Innovation - 1 © Minder Chen, 2013 Design Thinking and Innovation Tools Minder Chen Professor of MIS California State University Channel Islands

Innovation - 2 © Minder Chen, 2013 Three Models of Innovation 3 different models of innovation, driven by technology, business processes and design, and the points at which they intersect.

Innovation - 3 © Minder Chen, 2013 Four Principles for Practicing Design Innovation Principle 1: Build innovations around people’s experiences Principle 2: Think of innovations as systems and not just products Principle 3: Cultivate an innovation culture in organizations Principle 4: Adopt rigorous design processes and structured methods

Innovation - 4 © Minder Chen, 2013 Innovation Gap

Innovation - 5 © Minder Chen, 2013 Knowing Consumers

Innovation - 6 © Minder Chen, 2013 Innovation Process with Seven Modes Vijay Kumar, (2009) "A process for practicing design innovation", Journal of Business Strategy, Vol. 30 Iss: 2/3, 2009, pp

Innovation - 7 © Minder Chen, 2013 Innovation Toolkit

Innovation - 8 © Minder Chen, 2013 Design-Driven Innovation Desirability (Human) Feasibility (Technology) Viability (Business) Connecting the Dots … CustomerDevelopment

Innovation - 9 © Minder Chen, 2013 Research Focuses

Innovation - 10 © Minder Chen, 2013 Ethnography Ethnography is observing behavior in natural settings. Ethnography literally means “writing about people groups” and it is an anthropological method for describing cultures. The method is formulated in the 1800’s as a method for studying “native” cultures. It has been applied to Market Research since 1980’s. It is research conducted in a natural context: i.e. in the home, in a store, in an airport, in a work place.

Innovation - 11 © Minder Chen, 2013 Qualitative Research Observation; Shadowing; Self-documentation 1:1 Interviewing/Group Interviewing

Innovation - 12 © Minder Chen, 2013 Characteristics of Ethnographic Research 1.Takes place “in the field” 2.Observation is primary data collection technique 3.Interviews are used to clarify observations 4.Attention is paid to context and artifacts 5.Field notes coded and analyzed for themes and variables ** Ethnography produces fresh insights for design strategy. *** Leonard, D., and J. F. Rayport, "Sparking Innovation through Empathic Design," Harvard Business Review, November/December, 1997, pp. 102–13. (link)link

Innovation - 13 © Minder Chen, 2013 Participant Observation Tips Observation is at the core of design thinking Why: To identify needs, NOT solutions 1.Focus on behaviors that reveal key design concepts 2.Capture cases at opposite ends of scale 3.Look for the unseen behavioral scaffolding 4.Be the foreigner Empathy 5.Follow the golden rule ( Empathy ) Product Development Process: Observation (video)

Innovation - 14 © Minder Chen, 2013 POEMS

Innovation - 15 © Minder Chen, 2013 AEIOU Observation Framework DimensionWhat to Watch For Activities What are people doing? Environment How are people using the environment? What’s the role of the environment? Interactions Do you see any routines? Do you observe special interactions between people? Between people & objects? Objects What’s there and being used or not used? Describe engagement with objects. UsersWho are the users? What are their roles? Look for extreme users. Source: Doblin, Inc. By Rick Robinson and Stef Norvaisis

Innovation - 16 © Minder Chen, 2013 Oral B Kid Toothbrush by IDEO Design Toothbrush for kid under age 5 Video

Innovation - 17 © Minder Chen, 2013 Innovation Process Source:

Innovation - 18 © Minder Chen, 2013 The Customer-Centered Innovation Map The Customer-Centered Innovation Map by Lance A. Bettencourt and Anthony W. Ulwick, Harvard Business Review (link)link

Innovation - 19 © Minder Chen, 2013 Mapping a Customer Job

Innovation - 20 © Minder Chen, 2013 Pre-execution and Execution Steps

Innovation - 21 © Minder Chen, 2013 Post Execution Steps

Innovation - 22 © Minder Chen, 2013 Job Mapping: Customer-Centered Innovation Map

Innovation - 23 © Minder Chen, 2013 Job Mapping: Customer-Centered Innovation Map

Innovation - 24 © Minder Chen, 2013 Innovation Opportunities

Innovation - 25 © Minder Chen, 2013 Innovation Opportunities d.School Journal Mapping at

Innovation - 26 © Minder Chen, 2013 Customer Experience Lifecycle Map

Innovation - 27 © Minder Chen, 2013 Customer Journey MOTs : Netflix vs. Blockbuster

Innovation - 28 © Minder Chen, 2013 (link)link

Innovation - 29 © Minder Chen, 2013 Customer Journey Template Customer Journey Before service During service After service Activity Situation + Customer: - Service area:

Innovation - 30 © Minder Chen, 2013 Customer Journal Mapping Process

Innovation - 31 © Minder Chen, 2013 Service Blueprint

Innovation - 32 © Minder Chen, 2013

Innovation - 33 © Minder Chen, 2013

Innovation - 34 © Minder Chen, 2013 The Product Development Funnel Time Line

Innovation - 35 © Minder Chen, 2013 Innovation Funnel Expense Success/Failure ratio