3. Breakthrough Innovation
•Iterative Process
•Early perfection – AVOID
•Small Effective – comfort
teams – across functions
Strategic Business
Design
No Trade-offs - Contradictions
Strategic Hubs – support processes
Modules – Protocols [ckp]
Deep user
Multi Prototyping
understanding
Feedback User Activity vs Product Usage
Change / Kaizen Broader Context
5. Target Prescription Bottle
Deborah Adler - 2004 Understanding User Activity
Institute of Visual Arts Multi prototyping
29years
Klaus Rosburg,
Brooklyn industrial designer
Prototype Bottle Final Bottle
•Function over form. [know the •Easy I.D.[name top ]
OLD Bottle Design name + how to take it.] •Code red [for caution]
•Inconsistent labels /pharmacy •Color coding.[ / family member’s •Information hierarchy.
]
•Branding trumps all. [not name •Upside down to save paper.
•Intelligent expiration.[ A Condé
and instructions] Nast security badge develops a •Green is for Grandma.[poka
•Confusing numbers.[no large red X after 24 hours ] yoke - colored rubber rings]
explanations] •Shaping the bottle.[D-shape—a •Hard to lose info card
•Poor color combinations.[black wider front and a flat back [tucked behind the label + 3
on navy] •Info attached.[ grooves for paper holes for saving in a binder]
•Curved shape is hard to read. card with text set in columns. ] •Clear message Take ―daily.‖
•Close reading.[included a lens]
•Tiny type. •Clear warnings.
•Intake schedule.
6. Operational Transformation
Strategic Business Design
2004
NBBJ Boeing 737
Architectural
Firm of Boeing
Democratic Work place
Blue + White collar
Sales Production Engineers Corporate Focus on Product
Rather than process
Every Individual is Important
Flow days for assembly reduced 50%
Unit Costs decreased
Resolution times reduced
7. Communication Design - Viagra
Understanding User Activity
Passive Patient into active
Patient Doctor Dialogue
Customers denial - revival
Every stage of journey
Increase Patient Doctor Dialogue
Increased prescription
