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ANALYSIS AND FINDINGS ON INNOVATION CREATION METHODOLOGIES
YURIKO SAWATANI, TAKANORI KASHINO AND MARIE GOTO
AGENDA
▸ Introduction
▸ Design Thinking and related researches
▸ Business Model related researches
▸ Methods
▸ Results and Findings
INTRODUCTION
ENHANCING DEVELOPMENT OF GLOBAL ENTREPRENEUR (EDGE) PROGRAM
▸ Japanese version of NSF I-Corps project.
▸ I-Corps prepares scientists and engineers to extend their focus beyond the laboratory, and broadens the impacts.
ref: http://www.nsf.gov/news/special_reports/i-corps/ http://edgeprogram.jp/?locale=en
INTRODUCTION
EDGE PROGRAM OVERVIEW
▸ Educate students (undergraduates, masters and doctors) and researchers to be innovators
▸ 13 universities are selected
▸ The University of Tokyo, Tokyo Institute of Technology, Kyoto University, Wasoeda University, etc…
▸ 3 years program
▸ Survey the current activities at EDGE programs
INTRODUCTION
SURVEY AREAS
▸ Innovation Activities
PROBLEM-FINDING BUSINESS MODEL BUSINESS PLANPROBLEM-SOLVING
DESIGN THINKING BUSINESS MODEL
DESIGN THINKING AND RELATED RESEARCHES
DESIGN RESEARCH
▸ Designerly thinking (1960-)
▸ Design Thinking is simplified version
▸ Design definition:
▸ changing existing situations into preferred ones (Simon, 1996)
▸ the relation between creation and reflection (Schön, 1983)
▸ design process is a way of thinking to work on “wicked problem” (Buchanan, 1992)
DESIGN THINKING AND RELATED RESEARCHES
TARGETS OF DESIGN PROCESS
1. symbolic and visual communication
2. material objects
3. activities and organized services
4. complex systems
5. environments for living, working, playing and learning
DESIGN THINKING AND RELATED RESEARCHES
DESIGN THINKING
▸ Design Thinking “a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity” (Brown, 2009)
▸ IDEO: Innovation = intersection of Human, Technology and Business
DESIGN THINKING AND RELATED RESEARCHES
AIMS OF DESIGN THINKING
1. a methodology to make innovation with human-centered design (Brown, 2008)
2. Management skill or theory to solve organizational problems(Dunne and Martin, 2006; Boland and Collopy,
2004)
3. a learning process for effective knowledge creation (Beckman and Barry, 2007)
DESIGN THINKING AND RELATED RESEARCHES
HUMAN-CENTERED DESIGN AND PROCESS OF DESIGN THINKING
▸ Models in process of Design Thinking based on categorizes of Norman (2013)
InstitutesProblem-finding Problem-solving
Observation Ideation Prototyping Test
Illinois Institute of Technology (Kumar, 2012) Research Analysis Synthesis Realization
Stanford, d.school (d.school n.d.) Empathize Define Ideate Prototype Test
Singapore government (Design Singapore Council, n.d.) Understand Explore Test
British government (Design Council, 2005) Discover Define Develop Deliver
BUSINESS MODEL RELATED RESEARCHES
BUSINESS MODEL CANVAS (OSTERWALDER, 2004)
BUSINESS MODEL RELATED RESEARCHES
SERVICE SCIENCE RESEARCHES
▸ A service system is a dynamic configuration of elements, such as people, organizations, information and technologies (Spohrer & Maglio 2010)
Ecology
Elements Interaction
Valuepropositionbasedinteractions
Stakeholders
Metrics
Resources
Accessrights
Governancemechanismbased
interactions
Outcomes
Win-Win
Win-Lose
Lose-Win
Lose-Lose
People
Organization
Information
Technology
BUSINESS MODEL RELATED RESEARCHES
MANAGEMENT RESEARCHES
▸ Business model: “depicts the design of transaction content, structure, and governance so as to create value through the exploitation of business opportunities” (Amit & Zott, 2001)
▸ Shift from company based studies to business model based analysis
WASOEDA-EDGE FUTURE CREATION BY DESIGN THINKING
FORESIGHT FRAMEWORKTM + SERVICE DESIGNPERSPECTIVE OPPORTUNITY SOLUTION TEAM VISION
XX X
ContextMap
GenerationalArcs
Janus Cones
WhiteSpots
BuddyChecks
VisionStatement
VIOCEStarsDARPA
HardTest
CrowdClovers
FutureUser
Future tellingChangePaths
PaperMockups
ProgressionCurves
© 2012 William Cockayne & Tamara Carleton
SERVICE SYSTEM MODELING
Pathfinders
BUSINESS MODEL CANVASHIGH-LEVEL BUSINESS CASE
CASE CASE STUDY: DIGITAL ME RETAIL BANK
present Intermediate steps future
HIGH-LEVEL BUSINESS CASE
Aggregation service
Personal aggregation
Client application
type aggregation
Utilize WEB2.0 -Provide standard components for banking
-Configure components and create by customers
Certificate digitization
▪Standardization of certificate ▪Growth of enterprises with certificate
▪Web2.0 aggregation components standardization
Japan/global cases exist, however, they hold the growth
Shop receipt
digitization
▪Receipt standardization ▪Growth of digitized receipt member’s stores
Server type
Client type
Digital Me Financial service
Content digitization
▪Access to digitized contents ▪Link between receipts and contents
▪Security ▪Single-sign on
Server type aggregation
Digital Me Content service
▪Service platform
Retail financial
consultation
▪Service platform
▪Service platform
Provider type
THEMES
FUTURE LIFE
THEMES
FUTURE LIFE(未来の暮らし)
WASOEDA-EDGE FUTURE CREATION BY DESIGN THINKING
WASEDA-EDGE FUTURE CREATION BY DESIGN THINKING
METHODS
INNOVATION CREATION METHODOLOGIES SURVEY
period: 8/1 - 12/31/2015
questionnaires:
▸ The purpose of programs and details
▸ The cover area of innovation phases (problem-finding, problem-solving, business model, business plan)
▸ The maturity level of methodologies in each processes
▸ The name of methods; both existing and original methods
RESULTS & FINDINGS
METHODS
▸ 27 programs from 23 organizations
▸ more than 50 methods
RESULTS & FINDINGS
PROGRAM PHASE, MATURITY LEVEL AND PARTICIPANTS
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Par0cipantsdiscipline
All
Artsandsciences
Eng.,Agl,andmodical
ScienceandEng.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Characteris6csofprogramsDesignthinking�Businessmodel
Businessmodel/plan
Problem-finding
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
MaturitylevelofeachphaseAll
Businessmodel/plan
Problem-finding/solving
RESULTS & FINDINGS
CLUSTER ANALYSIS OF PROGRAM PHASE
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RESULTS & FINDINGS
CLUSTER ANALYSIS OF PROGRAM ATTENDEE
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RESULTS & FINDINGS
SUMMARY OF SURVEY RESULTS
Business development for identified problems
From Problem-finding to business model development
Participants (Sciences only)
Participants (Arts and Sciences)
9
512
Universities・Organizations
Traditional MBA education
Thank you!