The Art of Innovation
Lessons in Creativity from IDEOAmerica's Leading Design Firm
Tom KelleyJohanathan Littmman,
Preface by Tom Peters and Praise by Cory Doctorow [ Wired]
My book summary... Learning notes November, 2011
Why design
Sourcing speed skill capacity innovationIn the next 10 years innovation moved up as the
top Reason
Gary hamel
there is a startup company in some garage out there, that is forging the bullet with your
company's name written on it“
Night line Deep dive
A program did a realty show how IDEO goes about their work
The team built a shopping cart in 5 days
The Founding team David kelley, Jim yurchenk, Dennis boyle, riskson sun, douglas dayton, jane fulton suri, bill .moggridge, Tom kelley [ laer in 1987] Stanford
Innovation begins with an eye
See what customers do and how they use productsHaving a child's eye with an open mind, fully observant
Being left handed, empathising with the users especially the outliers..
The perfect brainstorm Some rules for the game. Sharpen focus …
with well articulated problem statement jobs to be fine outcome expectation
Playful rules Number the ideas ….
both as target and to help flow Build and jump energy flow management Spatial memory visible to group Warm up show and tell products …
mimic user experience even by playing out Ensure no judgment and No negativity
What kills brainstorming Some myths and brainstorming wrongs Boss speaks first , hierarchy By turn talking, dressage! in the meetings. Off site
running off to a separate location, making it culture that innovation only happens in exotic off-work locations..
Losing seriousness through too much gaming and flying out of control.
Cool companies hot groups Even great inventors have worked in groups, Edison 14 Teams are not about learning the status of the group Allow people the Flexibility
Employee focused Organizations Every monday teams picked their leaders and work ideo
Flexi studio The Project teams were called studio Based on the interest of people who wanted to work in them.. Very little OU and hierarchy, structures
Hot Groups: key principles Generating energy Themes play-outs
Genuine passion for the work Manage adversity
Take your chance Hand spring visit Modular pda - eye module
Team problem solving Team in close quarters With space event and
openness Trust mix and abolish "they“
Teams beats individuals Ron bass and co script writers
Even in a individualistic profession like script writing
Continuity & variety Writing ones own outcome
statement…. helps provide employees with a
focus on their work without performance review and judgment culture.
Been zander - boston philharmonic
Team morale through tshirts outings pranks... invest on t-shirts..
8 personas for Hotgroups Visionary .. Thinks Beyond
Daily Fracas Muggridge | Interaction
Design, CAD and whats next? Trouble shooter .. Clarity of
Thought, Fix Actions the first employee persona -
the later hurdler iconoclast .. counterpoint
challenges status quo pulse taker .. human factors
person the later caregiver
craftsman .. modeler the later experimenter
Technologist .. probe deeper connections
entrepreneur .. manages the innovation and communicates director + story teller
cross dresser .. overcome psychological inertia .. have gone beyond education
through a lot of exploration
a harbinger of 10 faces of innovation
prototyping is problem solving Learning by doing Going forward not eating time its a culture a language Iterative playful approach Build to learn Prototype speak better than pictures Bit by Bit >> learn fail improve there is nothing about size break the rules
Abyss Tank – Cameron michael Shubert the movie" abyss" tank cameron
The waters rising no time to waste
Aerobie footballone of Ideo
most successful designs involved making a self standing ball that resulted in a perfect self aligning
ball that became aerobie.
Greenhouse - Workspace 31/10/11 11:22 AM Make Junk Sing Evolve with the team modular shrink wrap prototype Neighbourhoods
people power nooks bring out the character
Meeting places Hierarchy is bad
Dennis Boyle - The Collector
Tech box Concept A collection of junk
Cross pollinate by watching interesting things.. Tech Box 2.0 -- elaborate Expo space
Expect the unexpected No one can divine the future … strategies for overcoming this in-capability cannot forecast the future how to exploit? and leverage? Make good of the chances, learn to sense the chance /
opportunity nimble response - sense and response cross pollinate
2 bad ideas
major flops that were not expected Momenta [ expensive - kamran elahian]
momenta [ kamran elahian] expensive pen PC..
dynabook [ intel 286.. when 386 was being launched great design but wrong gen intel chip 286 when 386 was coming out]
7 planting tips for great design [ethnography] Watch the Customer
Be the Director - Storyboard subscribe and surf
Workspace - Grenhouse - Hot groups Bring outsiders Inspire Advocates Run Open Houses
Individual skills Change hats Cross Train
Be nimble in response - quick footed
Cross pollinate keeping looking for ideas
beyond ones realm [ psychological inertia ]
observe the users closely regularly sense and response issues that users solve on
their own? - e.g. rolloff glasses for motocross..
make positive of surprise outcomes leveraging and applying side
effects as main effects
P&G - ivory soap
emerged from a mixer being let to run too long and the resultant soap was over frothed therefore light
and translucent
saccharine [o-benoic sulfide]
lab material made bread taste sweet 1897 , Vulcanization mistakingly adding sulphur to rubber
processing
Dupont Kevlar users putting to multiple other uses befores its
primary purpose of being tyre replacement
Hush puppies users gathering steam due to fashion changes in the mid
1990s also spoke by gladwell in outliers
7 traits for cross pollinators [ethnographs] Observe
Surf - Study - multiple sources, patents, magazines etc..
The Director story board analysis of user
experience Brainstorm Open house sessions
show and tell and gather feedback from multi discipline outputs
Prototyping
Inspire Advocates jane fulton suri, , X Sun. - guys
who are deep into their domains and esp if those domains matter..
Hire outsiders Jim Yurchenko? Change Hats
step into others shoes Cross train - basic of cross
pollination like chess players who swim, basketball ride horses and weight train.
jump Barriers how to overcome obstacles in
the process
changing the mindset
Switch by dan chip heath elephant, rider and the path
Grid Computing PC space Jeff hawkings
Palm] Zoomer, Newton, HP and others failed.. second time Palm got it right by understanding the change
required, Not replacement but addon, therefore radically simplify the design e.g. GRaffitti hand writing software, simplified computing requirements [ today swype!]
John sculley CEO apple was the man who coined the term PDA..
overcome patents studied detail patents and claims and find out limitations in
existing models.. like japanese labelers being outwitted by IDEO and FROG..
culture borders - understand Rituals, behaviors and contextual conditions that are
influenced by the social environment would be big barriers like japanese and diapers or EU and cup holders ...
Unmetrics USA. UK changed in 1995 over night through the right env
carrot and stick.. but US still has not Mars Climate Orbiter failure due to measurement mismatch
between supplier [ NASA] and univ in pasadena.
S-Curve | Tipping Point In Adoption, which shows there is a tipping point [ inflexion]
of adoption when env is right and then gradually tapers off..
re-examine assumptions what are the JTBD / OE ] norand pen - pen based key computers used by Hertz
rentals verbalize products based on their uses..
Org barriers Hierarchy, bureaucracy, anonymous clean, experts learning to sketch is a critical skill Good design is about meeting people Looking at people using products and noticing
inconveniences Social ritual barriers cotton balls in medicine bottles wine cork caps
Creating experiences Think Verbs and actions Experience flow dream scenario
Ultimately it is about human experience
Experience is fun ease joy Experience map segment buyers
points of contact Human connect Leverage and tell a story
restoration hardware Fix broken experiences Constant rethink services and
experience Holistic even the small matter
Nordstrom toyota lexus Threw experience economy
pine and gilmore getting to be theme parks Birthday cakes
Merloni power surge controller becoming smart home monitor to increase interface and new revenue models
Change hats with medtronic cardiac sensor
Vegas bellagio
0..60 iterate test try sandhill soap box racing Colouring outside the lines Paving a new path Schwinn jake burton about boards Target the established pattern that does little good making as few rules as possible
keleher south west airlines wet napkin interface tear open and use refining innovation Feature creep
Principles of good design1. make a great entrance first impression2. Metaphor phrases to guide design
1. universal use smart phone3. Colour early on4. Feedback notice5. Simple and quick6. Mistake proof7. Do no harm8. Basic checklist9. Extras eco system platform