high level forum 2016 perspective on collaborative...
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High Level Forum 2016 Perspective on Collaborative Creativity in industrial R&D
Patrick Mazeau
Director Business Relations and Marketing
Xerox Research Centre Europe
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18 years average company lifespan on
S&P 500 Index in 2012.
It was 25 years in 1980 and
61 years in 1958
Richard Foster, Creative Disruption, 2012
UX User eXperience
expectations raised by
services and products we
use every day
All of us!
1000 cheaper to launch a tech
start-up today than it was
15 years ago
CBInsights, 2016
€30bn EU H2020 funding
addresses societal
challenges Healthcare,
Security, Transportation,
Energy, Climate NOT
specific research and
technologies
6.4 bn internet-connected
devices worldwide in
2015
Statista 2016
R&D increasingly challenged
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"I strongly believe that design and
innovation are exactly the same thing,"
Porcini tells HBR. "Design is more
than the aesthetics and artefacts
associated with products; it's a
strategic function that focuses on what
people want and need and dream of…
Mauro Porcini, Chief Design Officer at
Pepsi&Co.
Xerox Primary Research
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• Interviewed +15 world-class
innovative companies in 2015-
2016
• Diverse industries
• Large companies and start-ups
• In-depth interviews with R&D and
designers
Major Findings
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VISIONS, Yes, but FOCUS within them
ACT SMALL, but continuously THINK BIG
DESIGN THINKING but with CROSS-COMPETENCY
TEAMS
C-LEVEL Sponsorship necessary requirement
“…we made a culture shift, from researchers writing
academic papers to a team of designers and
ethnographers conceiving and prototyping new
products to inspire businesses…”
“…executing like a startup is important, but
thinking long term is fundamental too, and startup often cannot do it…”
“…the role of design, especially interaction
design, was also being a catalyzer of all competencies, we were facilitators…”
“…even if they do not yet sit on the board,
many companies create lead design
roles that report to CEOs, or are anyway at executive level…”
Experimenting a new R&D model
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Proposed Methodology
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ANALYSIS
Tech, social, biz trends,
UX modelling,
Business strategy
VISION
SCENARIOS
+
SYSTEMS
BUILD
MEASURE
LEARN
LONG TERM
RESEARCH ACTIVITIES
IDENTIFY CHALLENGE
And
ASSEMBLE MULTIDISCIPLINARY TEAM
INSIDE OUTSIDE
INPUT
from
Research INPUT
from
Research
ANALYSIS
“LEAN”
RESEARCH
FEEDBACK
FEEDBACK
USE CASE
Technology, UX,
MVP, Canvas
TECHNOLOGY
ROADMAP
User Experience Design: defining the future of transportation
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personalized
the MOBILITY experience will become…
tailored to a dynamic, sophisticated, individual user profile
from mass-transit to solutions optimized for small communities
no rigid plans, no timetables, no set routes, no preset prices
low cost of deployment, faster pace of change, „soft‟ infrastructure
real-time adaptation to various user profiles, contexts, planning
social
dynamic
lean
smart
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Defining a vision for Urban Mobility
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VISION
BUILD
MEASURE
LEARN
Ethnography, Data
Analytics and Machine
Learning, Agile Software
Development
INSIDE OUTSIDE
INPUT
from
Research INPUT
from
Research
ANALYSIS
“LEAN”
RESEARCH
FEEDBACK
FEEDBACK
Defining a vision for Digital Healthcare
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ANALYSIS
Tech, social, biz trends,
UX modelling,
Business strategy
VISION
SCENARIOS
+
SYSTEMS
BUILD
MEASURE
LEARN
LONG TERM
RESEARCH ACTIVITIES
TECHNOLOGY
ROADMAP
IDENTIFY CHALLENGE
And
ASSEMBLE MULTIDISCIPLINARY TEAM
INSIDE OUTSIDE
INPUT
from
Research INPUT
from
Research
ANALYSIS
“LEAN”
RESEARCH
FEEDBACK
FEEDBACK
USE CASE
Technology, UX,
MVP, Canvas
3 competencies required to shape the vision: Technology - User - Business (TUB) User Experience Design is a “gel”
Designers have the ability to make different competencies work together
Good project ideas can originate can come from any competency
Interdisciplinary teams require T-shaped profiles
Local ecosystem required to sustain external touch points
Close geographical proximity alleviates complexity and increases effectiveness of feedback
loops and collaborations
Change management required in research and business organisations
Importance of C-Level sponsors and champions
Lessons learned
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