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Toby Scott Design for Innovation

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The June instalment of "The Juice" breakfast series, sponsored by the Synergy Centre, Institute of Technology Tallaght: presentation on industrial design by Dr Toby Scott.
Toby was founding director of the Centre for Design Innovation (www.designinnovation.ie), a Director of the Design Council in the UK (www.designcouncil.org.uk) and is currently helping to establish a Centre for Design Innovation in Scotland. Toby is now taking the learning from these roles and applying them through an international business school that places design-thinking at the heart of business success (www.pentaclethevbs.com). He is passionate about innovation within small and medium sized companies and helps develop concrete ideas that are affordable and work in practice.

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Toby Scott Design for Innovation

  1. 1. Toby Scott The Juice breakfast briefing 16 June 2009 t: 01 443 3761 m: 087 417 6177 e: toby.scott@pentacle.ie w: pentacle.ie
  2. 2. I am not a designer...
  3. 3. Pace of Change / Complexity Change is the new black Speed of Learning / Adaptation time Before Now THE VIRTUAL BUSINESS SCHOOL COPYRIGHT 2006 ALL RIGHTS RESERVED
  4. 4. We don’t know what people really want
  5. 5. We struggle to communicate change
  6. 6. We want to reduce risk
  7. 7. Design does 3 things: 1. Looks through the eyes of the end user
  8. 8. Design does 3 things: 2. Makes things visible and tangible
  9. 9. Design does 3 things: 3. Prototypes solutions in context
  10. 10. Problem Technology Quality Price
  11. 11. The Design Difference Centre for Design Innovation
  12. 12. The Design Difference • 405 Irish SMEs • Republic and Northern Ireland • Range of sectors • Published 2007
  13. 13. Irish companies that use design are more successful than those that don’t • They innovate more often • They innovate more successfully • Grow more rapidly • They don’t compete as much on price
  14. 14. The ‘Design Staircase’ is a registered trademark of the Danish Design Centre
  15. 15. 2.5 X • Companies that use design strategically are more than 2.5 times more likely to experience growth in demand
  16. 16. BUT... Only 15% of Irish SMEs use design strategically.
  17. 17. Isn’t this just market research?
  18. 18. Comparing research methods Large numbers Quantitative Questionnaire surveys Ethnography ‘Me too’ ‘Leap frog’ Explicit needs Latent Focus Design needs groups Thinking Small numbers Qualitative
  19. 19. Comparing research methods Questionnaire surveys Ethnography Great for validation! Great for innovation! Focus Design groups Thinking
  20. 20. Extreme users Extreme users will tell you more than ‘core’ users. Ask why they are rejecters or power users?
  21. 21. Becoming a design thinker
  22. 22. Identify !Who are your users? Look ! Observe your users Ask ! Involve your users Try !! Become your user
  23. 23. Exercise Identify Look Involve Try
  24. 24. Who pays for it? Who uses it day to day? Who told someone else to buy it? Who selects this product for retail? Who transports or delivers it? Who installs it? Who sells it to the customer? Who looks after it if it goes wrong? Who makes it? Centre for Design Innovation Ask Identify Look Try
  25. 25. Rubbish bin Identify Look Ask Try
  26. 26. Identify !Who are your users? Look ! Observe your users Ask ! Involve your users Try !! Become your user
  27. 27. Identify Look Ask Try
  28. 28. Exercise Identify Look Ask Try
  29. 29. Rubbish bin Identify Look Ask Try
  30. 30. Identify !Who are your users? Look ! Observe your users Ask ! Involve your users Try !! Become your user
  31. 31. Rubbish bin Identify Look Ask Try
  32. 32. Identify !Who are your users? Look ! Observe your users Ask ! Involve your users Try !! Become your user
  33. 33. Prototyping Maxims “Fail early to succeed sooner…” “Build to think…” Identify Look Ask Try
  34. 34. Rubbish bin (Analogous products) Identify Look Ask Try
  35. 35. Identify !Who are your users? Look ! Observe your users Ask ! Involve your users Try !! Become your user
  36. 36. Thank You

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