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frog Creative Director Thomas Sutton spoke on the main stage at the Lift conference in Geneva, Switzerland on February 2. His presentation is about cultivating empty spaces for open innovation to understand what people need and want from their products.
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relinquishing control: creating space for open innovation
Design is the conscious and intuitive e!ort to impose meaningful order - Victor Papanek
so how can it be open?
1. what is innovation?
2. open delivery
3. open experiences
4. open design
5. putting it back together
1. a situational model for innovation
Photo: Jan Chipchase
*a “situation” is a network of people and things, animated by flows of information,
energy, material, and behavior.
*a “situation” is a network of people and things, animated by flows of information,
energy, material, and behavior.
“innovation” is the process by which new things are added to a situation, modifying both
the structure of the network and it’s flows
2. open delivery:the delivery tree
Carl Fredrik Hill [Public domain], via Wikimedia Commons
Standards and Policy(W3C, IEC, IEEE, etc)
Utilities and Infrastructure(Telco Networks, Roads, etc)
Platforms(OS’s, Cloud Computers, Logistics, etc)
Physical Touchpoints(Phones, Computers, Cars, etc)
Digital Touchpoints(Web sites, applications, games, etc )
Standards and Policy(W3C, IEC, IEEE, etc)
Utilities and Infrastructure(Telco Networks, Roads, etc)
Platforms(OS’s, Cloud Computers, Logistics, etc)
Physical Touchpoints(Phones, Computers, Cars, etc)
Digital Touchpoints(Web sites, applications, etc )
Content and Service(media, healthcare, travel, banking, etc)
Standards and Policy(W3C, IEC, IEEE, etc)
Utilities and Infrastructure(Telco Networks, Roads, etc)
Platforms(OS’s, Cloud Computers, Logistics, etc)
Physical Touchpoints(Phones, Computers, Cars, etc)
Digital Touchpoints(Browsers, Web sites, Mobile apps, etc )
Content and Service(media, healthcare, travel, banking, etc)
User (composed) Experience(selective, opportunistic, open)
Many of todays platform players originated as mere digital touchpoints. Their migration to platform status was fueled by openness.
Example: Mobile OS What’s more important: the best product, or the best (most open) delivery tree?
Device Manufacturers
3rd Party Applications
3. open experiences: multichannel ecosystems
kindly lent by Gianluca Brugnoli (http://twitter.com/lowresolution)
The digital world. Today.
Mobile and pervasive, multichannel and multiscreen, application based.The main starting point is a social network, relevant content is found following
social connections or a location.
This is still a PC
a twitter client
There is still a search engine
Social network
Tablet
mobile app
Multiple screens and devices live togetherUsers access data, content and services with the best screen available in that situation
6. CRM AND SUPPORT
1. LANDING AND PROMOTION
2. PRODUCT DISCOVERY
3. PRODUCT PRESENTATION
4. SHOPPING CART MANAGEMENT
5. ORDER SET UP CHECK OUT
Example: shopping experienceThe multichannel shopping User Experience flows on a service platform
made of di!erent channels and touchpoints.
Website
Mobile
Store
Call Center
Paper
6. CRM AND SUPPORT
1. LANDING AND PROMOTION
2. PRODUCT DISCOVERY
3. PRODUCT PRESENTATION
4. SHOPPING CART MANAGEMENT
5. ORDER SET UP CHECK OUT
Website
Mobile
Store
Call Center
Paper
Example: shopping experienceEnd users build their own experience across the platform, jumping from
a channel to another, connecting the available touchpoints.
Example: Albert Heijn - Appie shopping assistant.From the web to the grocery store through a mobile app
Design considerations
Many entry points are possible In the system there are many entry points where the user can initiate the interaction, following context, situation and other needs and goals.
There is no one best way Interaction and task flow doesn’t always follow one single optimal process, but is the combination of various partial and occasional actions accomplished by the user with di!erent tools in di!erent context.
Design for connections In the system scenario, design is mainly focused on finding the connections with the whole network, than in creating closed and self-su"cient systems, tools and services. Connections are social and cultural assets, other than technical.
4. open design:user-guided design processes
user research slide
3
Photos: Jan Chipchase
Immersive Research recognises that objectivity is futile
http://frogmob.frogdesign.com© 2010 frog design. All rights reserved
web-based open innovation makes global reach (almost) free
participatory design: open and playful dialogue with users
www.ponoko.com
and users are doing it for themselves
5. putting it back together
photo: Einsamer Schütze CC BY-SA 3.0
Innovation Potential
The technological situation
The social situation
Innovation Potential
People: Abu badali, CC-BY-SA-2.5 via Wikimedia Commons
Gears: eugrafia CC-BY-SA-3.0, via Wikimedia Commons
The technological situation
The social situation
Open DeliveryDon’t build anything more than you have to.
Let others build on top of your product.
The technological situation
The social situation
Open UseLet users build their own ideal path.
Design for connections
The technological situation
The social situation
Open DesignDesign with users.
Or let them design for themselves.
