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Design Thinking - Workshop Sample

A sample of materials we use for our Design Thinking workshop.

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Design Thinking - Workshop Sample

  1. 1. © Touch360. All Rights Reserved.Front-End of Innovation Roundtable
  2. 2. © Touch360. All Rights Reserved.This presentation is a sample of materials used in our Design Thinking course and workshops. For information contact: info@touch360.com Front-End of Innovation Roundtable
  3. 3. © Touch360. All Rights Reserved. http://goo.gl/tA3PZ Front-End of Innovation Roundtable
  4. 4. © Touch360. All Rights Reserved.Front-End of Innovation Roundtable
  5. 5. © Touch360. All Rights Reserved.Front-End of Innovation Roundtable
  6. 6. © Touch360. All Rights Reserved.Front-End of Innovation Roundtable
  7. 7. © Touch360. All Rights Reserved. • Products, services, business models • Big and small • Disruptive, evolutionary, revolutionary • Concepts, methods, brands, etc. Innovations Users Designers You and meAlso:• Buyers • Engineers• Influencers • Marketers• Stakeholders • Industrial designers • Managers • Strategists Front-End of Innovation Roundtable
  8. 8. © Touch360. All Rights Reserved. • Mixed products/services • Complex • Eco-systems of products • Experiences • More competitive• Better informed • Faster cycles• More demanding Products • Higher investments • Higher barriers Users Designers • Needs • Processes • Characteristics • Methods/tools • Wants • Frameworks • Motivations • Cultures • Aspirations • Enablers/inhibitors Front-End of Innovation Roundtable
  9. 9. © Touch360. All Rights Reserved. www.jnd.org/Human-Centered Design:Making products thatpeople can use, that fittheir needs, that excitethem and are enjoyable. Front-End of Innovation Roundtable
  10. 10. © Touch360. All Rights Reserved.• Design with humans as part of the system – Interfaces/interactions. – Allocation of functions between users and machines.• Account for – Users and all stakeholders. – Contexts. – Life span of the product: from shelf through use to disposal/replacement.• Achieved by – Deep insight to users and stakeholders: needs, wants, capabilities, decisions. – Multi-disciplinary/holistic design. – Understanding of human perception, cognition, emotions. – Iterations: design, prototype, test with users,…• To optimize for – Functionality. – Performance. – Reliability. – Emotions. – Sustainability: business model, value to user, strategic objectives. Front-End of Innovation Roundtable
  11. 11. © Touch360. All Rights Reserved.What is common between the two? Front-End of Innovation Roundtable
  12. 12. © Touch360. All Rights Reserved.• Babies evolved to: – Signal their health www.cuddles.org.uk – Signal their needs• Mothers (fathers too) evolved to – Decode their health/survivability – Decode babies’ needs• Together they evolved to – Communicate – Mutual affection – Mutual aesthetic preferences Front-End of Innovation Roundtable
  13. 13. © Touch360. All Rights Reserved.• Babies evolved to: – Signal their health www.carbodydesign.com – Signal their needs• Mothers (fathers too) evolved to – Decode their health/survivability – Decode babies’ needs• Together they evolved to – Communicate – Mutual affection – Mutual aesthetic preferences• Cars evolved to… Front-End of Innovation Roundtable
  14. 14. © Touch360. All Rights Reserved.Front-End of Innovation Roundtable
  15. 15. © Touch360. All Rights Reserved.Front-End of Innovation Roundtable
  16. 16. © Touch360. All Rights Reserved.Front-End of Innovation Roundtable
  17. 17. “My only concern is that people wont appreciate howentertaining "Rolly" is until they see it for themselves.“Theyll be surprised at how enjoyable it is. I want asmany people as possible to interact with "Rolly"themselves.- Taku Sugawara, designer, Sony
  18. 18. Its an MP3 player. No wait...its a speaker. Is it arobotic dancing egg?Actually, the Sony Rolly is all of those things. Butmostly, its just a pricey musical toy for gadgetheads who have everything--including some cashto burn.- Cnet, June 5, 2008
  19. 19. Hajime Sorayama 空山 基
  20. 20. homie.enomisk.net
  21. 21. pumpkids community water
  22. 22. © Touch360. All Rights Reserved.The COSMODRIVE cognitive model, INRETS Hazard Prevention System (HPC), Mihailo Pupin Institute Front-End of Innovation Roundtable
  23. 23. Energy Volume/time? pump kids community water ?
  24. 24. © Touch360. All Rights Reserved.Front-End of Innovation Roundtable
  25. 25. www.ge.com
  26. 26. © Touch360. All Rights Reserved. www.emotiv.com Front-End of Innovation Roundtable
  27. 27. © Touch360. All Rights Reserved. www.accusplit.com, www.meas-spec.com Front-End of Innovation Roundtable
  28. 28. © Touch360. All Rights Reserved. • Forgive errors • Take over when humans fail Actions Input Human Cognition State & Machine Affection Perception Output• Understand current product state• Understand available actions and expected results• Make action decisions Front-End of Innovation Roundtable
  29. 29. © Touch360. All Rights Reserved.Networks are meshes ofhumans and machines:H2H, H2M, M2M, allcarrying information andemotions The machine-to-machine interfaces are getting much more complicated Front-End of Innovation Roundtable
  30. 30. © Touch360. All Rights Reserved.What does it mean?“He is a very experienced commercial pilot” Front-End of Innovation Roundtable
  31. 31. © Touch360. All Rights Reserved.What does it mean?“I was on the street all alone in a foreign country where I did notfeel quite comfortable in. Not a great experience. Suddenly I sawthat Starbucks across the street and I felt so much better” Front-End of Innovation Roundtable
  32. 32. © Touch360. All Rights Reserved.What is common? Front-End of Innovation Roundtable
  33. 33. © Touch360. All Rights Reserved.• What is right now: sense, feel, think… consciously or not• What we remember: short- or long-term, reflect…• What we anticipate Front-End of Innovation Roundtable
  34. 34. © Touch360. All Rights Reserved. G G G Eb www.music-scores.com G P G G G P F F PExperience Eb EbRememberAnticipate Front-End of Innovation Roundtable
  35. 35. © Touch360. All Rights Reserved.experiencing,remembering,anticipating…are relative terms. Front-End of Innovation Roundtable
  36. 36. © Touch360. All Rights Reserved.Experiences result fromthe holistic interactionsbetween humans andproducts. Emotions Cognitions Branding Perceptions Interactivity Form The experience outcomes: (physical) • The subjective memories the interactions facilitate (and consequent actions) • How well the human-product perform a given task Front-End of Innovation Roundtable IBM MP3 player designed for China market
  37. 37. © Touch360. All Rights Reserved.• Experiences are designed for the entire product life-cycle: from store shelf to replacement• Experiences are designed for cultures, contexts, contents Experiences evolve in time: changes in expectations, trends, newness, alternatives, brand image, etc. Experiences change by cultures, contexts, and contents Front-End of Innovation Roundtable
  38. 38. © Touch360. All Rights Reserved.We cannotredesign humans(or at least it is humansvery difficult) How to facilitate positive relationships between customers Perception Cognitive Emotional and the brand on all product levels Branding Relationships Design the interactions to support positive relationships Interactions Interactions Form Forms Design the product forms to support interactions and relationships Front-End of Innovation Roundtable
  39. 39. © Touch360. All Rights Reserved. humans Perceptions Cognitions Emotionsproduct Branding Interactivity Form Front-End of Innovation Roundtable
  40. 40. © Touch360. All Rights Reserved.• Level of immersions – Cognitive – Emotional – Physical There are correlations among them.• Meaningful – What does it mean? Front-End of Innovation Roundtable
  41. 41. What does thismachine do?
  42. 42. “People don’t wantto buy a quarter-inch drill. They wanta quarter-inch hole.” Theodore Levitt
  43. 43. © Touch360. All Rights Reserved.Front-End of Innovation Roundtable
  44. 44. © Touch360. All Rights Reserved.Front-End of Innovation Roundtable
  45. 45. © Touch360. All Rights Reserved.EmotionalAttachment religious organizations products motorcycle car iPod phone services government car rental iTunes phone service Sense of Control Front-End of Innovation Roundtable
  46. 46. www.thejumpingfrog.com
  47. 47. © Touch360. All Rights Reserved.How do you like it? Front-End of Innovation Roundtable
  48. 48. www.finedininglovers.com
  49. 49. © Touch360. All Rights Reserved.Front-End of Innovation Roundtable
  50. 50. © Touch360. All Rights Reserved.Front-End of Innovation Roundtable
  51. 51. © Touch360. All Rights Reserved.Front-End of Innovation Roundtable
  52. 52. What’s the social signal?
  53. 53. What’s the social signal?
  54. 54. www.ducati.com
  55. 55. © Touch360. All Rights Reserved. Recall of Immediate Previous Event EmotionalExperiences Reaction Emotional Reaction Store to Memory Front-End of Innovation Roundtable
  56. 56. © Touch360. All Rights Reserved. A Circumplex Model of Affect, James A. Russell, 1980; On the design of an emotional interface for the huggable robot Probo, Saldien et al Front-End of Innovation Roundtable Valence Happy Excitement Better recall of Relaxed experiences Neutral Arousal Sleepy Angry Depressed Unhappy
  57. 57. © Touch360. All Rights Reserved. A Circumplex Model of Affect, James A. Russell, 1980; On the design of an emotional interface for the huggable robot Probo, Saldien et al Front-End of Innovation Roundtable Valence Happy Excitement Relaxed experiences Positive Neutral Arousal Sleepy Angry Depressed Unhappy
  58. 58. © Touch360. All Rights Reserved. A Circumplex Model of Affect, James A. Russell, 1980; On the design of an emotional interface for the huggable robot Probo, Saldien et al Front-End of Innovation Roundtable Valence Happy Excitement (meta-cognition) Relaxed Reflections Neutral Arousal Sleepy Angry Depressed Unhappy
  59. 59. © Touch360. All Rights Reserved.What does it meant to you? Front-End of Innovation Roundtable
  60. 60. © Touch360. All Rights Reserved.Front-End of Innovation Roundtable
  61. 61. © Touch360. All Rights Reserved.Front-End of Innovation Roundtable
  62. 62. © Touch360. All Rights Reserved.Front-End of Innovation Roundtable
  63. 63. © Touch360. All Rights Reserved.• Changes to a few points result in changes of the curves• Changes in curves change character of the font Front-End of Innovation Roundtable
  64. 64. © Touch360. All Rights Reserved.Front-End of Innovation Roundtable
  65. 65. © Touch360. All Rights Reserved.Front-End of Innovation Roundtable
  66. 66. © Touch360. All Rights Reserved.Front-End of Innovation Roundtable
  67. 67. © Touch360. All Rights Reserved.How users connect the dots to createmeaningful experiences is not in our control.But we can influence the experiences. Front-End of Innovation Roundtable
  68. 68. © Touch360. All Rights Reserved.Front-End of Innovation Roundtable
  69. 69. Which one is a real Patek Philippe?
  70. 70. You neveractually own aPatek Philippe.You merely takecare of it for thenext generation.
  71. 71. © Touch360. All Rights Reserved.A hint is good enough – the human brain is a great interpolatorand interpreter when it comes to affective perception.The difference between perceived authenticity and mimicry canbe very narrow. Front-End of Innovation Roundtable
  72. 72. © Touch360. All Rights Reserved.A hint is good enough – the human brainis a great interpolator (closure in Gestalttheory) and interpreter when it comesto affective perception.The difference between perceivedauthenticity and mimicry is subtle. Front-End of Innovation Roundtable
  73. 73. © Touch360. All Rights Reserved.Hiroshi Ishiguro, Osaka University “There’s something just generally creepy about it. There’s a mismatch. You have something that looks human, but when it starts moving and starts talking there’s that disconnect that’s not right. There’s that sense of something that doesn’t just fit.” Front-End of Innovation Roundtable
  74. 74. © Touch360. All Rights Reserved.Front-End of Innovation Roundtable
  75. 75. © Touch360. All Rights Reserved.Believability “Realism” (likeness) The ”Uncanny Valley” Front-End of Innovation Roundtable
  76. 76. © Touch360. All Rights Reserved.Front-End of Innovation Roundtable
  77. 77. © Touch360. All Rights Reserved.Front-End of Innovation Roundtable
  78. 78. © Touch360. All Rights Reserved.Emotional affinity “Realism” (likeness) Front-End of Innovation Roundtable
  79. 79. © Touch360. All Rights Reserved.Front-End of Innovation Roundtable
  80. 80. © Touch360. All Rights Reserved.Is this authentic design or is it mimicry?Cadillac Eldorado 1958 Front-End of Innovation Roundtable
  81. 81. Q+A Shimon Shmueli +1.503.410.1203 shimon@touch360.com www.touch360.com

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