march 8, 2015 business implications of my research project for design agencies
TRANSCRIPT
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March 8, 2015
Business implications of my research project for design
agencies
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Introduction• An interconnected (and interactive) world provides many opportunities for innovation• Important innovation often involves spanning categorical boundaries resulting in
hybrid combinations
• The iPad,
a laptop?
a netbook?
a smart phone?
all of the above?
or a new category?
• But, there is a risk with hybrid combinations!– Spanning categories can create confusion, misunderstanding, and uncertainty
• First iPad review:
“The big problem I had is trying to understand what the iPad is for: the answer, it’s for everything.
It attempts to do almost everything that your laptop can, while also offering almost everything your smartphone can do.”
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Research project
• As spanning categories can have negative consequences, I argue that design can be an essential element to reduce or eliminate the negative consequences of spanning categories.
• By deliberately using or not using the typical design elements that represent a specific category “Category markers”, a hybrid combination can be designed in such a way that it will increase market success by how it is perceived by the market.
Racing stripes
Lowered bumper
Spoiler
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‘Dressing up’ the hybrid as a better version of an existing category
The first car looked like a carriage
Creating a clear combination, the market will identify both categories
FM radio alarm clock
Creating a completely new categoryA wristband that measures your daily activity and inspires you to get a
healthier lifestyle by means of an iPhone app
Different ways to use category markers when developing and designing hybrid combinations:
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Interview• Designers understand and are aware of category markers• Designers would use category markers in hybrid combinations differently with
respect to the market environment. For example:• When combining an established product category with an innovative and emerging category,
designers would use the category markers of the well established category• While a combination two emerging product categories will be designed as a new category
Case studies• Case studies on hybrid combinations indeed showed that the extent to which
category markers should or should not be used – in order to create market success – depends on the market environment
• Innovative and emergent market environments provide more freedom for designing hybrids as new categories (i.e. using no or few category markers)
Findings
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Implications
• Tools for identifying the category markers of specific product or service
categories
• Knowledge about reducing the consequences of category spanning by
deliberately applying category markers – depending on the market
environment – in such a way that the hybrid is perceived as
– Category A
– Category B
– A combination of A and B
– Or as a new category
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Predictions for the coming years
• More and more category spanning through new technologies and combining products with services
• Risk of possible negative consequence for economic performance
• It will become more difficult to successfully position innovative hybrid combinations
• DAs can create value for their clients by guiding these categorical transgressions in an efficient way by using knowledge how to use category markers