In 05 the 10 faces

01/03/15
Unleash the Spark of
Innovation with
Jugaad!
A One-Day Workshop
Session 5:
Organizing For Innovation at Your
Workplace

01/03/15
Framework for the Workshop
Post-Lunch
Mindspace
IDEO
Manpower
10 Faces
Pre-Lunch
Methods
NABC Exercise
SCAMPER
Marketspace
Tilt
4Ms: Methods, Marketspace, Mindspace, Manpower

01/03/15
The 10 Personas of Innovation
The 10 Personas – used in IDEO’s Process of Design
“Innovation is all about people.
It is about the roles people can play,
the hats they can put on, the personas
they can adopt.” Tom Kelley

01/03/15
Deep Dive IDEO

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The Deep Dive
Process of Shopping Cart Re-design
• IDEO created a new shopping cart concept,
considering maneuverability, shopping behavior,
child safety, and maintenance cost.
• IDEO’s design process: use a multidisciplinary team
for brainstorming, research, prototyping and
collecting user feedback
• The design went from idea to a working appearance
model in four days.
Making Innovation Work

01/03/15
The Deep Dive
•Source: The 10 Faces of Innovation (Tom Kelley)

01/03/15
The Deep Dive
The Standard
Shopping Cart

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The Deep Dive
The IDEO
Shopping Cart

01/03/15
The Deep Dive
Hear Create Deliver

01/03/15
Definition & IDEO’s Process
A relentless focus on the technically feasible
creation and delivery of technically feasible
new customer value to the marketplace
within a framework of business viability
Done in 4 Days Safety, Flexibility, Speed of Use
Shopping Malls
The new model costs about the same as the old one
IDEO Process

01/03/15
The Deep Dive
Learning
Personas
Organizing
Personas
Building
Personas
Hear Create Deliver

01/03/15
The Ten Faces of Innovation
Learning Personas
• The Anthropologist
• The Experimenter
• The Cross-Pollinator
Organizing Personas
• The Hurdler
• The Collaborator
• The Director
Building Personas
• The Experience Architect
• The Set Designer
• The Caregiver
• The Storyteller
Source: The 10 Faces of Innovation (Tom Kelley)

01/03/15
Learning Personas
Building
Personas
Organizing
Personas
The Anthropologist
The Experimenter
The Cross-Pollinator
The Experience
Architect
The Set Designer
The Caregiver
The Storyteller
The Hurdler
The Collaborator
The Director

01/03/15
Learning Personas
The Anthropologist
The Experimenter

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The real act of
discovery consists not
in finding new lands,
but in seeing with new
eyes.
MARCEL PROUST
The Anthropologist

01/03/15
Learning Personas
1. The Anthropologist
• Anthropology: study of the origin, behavior,
and the physical, social, and cultural
development of life and people.
• Practices the Zen principle of "child's mind.“
• Find the unfamiliar in the familiar.

01/03/15
Learning Personas 1. The Anthropologist

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Learning Personas 1. The Anthropologist
Finds the
unfamiliar in the
familiar.

01/03/15
I have not failed. I have
merely found ten
thousand ways that
won't work.
THOMAS EDISON
The Experimenter

01/03/15
Learning Personas
2. The Experimenter
• Prototypes new ideas continuously, learning
by a process of enlightened trial and error.
• Takes calculated risks to achieve success
through a state of "experimentation as
implementation."
• “Fail often to succeed early”

01/03/15
Learning Personas 2. The Experimenter
Fails many times
to succeed early

01/03/15
Leave the beaten track
occasionally and dive
into the woods. Every
time you do so, you will
be certain to find
something that you
have never seen before.
ALEXANDER
GRAHAM BELL

01/03/15
Learning Personas
3. The Cross-Pollinator
• Brings insights from other industries and cultures
• Translates those findings and revelations to fit the
unique needs of your enterprise.
• Looks “outside the box” all the time

01/03/15
Learning Personas
3. The Cross-Pollinator - T-shaped People
• Breadth of knowledge in many fields, but they
also have depth in at least one area of expertise.
• If you're looking for cross-pollination, gather
some T-shaped people for your team.

01/03/15
Learning Personas 3. The Cross-Pollinator
http://www.weldingandgasestoday.org/index.php/2010/06/same-thing-in-a-new-way/

01/03/15
Learning Personas 3. The Cross-Pollinator
Finds ideas from
outside the box.

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Combines
skills and
knowledge
from different
fields
Learning
Personas
3. The Cross-
Pollinator

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Organizing
Personas
The Hurdler
The Collaborator
The Director

01/03/15
These days, a man who
says a thing cannot be
done is quite likely to be
interrupted by some idiot
doing it.
ELBERT GREEN
HUBBARD
The Hurdler

01/03/15
Organizing Personas
4. The Hurdler
• Knows that the path to innovation is full of
obstacles
• Develops a knack for overcoming or
outsmarting those roadblocks
• Good at neutralizing antibodies – or handling
‘critics’ diplomatically

01/03/15
Organizing Personas 4. The Hurdler

01/03/15
Organizing Personas 4. The Hurdler
Has a knack for
overcoming all
kinds of hurdles

01/03/15
In the long history of
humankind (and
animal kind, too) those
who learned to
collaborate and
improvise most
effectively have
prevailed.
CHARLES DARWIN
The Collaborator

01/03/15
Organizing Personas
5. The Collaborator
• Helps bring dissimilar groups together
• Leads to create new combinations and
multidisciplinary solutions.
• More of a ‘coach’ who values the team

01/03/15
Organizing Personas 5. The Collaborator
More of a coach
than a boss,
brings confidence
to the whole
team

01/03/15
Organizing Personas 5. The Collaborator

01/03/15
All I try to do is to create an
atmosphere that removes
tension and everyone feels
free. If they feel free, then
behaviour happens; small
moments happen and that
ultimately works the best for
me.
-
FILM DIRECTOR
Barry Levinson
The Director

01/03/15
Organizing Personas
6. The Director
• Gathers a talented cast and crew
• Helps to spark their creative talents
• Sees the “big picture”

01/03/15
Organizing Personas 6. The Director
Brings harmony
and helps to
spark creative
talents

01/03/15
Building
Personas
The Experience
Architect
The Set Designer
The Caregiver
The Storyteller

01/03/15
The "value added" for
any company, tiny or
enormous, comes from
the Quality of
Experience provided.
TOM
PETERS
The Experience Architect

01/03/15
Building Personas
7. The Experience Architect
• Designs compelling experiences to connect
at a deeper level with customers' latent or
expressed needs.
• Creates “special touchpoints” for customers

01/03/15
Building Personas 7. The Experience Architect

01/03/15
Product designers
must enhance the
convenience and
value of the
innovation
Example: Workbench
designs for welders
must suit all kinds of
people

01/03/15
A product designer
creates customer-focused
design experiences that
deliver memorable value.
Example: a flip-top auto-
darkening welding shield

01/03/15
Source: 3M Speedglas Welding Helmets
A product designer
creates customer-focused
design experiences that
deliver memorable value.
Example: welding helmet
with built-in earmuffs

01/03/15
Every organization
(and every employee)
performs a bit better or
worse because of the
planning, design, and
management of its
physical workspace.
FRANKLIN
BECKER, OFFICES
AT WORK
The Set Designer

01/03/15
Building Personas
8. The Set Designer
• Creates a workspace in which innovation
team members can do their best work
• On the customer side – helps the customer
create highest value for their entire
‘ecosystem’ at work, home or travel
• Focus is on ‘fulfillment’ of needs in the value
space – especially intangible needs

01/03/15
Building Personas 8. The Set Designer

01/03/15
Building Personas 8. The Set Designer
In your
showrooms, is
the environment
exciting and
welcoming?

01/03/15
Think one customer at
a time and take care of
each one the best way
you can.
GARY COMER,
FOUNDER OF
LANDS' END
The Caregiver

01/03/15
Building Personas
9. The Caregiver
• Is like a caring or attentive professional devoted
to customers in a manner that goes beyond mere
service – to providing continuous value
• Service-centric, comfortable, human value
provider

01/03/15
Building Personas 9. The Caregiver

01/03/15
Building Personas 9. The Caregiver
Caregiving
innovation is all
about the
quality of care
and attention to
customer value
Example: safety
accessories
design and
modifications

01/03/15
The universe is made of
stories, not of atoms.
MURIEL RUKEYSER
The Storyteller

01/03/15
Building Personas
10. The Storyteller
• Builds internal morale and external awareness
through compelling narratives that communicate
fundamental human values
• can spark emotion and action, transmit values
and objectives, foster collaboration, create
heroes,

01/03/15
Source: Steelcase – Love Your Chair
Stories help
build strong
brand
image and
create
customer
loyalty
Building Personas 10. The Storyteller

01/03/15
Stories help
build strong
brand
image and
create
customer
loyalty
Building Personas 10. The Storyteller

01/03/15
Building Personas
10. The Storyteller
Stories bring
to life the
human drama and
capture tacit
knowledge

01/03/15
Why the 10 Personas Work
• Battle-tested thousands of times in a real-world
laboratory for innovation at IDEO and other
places.
• The personas are about "being innovation" rather
than merely "doing innovation."
• By stepping in one or more of these roles, you
can be more of an innovator in your daily life.

01/03/15

01/03/15
Group Exercise
• In your groups, identify the personas, or combinations of personas
Name Anthro-
pologist
Experi-
menter
Cross-
Pollinato
r
Hurdler Collabo-
rator
Director Experi-
ence
Archi-
tect
Set
Design-
er
Care-
giver
Story-
teller
• What are missing personas you would like to have in the team?

01/03/15
References
The Ten Faces of Innovation: IDEO's
Strategies for Defeating the Devil's
Advocate and Driving Creativity
Throughout Your Organization
by Thomas Kelly and Jonathan Littman
IDEO: formed, 1991 by a merger of :
David Kelley Design (founded by David
Kelley, Stanford University), ID Two
(founded by Britain's Bill Moggridge),
and Matrix Product Design (founded by
Britain's Mike Nuttall)

01/03/15
Jugaad Innovation
Jugaad implies three
qualities
• FRUGAL
• FLEXIBLE
• INCLUSIVE

01/03/15
Lemon Tree Initiative

01/03/15
Framework for the Workshop
Post-Lunch
Mindspace
IDEO, 7 Rules
Manpower
10 Faces
Pre-Lunch
Methods
NABC Exercise
SCAMPER
Marketspace
Tilt
4Ms: Methods, Marketspace, Mindspace, Manpower

In 05 the 10 faces

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