kreative produktinnovation - zusammen, nicht allein!

1Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012

Start-up Your Creativity!

A) “Find at least one solution to balance 10 Nails on the top of another nail that is fixed and standing up vertically!”

B) „Find all solutions to connect the nine dots with at most four straight lines without lifting the pen!“

Kreative ProduktinnovationZusammen, nicht allein!

Britta Ullrich

Christian Graf

The problems of today will not be solved by the same thinking that produced the problems in the first place.

Albert Einstein

Creativität & Innovation

„Innovation is the creation of better or more effective products, processes, services, technologies, or ideas that are accepted by markets, governments, and society.“ (Wikipedia)One source of innovation is creativity/ideation

Beispiel: Werbeagentur Irniger

CREATIVITY IS A PROPERTY! YOU HAVE IT OR YOU DO NOT HAVE IT

STRUCTURE IS BAD FORCREATIVE THINKING

THE LONGER THE BRAINSTORM, THE BETTER

Anybody can be creative, but not everybody tries.

Oleg Vishnepolsky

We’re all limitlessly creative, but only to the extent that we realize that we create our own limits with the way we think. If you tell yourself you’re not creative, it becomes true.

Brian Clark

Co-Creation as Paradigm

Untapping the ressources of manyCollaboration is a must!• Openness• Knowledge sharing• Put group goals first• Mutual support

User Centered Design

Participatory Design

QuestionnairesUsability Tests

Observation

WorkshopsGamesInteraction

We often discount cooperation, which directly limits our ability to create complexity.

Nathan Shedroff

Let’s Play!The coffee pot game: “Individually write down 30

ways how to use a coffee pot!”

The ‘2nd thumb’ game:

“Let’s collect 50 ways how to use a 2nd thumb.”

Ein bisschen Theorie

Design Thinking nach Jeff Patton

The truth about product development

3000 Ideas = 1 Commercial Success!

3000 Ideas

100 exploratory products

10 well-developed projects

2 full-fledged product launches

1 successful product

Source: Stevens, G.A. and Burley, J., “3,000 Raw Ideas = 1 Commercial Success!”, (May/June 1997) ResearchTechnology Management, Vol. 40, #3, pp. 16-27.

Progress of Idea Generation

Many not-so-creative ideas in the unload phase (first 10min)

Fewer ideas after that but with higher probability of being creative.

16Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 16Presentation Title | Author | City, 03.08.2011

Ok, itOk, itOk, itOk, it‘‘‘‘s hard s hard s hard s hard (we(we(we(we‘‘‘‘ve known ve known ve known ve known that before...). that before...). that before...). that before...).

And now?And now?And now?And now?

General ApproachAt least 2 phases:

Generate Ideas„Ideate“(divergent): Quantity Matters

Select Ideas „Iterate“(convergent): Quality Matters

The INNOWIZ methodology

Source: Design Thinking: 4 Steps to Better Softwarehttp://www.stickyminds.com/s.asp?F=S16503_COL_2

Design Thinking Model by Jeff Patton

1.1.1.1.Understand Understand Understand Understand the problemthe problemthe problemthe problem

Design Thinking Model by Jeff Patton

2.2.2.2.Identify Identify Identify Identify

solutions: solutions: solutions: solutions: Ideate!Ideate!Ideate!Ideate!

21Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 21

3.3.3.3.Refine and Refine and Refine and Refine and validate: validate: validate: validate: Iterate!Iterate!Iterate!Iterate!

4.4.4.4.Create a Create a Create a Create a

plan!plan!plan!plan!

“Clear goals vs. fuzzy goals”

• A business process works fine for clear goals.

• Creative projects are based on intuition, hypotheses and guesses.

Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 4-8

“Why Games in Business?”

Fuzzy Goals!

• It’s like a voyage of discovery!

• But how do you set a course when the destination is unknown? Imagine the world!

Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 5

Game Design

• Target State ‘B’ (fuzzy): What does victory look like? A prototype, project plan, list of ideas• Act 1 (open): introduce players, developing themes and ideas • Act 2 (explore): explore and experiment with the themes• Act 3 (close): come to conclusions, make decisions, plan for actions

Creating Artifactsand Meaningful Space• Nodes: Clusters & Piles • Linking • Borders • Axes • Circles and Targets • Metric vs. Ordered Space • Grids • Landscapes and Maps • Metaphors

Spielregeln

Selbst erarbeiten lassen oder einige vorgeben und vom Team ergänzen lassen!

Sollten stets sichtbar sein!

Idee: Unterschreiben lassen!

Supportive Toolsfor Ideation

Low Cost Support

Method DatabasesRandom Word ListsDictionaries

Newspapers & Magazines

Templates

Card Decks

Method Databases

CreaJour (Deutsch): Glossar, Werkzeuge, Prozessmodelle, Techniken

„Methoden-Datenbank kreative Ideenfindung“(Deutsch)

http://www.creajour.de/methodisches/

http://nw.vibss.de/management/zukunftskompetenz-ideenfindung-im-

sportverein/methoden-datenbank-kreative-ideenfindung/meki-methoden-

datenbank-kreative-ideenfindung/

Templates

Flipchartplakate »bikablo®posters«(Neuland)

Available in Confluence: https://confluence.xing.hh/confluence/download/attachments/40211653/Auszug_bikablo2.0_Poster-Templates.pdf?version=1&modificationDate=1323946052962

„Ideenrausch“

„ThinkPak“

Card Decks(physical)

Ideenrausch by Anja Ebertz (111 questions to boast your fantasy)

Thinkpak by Michael Michalko (45 "idea stimulator" cards, and 9 evaluation technique cards ) Available from the

presenters

Card Decks(virtual)

www.designwithintent.co.uk

www.ideo.com/work/method-cards/

iPad Version for free!

PDF Version for free!

IDEO Method Cards

Dan Lockton‘s Design with Intent Cards

Mix and Improvise!

Practice, practice, practice!

Higher Cost Support

Hire Moderators & Facilitators

Hire Specialised Agency (e.g. IDEO, Zephram etc.)

Train your staff!

Games forOpening

Source: Gamestorming. Gray , Brown, Macanufo, 2010

Low Tech Social Network• Warm up when a fairly new group comes together!

• Draw your name, a simple mnemonic aid [Eselsbrücke] to remember your name and some tags for your interests on a piece of paper.

• Put it on the wall explaining who you know in the room. If the person that connects you is not there, draw this person.

• Variety – if the people know each other pretty well: Write down three things others don’t know about you –now let the group guess who it is!

Source: Gamestorming. Gray, Brown, Macanufo, 2010, S. 105

39Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 39Source: Gamestorming. Gray, Brown, Macanufo, 2010 , S. 105

Anti-Problem

• When you are already working on a problem but running out of solutions.

• Ask for the current problem’s opposite: What can we do to avoid that users buy our product?

• The more extreme the better!

Graphic Jam

• Warm up Game to turn on parts of our minds that we usually don’t activate in a typical business setting.

• Collect terms that the team has trouble visualising.

• Select randomly and ask players to draw a visual representation within 2-3 Minutes.

42Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 42Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 96

Unser Thema heute:

“XING Café – how should a real life networking place for XING look like? What does it need to improve your professional networking?”

Brain Writing

• Individually write down as many ideas and requirements as possible for the new XING Café.

• 5 Min.

• When you’re done share your thoughts with the others!

SourceCreativity, innovation and change: technique library. Open University B822/Course reader, John Martin, Ros Bell. 2009

Games forExploring

Source: Gamestorming. Gray, Brown, Macanufo, 2010

46Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 46Source: Gamestorming. Gray, Brown, Macanufo, 2010, P. 161

Design the Box

Game can help facilitating any vision-oriented discussion: “The best self representation in the internet”

• Phase 1: Fill the box

• Phase 2: Make the box

• Phase 3: Sell the box

47Kreative Produktinnovation - Zusammen, nicht allein! | Ullrich & Graf | Hamburg, 09. Januar 2012 47Source: Gamestorming. Gray, Brown,

Macanufo, 2010 , P. 161

Walt Disney Method

Take three Perspectives

• Dreamer• Realist

• Critique

The DreamerThe Dreamer

The RealistThe Realist

The CriticThe Critic

FOCUSFOCUS

Extending Walt Disney: Six HatsInformation

Optimism

Alternatives

Feelings

Devil's advocate

Managing

SCAMPER

Put to other use

Eliminate

Reange or Reverse

Substitute

Combine

Adapt/Adjust

Modify

Brain Sketching

• Sketch the perfect XING Café– consider the previously selected requirements! 15 Minutes

• Put your idea in the middle and receive inspiration.

• Share your results in the plenum.

SourceCreativity, innovation and change: technique library. Open University B822/Course reader, John Martin, Ros Bell. 2009

Games forClosing

Source: Gamestorming. Gray, Brown, Macanufo, 2010

100-EUR-Test

NUF-Test

Start, Stop, Continue• What are things we need to START doing?

• What are we currently doing that we can or should STOP?

• What are we doing now that works and should CONTINUE?

• Share the results!

Dot Voting

Wrap-upSummary and Pointers

Conclusion

People are centralInnovation as process with phases: Goal Setting, Divergent, Recombination, ConvergentCreativity techniques� Anyone can be

innovative!

There is more we could talk about

Other TechniquesPitfalls & Patterns Group processesManaging innovationCase studies� How to support

teams for successfull innovation

True brilliance is rare, but I think creativity in people is the norm and not the exception.

Mark Parkerin „SPARK – Be More Innovative through Co-Creation“

Thank youThank youThank youThank youfor your kind for your kind for your kind for your kind

attention!attention!attention!attention!

Britta UllrichUser Experience ManagerBritta.Ullrich@xing.com

Christian Graf UX Manager & Moderatorgraf@ifluxplus.com

Literature about Creativity & Innovation

De Bono, E. (2008). Creativity Workout: 62 Exercises to Unlock Your Most Creative Ideas. Berkeley, CA : ULYSSES PRESS

Gray, D., Brown, S., & Macanufo, J. (2011). Gamestorming : a playbook for innovators, rulebreakers, and changemakers. Beijing : O'Reilly.

Heers, R. (2006). Just use it. Göttingen : Cuviller Verlag.

Higgins, J.M., & Wiese, G. (1996). Innovationsmanagement. Berlin: Springer.

Jaworski, J., & Zurlino, F. (2006). Innovationskultur: Vom Leidensdruck zur Leidenschaft. Frankfurt/New York : Campus Verlag.

Michalko, M. (2003). Thinkertoys : a handbook for creative-thinking techniques (2nd ed.). Berkeley, CA : Ten Speed Press.

Paulus, P. B., & Nijstad, B. A. (eds.) (2003). Group Creativity: Innovation through Collaboration. New York : Oxford University Press.

Rickards, T. (Ed.) (2009). The Routledge companion to creativity. London : Routledge.

Stein, M. I. (1975). Stimulating Creativity Vol.2 Group Procedures. New York: Acedemic Press.

Winsor, J. (Ed.) (2006). SPARK – Be More Innovative Through Co-Creation. Chicago, IL: B2 Books.

+ see Take Home Sheet (available by email as well)

Solutions for Initial Problems

A) 12 Nails on top of one nail head

B) Solution 1

B) Solution 2

B) Solution 3

B) Solution 4

kreative produktinnovation - zusammen, nicht allein!

nicht allein

ullrich graf hamburg

britta ullrichchristian

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