Innovation - Everybody's problem but no one's job

grzeca@gmail.com
www.linkedin.com/in/ricardogrzeca

Transcript

1. Ricardo Grzeca ⁄ 2014 User experience Design Manager ⁄ Marcura INNOVATION EVERYBODY´S PROBLEM BUT NO ONE´S JOB
2. Hello! My name is Ricardo Grzeca. I lead the User Centered Innovation department at Marcura where I help to shape the Digital Strategy for new products and services for the shipping industry. I’m also a Design Thinking coach. Ricardo Grzeca @djetsa #dmeetup
3. 9 CITIES 3 DIFFERENT COUNTRIES 14 YEARS OF EXPERIENCE Ricardo Grzeca @djetsa #dmeetup
4. NOKIA VW PEPSI BOSCH BURGER KING TELEFONICA ITAU BRADESCO SANTANDER VALTRA COMGAS GRENDENE NATURA VIVO MARCURA SAPIENT NITRO RAPP Ricardo Grzeca @djetsa #dmeetup
5. CURRENTLY LIVING & WORKING IN DUBAI / UAE
6. PREVIOUSLY IN MANAUS / BRAZIL
8. Ricardo Grzeca @djetsa #dmeetup WHAT IS USER EXPERIENCE DESIGN?
9. Ricardo Grzeca @djetsa #dmeetup WHAT IS USER EXPERIENCE DESIGN?
10. Ricardo Grzeca @djetsa #dmeetup Design is to design the design of a design. Michael Hardt
11. Ricardo Grzeca @djetsa #dmeetup Design is to design the design of a design. a plan or intention blueprint storyboard a finished outcome product service an activity sketching drawing a concept
12. Ricardo Grzeca @djetsa #dmeetup Herbert Simon Nobel laureate The Sciences of the Artificial, 1969 To design is to devise the courses of action aimed at changing existing situations into preferred ones.
13. Ricardo Grzeca @djetsa #dmeetup WHAT IS USER EXPERIENCE DESIGN?
14. Ricardo Grzeca @djetsa #dmeetup What´s important is the entire experience, from when I first hear about the product to purchasing it, to opening the box, to get it running, to getting service, to maintaining it, to upgrading it. Everything matters... so, I coined the term User Experience some time ago to try to capture all these aspects. Don Norman
15. Ricardo Grzeca @djetsa #dmeetup What´s important is the entire experience, from when I first hear about the product to purchasing it, to opening the box, to get it running, to getting service, to maintaining it, to upgrading it. Everything matters... so, I coined the term User Experience some time ago to try to capture all these aspects. Don Norman
16. Ricardo Grzeca @djetsa #dmeetup WHAT IS USER EXPERIENCE DESIGN?
17. Ricardo Grzeca @djetsa #dmeetup To design the user experience is to devise the touch points across multiple channels to improve the holistic experience users have with a product, a service or a brand throughout their journey.
18. Ricardo Grzeca @djetsa #dmeetup WHAT IS INNOVATION AND HOW IS IT DIFFERENT FROM INVENTION?
19. Ricardo Grzeca @djetsa #dmeetup INVENTION IS THE CREATION OF A PRODUCT OR INTRODUCTION OF A PROCESS FOR THE FIRST TIME.
20. Ricardo Grzeca @djetsa #dmeetup INNOVATION IS THE IMPROVEMENT OF AN EXISTING PRODUCT, PROCESS OR SERVICE.
21. Ricardo Grzeca @djetsa #dmeetup IF INVENTION IS A PEBBLE TOSSED IN THE POND, INNOVATION IS THE RIPPLING EFFECT THAT PEBBLE CAUSES.
22. 0 10 20 30 40 50 Not at all important Unimportant Neither important nor unimportant Quite important Very important - a competitive necessity 2% 3% 11% 40% 43% INNOVATION: A POWERFULL DRIVER FOR GROWTH Companies recognize the need for innovation. www.pwc.com/innovationsurvey - 2013
23. Ricardo Grzeca @djetsa #dmeetup BUSINESS CENTERED INNOVATION 83% of the consulted executives agree that innovation is important to the success of their company
24. Ricardo Grzeca @djetsa #dmeetup BUSINESS CENTERED INNOVATION 98% of innovation projects fail according to Darrell Mann, former Rolls-Royce chief engineer and innovation consultant
25. Ricardo Grzeca @djetsa #dmeetup WHAT CUSTOMERS SHOULD WE SELL TO? WHAT ELSE COULD WE DO? WHAT IS OUR CURRENT BUSINESS MODEL? WHAT ARE OUR CORE COMPETENCIES? WHAT OTHER CHANNELS COULD WE USE? BUSINESS CENTERED INNOVATION
26. Ricardo Grzeca @djetsa #dmeetup BUSINESS CENTERED INNOVATION DELIVERY CREATE A STRATEGY DEFINE GOALS THINK EXECUTION TIME TO MARKET VALIDATION
27. Ricardo Grzeca @djetsa #dmeetup ? SUCCESS OR FAILURE DELIVERY CREATE A STRATEGY DEFINE GOALS THINK EXECUTION TIME TO MARKET VALIDATION TIME TO MARKET VALIDATION RISK BUSINESS CENTERED INNOVATION
28. Ricardo Grzeca @djetsa #dmeetup TECHNOLOGY feasibility BUSINESS viability BUSINESS CENTERED INNOVATION
29. Insanity - doing the same thing over and over again and expecting different results. Albert Einstein
30. You´ve got to start with the customer experience and work back toward the technology - not the other way around. Steve Jobs
31. Ricardo Grzeca @djetsa #dmeetup USERS desirability TECHNOLOGY feasibility BUSINESS viability USER CENTERED INNOVATION
32. Ricardo Grzeca @djetsa #dmeetup USER CENTERED INNOVATION USERS START HERE
33. Ricardo Grzeca @djetsa #dmeetup USER CENTERED INNOVATION INSPIRATION & INFORM ATION USERS IDEA START HERE
34. Ricardo Grzeca @djetsa #dmeetup USER CENTERED INNOVATION SINTHESYS INSPIRATION & INFORM ATION USERS PROTOTYPE IDEA START HERE
35. Ricardo Grzeca @djetsa #dmeetup USER CENTERED INNOVATION SINTHESYS TEST INSPIRATION & INFORM ATION USERS PROTOTYPE IDEA START HERE validation
36. Ricardo Grzeca @djetsa #dmeetup USER CENTERED INNOVATION SINTHESYS TEST INSPIRATION & INFORM ATION USERS PROTOTYPE IDEA STRATEGY START HERE validation
37. Ricardo Grzeca @djetsa #dmeetup USER CENTERED INNOVATION SINTHESYS TEST INSPIRATION & INFORM ATION USERS PROTOTYPE IDEA STRATEGY START HERE EXECUTION validation
38. Ricardo Grzeca @djetsa #dmeetup SINTHESYS TEST INSPIRATION & INFORM ATION USERS PROTOTYPE IDEA STRATEGY START HERE EXECUTION time to market validation DELIVERY USER CENTERED INNOVATION
39. DESIGN THINKING IS A USER CENTERED METHOD FOR PROBLEM SOLVING AND INNOVATION BASED ON EMPATHY + COLLABORATION + EXPERIMENTATION ENABLED BY RAPID ITERATIONS.
40. DESIGN THINKING PROCESS DIVERGE CONVERGE UNDERSTAND DEFINE IDEATE PROTOTYPE TEST DIVERGE CONVERGE
41. UNDERSTAND Situation · · Stakeholders approach you to redesign a product or service Task · · Identify who are the users of the product/service to be redesigned and get to know them in a deeper way. Approach - User interview · · Tell me a story about the last/best/worst time you used the product/ service. · · Why do you think that happened? · · How did you feel about it? Result · · You should leave the interview stage with enough information to create what is called a persona and define an interesting point of view. Ricardo Grzeca @djetsa #dmeetup
42. Ricardo Grzeca @djetsa #dmeetup DEFINE Situation · · You did your research and found out more about your users, their problems, desires, contradictions, etc. Task · · Compile the results of your research, create a persona and define a point of view that is inspiring and compelling Approach · · Unpack your learnings from the field · · Look for insights in contradictions, tensions, surprises, etc. · · Make your persona believable, someone your team can relate to · · Define How migh we solve the persona's problem Result · · Your persona and a clear direction to follow during the ideation process
43. Ricardo Grzeca @djetsa #dmeetup IDEATE Situation · · Now that you reframed the problem from your users point of view you must come up with ideas to solve that problem Task · · Create as many ideas as you can so you can decide what to prototype and test Approach · · Go for quantity · · Use Yes and... instead of yes, but... · · Build on top of each other ideas · · Defer judgement. Result · · A set of interesting concepts that can be transformed into prototypes that can be tested
44. Ricardo Grzeca @djetsa #dmeetup PROTOTYPE Situation · · Your team came up with a lot of interesting hypothesis that can solve the problem of your users · · Now you must turn those hypothesis into testable experiments Task · · Create a prototype that can be used/experienced by the users · · Build to think · · Fail quickly and cheaply Approach · · Sketches, wireframes, storyboards, role play and story telling, service blueprint, physical mockups Result · · You should leave this round with something that your user can experiment, regardless of the level of resolution · · Remember: you don't need final designs or elaborate mockups to gather good feedback
45. Ricardo Grzeca @djetsa #dmeetup TEST Situation · · With your experiments in place you need to validate your hypothesis to decide if you persist or pivot to a different direction, idea or problem wise Task · · Test your prototype with real users · · The number of users you need vary, but usually between 5 and 10 should give you enough confidence on the results Approach · · Introduce the problem you are trying to solve · · Reassure that they are not the ones being tested · · Observe, ask questions and always remember to dig deeper Result · · You should leave the session with a failed or successful experiment and deeper knowledge about your users · · Review your persona and POV adding your new learnings · · Iterate
46. DESIGN THINKING PROCESS DIVERGE CONVERGE UNDERSTAND DEFINE IDEATE PROTOTYPE TEST DIVERGE CONVERGE
47. FULL INTEGRATION OF USER CENTERED INNOVATION Constant iteration and customer centricity  in company's DNA. WE ARE NOT CREATIVE Creativity and innovation is delegated to internal or external experts Innovation and creativity become part of top management talking agenda, yet not translated into real progress. Top management puts resources and space behind innovation initiative(s) - clear sign that taking risks is wanted. Experience spreads. Constant search for best ways to scale innovation success and learn from failures to develop a collective mindset of value creation in support of company goals. Knowing Without Action Make it Happen Quest for Confidence
48. Start a Collaboration Culture Captivate stakeholders Break the silos Get out of the building Define an education framework IMPLEMENTATION . Knowing Without Action Make it Happen Quest for Confidence
49. Start a Collaboration Culture Captivate stakeholders Break the silos Get out of the building Define an education framework Establish an Innovation Process You'll need a pilot Apply the process from end to end Implement an education framework IMPLEMENTATION . Knowing Without Action Make it Happen Quest for Confidence
50. Start a Collaboration Culture Captivate stakeholders Break the silos Get out of the building Define an education framework Establish an Innovation Process You'll need a pilot Apply the process from end to end Implement an education framework Strategy implementation Communication of results Share learnings from eventual failures Constant improvement and evolution of processes IMPLEMENTATION . Knowing Without Action Make it Happen Quest for Confidence
51. www.speakerdeck.com/ricardogrzeca www.issuu.com/ricardogrzeca Thanks for your attention.