crea summer academy

Syros 2016 – Aegean University CREA Summer Academy

Creativity & ICTfor newentrepreneurship

UNPACK CREATIVITY CANVAS Arianna Vignati | Politecnico di Milano 12th July 2016


/ WHO I AM


/ WHO I REPRESENT


/ THE REASON WHY OF THIS LECTURE

•  To understand what is the strategic design approach and how you can find

advantage from this approach in the business idea development;

•  To discover new variables in the innovation process; •  To discover there is a simple tool, that can help you to include the strategic

design mind-set in your start-up journey •  To understand customers and users are important for you not only when

they have to buy your product or service but in the whole business idea generation process

•  To be aware you can count on your customers and users to develop new

products and services


/ WHAT (I HOPE) YOU WILL LEARN

•  How you can apply a strategic and systemic approach in business idea development processes

•  How you can understand the needs of your target (customers,

users, etc.) and use these information in the design process

•  How you can engage people in your business idea development process

•  How to use the UNPACK CREATIVITY CANVAS (workshop)


/ STRATEGIC DESIGN. CREATE A DIFFERENCE!

Strategic design support the CREATION of a “competitive” DIFFERENCE in the market (due to the complexity) because it combines STRATEGY + DESIGN


/ STRATEGIC DESIGN How to differentiate? – telling meaningful stories

Having satisfied our basic needs, we look for sophisticated experiences that move us and have meaning for us…complex combinations of products, services and information (Tim Brown)


/ STRATEGIC DESIGN How to differentiate? – innovating in Product Service System

Companies shouldn’t believe they can build a difference only through the product! The product is only a small part of what is able to express MEANING

What today MAKE SENSE to the COMPANY OFFER?

The PRODUCT SERVICE SYSTEM


/ STRATEGIC DESIGN: PRODUCT SERVICE SYSTEM

In a project, the value creation process is a combination of the interaction of different layers : product, promotion and service.

Strategic Design is a process that MAKES SENSE, both for the Company and the Audience in the market, coordinating the design of the plurality of touch points (e.g. the products, communication, services…) through which the company presents itself on the market, defining its identity and in the meantime shaping its strategy. That given plurality is the PRODUCT-SYSTEM.


/ STRATEGIC DESIGN: PRODUCT SERVICE SYSTEM

PRODUCT SERVICE

COMMUNICATION


/ STRATEGIC DESIGN: PRODUCT SERVICE SYSTEM Strategic design is then a mindset that makes sense to company strategy trought a product system

from the commodity to the user engagement


/ STRATEGIC DESIGN: PRODUCT SERVICE SYSTEM Where can you start to design new business idea innovating the product service system?

FROM THE USER’S NEEDS


/ WHAT IS A NEED?

…a gap, a feeling, an uneasiness that create a (creative) tension to satisfy it

Some important rules to remind:

-  it’s independent from technology, products, services… -  it expresses functions and wishes to satisfy… -  it admits different ways (different “technologies”) to be

satisfied…


/ WHAT IS A NEED?

“Nobody wants a 1/4 inch drill – what they

want is a 1/4 inch hole.”

Theodore Levitt


/ ANSWER TO PEOPLE NEEDS MEANS LEARN FROM PEOPLE

There are many ways we can learn from people about their memories, their current experiences and their ideal experiences: We can listen to what people say We can interpret what people express We can watch what people do We can observe what people use We can uncover what people know We can reach toward understanding what people feel We can appreciate what people dream


/ START FROM (YOUR) REALITY Where can you identify INNOVATION AREA? From the REALITY: observing users, understanding their needs and their relation with products and services, translating these elements in characteristics for new PRODUCTS and SERVICES. With a strategic vision and a design process we are able to generate new user behaviors.


/ START FROM (YOUR) REALITY

Understand people needs means know them, engage and interact with them in your design process, talk with them!


/ START FROM (YOUR) REALITY Start from YOUR personal network

Personal network (friends, parents, people you know, the school of your children, friends of your friends, facebook contacts, linkedin contacts etc.) is the starting point to set up a user engagement strategy for your business idea development process.


/ SOME EXEMPLES

h1p://www.youtube.com/watch?v=BnXikF5pXqY

TALKABLE VEGETABLES


/ SOME EXEMPLES Sticknfind Bluetooth Powered ultra small Location Stickers

h1ps://www.youtube.com/watch?v=OK_le3ZFjls


/ AN USEFUL TOOL: THE UNPACK CREATIVITY CANVAS

TheaimoftheUNPACKCREATIVITYCANVASisto:

• Generatedisrup-veandpossiblesolu-onsstarUngfroma“realscenario”• Re-viewandre-designsolu-onsandideasinordertocheckiftheyreallyarethegoodanswertospecificneeds• Improvetheawarenessontheideas(users,partners,market,valueetc.)• Startac-vi-esusefultoapproachthebusinessmodelcanvas


/ UNPACK CREATIVITY CANVAS


/ HOW TO USE IT describe the context and the environment of the need/problem your product/service/system is trying to solve

describe the need/problem your product/service/system is trying to solve


/ HOW TO USE IT

Describe the 5W: -  Who -  What -  When -  Where -  Why

Synthesize the value and meaning your idea must ever respect


/ HOW TO USE IT

Think about the possibile and the disruptive solutions can fit with the value and the meaning


/ HOW TO USE IT Identify the best idea or the cluster of ideas with common features

Then identify the product service system elements (Product, Service, Communication) Express how you will involve users, customers, clients in the implementation phases


/ HOW TO USE IT

Identify the resources you already have to implement the product service system (PSS) Identify the resources you need to find-buy-negotiate to implement the PSS


/ HOW TO USE IT


/ WHY IT IS USEFUL The UNPACK CREATIVITY CANVAS support the design thinking phase beyond the Business Model Generation (it’s strong connected with the Business Model Canvas). Most of the boxes have a direct connection with aims and topics of the Business Model Canvas sections (Customer Segments, Value Proposition, Key Partners, Key Activities, Key Resouces)


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