Research Ideation Prototyping · 2017-10-05 · Innovation Center Fall Semester Research Ideation Prototyping. IPD Methods: Ideation University of Illinois At Chicago Interdisciplinary

IPD Methods: Ideation

University of IllinoisAt ChicagoInterdisciplinary ProductDevelopment

Innovation CenterFall Semester

Research Ideation Prototyping




Problem Identification

Research is a discovery process.





Ideation is structured play. . .

Solution Development





Problem Identification

Of course, they actually overlap.

Research

Ideation

Prototyping




Ideation is the development of a set of hypotheses, which can be prototyped, tested, modified, or rejected.

Ideation is done within a set of constraints, to focus on specific needs, identified through your research. It’s a structured approach to possible solutions.




Brainstorming

http://dilbert.com/search_results?terms=Brainstorming




Ideation = retrieval + combination_solutions-directed_structured_quality-focused_feedback and development

_attention_incubation (integration, combination, elaboration)_persistence (iteration)

Individual processing prior to and subsequent to group interaction is critical!

Ideation is . . .




You can generate ideas based solely on insights from your research, but it’s more productive to support the process with some structure.

Structure is provided through a set of organizing tools and techniques:

Analogies & TemplatesPersonas and ScenariosGenerative FrameworksOpportunity MapsIdea Cards

Ideation tools




a·nal·o·gyA comparison between two things, typically on the basis of their structure and for the purpose of explanation or clarification.

A correspondence or partial similarity.

Transfer of information from base to target domain

Analogical Ideation




Analogical Ideation

Automotive Dining

Far analogies increase originality of ideas generated

Persistence (once again) is critical for accessing multiple and far knowledge base domains




Technological solution or functional principle

Shapes and design arrangements

Same product category

Another product category

Non-product knowledge domain

Near Far

Transfer distance

Tran

sfer

con

tent

Analogical Ideation




Personas and Scenarios are tools to help you consider the people and situations your ideas will address.

They are rich qualitative representations and descriptions, designed to tell stories about characters and settings.

Personas and Scenarios




The role of Personas in Ideation

Personas provide a user-perspective for informing design-thinking.

Personas are a story-telling tool, and provide you with a vehicle to build an argument, talk it through with others, defend or challenge it, and re-think it.

Personas help us recognize that our product will be used by a range of diverse people.

Personas are derived from the similarities and differences between people you met during your research.

Personas are a composite of people you’ve met, observed, talked to—not fabricated from scratch.




The use of Scenarios in Ideation

By placing our ideas within a realistic context, problems and opportunities are exposed with scenarios that help expand our thinking. Scenarios should address the needs of different users in different situations.

Scenarios force us to consider the entire experience of use: from learning, to use, to resolution. Scenarios give you the ability hypothesize about a future experience.

Scenarios acknowledge variables that impact the design of our product or service such as time, activities, attitudes, objects, environments, etc.

Scenarios help us expand on, and evaluate an idea from a team perspective.




Generative Frameworks

frame·workA Framework is a description of how an experience is organized for the user.

Frameworks are abstractions of meaningful behaviors.

Frameworks are useful for depicting processes, decision influencers, or how people experience something.

Frameworks are organizing tools to help us think about “leverage points” into a particular problem.




Generative Frameworks: Cleaning at home

What influences a user’s decision to clean, and with what cleaner?

Context

Results Human Contact

Mess

Surface

A decision-making model




How do people think about the “standards of clean,” and how do they try to maintain them?

The Standard1

2

Planned Opportunistic Preventative

3

Generative Frameworks: Cleaning at home

The “standards of clean” model




Frameworks to Opportunity Maps

Treating the common cold

A leading pharma company wanted a strategy for developing new products.

How do you provide an approach to generate a variety of good ideas, that is useful over time?




Frameworks to Opportunity Maps

E-Lab, LLC Warner-Lambert 07.07.98 Confidential Information 17

The Complete Cold Cycle ModelAs agency works through the The Cold Cycle we can see that the interpretation process is ongoing,helping to determine the positive and negative physical awareness people experience.As people interpret their cold,they take action in different ways through a series of strategies that allow them to customize and personalize their cold care.

SD GAC HAC GOAC

A description of the common cold

The framework here is a simple, “thick description” of the cold-care cycle.

What makes it “generative” is that it’s broken down into segments, and each segment has a action associated with it.

Something’s Different

Getting a Cold

Having a Cold

Getting Over a Cold

At each phase, the person with a cold takes an action to counteract the sickness. Each of these action-loops is an opportunity space.




GOACHACGACSD

Ignore the Illness

De-Stress/Relax

Distraction/Diversion

Verify what you already know

Get Information

Help in Diagnosing

Mask Symptoms

Strengthen & Replenish Body

Flushing/Removing

Clean/Remove threat

Create a comfort zone

Move to different location

Stage in Cold Care Cycle

Stra

tegy

High Opportunity

Medium Opportunity

Low/No Opportunity

Mind/Mental

Body

Environment

GOAC get information

Characteristics of GOAC-decrease in symptoms-positive anticipation-gaining physical energy-heightened awareness of senses-returning to routine and stress-special treatement and OTC usedecreases-fresh memory of the cold-preventing relapse-pledging to change habits

Characteristics of Get Information-evaluating the duration, accumulation, andintensifaction of specific symptoms-changing diagnoses-Educating one’s self

background action

Operative Objectsmagazinespackaging/labelsnewspapers

Operative Activitiesconsulting store staffreading alternative and tradi-tional health bookstalking to friends/family

“I should keep a journalso I can keep track ofwhat [product] works andwhat doesn’t”Osco.shopper

DataBites

Opportunity Maps based on the Framework

High Opportunity

Medium Opportunity

Low/No Opportunity

Help in Diagnosing

Get information

Verify what you know

Distraction/Diversion

De-stress/relax

Ignore the illness

Flushing/removing

Strengthen & replenish

Mask Symptoms

Move to a new location

Create comfort zone

Clean/Remove threat

Data bite:“I should keep a journal, so I can keep track of what product works, what doesn’t”

—Osco Drug shopper

Characteristics of GOAC_decrease in symptoms_positive anticipation_gaining physical energy_heightened awareness of senses_returning to routine and stress_special treatment and OTC use decreases

Fresh memory of the coldPreventing relapsePledging to change habits

Characteristics of Get Information_evaluating the duration, accumulation, and intensification of specific symptoms_changing diagnoses_educating one’s self

Operative ObjectsMagazinesPackages/labelsWebsites/Blogs

Operative ActivitiesConsulting store staffReading alternate and traditional health materialTalking to friends/familySocial media




get information

Characteristics of GOAC-decrease in symptoms-positive anticipation-gaining physical energy-heightened awareness of senses-returning to routine and stress-special treatement and OTC use decreas-es-fresh memory of the cold-preventing relapse-pledging to change habits

Characteristics of Relaxing-allowing the mind/body to slow down-removing stress-causing elements-rest and sleep perceived essential-relaxation time not always justified

Operative Objectsmagazinespackaging/labelsnewspapers

Operative Activitiesconsulting store staffreading alternative and tradition-al health bookstalking to friends/family

“I should keep a jour-nal so I can keeptrack of what [prod-uct] works and what

Dat

Koala Care

Product DescriptionKoala Care is a small, cute, comforting Koala toy stuffedwith good smelling eucalyptus. It can be found in yourlocal cold care aisle.

Product BenefitsKoala Care provides a comforting friend for children oradults when their cold is at its worst. The mild eucalyptussmell helps clear nasal passsages.

Research Links: stages: GAC, HAC, GOAC user roles: self-care, care-giver, care-receiver strategies: comforting,

Point of Purchase

Characteristics of

Merchandisingendcapsoutpostshutchesshelf-insertsbannerskiosksfloor grpahicslife-style photosdisplay casescouponssamples

Packagingwarning labelsactive ingredientsdosing directionsdelivery systemproduct formstrategy product strengthbonus choices endorsementsunits per packagebrand price

Information Resourcespharmacistsin-store ‘experts’in-aisle information

Jack the Pharmacistis good friends withhis customers. He’salways willing to

In most channels,information rarely

The cold care aislein most channels isoverwhelming.Currently, merchan-

Data Bites

Operative

-If information and communication is supported before a consumer reaches the cold care aisle, theaisle can focus on the primary need of navigation-people navigate the aisle by native categories (product strength, delivery system, brand, symptomsand strategies) -currently, cold care aisles are a place of confusion because navigation is undersupported in mostchannels-a navigation system should be put in the cold care aisle regardless of what other ‘in-store resources’may be available-a navigation system in the aisle needs to support native categories

Pre-Purchase

Characteristics of

Merchandisingendcapsoutpostshutchesshelf-insertsbannerskiosksfloor graphicslife-style photosdisplay casescouponssamples

Messagingand Advertisingadspackaginginstructionstake-aways

Information Resourcesfamily doctormommagazinesnewspaperradiotelevisionbooksinternetword-of-mouth

Mrs. Vanmeer oftenrelies on her book ofhome remedies todiagnose and pre-

A typical magazineadvertisement for

Kleenex launches afamily of productsgeared to specificneeds during a cold.

Data Bites

Operative

-Information and communication (of that information) is best supported before a consumer enters thecold care aisle-Media messages influence peoples interpretive processeses.-Merchandising can link cold care aisle to other parts of the store (and therefore, other strategies)-Messaging could focus on awareness rather then symptoms (i.e. colds peak seasonally, colds peaklocationallly, etc.)-Messaging should support all aspects of cold care strategies (mind, body, environment)-Messaging should support shifting strategies

Post Purchase

Characteristics of Use

PrimaryPackagingwarning labelsactive ingredientsdosing directionsdelivery systemproduct formstrategy product strengthbonus choices endorsementsunits per packagebrandpriceexpiration date

Delivery Systemspillstabletsgel capsblister pakssprayssyrupsadd-to-water packetscandy wrapperssteamsample packetsbottlesplastic boxesetc.

Cold care productsare defined by theirdelivery systems andpackaging. Throatsprays are used like

While some coldcare products piggyback onto existingactivities, otherproducts create a

Smaller packaginglike blister paks,individuallwrapped, etc

Data Bites

Operative

- Cold care product use is defined by delivery systems and packaging-People move products from innactive to active spaces in HAC-People do not perceive syrups to be portable, and do not believe gel caps are as effective, thoughare a portable substitute.-people view lozenges as an afterthought, they are highlyl portable but are seen more as candy thanas medicine.-People dileniate between public and private spaces, feeling control in the private and are moe com-fortable taking medicines there.

SecondaryPackagingyesdosing cupsplastic boxes

With the phases of a cold andstrategies of care at its core, thisgrid maps a whole playing field ofopportunities.

1 432Opportunity Grid OpportunityIntersections

Initial ConceptSketches

Consumer/ProductLifecycle

Map of Design Process

Identifying intersections of oppor-tunity is not enough. OnBlueprints we structure a wealth ofinformation to support conceptgeneration at each intersection ofthe Opportunity Grid.

From the Blueprints we candevelop hundreds of concepts,group them by similar themes,and create design directions thatcan be brought to focus groupsfor evaluation.

Once a product direction has beendetermined, we can characterize eachfeature relative to each stage of theConsumer/Product Lifecycle.

relaxing

Characteristics of GOAC-decrease in symptoms-positive anticipation-gaining physical energy-heightened awareness of senses-returning to routine and stress-special treatement and OTC use decreas-es-fresh memory of the cold-preventing relapse-pledging to change habits

Characteristics of Relaxing-allowing the mind/body to slow down-removing stress-causing elements-rest and sleep perceived essential-relaxation time not always justified

?

Operative Objectst.v.musicmagazines/bookscouchteabath/showerbedpillowsdesk

Operative Activitiessleepingmeditatingcalming thoughtsslowing downmassagingdrinking hot fluidslaying/sittingreadingwatching t.v.returning to work

Questions-How can messaging justify and validate the need for relaxation?-How can solutions link to activities/objects currently existing in GOAC?-How can new solutions create new relaxing activities for GOAC?

Shelly makes a bowlof hot oatmeal, thenlays down in bed towatch t.v. grant.VD

Laura goes to work,but comes homeearly and goes tobed.laura.beeper.study

Dat

high opportunity

medium opportunity

initial concept panel

initial concept sketch

pre-purchase point of purchase post purchasestrategies and cold cycle

Opportunity Maps based on the Framework




Some Parting Thoughts

Our problem is really about complex systems rather than standalone products. These methods can be applied to systems, but you need to be mindful of it.

Story-telling tools are in general more productive than renderings and models for complex systems like ours.

You have been provided with several scenarios which were generated during the summer.

The point of frameworks is to put structure on the problem so that it is broken down into smaller pieces that you can consider one at a time. This way you cover the space.

Cover the Space: What does this mean? Why are there so many grids and axes in these methods?




end

Documents

Research Ideation Prototyping · 2017-10-05 · Innovation Center Fall Semester Research Ideation Prototyping. IPD Methods: Ideation University of Illinois At Chicago Interdisciplinary