1. Joanne Jacobs, October 2011 Creative thinking, innovation & adaptation Joanne Jacobs Interaction Design & Digital Strategy October 2011 Image source: http://www.flickr.com/photos/18161271@N00/2282265286http://www.flickr.com/photos/18161271@N00/2282265286

2. Joanne Jacobs, October 2011 Index Innovation & adaptation Creative problem solving Creative thinking and new technologies History of tech diffusion (designed purpose/result) Adapting emergent tech for more than just brand awareness Emergent tech: AR, 3D, LBS, social media Tools for innovating on emergent tech Questions

3. Joanne Jacobs, October 2011 Innovation/Adaptation Innovation often misinterpreted –Incremental: improvements over time –Disruptive: replacing previous tools (especially technologies) –Discontinuous: requiring significant behavioural change for adoption Adaptation/Adaption often mistaken for innovation –Works with existing structures –Can involve innovation deployment Most marketing use of innovative technologies is actually adaptation Image source: http://wins.failblog.org/2011/07/05/epic-win-photos-awesome-rug-win/http://wins.failblog.org/2011/07/05/epic-win-photos-awesome-rug-win/

4. Joanne Jacobs, October 2011 Innovation/Adaptation Kirton’s Innovation-Adaption Inventory is an instrument designed to score users on a scale of Innovative – Adaptive thinkingInnovation-Adaption Inventory Theory has its faults (based in part on personality types thus flawed), but useful in clarifying differing priorities Need to combine divergent and convergent thinking styles to capitalise on emergent technologies Image source: http://www.flickr.com/photos/45713725@N00/4226999974http://www.flickr.com/photos/45713725@N00/4226999974

5. Joanne Jacobs, October 2011

6. Creative problem solving Designed to foster alternative perspectives – either innovation or adaptation Groups more effective in generating divergent thinking than individuals Processes for CPS need to regularly changed in order to avoid formulaic responses Needs to be framed not just by tools, but also by client objectives and opportunities Image source: http://www.flickr.com/photos/24420613@N08/3527166081http://www.flickr.com/photos/24420613@N08/3527166081

7. Joanne Jacobs, October 2011 Divergent thinking SOURCE: http://www.buzzle.com/articles/divergent-thinking.htmlhttp://www.buzzle.com/articles/divergent-thinking.html

8. Joanne Jacobs, October 2011 CPS Methods 1 Brainstorming: Classical brainstorming is the act of collating and debating ideas to solve problems in a public forum.Brainstorming Bug-listing: commonly used in product testing, but can be a collaborative exercise where individuals can see problems and assist one another to help solve.Bug-listing Collective response: Publishing and sharing ideas in a collective notebook or as comments to an idea or article.Collective response Morphological Box: Setting the parameters for a problem, listing variations and trying different combinations – this box technique is useful as a ‘fill the gap’ task for groups in communities.Morphological Box Image source: http://www.flickr.com/photos/99771506@N00/5791228117http://www.flickr.com/photos/99771506@N00/5791228117

9. Joanne Jacobs, October 2011 CPS Methods 2 SCAMPER: Designed for product innovation, but can be used to change business processes or service offering. Steps are:SCAMPER – S: Substitute (variables, source materials, people); – C: Combine (with other groups/people, resource materials); – A: Adapt (change the basic function or process, use existing tools differently); – M: Modify (change resource materials, audience, scale, attributes); – P: Put to another use; – E: Eliminate (remove components, simplify); – R: Reverse (how would the product operate if turned inside out or upside down?) Reciprocal Modelling: Reciprocity is a process of engagement with individuals either affected by, or influencing a problem. The process/resolution is as follows:Reciprocal Modelling – Appreciate the situation / Accept the situation; – Explore what could be / Focus attention on a solution; – Challenge what should be / Develop commitment in what should happen; – Produce / Deliver. Image source: http://www.flickr.com/photos/99771506@N00/5774581349http://www.flickr.com/photos/99771506@N00/5774581349

10. Joanne Jacobs, October 2011 WHAT’S WRONG WITH THIS INFOGRAPHIC? - Single, linear process - Needs more testing - No effort to involve divergent/radical innovation Graphic source: http://holykaw.alltop.com/9-steps-of-creative-problem- solving-infographhttp://holykaw.alltop.com/9-steps-of-creative-problem- solving-infograph

11. Joanne Jacobs, October 2011 Creative thinking & new tech Somewhat narrow thinking to use technology purely for its novelty Tendency among marketers to adopt technology on a campaign-basis rather than as a tool for creative development for firms New technologies won’t necessarily be articulated in terms of their opportunities for adaptation/innovation Image source: http://www.flickr.com/photos/20375052@N00/12981847http://www.flickr.com/photos/20375052@N00/12981847

12. Joanne Jacobs, October 2011 Technology adaptation/time RADIO: Designed for use in ship-to-ship communications in military operations TELEPHONE: Designed to pipe music in to rooms (developed a year before first gramophone/phonograph) TELEVISION: Designed as a fax machine (pantelegraph) INTERNET PROTOCOL: Designed to allow ground troops to communicate across networks rather than through a central communications base. Image source: http://www.flickr.com/photos/28989949@N07/4303545282http://www.flickr.com/photos/28989949@N07/4303545282

13. Joanne Jacobs, October 2011 Lesson Technology invention requires adaptive thinking for mass adoption Image source: http://www.flickr.com/photos/12947675@N04/2037060821http://www.flickr.com/photos/12947675@N04/2037060821

14. Joanne Jacobs, October 2011 Emergent Tech Augmented Reality (AR) 3D printing, environments (3D) Location Based Systems (LBS): –games –social interaction –services/deals Social media (Social): –Influence measurement –Conversation media –News sharing/gathering Image source: http://www.flickr.com/photos/fdecomite/5044800130/http://www.flickr.com/photos/fdecomite/5044800130/

15. Joanne Jacobs, October 2011 Creativity & Emergent Tech More than just brand awareness More than just sentiment The other 2Ps –Product Price New means of visualising processes Image source: http://www.flickr.com/photos/93087247@N00/29586893http://www.flickr.com/photos/93087247@N00/29586893

16. Joanne Jacobs, October 2011 Creative/Adaptive AR Immersive experiences Place-based, or immediate information services NOT CREATIVE: -Brochureware -Novelty face-tracking -Animations Images from: http://www.flickr.com/photos/arenamontanus/3359137341 / ; http://www.youtube.com/watch?v=0z_Q3yl4NjM; http://www.youtube.com/metaioarhttp://www.flickr.com/photos/arenamontanus/3359137341 /http://www.youtube.com/watch?v=0z_Q3yl4NjMhttp://www.youtube.com/metaioar

17. Joanne Jacobs, October 2011 Creative/Adaptive 3D 3D which generates learning, encourages adaptation for alternative purposes 3D printing as a means of reducing costs of production (prototyping) NOT CREATIVE -Novelty 3D heads/photos -Games without a purpose Images from: http://www.flickr.com/photos/arenamontanus/3359137341; http://www.gizmag.com/go/2578/; http://myfundarkside.blogspot.com/2010/03/when-farmville-goes-too-far-for-most-of.htmlhttp://www.flickr.com/photos/arenamontanus/3359137341http://www.gizmag.com/go/2578/ http://myfundarkside.blogspot.com/2010/03/when-farmville-goes-too-far-for-most-of.html

18. Joanne Jacobs, October 2011 Creative/Adaptive LBS Location services that deal with a distributed workforce or check product supply chain Value added location services (parking spaces, queue at Post Office, immersive games) NOT CREATIVE -Check-ins for badges and deals -Mention based competitions Images from: http://www.flickr.com/photos/arenamontanus/3359137341; http://www.tuaw.com/2009/11/03/use-augmented-reality-to-find-your-car/ ; http://www.liewcf.com/foursquare-online-store-5562/http://www.flickr.com/photos/arenamontanus/3359137341http://www.tuaw.com/2009/11/03/use-augmented-reality-to-find-your-car/ http://www.liewcf.com/foursquare-online-store-5562/

19. Joanne Jacobs, October 2011 Creative/Adaptive Social Warm lead research Storytelling spaces and commentary Community mobilisation for education or public interest ideals NOT CREATIVE -Corporate content sharing -Mention baiting competitionsMention baiting -Rich media development competitions for advertising purposes Images from: http://www.flickr.com/photos/arenamontanus/3359137341; http://foldingstory.com/ ; http://www.crashthesuperbowl.com/http://www.flickr.com/photos/arenamontanus/3359137341http://foldingstory.com/http://www.crashthesuperbowl.com/

20. Joanne Jacobs, October 2011 Innovation tools Apps: –Google App Inventor (beta); Apple AppMakrGoogle App Inventor AppMakr Mashing tools –MS Popfly; Intel Mashmaker; Wayfaring (mapping tool)MS PopflyIntel MashmakerWayfaring 3D printing tools –Google SketchUp; Blender; Shapesmith OpenGL 3D modelling tool (coming soon)Google SketchUpBlenderShapesmith OpenGL 3D modelling tool Augmented reality tools: –Qualcomm AR SDK, Windows AR Starter Kit (coming soon)Qualcomm AR SDKWindows AR Starter Kit Other tools: –If This Then That; Yahoo Pipes.If This Then ThatYahoo Pipes Image source: http://www.flickr.com/photos/oedipusphinx/4182472641/http://www.flickr.com/photos/oedipusphinx/4182472641/

21. Joanne Jacobs, October 2011 Questions? Image source: http://www.flickr.com/photos/qthomasbower/3893490079/http://www.flickr.com/photos/qthomasbower/3893490079/

22. Joanne Jacobs, October 2011 Creative production task In groups of 3-4, using any of the Creative Problem Solving Tools listed (or others you find online), design a campaign for a current client based on emergent technologies (you make pick one or several). Show how use of these technologies solves a problem for the firm beyond mere mentions/awareness.others you find online Timing –10:15 – 10:45 Group work –10:45 – 10:55 Preparation of presentation –10:55 – 11:15 Presentations (4 groups, 5 minutes each) –11:15 – 11:30 Responses, summary of learning –11:30 Close

23. Joanne Jacobs, October 2011 Last thoughts? Joanne Jacobs Interaction Design & Digital Strategy Consultant Ph: 07 948 318 298 Email: joanne@joannejacobs.netjoanne@joannejacobs.net Web: http://joannejacobs.net/http://joannejacobs.net/ Twitter: @joannejacobs Skype: bgsbjj Note: All images used in this presentation are subject to Creative Commons Attribution licence, with source specified in each slide. Image source: http://www.flickr.com/photos/52303259@N08/5438342864http://www.flickr.com/photos/52303259@N08/5438342864