HOWDESIGN INNOVATIONCAN TRANSFORMBUSINESS

SIX KEY PRINCIPLES

PRESENTATION AT

FORUM DE LA INNOVACIO ’07OCT 18, BARCELONA, ESPANA

VIJAY KUMARINSITUTE OF DESIGN

ILLINOIS INSTITUTE OF TECHNOLOGY

CHICAGO

© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY

ENGINEERINGFocus: Components

BEFORE

INNOVATION LANDSCAPE IS CHANGING

PRODUCT DESIGNFocus: Products

BRANDFocus: Marketing

STRATEGYFocus: Business

Focus: INTEGRATION+ Technology+ Process+ Product+ Service+ Brand+ Experience

DESIGNINNOVATION

NEW

© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY

COMPANIES ARE RESPONDING

BUSINESSOPPORTUNITY

USUAL

DESIGNINNOVATION

Driven by a deepunderstanding of users

NEW F

OCUS

TECHNOLOGYPOSSIBILITY

APPLE

DESIGN INNOVATION AS A STRATEGY WINS

GOOGLETOYOTAGEMICROSOFTP&G3MWALT DISNEYIBMSONYWAL-MARTHONDANOKIASTARBUCKSTARGETBMWSAMSUNGVIRGININTELAMAZONBOEINGDELLGENENTECHEBAYCICSOMOTOROLA

SOUTHWESTIDEOIKEADAIMLERCHRYSLERHEWLETT PACKARDNIKEBPRESEARCH IN MOTIONAT&TCITIGROUPVERIZONPHILIPSNINTENDOCOSTCOVOLKSWAGENPFIZERBEST BUYJOHNSON & JOHNSONAMGENMERCKNEWS CORPMCDONALD’SLG ELECTRONICSEXXON MOBILE

© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY

What PRINCIPLES can we learn from these successful innovations?

1 Build innovations around people’s EXPERIENCES

2 Think of innovations as PLATFORMS not just products

3 Adopt an early INNOVATION PLANNING process

4 Use structured METHODS and TOOLS

5 Integrate DESIGN and BUSINESS

6 Cultivate an INNOVATION CULTURE within organizations

1 Build innovations around people’s EXPERIENCES

NOT JUST ANY CARIT’S FUN … IT’S MINE …IT’S COOL … I LOVE IT …

Photo from Nike website

NOT JUST SHOES

MaterialsSensors in shoesI-Pod recorderProgress trackingOnline toolsRoute mappingSocial networks

NIKE

RUNNING

© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY

1 Build innovations around people’s EXPERIENCES

PHYSICAL

COGNITIVE

CULTURAL

SOCIAL

EMOTIONAL

© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY

1 Build innovations around people’s EXPERIENCES

PHYSICAL

COGNITIVE

CULTURAL

SOCIAL

EMOTIONAL

PHYSICAL

OXO GOOD GRIPS

MORE T

HAN 350 P

RODUCTS NOW

FROM 79 CENT VERNACULAR PRODUCTTO $275,000,000 COMPANY

© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY

1 Build innovations around people’s EXPERIENCES

PHYSICAL

COGNITIVE

CULTURAL

SOCIAL

EMOTIONAL

SELF-CHECKOUT IN RETAIL

© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY

1 Build innovations around people’s EXPERIENCES

PHYSICAL

COGNITIVE

CULTURAL

SOCIAL

EMOTIONAL

© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY

http://www.flickr.com/photos/tackytophat/425720403/

http://www.flickr.com/photo_zoom.gne?id=92115194&size=o

http://www.stylehive.com/bookmark/26275

http://www.phonefashions.com/phone/cart/scripts/default.asp

© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY

© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY

© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY

1 Build innovations around people’s EXPERIENCES

PHYSICAL

COGNITIVE

CULTURAL

SOCIAL

EMOTIONAL

THINKERING SPACESDigital and physicalspaces for kidsto share creative writing

ID IIT Project lead by

Prof. Dale Fahnstrom and Prof. Greg Prygrocki

for MacArthur Foundation

© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY

1 Build innovations around people’s EXPERIENCES

PHYSICAL

COGNITIVE

CULTURAL

SOCIAL

EMOTIONAL

2 Think of innovations as PLATFORMS not just products

EXPERIENCEMUSIC SHARING

NETWORKING+iTUNES +BOSE

SERVICEiTUNES

SYSTEM

ACCESSORIES

BRANDiPOD Promotion

BIZ MODELDOWNLOADS

Images from Apple website

iPOD

CHANNELAPPLE STORE

Coreprocess

Enablingprocess

Business

model

Networking Product

performance

Product

system

Service Channel Brand Customer

experience

TEN TYPES OF INNOVATIONS ©Doblin

Principle 2 – Ten Types

1 2 3 4 5 6 7 8 9 10Process.Finance Offering Delivery

iPOD as aPlatform

3 Adopt an early INNOVATION PLANNING process

DEVELOP

FRONT-END

INNOVATIONPLANNING

LAUNCH SUSTAIN

INNOVATION TIMELINE

Real

Know Make

Frame Insights

Realize Offerings

Know Context

Know Users

Make Plans

Explore Concepts

AbstractAnalysis Synthesis

ImplementResearch

Hypothesis

FRONT-END

INNOVATIONPLANNING

Prototype

Pilot

Launch

FrameInsights

KnowContext

ExploreConcepts

MakePlans

RealizeOfferings

KnowUsers

SenseIntent

3

PROCESS IS NON-LINEAR

4 Use structured METHODS and TOOLS

context map

eras map

value web

innovationmap

conceptdefinition

conceptmatrix, map

conceptsystemizer

scenario plan

conceptmanager

strategicroadmap

innovationbrief

strategic plan

tactical plan

businesscase

behavioralprototype

conceptprototype

pilot andlaunch plan

change plan

research plan

video/photoresearch

disposablecamera study

ethnographicinterview

user insightsfield-book

five humanfactors

experiencemap

trend map

diagnosticsystem

conceptspace

user dataanalysis

context dataanalysis

user insightstool

insightMatrix

experiencemodel

systemsimulation

analyticframeworks

Frame

InsightsKnow

ContextExplore

ConceptsMake

PlansRealize

OfferingsKnow

UsersSense

Intent

ADD YOUR O

WN

TAILOR IT

TO P

ROJECTS

INNOVATIONTOOLKIT

context map

eras map

value web

innovationmap

conceptdefinition

conceptmatrix, map

conceptsystemizer

scenario plan

conceptmanager

strategicroadmap

innovationbrief

strategic plan

tactical plan

businesscase

behavioralprototype

conceptprototype

pilot andlaunch plan

change plan

research plan

video/photoresearch

disposablecamera study

ethnographicinterview

user insightsfield-book

five humanfactors

experiencemap

trend map

diagnosticsystem

conceptspace

user dataanalysis

context dataanalysis

user insightstool

insightMatrix

experiencemodel

systemsimulation

analyticframeworks

Frame

InsightsKnow

ContextExplore

ConceptsMake

PlansRealize

OfferingsKnow

UsersSense

Intent

1

23

4

5

disposablecamera study

ethnographicinterview

user insightstool

insightmatrix

conceptdefinition

1

2

3

4

5

PROJECT COOKING AT HOME

CHICAGOUSA

CAPETOWNSOUTH AFRICA

MUMBAIINDIA

disposablecamera study

ethnographicinterview

user insightstool

insightmatrix

conceptdefinition

1

2

3

4

5

Distribute CAMERAS to familiesalong with a set of GUIDELINESfor taking pictures

POEMS

People

Objects

Environments

Messages

Services

disposablecamera study

ethnographicinterview

user insightstool

insightmatrix

conceptdefinition

1

2

3

4

5

Families take pictures

PEOPLE

OBJECTS

ENVIRONMENTS

MESSAGES

SERVICES

POEMS

disposablecamera study

ethnographicinterview

user insightstool

insightmatrix

conceptdefinition

1

2

3

4

5

Talk to people about the pictures they took

Take notes in structured field notebooks

disposablecamera study

ethnographicinterview

user insightstool

insightmatrix

conceptdefinition

1

2

3

4

5

COOKING AT HOMEPROJECT USER INSIGHTS TOOL

ClusterTag Search PatternGather

OBSERVER Ben Joseph

DATE Dec 08, 2005

TIME Evening

CITY Chicago

COUNTRY USA

OBSERVATION

Cooking and Watching TV

Mother watches TV

while cooking to

entertain herself. She

often watches cooking

shows to get recipe

ideas.

She fills each child’s

plate and serves it.

Watching TV while

cooking is fun and

informative.

Individually serving

food to children helps

control portion size.

DESCRIPTION INSIGHT

Criteria Concept

Organize pictures and INSIGHTS in the USER INSIGHTS TOOL

COMPARE activitiesdisposablecamera study

ethnographicinterview

user insightstool

insightmatrix

conceptdefinition

1

2

3

4

5

MUMBAI CHICAGO CAPE TOWN

SEARCH and COMPARE insights in UIT

COOKING AT HOMEPROJECT USER INSIGHTS TOOL

ClusterTag Search PatternGather

SEARCH TERMS

MUMBAI, Mother, Child, Eating

Watching TV while

cooking is fun and

informative

Feeding family hot,

fresh food is

considered part of

healthy life

Family enjoys

cooking together

Feeding children

happens anywhere in

the house

Trips to Starbucks

are a way to connect

with family.

Bed becomes a place

to have a comfortable

family dinner.

SEARCH TERMS:

CHICAGO, Mother, Child, Eating

Criteria Concept

disposablecamera study

ethnographicinterview

user insightstool

insightmatrix

conceptdefinition

1

2

3

4

5

disposablecamera study

ethnographicinterview

user insightstool

insightmatrix

conceptdefinition

1

2

3

4

5

1. Cooking is a time to spend time with kids.

2. Families often spend quality time together after dinner

3. Floor cleaned daily for baby’s play and snacking4. Mom lets baby get messy with dinner

5. Baby needs eye contact with mom while he eats

6. Mom can do other things while baby is in swing

7. Shopping with babies is challenging.

8. Baby dinner chair is mobile for family’s convenience9. Couple shares responsibility for baby.

10. Family eats in different rooms at different times

11. All family members eat different things at dinner

12. Couples take turns cooking

13. When cooking for one, simple dishes are made14. Children are able to prepare food for themselves

….

….

….

…. ….

….

….

….

…. ….

92. Kids care about the taste of vitamins

93. Family takes vitamins with breakfast94. People change their diet while training

95. Mom likes to feed kids healthy snacks

96. Mom carries healthy snacks to avoid fast food

97. People reward themselves with unhealthy food

98. Kids’ snacking rules are more lenient away from home99. Sweets are used as a reward.

Focus on the INSIGHTS to find patterns

99 INSIGHTS

1. Cooking is a time to spend time with kids.2. Families often spend quality time together after dinn3. Floor cleaned daily for baby’s play and snacking4. Mom lets baby get messy with dinner5. Baby needs eye contact with mom while he eats6. Mom can do other things while baby is in swing7. Shopping with babies is challenging.8. Baby dinner chair is mobile for family’s convenience9. Couple shares responsibility for baby.10. Family eats in different rooms at different times11. All family members eat different things at dinner12. Couples take turns cooking13. When cooking for one, simple dishes are made14. Children are able to prepare food for themselves92. Kids care about the taste of vitamins93. Family takes vitamins with breakfast94. People change their diet while training95. Mom likes to feed kids healthy snacks96. Mom carries healthy snacks to avoid fast food97. People reward themselves with unhealthy food98. Kids’ snacking rules are more lenient away from hom99. Sweets are used as a reward.1. Cooking is a time to spend time with kids.2. Families often spend quality time together after dinn3. Floor cleaned daily for baby’s play and snacking4. Mom lets baby get messy with dinner5. Baby needs eye contact with mom while he eats6. Mom can do other things while baby is in swing7. Shopping with babies is challenging.8. Baby dinner chair is mobile for family’s convenience9. Couple shares responsibility for baby.10. Family eats in different rooms at different times11. All family members eat different things at dinner12. Couples take turns cooking13. When cooking for one, simple dishes are made14. Children are able to prepare food for themselves92. Kids care about the taste of vitamins93. Family takes vitamins with breakfast94. People change their diet while training95. Mom likes to feed kids healthy snacks96. Mom carries healthy snacks to avoid fast food97. People reward themselves with unhealthy food98. Kids’ snacking rules are more lenient away from hom99. Sweets are used as a reward.1. Cooking is a time to spend time with kids.2. Families often spend quality time together after dinn3. Floor cleaned daily for baby’s play and snacking4. Mom lets baby get messy with dinner5. Baby needs eye contact with mom while he eats6. Mom can do other things while baby is in swing7. Shopping with babies is challenging.8. Baby dinner chair is mobile for family’s convenience9. Couple shares responsibility for baby.10. Family eats in different rooms at different times11. All family members eat different things at dinner12. Couples take turns cooking13. When cooking for one, simple dishes are made14. Children are able to prepare food for themselves92. Kids care about the taste of vitamins93. Family takes vitamins with breakfast94. People change their diet while training95. Mom likes to feed kids healthy snacks96. Mom carries healthy snacks to avoid fast food97. People reward themselves with unhealthy food98. Kids’ snacking rules are more lenient away from hom99. Sweets are used as a reward.1. Cooking is a time to spend time with kids.2. Families often spend quality time together after dinn3. Floor cleaned daily for baby’s play and snacking4. Mom lets baby get messy with dinner5. Baby needs eye contact with mom while he eats6. Mom can do other things while baby is in swing7. Shopping with babies is challenging.8. Baby dinner chair is mobile for family’s convenience9. Couple shares responsibility for baby.10. Family eats in different rooms at different times11. All family members eat different things at dinner12. Couples take turns cooking13. When cooking for one, simple dishes are made14. Children are able to prepare food for themselves92. Kids care about the taste of vitamins93. Family takes vitamins with breakfast94. People change their diet while training95. Mom likes to feed kids healthy snacks96. Mom carries healthy snacks to avoid fast food97. People reward themselves with unhealthy food98. Kids’ snacking rules are more lenient away from hom99. Sweets are used as a reward.11. All family members eat different things at dinner12. Couples take turns cooking13. When cooking for one, simple dishes are made14. Children are able to prepare food for themselves92. Kids care about the taste of vitamins93. Family takes vitamins with breakfast94. People change their diet while training95. Mom likes to feed kids healthy snacks96. Mom carries healthy snacks to avoid fast food97. People reward themselves with unhealthy food98. Kids’ snacking rules are more lenient away from hom99. Sweets are used as a reward.

disposablecamera study

ethnographicinterview

user insightstool

insightmatrix

conceptdefinition

1

2

3

4

5

INSIGHT MATRIX tool shows CLUSTERS of insights

99

IN

SIG

HT

S

1.

Cookin

g is

a t

ime t

o s

pend t

ime w

ith k

ids.

2.

Fam

ilies

oft

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pend q

ualit

y t

ime t

ogeth

er

aft

er

din

n3

. F

loor

cle

aned d

aily

for

baby’s p

lay a

nd s

nackin

g4

. M

om

lets

baby g

et

mess

y w

ith d

inner

5.

Baby n

eeds

eye c

onta

ct

with m

om

while

he e

ats

6.

Mom

can d

o o

ther

thin

gs

while

baby is

in s

win

g7

. S

hoppin

g w

ith b

abie

s is

challe

ngin

g.

8.

Baby d

inner

chair is

mobile

for

fam

ily’s c

onvenie

nce

9.

Couple

share

s re

sponsi

bili

ty f

or

baby.

10. Fam

ily e

ats

in d

iffe

rent

room

s at

diffe

rent

tim

es

11. A

ll fa

mily

mem

bers

eat

diffe

rent

thin

gs

at

din

ner

12. Couple

s ta

ke t

urn

s cookin

g13. W

hen c

ookin

g f

or

one, si

mple

dis

hes

are

made

14. Child

ren a

re a

ble

to p

repare

food f

or

them

selv

es

92. Kid

s care

about

the t

ast

e o

f vitam

ins

93. Fam

ily t

akes

vit

am

ins

wit

h b

reakfa

st94. People

change t

heir d

iet

while

tra

inin

g95. M

om

lik

es

to f

eed k

ids

healthy s

nacks

96. M

om

carr

ies

healthy s

nacks

to a

void

fast

food

97. People

rew

ard

them

selv

es

with u

nhealthy f

ood

98. Kid

s’ sn

ackin

g r

ule

s are

more

lenie

nt

aw

ay f

rom

hom

99. Sw

eets

are

use

d a

s a r

ew

ard

.1

. C

ookin

g is

a t

ime t

o s

pend t

ime w

ith k

ids.

2.

Fam

ilies

oft

en s

pend q

ualit

y t

ime t

ogeth

er

aft

er

din

n3

. F

loor

cle

aned d

aily

for

baby’s p

lay a

nd s

nackin

g4

. M

om

lets

baby g

et

mess

y w

ith d

inner

5.

Baby n

eeds

eye c

onta

ct

with m

om

while

he e

ats

6.

Mom

can d

o o

ther

thin

gs

while

baby is

in s

win

g7

. S

hoppin

g w

ith b

abie

s is

challe

ngin

g.

8.

Baby d

inner

chair is

mobile

for

fam

ily’s c

onvenie

nce

9.

Couple

share

s re

sponsi

bili

ty f

or

baby.

10. Fam

ily e

ats

in d

iffe

rent

room

s at

diffe

rent

tim

es

11. A

ll fa

mily

mem

bers

eat

diffe

rent

thin

gs

at

din

ner

12. Couple

s ta

ke t

urn

s cookin

g13. W

hen c

ookin

g f

or

one, si

mple

dis

hes

are

made

14. Child

ren a

re a

ble

to p

repare

food f

or

them

selv

es

92. Kid

s care

about

the t

ast

e o

f vitam

ins

93. Fam

ily t

akes

vit

am

ins

wit

h b

reakfa

st94. People

change t

heir d

iet

while

tra

inin

g95. M

om

lik

es

to f

eed k

ids

healthy s

nacks

96. M

om

carr

ies

healthy s

nacks

to a

void

fast

food

97. People

rew

ard

them

selv

es

with u

nhealthy f

ood

98. Kid

s’ sn

ackin

g r

ule

s are

more

lenie

nt

aw

ay f

rom

hom

99. Sw

eets

are

use

d a

s a r

ew

ard

.1

. C

ookin

g is

a t

ime t

o s

pend t

ime w

ith k

ids.

2.

Fam

ilies

oft

en s

pend q

ualit

y t

ime t

ogeth

er

aft

er

din

n3

. F

loor

cle

aned d

aily

for

baby’s p

lay a

nd s

nackin

g4

. M

om

lets

baby g

et

mess

y w

ith d

inner

5.

Baby n

eeds

eye c

onta

ct

with m

om

while

he e

ats

6.

Mom

can d

o o

ther

thin

gs

while

baby is

in s

win

g7

. S

hoppin

g w

ith b

abie

s is

challe

ngin

g.

8.

Baby d

inner

chair is

mobile

for

fam

ily’s c

onvenie

nce

9.

Couple

share

s re

sponsi

bili

ty f

or

baby.

10. Fam

ily e

ats

in d

iffe

rent

room

s at

diffe

rent

tim

es

11. A

ll fa

mily

mem

bers

eat

diffe

rent

thin

gs

at

din

ner

12. Couple

s ta

ke t

urn

s cookin

g13. W

hen c

ookin

g f

or

one, si

mple

dis

hes

are

made

14. Child

ren a

re a

ble

to p

repare

food f

or

them

selv

es

92. Kid

s care

about

the t

ast

e o

f vitam

ins

93. Fam

ily t

akes

vit

am

ins

wit

h b

reakfa

st94. People

change t

heir d

iet

while

tra

inin

g95. M

om

lik

es

to f

eed k

ids

healthy s

nacks

96. M

om

carr

ies

healthy s

nacks

to a

void

fast

food

97. People

rew

ard

them

selv

es

with u

nhealthy f

ood

98. Kid

s’ sn

ackin

g r

ule

s are

more

lenie

nt

aw

ay f

rom

hom

99. Sw

eets

are

use

d a

s a r

ew

ard

.1

. C

ookin

g is

a t

ime t

o s

pend t

ime w

ith k

ids.

2.

Fam

ilies

oft

en s

pend q

ualit

y t

ime t

ogeth

er

aft

er

din

n3

. F

loor

cle

aned d

aily

for

baby’s p

lay a

nd s

nackin

g4

. M

om

lets

baby g

et

mess

y w

ith d

inner

5.

Baby n

eeds

eye c

onta

ct

with m

om

while

he e

ats

6.

Mom

can d

o o

ther

thin

gs

while

baby is

in s

win

g7

. S

hoppin

g w

ith b

abie

s is

challe

ngin

g.

8.

Baby d

inner

chair is

mobile

for

fam

ily’s c

onvenie

nce

9.

Couple

share

s re

sponsi

bili

ty f

or

baby.

10. Fam

ily e

ats

in d

iffe

rent

room

s at

diffe

rent

tim

es

11. A

ll fa

mily

mem

bers

eat

diffe

rent

thin

gs

at

din

ner

12. Couple

s ta

ke t

urn

s cookin

g13. W

hen c

ookin

g f

or

one, si

mple

dis

hes

are

made

14. Child

ren a

re a

ble

to p

repare

food f

or

them

selv

es

92. Kid

s care

about

the t

ast

e o

f vitam

ins

93. Fam

ily t

akes

vit

am

ins

wit

h b

reakfa

st94. People

change t

heir d

iet

while

tra

inin

g95. M

om

lik

es

to f

eed k

ids

healthy s

nacks

96. M

om

carr

ies

healthy s

nacks

to a

void

fast

food

97. People

rew

ard

them

selv

es

with u

nhealthy f

ood

98. Kid

s’ sn

ackin

g r

ule

s are

more

lenie

nt

aw

ay f

rom

hom

99. Sw

eets

are

use

d a

s a r

ew

ard

.11. A

ll fa

mily

mem

bers

eat

diffe

rent

thin

gs

at

din

ner

12. Couple

s ta

ke t

urn

s cookin

g13. W

hen c

ookin

g f

or

one, si

mple

dis

hes

are

made

14. Child

ren a

re a

ble

to p

repare

food f

or

them

selv

es

92. Kid

s care

about

the t

ast

e o

f vitam

ins

93. Fam

ily t

akes

vit

am

ins

wit

h b

reakfa

st94. People

change t

heir d

iet

while

tra

inin

g95. M

om

lik

es

to f

eed k

ids

healthy s

nacks

96. M

om

carr

ies

healthy s

nacks

to a

void

fast

food

97. People

rew

ard

them

selv

es

with u

nhealthy f

ood

98. Kid

s’ sn

ackin

g r

ule

s are

more

lenie

nt

aw

ay f

rom

hom

99. Sw

eets

are

use

d a

s a r

ew

ard

.

99 INSIGHTS

9

1

3

5

6

2

7

8

4

9 CLUSTERS

disposablecamera study

ethnographicinterview

user insightstool

insightmatrix

conceptdefinition

1

2

3

4

5

Define clusters and create CRITERIA

9

1

3

5

6

2

7

8

4Empower Children

Create shared experiences

Enhance pet relations

Support healthy living

Show long-term benefits

Customize mobile eating

Make shopping entertaining

Enhance social relations

Support emotional upkeep

disposablecamera study

ethnographicinterview

user insightstool

insightmatrix

conceptdefinition

1

2

3

4

5

INSIGHTSCLUSTERSCRITERIA

CONCEPTS

5 Integrate DESIGN and BUSINESS

1 2 3IDENTIFY

BUSINESSFIT THEM TO

USERSCREATE

CONCEPTS

BUSINESS-D

RIVEN

3 2 1UNDERSTAND

USERSBUILD

BUSINESSCREATE

CONCEPTS

DESIGN-D

RIVEN

CONNECT

© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY

6 Cultivate an INNOVATION CULTURE within organizations

WHAT IS THENEXT

INNOVATION

?

STRATEGISTMANAGERMARKETER

DESIGNERETHNOGRAPHER

TECHNOLOGISTENGINEER

CUSTOMER

COMMUNITY

PEOPLE

NEED TOCREATE ASHARED

SPACE FORINNOVATION

STRATEGIST

ETHNOGRAPHER

MANAGER

ENGINEER

RESEARCHER

DESIGNER

USERRESEARCHER

USER

PLANNER

Engage all stakeholders in

a

COLLABORATIVE space

© VIJAY KUMAR and PATRICK WHITNEY | INSTITUTE OF DESIGN | ILLINOIS INSTITUTE OF TECHNOLOGY

1

2

3

4

5

6

ACTION ITEMS

THANKS

VIJAY KUMARINSITUTE OF DESIGN

ILLINOIS INSTITUTE OF TECHNOLOGY

350 N LASALLE STREET

CHICAGO, ILLINOIS 60610, USA

vijay@id.iit.edu+1 312 595 4900 school general

+1 312 595 4919 school direct

+1 312 906 8545 vijay consulting

+1 630 251 2452 vijay mobile