five habits for the front-end of innovation

Five habits for the front-end

PD&I May 2016

My journey

Mech Eng

Industrial design

Product strategy

Lipstick on a gorilla

Title Sub-headingSeymour Powell Foresight

Clarity at the front-end

You can use an eraser on the drafting table or a sledge hammer on the construction site. Frank Lloyd Wright

CDOs bring more high-level challenges Rise of design

Jonathan IveErnesto QuinterosEric QuintStefano MarzanoSean CarneyPeter Schreyer

Mauro Porcini

2006 11 12 13 14 15

Working out what to do next around products ...and why


Mix rigour with creativity

Frame the challenge frankly

Walk around the problem

Envision in the round

Prototype and learn

Frame the challenge

Combine perspectives

Zoom in and out


Prototype and learn

Frame the challenge


Zoom in and out


Prototype and learn

Frame the challenge


Zoom in and out


Prototype and learn

Frame the challenge


Zoom in and out


Prototype and learn1 2 3 4 5

Frame the challenge


Zoom in and out


Prototype and learn


Frame the problem frankly



Prototype and develop


Analyticalthinking

Intuitivethinking

50/50 mix

The most successful companies in the years to come will balance analytical mastery and intuitive originality in a dynamic interplay. Roger Martin, The Design of business, 2009

Balanced thinking

Analytical Intuitive

Ambidextrous thinkingMix rigour with creativity

Designers brainMix rigour with creativity


Intuitive leaps + getting the data






Frame the challenge


Zoom in and out


Prototype and learn

Source: Roger Martin, The Design of business: Why design thinking is the next competitive advantage, 2009

Mystery

Heuristic

Algorithm

Unexplained problem

Rule of thumb

Replicable success formula

Knowledge Funnel



Beyond the briefing buzzwords

Premium Intuitive

White space / blue ocean

New revenue streams

DisruptiveTransformative

Sustainable advantage

Seamless end-to-end experience

Contemporary and authentic

Like Apple/Uber

Title Sub-heading


Frame

Section

A good strategy honestly acknowledges the challenges being faced and provides an approach to overcoming them. Bad strategy tends to skip over pesky details such as problems. Richard Rumelt, Good Strategy, Bad Strategy, 2011

Framing drives focus


It was about being very focused and not trying to do too much the key was getting rid of stuff. Jonathan Ive quoted in The guts of a new machine, New York Times, 30 November 2003

Focus is about saying no. No, no, no. Steve Jobs, Apple WWDC 97

Section

Title 1 line

Framing is about finding the most fruitful way to define the problem

Section

Title 1 line

It also helps to assess whether its the right challenge to take on






Frame the challenge


Zoom in and out


Prototype and learn

Section

Title 1 line Walk around the problem

The future is hazy

Users Experts

Trends

Technological potential

Learnings from parallel markets

Market data

Multiple lensWalk around the problem

Synthesise across boundaries

Laser intelligence probes deeply into a topic, but ignores opportunities to cross-pollinate... Searchlight intelligence may not probe as deeply but is always scanning the environment and [spotting] connections across spheres.

Howard Gardner, Five Minds for the Future, 2007


Viable Feasible

DesirableDVF workshopsWalk around the problem


Bottom-up + top-down

Big idea






Frame the challenge


Zoom in and out


Prototype and learn


Inspirational and vivid goal


A north star


Work from the future backwards

Strategy must be created from the future backwards. Gary Hamel

2015 2016 2017 2018 2019 2020

Core message

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Never make forecasts especially about the future Sam Goldwyn

Cynicism about foresight

TitleSubtitleFuture is too important to be left to charlatans

The future is part of every designers job description. Mark Newson


Section

Title 1 lineForesightEnvision in the round

Being prescient about the size and shape of tomorrows opportunities

Section


Being prescient about the size and shape of tomorrows opportunities by building an assumption base about the future

Section


Being prescient about the size and shape of tomorrows opportunities by building an assumption base about the future based on deep insights into the trends. Gary Hamel & C.K. Prahalad, Competing for the Future, 1994

Section


Makes sense of a world in flux

Situates strategy within a future context

Section


Makes sense of a world in flux

Situates strategy within a future context

Buts its not about predicting the future.

Trends provide reference points in a future context


PropositionVision

Keep the vision high-levelEnvision in the round

Concrete and differentiated offer

Inspirational and vivid goal

Vision

Proposition

Propositions are more tangible


Vision

Proposition v1 Proposition v2 Proposition v3

2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025

Time horizonsVisions are long-term, propositions evolve



Holistic thinking

Competitive positioning

Business model

Customer experience






Frame the challenge


Zoom in and out


Prototype and learn

Start learning earlyPrototype and develop

Time

Conceptual

Concrete

Fide

lity

Prototype

Prototype

Prototype

Prototype

Prototype

TestLearn Improve

Frame the challenge


Zoom in and out


Prototype and learn

TestLearn Improve

Frame the challenge


Zoom in and out


Prototype and learn

TestLearn Improve

Frame the challenge


Zoom in and out


Prototype and learn

TestLearn Improve

Frame the challenge


Zoom in and out


Prototype and learn


Wizard of Oz techniques

Proposition prototyping


Mixing methodsPrototype and develop

Functioning digital Digital mock-up Paper



Frame the challenge frankly



Prototype and learn

Frame the challenge


Zoom in and out


Prototype and learn

Frame the challenge


Zoom in and out


Prototype and learn

Frame the challenge


Zoom in and out


Prototype and learn

Frame the challenge


Zoom in and out


Prototype and learn1 2 3 4 5

Title Sub-heading


Ambiguity

Title Sub-heading


Scope

Title Sub-heading


Frame

Title Sub-heading


Analyse

Title Sub-heading


Synthesize

We join the dots

@kevinmccullwww.plan.london