The document summarizes an experience led innovation workshop for small and medium enterprises. The workshop introduced tools and methods for understanding customer experiences and designing products and services to influence desired behaviors and meet business objectives. Participants worked in teams to develop innovative concepts for a gourmet food truck business using "Design with Intent" cards that provide principles and examples to spark ideas. Each team then presented their top two ideas and the inspiration cards to the room. The workshop aimed to equip attendees with practical skills to apply experience led innovation approaches to their own organizations.

1. Putting the Customer First
Carolyn Parkinson
Technology Transfer Specialist
Experience Led Innovation
© 2013

2. Let’s talk about…
• Understanding customers and users
• Not about being a slave to customers’ whims
• Gaining insights which will help you meet your business
objectives
• Purposely designing for the experiences and behaviours you
hope to create for users of a product or service
• We call this:
Experience Led Innovation
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3. What is Experience Led Innovation?
Experience Led Innovation (ELI):
Innovation that is informed by
understanding how people use or
experience a product or service
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4. Put yourself in the user’s shoes
… now how does your offering look?
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5. Experience Led Innovation
• All products and services create experiences and behaviours
for users
• These may be purposeful, or accidental
• Getting it right is a competitive advantage
Our key message to SMEs:
We can help you better understand the user experience to
promote and inform innovation to grow your business
© 2013

6. Understand the user perspective
What does this button do?
• Close the door?
• Provide illusion of control?
• ‘Fake affordance’
Design question:
Is there anything to be gained from making
something look like it works one way, while
actually doing something else (or nothing at
all)?
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7. Understand the user perspective
How many people
would push the wrong
button for this lift?
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8. Understand the user perspective
Confusing user interface
Result:
• frustration
• wasted time
• poor quality data
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9. Getting it right…
“the user experience is
what we care about most”
Steve Jobs
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10. Experience Led Innovation
• A deliberate focus on the user experience can unlock
powerful insights
• An enormous amount of research is out there
• This can be used by businesses to create competitive
advantage
• Designing desired behaviours aligned with business goals
• Creating physical or digital experiences and journeys
• Making use of sensory input and emotions
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11. Research base
Professor Paul Jennings
Professor of Experiential Engineering
Dr Rebecca Cain
Associate Professor of Experience Led Innovation
• Paul and Rebecca are supported by over 20 researchers working in
this area
• Cross discipline team includes designers, engineers, human factors
specialists, psychologists, computer scientists, marketers, and more.
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12. Introductions
Experience Led Innovation SME team
Carolyn Parkinson
Technology Transfer Specialist
Christopher Brown
Knowledge Transfer Specialist
© 2013

13. Could my business benefit from an
Experience Led Innovation approach?
1. How easily can customers access your product or
service?
2. Could your products be designed to work better?
3. Is your product being used in the way you intended?
4. Are you struggling to get your products accepted in the
marketplace, and don’t know why?
5. Does the experience of your service match your brand
values?
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14. ELI Business assistance at IIPSI
Access Experience Led Innovation support via:
1. IIPSI Innovation Programme
2. Experience Led Innovation Toolkit
3. Customised intensive business support projects
Extent of support offered is determined by the
potential for resulting business growth impact.
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15. IIPSI Innovation Programme:
Experience Led Innovation
• Two day (minimum) programme
• Day 1: general introduction, including specialist
workshop taster
• Workshop session: ‘Design with Intent’
• Day 2: Specialist full day Experience Led Innovation
workshop:
‘People Centred Innovation’
• Equipping you with a range of tools and skills to
apply directly to your organisation
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16. Experience Led Innovation Toolkit
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17. Experience Led Innovation Toolkit
• A flexible suite of tools to address a range of experience-related
business challenges
• Tools selected and interpreted for their appropriateness for
SMEs
• Intended to unlock insights in user-focussed design, customer
experience, and innovation for products, features, and services
• We work with SMEs to select the most effective tool for a
particular challenge
• Custom delivery by WMG specialist staff
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18. Experience Led Innovation Toolkit
Want to know more?
• Full session on the toolkit during
Innovation Programme specialist
Day 2 ‘People Centred Innovation’
• Next workshop date:
• Wed 22nd May
• Includes new module:
UX: Digital User Experience
• registration now open!
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19. Customised intensive projects
WMG specialists work closely with SMEs over a period of time on a
specific challenge aimed at achieving measurable growth.
Business challenges where ELI could assist include:
• Physical product design/launch: best practice application, design
for user experience, cross discipline input
• Innovation launch: understanding your market, aligning
developments with early user behaviours
• Service design: exploiting key connection opportunities, removing
frustration and roadblocks
• Visitor experience: simplifying experience, maximising engagement
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20. Case Study: Mayridge Ltd
• Mayridge provides a fully integrated approach to
live business events and exhibiting, worldwide
• Highly respected international supplier
• Mayridge had ambitious growth plans, and were
eager to bring innovation to the sector
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21. Mayridge Exhibition stand demonstrator
• Demonstrator and ‘living lab’ collaboration installed in IIPSI
• Exploring Experience Led Innovation tools for business behaviour creation
• Physical and digital experience design, applicable to wide range of business
situations
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22. Design with Intent
Carolyn Parkinson Christopher Brown
Technology Transfer Specialist Knowledge Transfer Specialist
Experience Led Innovation Experience Led Innovation
© 2013

23. Carolyn Parkinson
Technology Transfer Specialist
Experience Led Innovation
Christopher Brown
Knowledge Transfer Specialist
Experience Led Innovation

24. Design with Intent
• This tool pulls together extensive
research into how design influences real
user behaviour
• Intended for situations where you want
to create (or prevent) a specific action,
perception, or behaviour
• 101 cards provoke ideas by asking
questions and giving examples of
particular principles (or design gambits)
in action
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25. Design with Intent
“I use the term Design with Intent to mean design that's intended
to influence or result in certain user behaviour.”
“This reflective approach can be valuable for designers: being
aware that we're designing not just products, not just
experiences, but actually designing behaviour at one level or
another. Whether we mean to do it or not, it's going to happen,
so we might as well get good at it.”
Dan Lockton, creator of Design with Intent
© 2013

26. Scenario: the challenge
We are launching a Gourmet Burger van
Our objectives:
• Attract customers
• Have successful products
• Achieve sales
• Profitable operation
• Create a buzz
• Beat the competition
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27. Scenario: the challenge
The competition….
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28. 8 lenses, 101 gambits
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29. Gourmet Burger challenge
• One team per table
• Develop your offering using the Design with Intent cards to assist
Type of product? Branding/marketing approach?
Competitive strategy? Target market?
• Rapid idea generation
• Brainstorming rules: anything goes!
• Consider each card
• Write ideas on Post-it notes
• Attach to the card which inspired it
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30. Gourmet Burger challenge
Assign roles within your team:
• Whip – your role is to ensure all ideas get written down
• Adjudicator – you make the final decision on your team’s Top 2 ideas
• Spokesperson – you will present your team’s Top ideas to the room
• All – write down your ideas, then convince your team they are brilliant
25 minutes to develop your
brilliant competitive
business ideas!
© 2013

31. Scenario: the challenge
We are launching a Gourmet Burger van
Our objectives:
• Attract customers
• Have successful products
• Achieve sales
• Profitable operation
• Create a buzz
• Beat the competition
© 2013

32. Some useful terminology (if needed)
Affordance: quality which allows
an action to be performed
Meme: a behaviour which
spreads from person to person
Ludic: game-like
Kairos: the concept of a
Affordances can be correct,
propitious time for action; the false, or hidden
right time for the right action
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33. Gourmet Burger challenge
Tell the room:
• Your business approach / concept
• Top two ideas that contribute to success
• The Design with Intent card which inspired the idea
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34. Don’t forget…
Want to know more?
• Full session on the toolkit during
Innovation Programme specialist
Day 2 ‘People Centred Innovation’
• Next workshop dates:
• Wed 22nd May
• registration now open!
• Customised project?
• 1-2-1 consultation opportunities
from 3:30 pm today
© 2013