We are a global innovation firm with 460 people from 32 nationalities and 40 years of experience helping leading companies create meaningful products and experiences. Our multidisciplinary process reveals insights and delivers human-centered solutions across technologies. We help companies address challenges like commoditization, managing risk, gaining customer insights, and entering emerging markets.
1. Adam Richardson Innovation X: http://www.innovationxbook.com Twitter: @richardsona Blog: http://www.frogdesign.com/amphibious HAAS SCHOOL OF BUSINESS March 3, 2010
2. We are a global innovation firm.460 people / 32 nationalities / 40 years of experience We help the world’s leading companies create and bring to market meaningful products, services, and experiences that improve people’s lives. Our multidisciplinary process reveals valuable consumer and market insights and delivers lasting, humanizing solutions across multiple technologies, platforms, and media. 2 Company overview
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5. 5 In 1969 what we did was… Sketching Rendering Modelmaking Manufacturing Support
6. 6 Company overview Today: A comprehensive range of innovation capabilities
13. 13 For anyone bright, creative and ambitious enough to want to make a huge impact in their organization. Dan Pink, author A Whole New Mind A brilliant design and business book that gives tools for transforming innovation cultures. Michael Schrage, MIT Sloan School of Business Hits upon a global, macro trend that is impacting all corporations, large and small. Michael Mendenhall, CMO, Hewlett-Packard http://www.innovationxbook.com
14. 14 Common challenges Commoditization: Market stagnation, hyper-competition, price pressure, few possibilities for differentiation Dealing with Risk: Trapped in near-term sure-bet thinking, creating an innovation portfolio Disconnected from Customers: Too removed from really understanding customers’ real motivations, behaviors and needs. Existing research not giving the necessary answers. Emerging Markets: Big growth opportunities but hard to engage, need to adjust offerings to make them work, understand cultural and economic factors
21. 21 If you’re not prepared to be wrong, you will never come up with anything new.- Sir Ken Robinson
22. Don’t worry about other people stealing your ideas. If your ideas are any good, you’ll have to ram them down people’s throats. Howard Aiken, IBM Engineer 22
23. “It’s such a fine line between stupid and clever.”- David St. Hubbins 23
24. 24 Our traditional research told us that there was a total available world market of about two million units for a $499 phone; we sold over two million units in the UK alone. If you want to be a leading company, you have to create the products that create your destiny. Geoffrey Frost, former CMO, Motorola
25. 25 Manage the Innovation Portfolio “Lower Risk” “Higher Risk” Incremental (1-2 years advantage) Radical (5-10 years advantage)
32. 32 Design research is not market research, but complements it Market Research Culls broad market trends Scripted Verbal Weights the outliers Yields “consumer data” Design Research Gathers specific anecdotes Improvisational Non-verbal & observational Loves the outliers Drives the user experience
33. Ethnographic Research We used a diary study to engage consumers over an extended period to better understand how healthcare decisions fit into their lives. We followed the diary studies with contextual in home interviews. Our two-fold approach combined diary studies, to give us a better understanding of decision making processes, and in-home interviews, to give us a better understanding of the social arrangements. By conducting the diary study first, we became very familiar with our subjects, both their decision-making processes and attitudes towards health, before we met them in person.
34. Health Care Doctors no longer serve as a central guide or connection to the healthcare system. Consumers feel that they know more about their individual health situation than their doctor.
38. HOW DOES IT WORK? The service works by embedding health care messages along side ‘Call-Me-Backs’ a type of free messaging that is unique to Africa and used primarily by low income people in poor communities. Call-Me-Back messages are limited to a small number of characters, leaving room for additional information that we are using to promote awareness of support services. This messaging space can also contain direct links to toll free numbers and messaging services.
39. 4x Number of calls into National AIDS Helpline 5,000 Calls per day
40. There is existing demand for self-testing solutions. Self test kits are available at many pharmacies but cost $18. Healthcare workers routinely steal them from their clinics. None have been designed to appeal to South Africans specifically.
41. Test Kit Packaging: Package components may be locally made and customized for the region. Diagnostic materials are off-the-shelf, and proven effective. By leaving the pouches untouched, the test is deemed more trustworthy by the South African population as well as saving the expense of custom packaging. All elements of the package serve two purposes. The skin of the package features inspirational content and the test instructions while the red end-caps hold the vial as the test is processing. Communities may participate in assembling the kits, which builds local pride and a stong sense that they can help themselves.
45. SIMPLE PROBLEMSProblem and solution are known COMPLEX PROBLEMSProblem is known, solution is not WICKED PROBLEMSNeither problem nor solution are known
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47. The only way to understand the problem is by creating solutions Stakeholders don’t agree on what the problem is or what solutions might be There is no stopping rule (how you know when you’re done and successful