Prospect Ba Training Online
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Transcript of Prospect Ba Training Online
FJORD 2006
1. ProspectBa benefits >
2. ProspectBa Platform >
3. ProspectBa Map >
4. ProspectBa Mapping >
5. Applying outcomes >
End >
< IntroductionOpen Platformfor CollaborativeExploration of Product-Service InnovationOpportunities
ProspectBa
FJORD 2006
ProspectBa is aFront-Endproductinnovationplatform
1. Benefits 2 3 4 5 End
Front End - phase New ProductDevelopment - phase
Commercialization- phase
ProspectBadomain
exploration
FJORD 2006
ProspectBa is aFront-Endproductinnovationplatform
1. Benefits 2 3 4 5 End
ProspectBadomain
exploration
FJORD 2006
Leisure productand serviceinnovations
1. Benefits 2 3 4 5 End
ProspectBasolves three keyproblems ofproductinnovation
1. Identifying future innovationopportunities in an unfamiliardomain
2. Supporting emergent commonunderstanding of innovationopportunities in open innovationnetworks
3. Applying domain insight andforesight in the productdevelopment organization
FJORD 2006
1. Benefits 2 3 4 5 End
Benefit 1:Methodology forexploring thefuture
• Systematic design process• Systemic thinking• Alternative future domain scenarios• Co-evolution of domain problem and
solution
ProspectBadomain
exploration
FJORD 2006
1. Benefits 2 3 4 5 End
Benefit 2:Platform forcollaboration
• Shared conceptualization of domain
• Tools to manage distributed cognition
• Emergent, evolutionary, self-organizing
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1. Benefits 2 3 4 5 End
Benefit 3:Foresight forstrategic andoperationaldecisions
• Micro: Domain design parameters
• Macro: Solving concepts (0-2yrs) -
Visioning concepts (5-10yrs)
• Meta: Domain structure and scenarios
• Methodology for monitoring concepts
ProspectBadomain
exploration
FJORD 2006
• leverage different perspectives• learn quickly• adjust to domain dynamics and changes
in corporate strategy• share often• create new-to-market and new-to-
company concepts and present them asValue Propositions
• prepare for the future• unify innovation explorations across the
company
1. Benefits 2 3 4 5 End
With ProspectBayou can...
FJORD 2006
2. Platform 31 4 5 End
ProspectBaPlatform ProspectBa :
Japanese philosophical conceptreferring to physical, mental,virtual and social settings for
creation, sharing and exploiting ofknowledge.
FJORD 2006
9. Monitor & managedomain portfolio
8. Assessdomainopportunity
7. Designvisioningconcepts
6. Createfuture briefs
5. Evaluateimpact ofconcepts
4. Designsolvingconcepts
3. Composedesign inputs
2. Createparameters &variables
1.Collectdata
III. MonitoringII. VisioningI. Solving
Prospect Mapping method
Actor Needs
Subject(s)
Solution(s)
Concept
Prospect Map framework
ProspectBa Studio
2. Platform 31 4 5 End
Prospect Map
ProspectBaPlatform
FJORD 2006
Actors Needs
Subject(s)
Solution(s)
Common NeedsContext NeedsActivity NeedsQualifier Needs
Concept
Domain Constraints & Trends
Global Driving Forces
ProspectBa Map framework
3. ProspectBa Map 4 5 End1 2
FJORD 2006
Framework for value proposition creation
3. ProspectBa Map 4 5 End1 2
Needs
Approach
Benefits
Competitors
Actors
Subjects
Concept
Solutions
Domain Constraints & Trends
Global Driving Forces
FJORD 2006
3. ProspectBa Map 4 5 End1 2
Uncontrollable causes
Uncontrollable effects
Controllable causes
Controllable effects
Systemic thinking driving design
Actor
Needs
Subject(s)
Solution(s)
Domain Constraints & Trends
Global Driving Forces
Massive, unanticipated detrimental change
Concepts(Winning ValuePropositions)
FJORD 2006
PetsActor Needs
Subject(s)
Solution(s)
Concept
Domain Constraints &Trends
Global Driving Forces
Uncontrollable causes
3. ProspectBa Map 4 5 End1 2
FJORD 2006
Global Driving Forces
3. ProspectBa Map 4 5 End1 2
Global Driving Forces aretrends and phenomena thatimpact the domain and atthe same time show highuncertainty in their futurebehavior related to thedomain/world.
BusinessPolitics
EconomyTechnology
Demographics
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Global Driving Forces
3. ProspectBa Map 4 5 End1 2
urbanizationspeeds up
ethicalconsumerism
robotics goesmainstream
threat of terrorismgrows
time spent athome decreases
even more
socialnetworking on
the rise
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Domain Constraints & Trends
3. ProspectBa Map 4 5 End1 2
Domain constraints andtrends are inherent to thedomain. They inhibit orenforce Actor needs. Theyact as barriers or enablersto satisfying needs.
TraditionCulture
LegislationReligion
Lore/MythEnvironment
FJORD 2006
Domain Constraints & Trends
3. ProspectBa Map 4 5 End1 2
pets serve associal props
pets areconsidered
family members
legislationdefines pet’s
rights
10 out 14 Swissschool children
prefer real pets torobots
personal habitat hasmost influence on
type of pet youchoose
dogs are man’sbest friend
FJORD 2006
PetsActors Needs
Subject(s)
Solution(s)
Common NeedsContext NeedsActivity NeedsQualifier Needs
Concept
Domain Constraints & Trends
Global Driving Forces
Controllable causes
3. ProspectBa Map 4 5 End1 2
FJORD 2006
Actors
3. ProspectBa Map 4 5 End1 2
Actors are people orentities that act to satisfyneeds in the domain.They create and adaptroles to suit theirobjectives.
Private consumers,Service professionals,
Legislators
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Domain Constraints & Trends
3. ProspectBa Map 4 5 End1 2
animal activistpet owner veterinary
pet communityorganizerdog trainer pet groomer
FJORD 2006
Subjects
3. ProspectBa Map 4 5 End1 2
Subjects are humans andnon-humans that aresource of the Actor’sactions. Subjects differwidely in terms ofinfluence they have onthe Actor.
Humans,Non-humans
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Subjects
3. ProspectBa Map 4 5 End1 2
carscats spiders
fishrobots dogs
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Needs
3. ProspectBa Map 4 5 End1 2
Needs originate fromparticipation in thedomain. The relationshipbetween Actor and Subjectis a common source ofneeds.
Common Needs
Context Needs
Activity Needs
Qualifier Needs
FJORD 2006
Common Needs
3. ProspectBa Map 4 5 End1 2
Common Needs
Strategies
Keep pet alive
Common Needs are theneeds of nearly everyoneinvolved in the domain.
FJORD 2006
Common Needs
3. ProspectBa Map 4 5 End1 2
feel secure(with pet)
takeresponsibility
(for pet)
be in control oflife
(involving pet)
love(pet)
express yourself(through pet)
enjoy life (withpet)
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Context Needs
3. ProspectBa Map 4 5 End1 2
Context Needs
Product Families
Feed pet
Context Needs arecommon to a particulartype of Actor. Theyoriginate from situationsActors find themselves inthe domain.
FJORD 2006
Context Needs
3. ProspectBa Map 4 5 End1 2
play with petfeed petprotect self or
others from pet
train petsocialize with
other pet ownersensure pet stays
healthy
FJORD 2006
Activity Needs
3. ProspectBa Map 4 5 End1 2
Activity Needs
Products
Select right pet food
Activity needs are bornfrom the types ofactivities Actors want toperform as a result ofContext Needs.
FJORD 2006
Activity Needs
3. ProspectBa Map 4 5 End1 2
go runningwith dog
keep pet onappropriate
diet
walkdog/cat/pig/
ferret on aleash
attend petschool
check pet forsigns of illness
arrange pet carewhile on holiday
FJORD 2006
Qualifier Needs
3. ProspectBa Map 4 5 End1 2
Qualifier Needs are needsof Actors in the samecontext who want to dothings in the same way.They usually arise fromproblems with existingSolutions.
Qualifier Needs
Features
Premium, no tuna, light
FJORD 2006
Qualifier Needs
3. ProspectBa Map 4 5 End1 2
make sure dog isvisible in traffic
premium, wet,light foods
luxury, brandedleash
comprehensive andunderstandable
instructions
accurate andeasy to useinstrument
get routineupdates about
how pet is doing
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Solutions (Competitors)
3. ProspectBa Map 4 5 End1 2
Solutions are existingproducts and services onthe market. These can bemapped to the hierarchyof needs identified for anActor or Subject.
Services,Products
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Solutions (Competitors)
3. ProspectBa Map 4 5 End1 2
reflectorsdietary
supplementsburberry dog
leash
AnimalPlanet.comcanine cooler pet hotel
FJORD 2006
Makings of a value proposition
3. ProspectBa Map 4 5 End1 2
Needs
Approach
Benefits
Competitors
Actors
Subjects
Solutions
Domain Constraints & Trends
Global Driving ForcesQualifier Needs
FJORD 2006
Innovation brief
3. ProspectBa Map 4 5 End1 2
FJORD 2006
PetsActors Needs
Subject(s)
Solution(s)
Common NeedsContext NeedsActivity NeedsQualifier Needs
Concept
Domain Constraints & Trends
Global Driving Forces
Controllable effects
3. ProspectBa Map 4 5 End1 2
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Concepts (Approach)
3. ProspectBa Map 4 5 End1 2
Concepts are solutions toproblems in the domainarising from unsatisfiedneeds. Solving concepts arerequired 0-2 years into thefuture. Visioning concepts10 years into the future.
Solving concepts,Visioning concepts
FJORD 2006
Concepts (Approach)
3. ProspectBa Map 4 5 End1 2
Solid Gold Blended Tuna cannedcat and kitten food at Only
Natural Pet Store ... Blended Tunais a highly palatable formula made
with "dolphin friendly..."
FJORD 2006
Actors Needs
Subject(s)
Solution(s)
Common NeedsContext NeedsActivity NeedsQualifier Needs
Concept
Domain Constraints & Trends
Global Driving Forces
Framework for value propositions
3. ProspectBa Map 4 5 End1 2
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Externalized parameters
3. ProspectBa Map 4 5 End1 2
Fig X.Fig X.
FJORD 2006
3. ProspectBa Map 4 5 End1 2
Domain design parameters
Domain Constraints & Trends
Global Driving Forces
ProspectBa Map
FJORD 2006
3. ProspectBa Map 4 5 End1 2
ProspectBa Studio blog
FJORD 2006
Driving forces
Valuepropositionportfolio
Domainsystemimage
ProspectBa Mapping
4. ProspectBa Mapping 5 End1 2 3
10. Monitoring and managingportfolio
9. Assessopportunity
8. CreateVisioningConcepts
7. Identifyfutureproblems
6. Createscenarios
5.Evaluateimpact
4. CreateSolvingConcepts
3. Composebriefs
2. Createdesignparameters
1. Collectdata
III. MonitoringII. VisioningI. Solving
Leisure2007
Leisure2007
Brief
Leisure2007
Brief
Brief
Brief
Leisure2017
Leisure2017
Brief2017
Brief2017
Leisure2017
Brief2017
Brief2017
Brief2017
Brief2017Parameters
FJORD 2006
1. Collect data: Interviews, ethnography,desk research, online research, benchmarking...
Garbage In, Garbage Out!
I. Solving
4. Prospect Mapping 5 End1 2 3
2. Create design parameters: Mapping,blog entry, cross linking...
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Distributed environment
4. Prospect Mapping 5 End1 2 3
Swisscom, Bern Fjord, London
http://fjord.prospectba.com/swisscom
Radarstation, London
FJORD 2006
I. Solving
4. Prospect Mapping 5 End1 2 3
3. Create Solving conceptbriefs from parameters.Understand connections betweenelements of the brief with eachother and the rest of the domain.
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I. Solving
4. Prospect Mapping 5 End1 2 3
4. Design Solving concept(product/service) matching thebrief. Focus on Activity andQualifier Needs. Minimize theimpact of contextual factors on thethe concept. Understand howdependent concept success is onuncontrollable effects in thedomain.
Source: Nokia, 2005
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I. Solving
4. Prospect Mapping 5 End1 2 3
5. Evaluate brief and concept.Crystallize brief and concept into aValue Proposition statement:
Market and customer Needs,Our compelling Approach to meetthat need,the Benefits the customer willreceive in comparison toCompetitors or other options.
Evaluate value proposition withdomain experts/target customers.Describe with scenarios. Iterate valueproposition and Prospect Map beforecontinuing...
FJORD 2006
Actor Needs
Subject(s)
Domain Constraints & Trends
Global Driving Forces
Concept
Future Domain & GlobalDriving Forces
Solution(s)
Actor Needs
Subject(s)
Concept
Migration point(future horizon)
Solution(s)
1.
2.
Domain Constraints & Trends
Global Driving Forces
Exploratory Anticipatory
II. Visioning
4. Prospect Mapping 5 End1 2 3
6. Create scenarios by projecting Solving briefs to desired migration point in the future. InExploratory approach, envision how brief changes from within. In Anticipatory approach addnew Global Driving Forces to brief.
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II. Visioning
4. Prospect Mapping 5 End1 2 3
7. Identify futureproblems in the domainand formulate new brief.
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II. Visioning
4. Prospect Mapping 5 End1 2 3
8. Design Visioningconcept(s).
Source: Nokia, 2005
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II. Visioning
4. Prospect Mapping 5 End1 2 3
9. Assess domain opportunityfrom created value propositions withkey stakeholders.
Source: Nokia, 2005
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III. Monitoring
4. Prospect Mapping 5 End1 2 3
10. Monitor portfolio of value propositions by scanning for domain related phenomena.Identify impact of phenomena on portfolio. Use parameters incorporated into the propositions todetermine relevance of propositions to the current market. Iterate briefs and concepts based ondevelopments to keep portfolio current.
Pets (+)Dogs (+)
Animal TherapyBird flu (-)Robotics
FJORD 2006
Fig X.Fig X.
Actor Needs
Subject(s)
Domain Constraints & Trends
Global Driving Forces
Concept
Future Domain & GlobalDriving Forces
Solution(s)
5. Foresight End1 2 3 4
Applying outcomes
Micro foresight:Design Parameters
Parameters are the basicbuilding blocks of new domainspecific value propositions.They provide a basis forcontinuous exploration andconcept monitoring.
Macro foresight:Value Propositions
Briefs and concepts togetherare concrete examples of theopportunity identified throughexploration. Together theyprovide the elements for anNABC style elevator pitch withadded benefit of visualtangibility.
Meta foresight:ProspectBa Map
ProspectBa Map of a domain(totality of parameters andtheir relationships) supportsexploring the relation ofcompany strategies and globaldriving forces. This is donethrough scenarios.
FJORD 2006
Next domain: Leisure