product innovation shauna jin design for sustainability program industrial design engineering delft...
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Product Innovation
Shauna Jin
Design for Sustainability programIndustrial Design EngineeringDelft University of Technology
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About me
• Bachelors in Architecture and Mechanical Engineering (2006)
• Msc in Integrated Product Design (2008)
• PhD (???)
Design Interests
• Design as a way of looking at problem solving and life
• Design thinking: creative, systematic, analytical, synthesizing
• Cross-cultural collaboration in new product development
• Fencing, biking, music making (cello), design related things
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Innovation is the specific instrument of entrepreneurship... the act that endows resources with a new capacity to create wealth. - Peter Drucker
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What is Innovation?
• The development and successful application of new and useful ideas.
• 50-70% of economic growth is directly or indirectly due to innovation.
• The goal of innovation is to guarantee the continuity and sustainability of the company and its activities.
• Managing Innovation (Tidd and Bessant 2009):
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Different kinds of innovation
• Product innovation
the introduction into the market of new products the product characteristics and or use applications of which differ from existing products in the market.Product Innovation = (New) Product Development & Realization
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Different kinds of innovation
• Product innovation
the introduction into the market of new products the product characteristics and or use applications of which differ from existing products in the market.Product Innovation = (New) Product Development & Realization
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Different kinds of innovation
• Product innovation
the introduction into the market of new products the product characteristics and or use applications of which differ from existing products in the market.Product Innovation = (New) Product Development & Realization
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Different kinds of innovation
• Process innovation
the introduction of a new method of production, without any experience yet, or a new way of commercially handling a commodity in order to make the production more efficient or to be able to produce new or improved products.
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Different kinds of innovation
• Market innovation
the entering of new markets, new ways of serving customers, market expansion.
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Different kinds of innovation
• Business and management innovation
rewarding systems, organizational structure, responsibilities, human resources etc.
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Innovation levels
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Innovation levels
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Innovation levels
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Innovation levels
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Incremental vs. Radical Innovation
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D4S innovation levels
10
5
2
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Innovation levels
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Innovation levels
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Innovation: South Korea
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Innovation at company level
• Company-wide; top management has to be involved
• Not just a technological issue
• Unique from project to project, but similar in process
• Can be managed
• Takes time and energy
• Multidisciplinary and exciting
• Integrating new knowledge into current practice
• Continues Learning
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“Reasons” for not innovating
• At the moment no time…• A lack of money…• Not necessary, it went always fine..• Last time it didn’t work-out either…• No capacity, first finish the work…• Now idea how….• Development does not create sales and profit• No ideas….• We don’t want to change….
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The Psychology of (Innovation) Projects
Optimism
Pessimism
Enthusiasm
This taking time
No results yet
Some results
IT WORKS !!
Time
Dark night of innovation
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Product Innovation process
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Iterative process
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Basic Design Process
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Drucker’s 7 Sources of Innovation
• The unexpected. The unexpected success, failure or outside event.
• The incongruity. The difference between reality as it actually is and reality as it is assumed to be or as it “ought to be.”
• Innovation based on process need.
• Changes in industry structure or market structure that catch everyone unawares.
• Demographics. Population changes
• Changes in perception, mood and meaning
• New knowledge, both scientific and nonscientific.
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Questions?