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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
The Juice breakfast briefing16 June 2009
t: 01 443 3761
m: 087 417 6177
e: toby.scott@pentacle.ie
w: pentacle.ie
I am not a designer...
T H E V I R T U A L B U S I N E S S S C H O O LCOPYRIGHT 2006 ALL RIGHTS RESERVED
time
Sp
eed
of
Learn
ing
/ A
dap
tatio
n
Pace o
f C
hang
e /
Co
mp
lexity
Change is the new black
Before Now
We don’t know what people really want
We struggle to communicate change
We want to reduce risk
Design does 3 things:
1. Looks through the eyes of the end user
Design does 3 things:
2. Makes things visible and tangible
Design does 3 things:
3. Prototypes solutions in context
PriceQualityTechnology
Problem
The Design Difference
Centre forDesign Innovation
The Design Difference
• 405 Irish SMEs
• Republic and Northern Ireland
• Range of sectors
• Published 2007
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
The ‘Design Staircase’ is a registered trademark of the Danish Design Centre
2.5 X
• Companies that use design strategically are more than 2.5 times more likely
to experience growth in demand
Only 15% of Irish SMEs use design
strategically.
BUT...
Isn’t this just market research?
‘Me too’
Explicit needs
‘Leap frog’
Latent
needs
Large numbers
Quantitative
Small numbers
Qualitative
EthnographyQuestionnaire
surveys
Focus groups
DesignThinking
Comparing research methods
Great for innovation!Great for validation!
Comparing research methods
EthnographyQuestionnaire
surveys
Focus groups
DesignThinking
Extreme users will tell you more than ‘core’ users.
Ask why they are rejecters or power users?
Extreme users
Becoming a design thinker
Identify !Who are your users?
Look ! Observe your users
Ask ! Involve your users
Try !! Become your user
Exercise
Identify Look Involve Try
Centre forDesign Innovation
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?
Identify Look Ask Try
Rubbish bin
Identify Look Ask Try
Identify !Who are your users?
Look ! Observe your users
Ask ! Involve your users
Try !! Become your user
Identify Look Ask Try
Exercise
Identify Look Ask Try
Rubbish bin
Identify Look Ask Try
Identify !Who are your users?
Look ! Observe your users
Ask ! Involve your users
Try !! Become your user
Rubbish bin
Identify Look Ask Try
Identify !Who are your users?
Look ! Observe your users
Ask ! Involve your users
Try !! Become your user
Prototyping Maxims
“Fail early to succeed sooner…”
“Build to think…”
Identify Look Ask Try
Rubbish bin
(Analogous products)
Identify Look Ask Try
Identify !Who are your users?
Look ! Observe your users
Ask ! Involve your users
Try !! Become your user
Thank You
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