team creativity creativity management - i-cell | innovation … · 2013-02-17 · team creativity...
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1 / 17 Design Management. Creativity
Team creativity Creativity management Septembre 2012 JMª Monguet (UPC) M Ferruzca (UAM)
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Effective creative process
Project phases Creative Techniques Indicators
Learn Watch Ask Try
Concept
Team
Opportunity
Market Research
State of Art
Proposal
Organization
Design Proposal
Business Plan
Market Test
Development
Market
Selling
Operations
Legal Memory
Project
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Learn Watch Ask Try Análisis de la actividad Diagramas de afinidad Análisis antropométrico Perfiles de carácter Análisis de tareas cognitivas Encuesta de productos competitivos Comparaciones interculturales Análisis del error Análisis de flujo Análisis histórico Long-Range Forecast Investigación secundaria Analizar – Aprender
Arqueología del comportamiento Vuelo en la pared Recorridos guiados Inventario personal Etnografía rápida Shadowing Mapa de red social Encuesta basada en fotos Video Recolección de datos
Reportaje Sorteo de cartas Mapas cognitivos Collage Paisaje conceptual Cultural Probes Dibujar la experiencia Entrevistas extremas de usuario 5 por qué's Corresponsales extranjeros Narración Encuestas y cuestionarios Grupos de desenfoque Asociación concepto-palabras
Muestreo de comportamientos Sea su cliente Bodystorming Herramientas de empatía Prototipo de experiencia Informance Prototipo de papel Predecir los titulares del año nuevo Prototipos rápidos y sucios Role-playing Modelos a escala Escenarios Evaluación de escenarios Trátelo usted mismo
Creativity techniques
Effective creative process
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Effective creative process
Divergence and convergence
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http://www.edwdebono.com
| Video
Effective creative process
Lateral thinking
| Course (has 6 parts)
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Phases Technique Indicators
Learn Watch Ask Try
Concept
Team
Opportunity
Market Research
State of Art
Proposal
Organization
Design Proposal
Business Plan
Market Test
Development
Market
Selling
Operations
Legal Memory
Itinerary of creativity
Effective creative process
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Indicators of creativity
Factors Level 1:
No DM
Level 2:
DM as project
Level 3:
DM as function
Level 4:
DM as culture Awareness
(of Benefits)
Not aware of benefits.
Some functional specialists are aware
Most consider it important to remain competitive.
All are aware. Important to gain leadership position
DM process No idea where design fits.
Not repeatable across projects
Formal DM process.
Ongoing activity
Planning Plans do not mention the use of design.
Objectives at the project level
Plans integrate design in activities
Design is part of strategic plans.
DM expertise No skills to handle design activity.
Some skills Standard DM tools
Appropriate expertise.
Design resources
Not committed resources to design activity
Limited resources are allocated for individual projects
Resources are allocated on the basis of potential return
Financial procedures in place to assist in appraising investments, assessing risk and tracking
Design management indicators
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Indicators of creativity
Design management indicators
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Indicators of creativity
Design management indicators
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Creativity as business driver
Design management indicators
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(Metaphore from Dr. Celestino Berastegui)
Transdisciplinarity
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Transdisciplinarity
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Creativity
Culture
Tecnology
Transdisciplinarity
PIXAR
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Technology
Arte
Transdisciplinarity
PIXAR
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Technology
“Magic” Arte
Transdisciplinarity
PIXAR
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Creativity as business driver
Region of Lombardy
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Creativity as business driver
Region of Lombardy
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The design mission crafted for 3M …
Foreseeing the evolution of socio-cultural models, leveraging and influencing 3M’s technologies, brands, and business strategies, in order to propose innovative, meaningful solutions that can create a unique, fulfilling user experience that can help our customers succeed and support the growth of 3M.
Creativity as a business driver
3M