Upload
others
View
9
Download
0
Embed Size (px)
Citation preview
IPD Methods: Ideation
University of IllinoisAt ChicagoInterdisciplinary ProductDevelopment
Innovation CenterFall Semester
Research Ideation Prototyping
IPD Methods: Ideation
University of IllinoisAt ChicagoInterdisciplinary ProductDevelopment
Innovation CenterFall Semester
Problem Identification
Research is a discovery process.
Research Ideation Prototyping
IPD Methods: Ideation
University of IllinoisAt ChicagoInterdisciplinary ProductDevelopment
Innovation CenterFall Semester
Ideation is structured play. . .
Solution Development
Research Ideation Prototyping
IPD Methods: Ideation
University of IllinoisAt ChicagoInterdisciplinary ProductDevelopment
Innovation CenterFall Semester
Problem Identification
Of course, they actually overlap.
Research
Ideation
Prototyping
IPD Methods: Ideation
University of IllinoisAt ChicagoInterdisciplinary ProductDevelopment
Innovation CenterFall Semester
Ideation is the development of a set of hypotheses, which can be prototyped, tested, modified, or rejected.
Ideation is done within a set of constraints, to focus on specific needs, identified through your research. It’s a structured approach to possible solutions.
IPD Methods: Ideation
University of IllinoisAt ChicagoInterdisciplinary ProductDevelopment
Innovation CenterFall Semester
Brainstorming
http://dilbert.com/search_results?terms=Brainstorming
IPD Methods: Ideation
University of IllinoisAt ChicagoInterdisciplinary ProductDevelopment
Innovation CenterFall Semester
Ideation = retrieval + combination_solutions-directed_structured_quality-focused_feedback and development
_attention_incubation (integration, combination, elaboration)_persistence (iteration)
Individual processing prior to and subsequent to group interaction is critical!
Ideation is . . .
IPD Methods: Ideation
University of IllinoisAt ChicagoInterdisciplinary ProductDevelopment
Innovation CenterFall Semester
You can generate ideas based solely on insights from your research, but it’s more productive to support the process with some structure.
Structure is provided through a set of organizing tools and techniques:
Analogies & TemplatesPersonas and ScenariosGenerative FrameworksOpportunity MapsIdea Cards
Ideation tools
IPD Methods: Ideation
University of IllinoisAt ChicagoInterdisciplinary ProductDevelopment
Innovation CenterFall Semester
a·nal·o·gyA comparison between two things, typically on the basis of their structure and for the purpose of explanation or clarification.
A correspondence or partial similarity.
Transfer of information from base to target domain
Analogical Ideation
IPD Methods: Ideation
University of IllinoisAt ChicagoInterdisciplinary ProductDevelopment
Innovation CenterFall Semester
Analogical Ideation
Automotive Dining
Far analogies increase originality of ideas generated
Persistence (once again) is critical for accessing multiple and far knowledge base domains
IPD Methods: Ideation
University of IllinoisAt ChicagoInterdisciplinary ProductDevelopment
Innovation CenterFall Semester
Technological solution or functional principle
Shapes and design arrangements
Same product category
Another product category
Non-product knowledge domain
Near Far
Transfer distance
Tran
sfer
con
tent
Analogical Ideation
IPD Methods: Ideation
University of IllinoisAt ChicagoInterdisciplinary ProductDevelopment
Innovation CenterFall Semester
Personas and Scenarios are tools to help you consider the people and situations your ideas will address.
They are rich qualitative representations and descriptions, designed to tell stories about characters and settings.
Personas and Scenarios
IPD Methods: Ideation
University of IllinoisAt ChicagoInterdisciplinary ProductDevelopment
Innovation CenterFall Semester
The role of Personas in Ideation
Personas provide a user-perspective for informing design-thinking.
Personas are a story-telling tool, and provide you with a vehicle to build an argument, talk it through with others, defend or challenge it, and re-think it.
Personas help us recognize that our product will be used by a range of diverse people.
Personas are derived from the similarities and differences between people you met during your research.
Personas are a composite of people you’ve met, observed, talked to—not fabricated from scratch.
IPD Methods: Ideation
University of IllinoisAt ChicagoInterdisciplinary ProductDevelopment
Innovation CenterFall Semester
The use of Scenarios in Ideation
By placing our ideas within a realistic context, problems and opportunities are exposed with scenarios that help expand our thinking. Scenarios should address the needs of different users in different situations.
Scenarios force us to consider the entire experience of use: from learning, to use, to resolution. Scenarios give you the ability hypothesize about a future experience.
Scenarios acknowledge variables that impact the design of our product or service such as time, activities, attitudes, objects, environments, etc.
Scenarios help us expand on, and evaluate an idea from a team perspective.
IPD Methods: Ideation
University of IllinoisAt ChicagoInterdisciplinary ProductDevelopment
Innovation CenterFall Semester
Generative Frameworks
frame·workA Framework is a description of how an experience is organized for the user.
Frameworks are abstractions of meaningful behaviors.
Frameworks are useful for depicting processes, decision influencers, or how people experience something.
Frameworks are organizing tools to help us think about “leverage points” into a particular problem.
IPD Methods: Ideation
University of IllinoisAt ChicagoInterdisciplinary ProductDevelopment
Innovation CenterFall Semester
Generative Frameworks: Cleaning at home
What influences a user’s decision to clean, and with what cleaner?
Context
Results Human Contact
Mess
Surface
A decision-making model
IPD Methods: Ideation
University of IllinoisAt ChicagoInterdisciplinary ProductDevelopment
Innovation CenterFall Semester
How do people think about the “standards of clean,” and how do they try to maintain them?
The Standard1
2
Planned Opportunistic Preventative
3
Generative Frameworks: Cleaning at home
The “standards of clean” model
IPD Methods: Ideation
University of IllinoisAt ChicagoInterdisciplinary ProductDevelopment
Innovation CenterFall Semester
Frameworks to Opportunity Maps
Treating the common cold
A leading pharma company wanted a strategy for developing new products.
How do you provide an approach to generate a variety of good ideas, that is useful over time?
IPD Methods: Ideation
University of IllinoisAt ChicagoInterdisciplinary ProductDevelopment
Innovation CenterFall Semester
Frameworks to Opportunity Maps
E-Lab, LLC Warner-Lambert 07.07.98 Confidential Information 17
The Complete Cold Cycle ModelAs agency works through the The Cold Cycle we can see that the interpretation process is ongoing,helping to determine the positive and negative physical awareness people experience.As people interpret their cold,they take action in different ways through a series of strategies that allow them to customize and personalize their cold care.
SD GAC HAC GOAC
A description of the common cold
The framework here is a simple, “thick description” of the cold-care cycle.
What makes it “generative” is that it’s broken down into segments, and each segment has a action associated with it.
Something’s Different
Getting a Cold
Having a Cold
Getting Over a Cold
At each phase, the person with a cold takes an action to counteract the sickness. Each of these action-loops is an opportunity space.
IPD Methods: Ideation
University of IllinoisAt ChicagoInterdisciplinary ProductDevelopment
Innovation CenterFall Semester
GOACHACGACSD
Ignore the Illness
De-Stress/Relax
Distraction/Diversion
Verify what you already know
Get Information
Help in Diagnosing
Mask Symptoms
Strengthen & Replenish Body
Flushing/Removing
Clean/Remove threat
Create a comfort zone
Move to different location
Stage in Cold Care Cycle
Stra
tegy
High Opportunity
Medium Opportunity
Low/No Opportunity
Mind/Mental
Body
Environment
GOAC get information
Characteristics of GOAC-decrease in symptoms-positive anticipation-gaining physical energy-heightened awareness of senses-returning to routine and stress-special treatement and OTC usedecreases-fresh memory of the cold-preventing relapse-pledging to change habits
Characteristics of Get Information-evaluating the duration, accumulation, andintensifaction of specific symptoms-changing diagnoses-Educating one’s self
background action
Operative Objectsmagazinespackaging/labelsnewspapers
Operative Activitiesconsulting store staffreading alternative and tradi-tional health bookstalking to friends/family
“I should keep a journalso I can keep track ofwhat [product] works andwhat doesn’t”Osco.shopper
DataBites
Opportunity Maps based on the Framework
High Opportunity
Medium Opportunity
Low/No Opportunity
Help in Diagnosing
Get information
Verify what you know
Distraction/Diversion
De-stress/relax
Ignore the illness
Flushing/removing
Strengthen & replenish
Mask Symptoms
Move to a new location
Create comfort zone
Clean/Remove threat
Data bite:“I should keep a journal, so I can keep track of what product works, what doesn’t”
—Osco Drug shopper
Characteristics of GOAC_decrease in symptoms_positive anticipation_gaining physical energy_heightened awareness of senses_returning to routine and stress_special treatment and OTC use decreases
Fresh memory of the coldPreventing relapsePledging to change habits
Characteristics of Get Information_evaluating the duration, accumulation, and intensification of specific symptoms_changing diagnoses_educating one’s self
Operative ObjectsMagazinesPackages/labelsWebsites/Blogs
Operative ActivitiesConsulting store staffReading alternate and traditional health materialTalking to friends/familySocial media
IPD Methods: Ideation
University of IllinoisAt ChicagoInterdisciplinary ProductDevelopment
Innovation CenterFall Semester
get information
Characteristics of GOAC-decrease in symptoms-positive anticipation-gaining physical energy-heightened awareness of senses-returning to routine and stress-special treatement and OTC use decreas-es-fresh memory of the cold-preventing relapse-pledging to change habits
Characteristics of Relaxing-allowing the mind/body to slow down-removing stress-causing elements-rest and sleep perceived essential-relaxation time not always justified
Operative Objectsmagazinespackaging/labelsnewspapers
Operative Activitiesconsulting store staffreading alternative and tradition-al health bookstalking to friends/family
“I should keep a jour-nal so I can keeptrack of what [prod-uct] works and what
Dat
Koala Care
Product DescriptionKoala Care is a small, cute, comforting Koala toy stuffedwith good smelling eucalyptus. It can be found in yourlocal cold care aisle.
Product BenefitsKoala Care provides a comforting friend for children oradults when their cold is at its worst. The mild eucalyptussmell helps clear nasal passsages.
Research Links: stages: GAC, HAC, GOAC user roles: self-care, care-giver, care-receiver strategies: comforting,
Point of Purchase
Characteristics of
Merchandisingendcapsoutpostshutchesshelf-insertsbannerskiosksfloor grpahicslife-style photosdisplay casescouponssamples
Packagingwarning labelsactive ingredientsdosing directionsdelivery systemproduct formstrategy product strengthbonus choices endorsementsunits per packagebrand price
Information Resourcespharmacistsin-store ‘experts’in-aisle information
Jack the Pharmacistis good friends withhis customers. He’salways willing to
In most channels,information rarely
The cold care aislein most channels isoverwhelming.Currently, merchan-
Data Bites
Operative
-If information and communication is supported before a consumer reaches the cold care aisle, theaisle can focus on the primary need of navigation-people navigate the aisle by native categories (product strength, delivery system, brand, symptomsand strategies) -currently, cold care aisles are a place of confusion because navigation is undersupported in mostchannels-a navigation system should be put in the cold care aisle regardless of what other ‘in-store resources’may be available-a navigation system in the aisle needs to support native categories
Pre-Purchase
Characteristics of
Merchandisingendcapsoutpostshutchesshelf-insertsbannerskiosksfloor graphicslife-style photosdisplay casescouponssamples
Messagingand Advertisingadspackaginginstructionstake-aways
Information Resourcesfamily doctormommagazinesnewspaperradiotelevisionbooksinternetword-of-mouth
Mrs. Vanmeer oftenrelies on her book ofhome remedies todiagnose and pre-
A typical magazineadvertisement for
Kleenex launches afamily of productsgeared to specificneeds during a cold.
Data Bites
Operative
-Information and communication (of that information) is best supported before a consumer enters thecold care aisle-Media messages influence peoples interpretive processeses.-Merchandising can link cold care aisle to other parts of the store (and therefore, other strategies)-Messaging could focus on awareness rather then symptoms (i.e. colds peak seasonally, colds peaklocationallly, etc.)-Messaging should support all aspects of cold care strategies (mind, body, environment)-Messaging should support shifting strategies
Post Purchase
Characteristics of Use
PrimaryPackagingwarning labelsactive ingredientsdosing directionsdelivery systemproduct formstrategy product strengthbonus choices endorsementsunits per packagebrandpriceexpiration date
Delivery Systemspillstabletsgel capsblister pakssprayssyrupsadd-to-water packetscandy wrapperssteamsample packetsbottlesplastic boxesetc.
Cold care productsare defined by theirdelivery systems andpackaging. Throatsprays are used like
While some coldcare products piggyback onto existingactivities, otherproducts create a
Smaller packaginglike blister paks,individuallwrapped, etc
Data Bites
Operative
- Cold care product use is defined by delivery systems and packaging-People move products from innactive to active spaces in HAC-People do not perceive syrups to be portable, and do not believe gel caps are as effective, thoughare a portable substitute.-people view lozenges as an afterthought, they are highlyl portable but are seen more as candy thanas medicine.-People dileniate between public and private spaces, feeling control in the private and are moe com-fortable taking medicines there.
SecondaryPackagingyesdosing cupsplastic boxes
With the phases of a cold andstrategies of care at its core, thisgrid maps a whole playing field ofopportunities.
1 432Opportunity Grid OpportunityIntersections
Initial ConceptSketches
Consumer/ProductLifecycle
Map of Design Process
Identifying intersections of oppor-tunity is not enough. OnBlueprints we structure a wealth ofinformation to support conceptgeneration at each intersection ofthe Opportunity Grid.
From the Blueprints we candevelop hundreds of concepts,group them by similar themes,and create design directions thatcan be brought to focus groupsfor evaluation.
Once a product direction has beendetermined, we can characterize eachfeature relative to each stage of theConsumer/Product Lifecycle.
relaxing
Characteristics of GOAC-decrease in symptoms-positive anticipation-gaining physical energy-heightened awareness of senses-returning to routine and stress-special treatement and OTC use decreas-es-fresh memory of the cold-preventing relapse-pledging to change habits
Characteristics of Relaxing-allowing the mind/body to slow down-removing stress-causing elements-rest and sleep perceived essential-relaxation time not always justified
?
Operative Objectst.v.musicmagazines/bookscouchteabath/showerbedpillowsdesk
Operative Activitiessleepingmeditatingcalming thoughtsslowing downmassagingdrinking hot fluidslaying/sittingreadingwatching t.v.returning to work
Questions-How can messaging justify and validate the need for relaxation?-How can solutions link to activities/objects currently existing in GOAC?-How can new solutions create new relaxing activities for GOAC?
Shelly makes a bowlof hot oatmeal, thenlays down in bed towatch t.v. grant.VD
Laura goes to work,but comes homeearly and goes tobed.laura.beeper.study
Dat
high opportunity
medium opportunity
initial concept panel
initial concept sketch
pre-purchase point of purchase post purchasestrategies and cold cycle
Opportunity Maps based on the Framework
IPD Methods: Ideation
University of IllinoisAt ChicagoInterdisciplinary ProductDevelopment
Innovation CenterFall Semester
Some Parting Thoughts
Our problem is really about complex systems rather than standalone products. These methods can be applied to systems, but you need to be mindful of it.
Story-telling tools are in general more productive than renderings and models for complex systems like ours.
You have been provided with several scenarios which were generated during the summer.
The point of frameworks is to put structure on the problem so that it is broken down into smaller pieces that you can consider one at a time. This way you cover the space.
Cover the Space: What does this mean? Why are there so many grids and axes in these methods?
IPD Methods: Ideation
University of IllinoisAt ChicagoInterdisciplinary ProductDevelopment
Innovation CenterFall Semester
end