Our work as designers has focused more and more often on defining and crafting innovative products and services; ones that win the hearts and minds of people, while creating a business advantage (commercial or social) for the organizations launching them. Our success rate in this field is what granted us ‘a place at in the boardroom’ in recent years. Still, too many of the initiatives we work on are shelved before – or immediately after launch. Too many of our projects fall in traps that hinder their chances of success.
Starting from personal experience – lots of successful launches and lots of failures in more than a decade of work – and analyzing some prominent case studies, this talk focuses on 4 key traps we tend to fall into: problem definition; definition of business model and processes; role of technology breakthroughs; team structure. These are traps that teams of designers and Information Architects now need to consider – with their new and broader scope of action.
For each of these traps, the talk highlights what are the risks and how they can be prevented, or at least mitigated. It provides tips and advice to leaders and practitioners alike, to help them launch products and services that can fully express the innovative potential. It formalises techniques and design approaches to add to our toolkit as designers in the boardroom.
The audience will walk away with: A framework to highlight the riskiest traps to launch innovative products. A series of actions that IA, UX and design practitioners can take to avoid them, and – on the contrary – make the most radical innovations thrive. A series of actions that IA, UX and design leaders can take to create the conditions for success.
19. 05040302
Accept the
mapped
territory of
customers
and market
Accept the
mapped
territory of
customers
and market
Accept the
mapped
territory of
customers
and market
Accept the
mapped
territory of
customers
and market
Create a sense of
competence with
colleagues
Identify topics
to appear
cosmopolitanitan
Feel natural &
mingle with locals
when traveling
Give confidence
to sustain a conversation
in moments when the guard is down
20. 05040302
Accept the
mapped
territory of
customers
and market
Accept the
mapped
territory of
customers
and market
Accept the
mapped
territory of
customers
and market
Accept the
mapped
territory of
customers
and market
Create a sense of
competence with
colleagues
Identify topics
to appear
cosmopolitanitan
Feel natural &
mingle with locals
when traveling
Give confidence
to sustain a conversation
21. 21
A language learning
product to help people
nurture human
connections…
…by prioritizing
authenticity and
practice over structure.
22. 22
Involve non-customers in
your research, to uncover
radically different needs
People who lack skills,
access, money or time
to use current solutions
23. 23
Define what is the functional and
emotional role that a product
should have in the life of a person
24. 24
Maintain your intent always
visible, by focusing on
objectives rather than tasks
Re-write the design brief based
on the desired results
25. Trap
THE ASK IS
THE TASK
Tips
Broaden perspective
to re-frame the
problem space
26. Trap
THE ASK IS
THE TASK
Tips
Broaden perspective
to re-frame the
problem space
Define the role of a product
Focus on objectives and
outcomes
Involve non-customers
27. 4 traps to innovation
THE ASK IS
THE TASK
IVORY
TOWER
TECHNO
FOBIA
BUSINESS
AVOIDANCE
62. 62
Designers’ role in innovation initiatives
is to bring our daring, exploratory,
empathetic, tangible work
to help make progress and reduce
risk at speed
65. 65
Traps Tips
THE ASK IS
THE TASK
TECHNO
FOBIA
BUSINESS
AVOIDANCE
IVORY
TOWER
Balance autonomy
& continuous engagement
Broaden perspective
to re-frame the problem space
Explore the potential of tech
as part of research
Take proposition and processes
as design materials