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SDL – Holistic Innovation
                              Industrial Design 2012, Georgia Institute of Technology




                                                               www.florianvollmer.com
                                                               @florianvollmer


Tuesday, September 25, 2012
Tuesday, September 25, 2012
Tuesday, September 25, 2012
Tuesday, September 25, 2012
© Florian Vollmer, 2012 – www.florianvollmer.com




Tuesday, September 25, 2012
Tuesday, September 25, 2012
Best




Tuesday, September 25, 2012
Best


                              Better




Tuesday, September 25, 2012
Best


                              Better


                              Good



Tuesday, September 25, 2012
Best


                              Better   Better




Tuesday, September 25, 2012
Best

                                       Planned
                              Better   Obsolescence   Better




Tuesday, September 25, 2012
Sources of
                   Innovation

                                                                           meaning
                     fad

                                Fashion   Features   Capacity   Services    User Needs




Tuesday, September 25, 2012
Activities and      Value       Activities and
                              Resources to     Proposition     Resources to
                              Produce                                Market




                              Cost             Profit/ Loss         Income




Tuesday, September 25, 2012
Activities and               Value       Activities and
                              Resources to              Proposition     Resources to
                              Produce Resource-Driven                         Market




                              Cost                      Profit/ Loss         Income




Tuesday, September 25, 2012
Activities and               Value           Activities and
                              Resources to              Proposition         Resources to
                              Produce Resource-Driven       Offer-Driven          Market




                              Cost                      Profit/ Loss             Income




Tuesday, September 25, 2012
Activities and               Value                Activities and
                              Resources to              Proposition              Resources to
                              Produce Resource-Driven       Offer-Driven   Customer-Driven
                                                                                       Market




                              Cost                      Profit/ Loss                  Income




Tuesday, September 25, 2012
Activities and               Value                    Activities and
                              Resources to              Proposition                  Resources to
                              Produce Resource-Driven       Offer-Driven       Customer-Driven
                                                                                           Market




                                                              Finance-Driven
                              Cost                      Profit/ Loss                      Income




Tuesday, September 25, 2012
Sources of
                   Innovation?

                                                                                            meaning
                     fad
                                                             Offer-Driven              Customer-Driven
                                Resource-Driven Features
                                    Fashion                  Capacity       Services           User Needs

                                                  Finance-Driven




Tuesday, September 25, 2012
Corporate Identity
                              Corporate Value
                               Corporate Systems
                                Corporate Strategy




                                                     © Florian Vollmer, 2012 – www.florianvollmer.com



Tuesday, September 25, 2012
Corporate Identity     Customer Insights
                              Corporate Value             Ethnography
                               Corporate Systems       Market Studies
                                Corporate Strategy      User Stories




                                                                         © Florian Vollmer, 2012 – www.florianvollmer.com



Tuesday, September 25, 2012
Strategic Design
                                               Co-Designing
                                          Stakeholder Integration
                                          Answering True Needs




                              Corporate Identity            Customer Insights
                              Corporate Value                    Ethnography
                               Corporate Systems              Market Studies
                                Corporate Strategy             User Stories




                                                                                © Florian Vollmer, 2012 – www.florianvollmer.com



Tuesday, September 25, 2012
Meaningful
                              Innovation




Tuesday, September 25, 2012
Strategic Design
                                               Co-Designing
                                          Stakeholder Integration
                                          Answering True Needs




                              Corporate Identity            Customer Insights
                              Corporate Value                    Ethnography
                               Corporate Systems              Market Studies
                                Corporate Strategy             User Stories




                                                                                © Florian Vollmer, 2012 – www.florianvollmer.com



Tuesday, September 25, 2012
Strategic Design
                                                     Co-Designing
                                                Stakeholder Integration
                                                Answering True Needs

                Platform Strategy
                 Target Segments
                 Business Models
                                    Corporate Identity            Customer Insights
                                    Corporate Value                    Ethnography
                                     Corporate Systems              Market Studies
                                      Corporate Strategy             User Stories




                                                                                      © Florian Vollmer, 2012 – www.florianvollmer.com



Tuesday, September 25, 2012
Strategic Design
                                                     Co-Designing
                                                Stakeholder Integration
                                                Answering True Needs

                Platform Strategy
                                                                                                    Personas
                 Target Segments
                                                                                                    Needs vs. Functions
                 Business Models
                                                                                                    User Requirements
                                    Corporate Identity            Customer Insights
                                    Corporate Value                    Ethnography
                                     Corporate Systems              Market Studies
                                      Corporate Strategy             User Stories




                                                                                      © Florian Vollmer, 2012 – www.florianvollmer.com



Tuesday, September 25, 2012
Strategic Design
                                                                                                    Usability Testing
                                                     Co-Designing
                                                                                                    Focus Groups
                                                Stakeholder Integration
                                                Answering True Needs

                Platform Strategy
                                                                                                    Personas
                 Target Segments
                                                                                                    Needs vs. Functions
                 Business Models
                                                                                                    User Requirements
                                    Corporate Identity            Customer Insights
                                    Corporate Value                    Ethnography
                                     Corporate Systems              Market Studies
                                      Corporate Strategy             User Stories




                                                                                      © Florian Vollmer, 2012 – www.florianvollmer.com



Tuesday, September 25, 2012
Strategic Design
                                                                                                    Usability Testing
                                                     Co-Designing
                                                                                                    Focus Groups
                                                Stakeholder Integration
                                                Answering True Needs

                Platform Strategy
                                                                                                    Personas
                 Target Segments
                                                                                                    Needs vs. Functions
                 Business Models
                                                                                                    User Requirements
                                    Corporate Identity            Customer Insights
                                    Corporate Value                    Ethnography
                                     Corporate Systems              Market Studies
                                      Corporate Strategy             User Stories



                                                Innovation Management                 © Florian Vollmer, 2012 – www.florianvollmer.com



Tuesday, September 25, 2012
Meaningful
                              Innovation




Tuesday, September 25, 2012
Meaningful
                                Innovation
                               User Benefit &
                              Corporate Value



Tuesday, September 25, 2012
Strategic Design
                                               Co-Designing
                                          Stakeholder Integration
                                          Answering True Needs




                              Corporate Identity            Customer Insights
                              Corporate Value                    Ethnography
                               Corporate Systems              Market Studies
                                Corporate Strategy             User Stories




                                                                                © Florian Vollmer, 2012 – www.florianvollmer.com



Tuesday, September 25, 2012
Problem   Solution




Tuesday, September 25, 2012
Problem   Solution


                Discovery &
                Observations




Tuesday, September 25, 2012
Problem                  Solution


                Discovery &
                Observations

                              Opportunities &
                              Gap Analysis




Tuesday, September 25, 2012
Problem                                   Solution


                Discovery &
                Observations

                              Opportunities &   Prioritization
                              Gap Analysis




Tuesday, September 25, 2012
Problem                                      Solution


                Discovery &
                Observations

                              Opportunities &      Prioritization
                              Gap Analysis
                                            Modeling




Tuesday, September 25, 2012
Problem                                        Solution


                Discovery &
                Observations                                 Refine

                              Opportunities &      Prioritization
                              Gap Analysis
                                            Modeling




Tuesday, September 25, 2012
Problem                                                     Solution


                Discovery &                                           Prototypes
                Observations                                 Refine

                              Opportunities &      Prioritization
                              Gap Analysis
                                            Modeling




Tuesday, September 25, 2012
Tuesday, September 25, 2012
Mass Customization




Tuesday, September 25, 2012
Mass Customization
                                 Distributed Manufacturing




Tuesday, September 25, 2012
Mass Customization
                                 Distributed Manufacturing   Pay-to-own vs. pay-to-use




Tuesday, September 25, 2012
Mass Customization
                                 Distributed Manufacturing               Pay-to-own vs. pay-to-use
                                                             Social Entrepreneurship




Tuesday, September 25, 2012
Mass Customization
                                      Distributed Manufacturing               Pay-to-own vs. pay-to-use
                        3D Printing                               Social Entrepreneurship




Tuesday, September 25, 2012
Mass Customization
                                      Distributed Manufacturing               Pay-to-own vs. pay-to-use
                        3D Printing                               Social Entrepreneurship
                                                                            Crowdfunding




Tuesday, September 25, 2012
Mass Customization                             Disruptive Business Models
                                      Distributed Manufacturing               Pay-to-own vs. pay-to-use
                        3D Printing                               Social Entrepreneurship
                                                                            Crowdfunding




Tuesday, September 25, 2012
Mass Customization                             Disruptive Business Models
                                      Distributed Manufacturing               Pay-to-own vs. pay-to-use
                        3D Printing                               Social Entrepreneurship
                              Low-threshold distribution                    Crowdfunding




Tuesday, September 25, 2012
Drivers of
                   Innovation

                     Mass Customization                             Disruptive Business Models
                                      Distributed Manufacturing               Pay-to-own vs. pay-to-use
                        3D Printing                               Social Entrepreneurship
                              Low-threshold distribution                    Crowdfunding




Tuesday, September 25, 2012
Tuesday, September 25, 2012
visual




Tuesday, September 25, 2012
visual




                              verbal
Tuesday, September 25, 2012
visual




                              quantitative




                                             verbal
Tuesday, September 25, 2012
visual




                              quantitative            qualitative




                                             verbal
Tuesday, September 25, 2012
visual




                              quantitative            qualitative




                                                              Adopted from: Tim Plowman, Design Research
                                             verbal
Tuesday, September 25, 2012
visual
                                                      Recording




                              quantitative                        qualitative




                                                                          Adopted from: Tim Plowman, Design Research
                                             verbal
Tuesday, September 25, 2012
visual
                                                      Recording
                                                                  Artifact Collection




                              quantitative                           qualitative




                                                                             Adopted from: Tim Plowman, Design Research
                                             verbal
Tuesday, September 25, 2012
visual
                                                      Recording
                                                                        Artifact Collection
                                                                  Model Collection




                              quantitative                                  qualitative




                                                                                     Adopted from: Tim Plowman, Design Research
                                             verbal
Tuesday, September 25, 2012
visual
                                                       Recording
                                                                          Artifact Collection
                                                                    Model Collection


                                                      Observation


                              quantitative                                    qualitative




                                                                                       Adopted from: Tim Plowman, Design Research
                                             verbal
Tuesday, September 25, 2012
visual
                                                       Recording
                                                                          Artifact Collection
                                                                    Model Collection


                                                      Observation
                                                                       Participation

                              quantitative                                    qualitative




                                                                                       Adopted from: Tim Plowman, Design Research
                                             verbal
Tuesday, September 25, 2012
visual
                                                       Recording
                                                                            Artifact Collection
                                                                     Model Collection


                                                      Observation
                                                                         Participation

                              quantitative                                      qualitative


                                                                    Oral Histories




                                                                                         Adopted from: Tim Plowman, Design Research
                                             verbal
Tuesday, September 25, 2012
visual
                                                       Recording
                                                                            Artifact Collection
                                                                     Model Collection


                                                      Observation
                                                                         Participation

                              quantitative                                      qualitative


                                                                    Oral Histories


                                                                         Group Interviews




                                                                                         Adopted from: Tim Plowman, Design Research
                                             verbal
Tuesday, September 25, 2012
visual
                                                        Recording
                                                                             Artifact Collection
                                                                      Model Collection


                                                       Observation
                                                                          Participation

                              quantitative                                       qualitative


                                                      Archiving      Oral Histories


                                                                          Group Interviews




                                                                                          Adopted from: Tim Plowman, Design Research
                                             verbal
Tuesday, September 25, 2012
visual
                                                        Recording
                                                                             Artifact Collection
                                                                      Model Collection


                                                       Observation
                                                                          Participation

                              quantitative                                       qualitative


                                                      Archiving      Oral Histories


                                                                          Group Interviews

                                                        Diaries


                                                                                          Adopted from: Tim Plowman, Design Research
                                             verbal
Tuesday, September 25, 2012
visual
                                                                  Recording
                                                                                       Artifact Collection
                                                                                Model Collection


                                                                 Observation
                                                                                    Participation

                              quantitative                                                 qualitative


                                             Surveys            Archiving      Oral Histories


                                                                                    Group Interviews

                                                                  Diaries


                                                                                                    Adopted from: Tim Plowman, Design Research
                                                       verbal
Tuesday, September 25, 2012
visual
                                                                           Recording
                                                                                                Artifact Collection
                                                                                         Model Collection
                                             Statistical Data

                                                                          Observation
                                                                                             Participation

                              quantitative                                                          qualitative


                                             Surveys                     Archiving      Oral Histories


                                                                                             Group Interviews

                                                                           Diaries


                                                                                                             Adopted from: Tim Plowman, Design Research
                                                                verbal
Tuesday, September 25, 2012
visual
                                                                           Recording
                   Research
                                                                                                Artifact Collection
                   Methods                                                               Model Collection
                                             Statistical Data

                                                                          Observation
                                                                                             Participation

                              quantitative                                                          qualitative


                                             Surveys                     Archiving      Oral Histories


                                                                                             Group Interviews

                                                                           Diaries


                                                                                                             Adopted from: Tim Plowman, Design Research
                                                                verbal
Tuesday, September 25, 2012
Tuesday, September 25, 2012
Summarizing
                              Findings:
                              Personas




Tuesday, September 25, 2012
Summarizing
                              Findings:
                              Personas




Tuesday, September 25, 2012
• Enable “serial empathy”
                                            • Avoid stereotyping
                              Summarizing   • Enable mnemonics
                              Findings:
                                            • Focus on actionable
                              Personas      traits
                                            • Root in research
                                            • Text, graphics, visuals




Tuesday, September 25, 2012
SDL – Holistic Innovation
                              Industrial Design 2012, Georgia Institute of Technology




                                                               www.florianvollmer.com
                                                               @florianvollmer


Tuesday, September 25, 2012

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SDL 07 Holistic Innovation

  • 1. SDL – Holistic Innovation Industrial Design 2012, Georgia Institute of Technology www.florianvollmer.com @florianvollmer Tuesday, September 25, 2012
  • 5. © Florian Vollmer, 2012 – www.florianvollmer.com Tuesday, September 25, 2012
  • 8. Best Better Tuesday, September 25, 2012
  • 9. Best Better Good Tuesday, September 25, 2012
  • 10. Best Better Better Tuesday, September 25, 2012
  • 11. Best Planned Better Obsolescence Better Tuesday, September 25, 2012
  • 12. Sources of Innovation meaning fad Fashion Features Capacity Services User Needs Tuesday, September 25, 2012
  • 13. Activities and Value Activities and Resources to Proposition Resources to Produce Market Cost Profit/ Loss Income Tuesday, September 25, 2012
  • 14. Activities and Value Activities and Resources to Proposition Resources to Produce Resource-Driven Market Cost Profit/ Loss Income Tuesday, September 25, 2012
  • 15. Activities and Value Activities and Resources to Proposition Resources to Produce Resource-Driven Offer-Driven Market Cost Profit/ Loss Income Tuesday, September 25, 2012
  • 16. Activities and Value Activities and Resources to Proposition Resources to Produce Resource-Driven Offer-Driven Customer-Driven Market Cost Profit/ Loss Income Tuesday, September 25, 2012
  • 17. Activities and Value Activities and Resources to Proposition Resources to Produce Resource-Driven Offer-Driven Customer-Driven Market Finance-Driven Cost Profit/ Loss Income Tuesday, September 25, 2012
  • 18. Sources of Innovation? meaning fad Offer-Driven Customer-Driven Resource-Driven Features Fashion Capacity Services User Needs Finance-Driven Tuesday, September 25, 2012
  • 19. Corporate Identity Corporate Value Corporate Systems Corporate Strategy © Florian Vollmer, 2012 – www.florianvollmer.com Tuesday, September 25, 2012
  • 20. Corporate Identity Customer Insights Corporate Value Ethnography Corporate Systems Market Studies Corporate Strategy User Stories © Florian Vollmer, 2012 – www.florianvollmer.com Tuesday, September 25, 2012
  • 21. Strategic Design Co-Designing Stakeholder Integration Answering True Needs Corporate Identity Customer Insights Corporate Value Ethnography Corporate Systems Market Studies Corporate Strategy User Stories © Florian Vollmer, 2012 – www.florianvollmer.com Tuesday, September 25, 2012
  • 22. Meaningful Innovation Tuesday, September 25, 2012
  • 23. Strategic Design Co-Designing Stakeholder Integration Answering True Needs Corporate Identity Customer Insights Corporate Value Ethnography Corporate Systems Market Studies Corporate Strategy User Stories © Florian Vollmer, 2012 – www.florianvollmer.com Tuesday, September 25, 2012
  • 24. Strategic Design Co-Designing Stakeholder Integration Answering True Needs Platform Strategy Target Segments Business Models Corporate Identity Customer Insights Corporate Value Ethnography Corporate Systems Market Studies Corporate Strategy User Stories © Florian Vollmer, 2012 – www.florianvollmer.com Tuesday, September 25, 2012
  • 25. Strategic Design Co-Designing Stakeholder Integration Answering True Needs Platform Strategy Personas Target Segments Needs vs. Functions Business Models User Requirements Corporate Identity Customer Insights Corporate Value Ethnography Corporate Systems Market Studies Corporate Strategy User Stories © Florian Vollmer, 2012 – www.florianvollmer.com Tuesday, September 25, 2012
  • 26. Strategic Design Usability Testing Co-Designing Focus Groups Stakeholder Integration Answering True Needs Platform Strategy Personas Target Segments Needs vs. Functions Business Models User Requirements Corporate Identity Customer Insights Corporate Value Ethnography Corporate Systems Market Studies Corporate Strategy User Stories © Florian Vollmer, 2012 – www.florianvollmer.com Tuesday, September 25, 2012
  • 27. Strategic Design Usability Testing Co-Designing Focus Groups Stakeholder Integration Answering True Needs Platform Strategy Personas Target Segments Needs vs. Functions Business Models User Requirements Corporate Identity Customer Insights Corporate Value Ethnography Corporate Systems Market Studies Corporate Strategy User Stories Innovation Management © Florian Vollmer, 2012 – www.florianvollmer.com Tuesday, September 25, 2012
  • 28. Meaningful Innovation Tuesday, September 25, 2012
  • 29. Meaningful Innovation User Benefit & Corporate Value Tuesday, September 25, 2012
  • 30. Strategic Design Co-Designing Stakeholder Integration Answering True Needs Corporate Identity Customer Insights Corporate Value Ethnography Corporate Systems Market Studies Corporate Strategy User Stories © Florian Vollmer, 2012 – www.florianvollmer.com Tuesday, September 25, 2012
  • 31. Problem Solution Tuesday, September 25, 2012
  • 32. Problem Solution Discovery & Observations Tuesday, September 25, 2012
  • 33. Problem Solution Discovery & Observations Opportunities & Gap Analysis Tuesday, September 25, 2012
  • 34. Problem Solution Discovery & Observations Opportunities & Prioritization Gap Analysis Tuesday, September 25, 2012
  • 35. Problem Solution Discovery & Observations Opportunities & Prioritization Gap Analysis Modeling Tuesday, September 25, 2012
  • 36. Problem Solution Discovery & Observations Refine Opportunities & Prioritization Gap Analysis Modeling Tuesday, September 25, 2012
  • 37. Problem Solution Discovery & Prototypes Observations Refine Opportunities & Prioritization Gap Analysis Modeling Tuesday, September 25, 2012
  • 40. Mass Customization Distributed Manufacturing Tuesday, September 25, 2012
  • 41. Mass Customization Distributed Manufacturing Pay-to-own vs. pay-to-use Tuesday, September 25, 2012
  • 42. Mass Customization Distributed Manufacturing Pay-to-own vs. pay-to-use Social Entrepreneurship Tuesday, September 25, 2012
  • 43. Mass Customization Distributed Manufacturing Pay-to-own vs. pay-to-use 3D Printing Social Entrepreneurship Tuesday, September 25, 2012
  • 44. Mass Customization Distributed Manufacturing Pay-to-own vs. pay-to-use 3D Printing Social Entrepreneurship Crowdfunding Tuesday, September 25, 2012
  • 45. Mass Customization Disruptive Business Models Distributed Manufacturing Pay-to-own vs. pay-to-use 3D Printing Social Entrepreneurship Crowdfunding Tuesday, September 25, 2012
  • 46. Mass Customization Disruptive Business Models Distributed Manufacturing Pay-to-own vs. pay-to-use 3D Printing Social Entrepreneurship Low-threshold distribution Crowdfunding Tuesday, September 25, 2012
  • 47. Drivers of Innovation Mass Customization Disruptive Business Models Distributed Manufacturing Pay-to-own vs. pay-to-use 3D Printing Social Entrepreneurship Low-threshold distribution Crowdfunding Tuesday, September 25, 2012
  • 50. visual verbal Tuesday, September 25, 2012
  • 51. visual quantitative verbal Tuesday, September 25, 2012
  • 52. visual quantitative qualitative verbal Tuesday, September 25, 2012
  • 53. visual quantitative qualitative Adopted from: Tim Plowman, Design Research verbal Tuesday, September 25, 2012
  • 54. visual Recording quantitative qualitative Adopted from: Tim Plowman, Design Research verbal Tuesday, September 25, 2012
  • 55. visual Recording Artifact Collection quantitative qualitative Adopted from: Tim Plowman, Design Research verbal Tuesday, September 25, 2012
  • 56. visual Recording Artifact Collection Model Collection quantitative qualitative Adopted from: Tim Plowman, Design Research verbal Tuesday, September 25, 2012
  • 57. visual Recording Artifact Collection Model Collection Observation quantitative qualitative Adopted from: Tim Plowman, Design Research verbal Tuesday, September 25, 2012
  • 58. visual Recording Artifact Collection Model Collection Observation Participation quantitative qualitative Adopted from: Tim Plowman, Design Research verbal Tuesday, September 25, 2012
  • 59. visual Recording Artifact Collection Model Collection Observation Participation quantitative qualitative Oral Histories Adopted from: Tim Plowman, Design Research verbal Tuesday, September 25, 2012
  • 60. visual Recording Artifact Collection Model Collection Observation Participation quantitative qualitative Oral Histories Group Interviews Adopted from: Tim Plowman, Design Research verbal Tuesday, September 25, 2012
  • 61. visual Recording Artifact Collection Model Collection Observation Participation quantitative qualitative Archiving Oral Histories Group Interviews Adopted from: Tim Plowman, Design Research verbal Tuesday, September 25, 2012
  • 62. visual Recording Artifact Collection Model Collection Observation Participation quantitative qualitative Archiving Oral Histories Group Interviews Diaries Adopted from: Tim Plowman, Design Research verbal Tuesday, September 25, 2012
  • 63. visual Recording Artifact Collection Model Collection Observation Participation quantitative qualitative Surveys Archiving Oral Histories Group Interviews Diaries Adopted from: Tim Plowman, Design Research verbal Tuesday, September 25, 2012
  • 64. visual Recording Artifact Collection Model Collection Statistical Data Observation Participation quantitative qualitative Surveys Archiving Oral Histories Group Interviews Diaries Adopted from: Tim Plowman, Design Research verbal Tuesday, September 25, 2012
  • 65. visual Recording Research Artifact Collection Methods Model Collection Statistical Data Observation Participation quantitative qualitative Surveys Archiving Oral Histories Group Interviews Diaries Adopted from: Tim Plowman, Design Research verbal Tuesday, September 25, 2012
  • 67. Summarizing Findings: Personas Tuesday, September 25, 2012
  • 68. Summarizing Findings: Personas Tuesday, September 25, 2012
  • 69. • Enable “serial empathy” • Avoid stereotyping Summarizing • Enable mnemonics Findings: • Focus on actionable Personas traits • Root in research • Text, graphics, visuals Tuesday, September 25, 2012
  • 70. SDL – Holistic Innovation Industrial Design 2012, Georgia Institute of Technology www.florianvollmer.com @florianvollmer Tuesday, September 25, 2012