imde ideation3.1 overview 2013 [kompatibilitetsläge] · overview qinmin yang associate professor...
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IDEATION:
OVERVIEW
Qinmin YangAssociate Professor
Zhejiang University
Andreas LarssonAssociate Professor
Lund University
Charlotta JohnssonAssociate Professor
Lund University
Anders WarellAssociate Professor
Lund University
Jun JinAssociate Professor
Zhejiang University
but first...
Done any
needfinding,
trendwatching
or techwatching
yet?
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
needs vs. solutions
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
http://blog.intercom.io/interview-bob-moesta-part-2-of-2/
two examples
of how to organize
your observations and insights
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
XPLANE / Osterwalder et al
customer empathy map
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
XPLANE / Osterwalder et al
customer empathy map
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
XPLANE / Osterwalder et al
customer empathy map
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
http://www.uxmatters.com/mt/archives/2011/09/the-value-of-customer-journey-maps-a-ux-designers-personal-journey.php
customer journey map
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
http://www.uxmatters.com/mt/archives/2011/09/the-value-of-customer-journey-maps-a-ux-designers-personal-journey.php
customer journey map
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
When you have gained
insights, what do you do
with them?
exercise
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
Adapted from Brown & Katz, 2009©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
FROM INSIGHT TO IDEASGOING FROM “WHAT IS?” TO “WHAT IF?”
Liedtka & Ogilvie, 2011©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
QuickTime™ and a decompressor
are needed to see this picture.
http://www.youtube.com/watch?v=Hrnz2pg3YPg&feature=fvwrel
SURPRISE AND DELIGHT
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
how to generate
surprise and delight?
QUITE DIFFERENT FROM TRADITIONAL
PROBLEM SOLVING
Gray, Brown & Macanufo, 2010©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
“I’mjustnotacreativeperson.”
DON’T EVER SAY THIS AGAIN ;-)
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
Gray, Brown & Macanufo, 2010
xplane.com
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
PROCESS VS. GAME
Gray, Brown & Macanufo, 2010
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
Gray, Brown & Macanufo, 2010
Brown & Katz, 2009
xplane.com
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
Kaner et al, 2007
BUSINESS AS USUAL
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
Kaner et al, 2007
DIVERGENT ZONE
Gray, Brown & Macanufo, 2010 xplane.com©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
Kaner et al, 2007
GROAN ZONE
Gray, Brown & Macanufo, 2010 xplane.com
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
Kaner et al, 2007
CONVERGENT ZONE
Gray, Brown & Macanufo, 2010 xplane.com
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
PLAY THE GAME
IDEO HCD Toolkit
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
KEY TAKEAWAYS
1. from “what is?” to “what if?”
2. Surprise and delight
3. opening & closing
4. embrace the “groan zone”
5. play the game
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
KEY READINGS•Brown,T.,Katz,B.2009.ChangebyDesign:HowDesignThinkingTransformsOrganizationsandInspiresInnovation.NewYork,NY,USA:HarperCollins.•Carleton,T.,Larsson,A.,Bill,S.2011.MOVE:BeyondGreatIdeas.WorkshopFacilitationHandbook.http://www.moveworkshop.com/•Gray,D.,Brown,S.,Macanufo,J.2010.Gamestorming.APlaybookforInnovators,Rulebreakers,andChangemakers.Sebastopol,CA,USA:O’Reilly.•Kaner,S.,Lind,L.,Toldi,C.,Fisk,S.,Berger,D.2007.Facilitator’sGuidetoParticipatoryDecision‐Making.SanFrancisco,CA,USA:Jossey‐Bass.•Lehrer,J.2012.Groupthink:TheBrainstormingMyth.NewYorker,January30.http://www.newyorker.com/reporting/2012/01/30/120130fa_fact_lehrer•Liedtka,J.,Ogilvie,T.2011.DesigningforGrowth:ADesignThinkingToolKitforManagers.NewYork,NY,USA:ColumbiaUniversityPress.•Osterwalder,A.,Pigneur,Y.2010.BusinessModelGeneration.Hoboken,NJ,USA:JohnWiley&Sons.•Silverstein,D.,Samuel,P.,DeCarlo,N.2009.TheInnovator’sToolkit:50+TechniquesforPredictableandSustainableOrganicGrowth.Hoboken,NJ,USA:JohnWiley&Sons.•Sutton,R.I.,Hargadon,A.1996.BrainstormingGroupsinContext:EffectivenessinaProductDesignFirm.AdministrativeScienceQuarterly,41,685‐718.
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
INSPIRATION
http://www.servicedesigntools.org
http://www.mycoted.com/
http://www.innovatorstoolkit.com/
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
http://www.gogamestorm.com/
divergence creating choices
exercise
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
BRAINWRITING
http://blog.lib.umn.edu/grim0168/5701grim©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
OBJECT BRAINSTORM
http://playtowrite.wordpress.com©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
...
COVER STORIES
Gray, Brown & Macanufo, 2010
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
HIThttp://blog.lib.umn.edu/gilbe503/5701gilbertson/
www.gogamestorm.com
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
convergence making choices
exercise
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
KANO SATISFACTION MODEL
Car with built-in WiFi? More money, more horsepower?
Brakes on the car?
©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
SIX THINKING HATS
http://www.debonogroup.com/six_thinking_hats.php©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn
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