Key slides from one day education in Design Management focusing on Product Innovation and Sustainable Innovation Management methods developed by People People. Berghs School of Communication is a school located in central Stockholm, Sweden. Every year about 3000 people study strategic and creative educational programs within market communications at several levels and formats.

1. Design Management in Malmö, Sweden, vt 2011 Berghs School of Communication 11th of May 2011 Reference slides by Martin Willers 10-12: Business Innovation & CSR 10.00 Introduktion 10.25 Business Innovation 101 11.00 Coffee 11.10 Sustainable Innovation 101 13-16: Innovation & Design 13.00 Design innovation 101 14.00 Innovation / Portfolio management 101 15.00 Product Innovation 101

2. Our vision: Start the Industrial Revolution 2.0 where humans save our self by creating a sustainable industry

3. People, planet & profit innovation: Consumption Sustainable development ” 80% of environmental impact is decided in the design phase ” ” 80 % of products fail due to misunderstood needs”

4. Manager Effective Objective Organizing Motivating Operative Rational decisions Who, what, when? WOW, I see my part / role!

5. Manager Effective Objective Organizing Motivating Operative Rational decisions Who, what, when? 0,25x4 ≈ 1 WOW, I see my part / role! Designer Creative New perspectives Integrate perspectives Making Optimistic Enriching Cross-fertilizing 1+1 = 3 WOW, I see the vision! Design Manager (find balance)

8. A B Predictable, Repeatable, Meaningful (creates, delivers and captures value) Talk business!

9. Manager Designer Business Segmentation model? Business Model Generation http://www.slideshare.net/techdude/business-model-generation

10. Manager Designer Design Business Effective: logic system Value: emotive driver Business Model Generation http://www.slideshare.net/techdude/business-model-generation Revenue model?

11. “ Businesspeople don’t just need to understand designers better; they need to become designers .” Roger Martin, Dean, Rotman School of Management

12. The first thing we need to design is the process itself, the basic: Insight = Action

13. A B Predictable, Repeatable , Meaningful (creates, delivers and captures short term value) The world is changing, is the business model?

15. Looking forward: Organizing Innovation “ Balanced portfolio: today’s long-term project is tomorrow’s core business.” 46% of the resources that companies devote to the conception, development and launch of new products go to projects that do not succeed - they fail in the marketplace or never make it to market. Cooper, Robert G., Edgett, Scott J., Kleinschmidt, Elko J. New product portfoliomanagement: Practices and performances, Int. journal of product innovation management 1999

16. Per Sandberg Accenture http://www.wbcsd.org/web/vision2050.htm Business dependence on ecosystem: Teeb Reports Looking forward: less supply and more demand

17. Crude oil Rare earth metals Ecodesign directive (EU) The People People Innovation Window

18. PwC Swedish “Board Barometer” 2011: CSR and Sustainability on the boardroom agenda. miljoaktuellt.idg.se/polopoly_fs/1.380157.1302863459!larsollelarsson.pdf Is your head ahead?

19. Unite peoples agendas! CEO Needs: • Embody Creative Leadership • Reinvent Customer Relationship Sustainability Officer Needs: • Communicating in the company • Engaging the board of directors The Innovation Window creates a common language that engage more people IBM 2010 Chief Executive Officer Study http://www-935.ibm.com/services/us/ceo/ceostudy2010/index.html Swedish Association of Environmental Managers Survey 2010 http://www.nmc.a.se/se/nmc-enkaten/Miljochefen.html

20. PEOPLE PEOPLE Do more good, not less bad! INNOVATION

22. Use life cycle sketching to frame challenges: http://students.autodesk.com/?nd=sustainable_strategy&course_id=1#introductiontowholesystemsdesign

23. A B More Predictable, Repeatable, Meaningful (creates, delivers and captures long term value) The world is big, is the innovation?

24. Process?

25. Process? http://www.gogamestorm.com/?page_id=2

26. Multidisciplinary team?

27. Shared language?

28. Creative space?

29. Prototyping

30. Problem Solution Underlying needs Benefits Features ” Deep insight into what really means something”

31. Problem Solution Product Technology Business USB 3.0 ROI USER ” Deep insight into what really means something”

32. Start with people focus, end with people focus 46% of the resources that companies devote to the conception, development and launch of new products go to projects that do not succeed - they fail in the marketplace or never make it to market. PEOPLE PEOPLE

33. mirror Empathy as a focusing tool

34. Design with the user in focus

37. Creativity comes from framing the right insights

38. It just worked!

39. 1998 & 2001 - It just worked!

40. $1500 * $0.50 * CPI Adjusted to 2008, original price: $900 http://www.slideshare.net/mikek/device-design-day-information-is-a-material-5040207 1989 2010 Technology is means to an end!

41. ” Benefits” http://www.google.com/googlebooks/chrome/index.html

42. ” User need” http://www.google.com/googlebooks/chrome/index.html

43. Typical problem: Good quality of data & choice architecture, but no prototyping!

44. 50% thinks this is salt The other 50% thinks this is salt

45. Get past stereotypes, and kill your assumptions http://www.slideshare.net/AdilsonJardim/empathy-map-poster-3201288 http://www.slideshare.net/jmacanufo/empathy-map-template-v1

46. Left Right L R L R R L There are no “right or wrong” perspectives

47. Go outside the office and find real people http://www.ideo.com/work/human-centered-design-toolkit/

48. Visualize all the people touching you product What their Expectation, Experience and Satisfaction? Time

49. http://thisisservicedesignthinking.com/post/1276576136/today-wed-like-to-introduce-the-customer-journey

50. Keep it rolling, until you get it right! ” An iterative process that tends to be cyclical but in practice is flexible and pragmatic” http://www.core77.com/blog/columns/design_thinking_dear_don__17042. asp 1 2 3

51. Keep it rolling, until you get it right! ” An iterative process that tends to be cyclical but in practice is flexible and pragmatic” Design of a Household Concept Motivating Sustainable Consumption Behavior by: Fredrik Jonsson, Lisa Bylund May 5, 2011 Master's Thesis in Computing Science, 30 credits Umea University, Department of Computing Science

52. Chaotic ” Explore with collaboration & rapid prototypes” Simple ” Rules of thumb” Complicated ” There are experts” Complex ” Needs testing” ” to know what you don’t know”

53. “ all models are wrong, but some are useful” George E. P. Box 1979

54. Focus! 46% of the resources that companies devote to the conception, development and launch of new products go to projects that do not succeed - they fail in the marketplace or never make it to market. PEOPLE PEOPLE

55. Research & Mapping Strategy & Design Implementation & Delivery Foundation for Desire Through ethnographic observation techniques we achieve a deep knowledge of the real lives of the target group. This goes far beyond what the consumers say they want. We learn how the consumers behave, what they need and what they really desire. Foundation for Sustainability To make products as sustainable as possible, we begin by locating the main challenges concerning sustainability. Innovation for Desirability Through structured creative methods and verifying tests, we utilize the acquired consumer insights to create desirable products and strategies. Innovation for Sustainability At the same time we navigate past the sustainability challenges so that the final product will in fact be more sustainable, and easy to communicate as an environmentally adapted offer.

56. Our vision: Start the Industrial Revolution 2.0 where humans save our self by creating a sustainable industry

57. People, planet & profit innovation: Consumption Sustainable development ” 80% of environmental impact is decided in the design phase ” ” 80 % of products fail due to misunderstood needs”

58. Thank you! (friends in Swedish) http://twitter.com/designmeaning/ http://www.facebook.com/PE0PLEPE0PLE http://www.linkedin.com/in/willers http://www.peoplepeople.se/