEDGE-DRIVEN

Page 29: How Design Triggers Transformation presented by Tjeerd Hoek

HOW  WE  SEE  COMPANIES  STRUGGLE  WITH  “INNOVATION”  

Page 30: How Design Triggers Transformation presented by Tjeerd Hoek

Commonly heard from our clients…

We  already  tried  that,  and  it  didn’t  work.     No  one  is  asking  

for  that.  

We  need  something  totally  new  and  different  from  what  everyone  else  is  doing.  

We  already  solved  that  problem  in  the  

upcoming  version.  

We  already  have  that  feature.  You  can  already  

do  that.    We  don’t  really  know  what  people  actually  do  aTer  they  

buy  our  product.    

Page 31: How Design Triggers Transformation presented by Tjeerd Hoek

Death by too many painful hurdles

“HAVING” the feature is not enough… if nobody can actually use it.

Page 32: How Design Triggers Transformation presented by Tjeerd Hoek

Whatever is here, is what the user actually cares about, and considers

“mission accomplished”!

And note: those hurdles are NOT the objective!

Page 33: How Design Triggers Transformation presented by Tjeerd Hoek

The organization chart showing through in the experience

TEAM  2  

TEAM  1  

TEAM  3  

TEAM  4  

TEAM  5  

TEAM  6  

Page 34: How Design Triggers Transformation presented by Tjeerd Hoek

Making yet another ‘better’ mousetrap

Feature fatigue Complexity in the value proposition Good enough for customers

Page 35: How Design Triggers Transformation presented by Tjeerd Hoek

Beating the tyranny of ‘good enough’

It’s not about designing V-next; rethink the complete experience.

Page 36: How Design Triggers Transformation presented by Tjeerd Hoek

There’s only a small delta between a FAIL and massive success.

The ‘small’ differences between experiences: “oh we don’t really need all that!”

Page 37: How Design Triggers Transformation presented by Tjeerd Hoek

Everything’s been done - and shipped - before (and… so what? Let’s do it again, and better!)

Simon Smart Phone IBM& Bell South 1993

Bill Buxton CHI 2008

Page 38: How Design Triggers Transformation presented by Tjeerd Hoek

We must differentiate ourselves!

Page 39: How Design Triggers Transformation presented by Tjeerd Hoek

Beauty and passionate attention to detail… The last, hard and expensive x % of the work

Did nobody just give sh*t or something?

Page 40: How Design Triggers Transformation presented by Tjeerd Hoek

Innovation is very expensive and easily commoditized

How much to invest when perceived value of your product is eroding to zero?

Page 41: How Design Triggers Transformation presented by Tjeerd Hoek

<Jobs?>  

Could we become too adamant about the innovation imperative?

Page 42: How Design Triggers Transformation presented by Tjeerd Hoek
Page 43: How Design Triggers Transformation presented by Tjeerd Hoek

Being  outside  vs.  inside  •  A  lot  of  what  we  do  is  essenVally  paid,  high-­‐speed  R&D  –  it’s  tough    •  Having  to  sell  your  work  is  very  different  from  being  “at  the  

organizaVon’s  disposal”  without  a  contract  or  dollar  amount  •  Spend  a  lot  on  ‘the  story’  and  constant  communicaVon/reviewing  •  Not  ‘owning’  the  full  trajectory  (just    working  on  a  part  of  the  

process)  •  Not  having  to  do  infinite  re-­‐designs  •  Not  being  present  all  the  way  to  shipping  to  explain,  detail,  and  

defend  the  integrity  of  the  design  •  Changing  of  the  guards  -­‐  we  someVmes  end  up  being  the  owners  of  

knowledge  •  Hard  to  fix  organizaVonal  roadblocks  in  the  client’s  org  •  A  lot  of  work  ends  up  not  making  it  into  the  hands  of  people