Revolutionary technological advances aren’t the only kinds of innovation that matter these days. Increasingly, growth via service design, business models and experience design is critical for survival in a highly competitive world. With “Commercial R&D” (research & development), this presentation will demonstrate the importance UX design in corporate innovation efforts of the future.
5. Commercial R&D
An explicit, ongoing competence in
large companies to explore and
manage innovation that has uncertain
market impact
6. Commercial R&D
• An alternative to massive culture changes
• Corporate cultures tend to demand certainty
• Gap between theory and practice
• Create an environment to learn
• Become the model for the rest of the company
„Es gibt keinen geraden Weg“
- RAINER SAX, today
12. 3. Rapid, creative experimentation
Design
DAY 2DAY 2DAY 2DAY 2
User
Test
User
Test
Re-Design
DAY 3DAY 3DAY 3DAY 3
Prioritize
DAY 4DAY 4DAY 4DAY 4
Create
Business
Experiments
DAY 5DAY 5DAY 5DAY 5----25252525
Run
Experiments
Problem
Brain-
storm
DAY 1DAY 1DAY 1DAY 1
9:00
17:00
17. 2. Manage a portfolio of innovation
Example: Spigit
18. Sometimes it‘s hard to recognize good ideas at firstSometimes it‘s hard to recognize good ideas at firstSometimes it‘s hard to recognize good ideas at firstSometimes it‘s hard to recognize good ideas at first
20. 3. Bring ideas into the business
Deliver DeployDesignDiscover
Commerical R&D Development Cycle
21. Commercial R&D
•Alternative to massive culture changes
•Drive innovation with UX methods
•Experiment outside of development
•Manage a portfolio of innovation
•Bring ideas into the business