How to innovate the systematic way?
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Wendy Tam outlines a systematic approach to innovation that highlights the importance of addressing problems and needs rather than features. Key strategies include identifying different types of innovation initiatives, leveraging constraints to enhance creativity, separating ideation from selection phases, and treating innovation as learning experiments. The document emphasizes understanding customer needs and maintaining a focus on desired outcomes to drive successful innovation.
How to innovate the systematic way?
- 1. HOW TO INNOVATE THE SYSTEMATIC WAY? Wendy Tam Vice President of User Experience Jan 15, 2016 @ MotherApp, Hong Kong Science Park
- 2. | Fivekeypoints Determine what types of innovation initiative to pursue Start from problems & needs, not from features Use constraints to spark creativity Separate ideation from selection Plan and execute innovation attempts as learning experiments 1 2 3 4 5
- 3. Determine what type of innovation initiative to pursue 1
- 4. ProductorServiceInnovation - Results from improvements made to existing products and services, typically due to competitive market pressure. - Segment customers by outcomes is more powerful than by simple demographics. Approach Uncover Metrics - How a product / service is being ‘rated’ by consumers? What outcomes (metrics) are highly important but not satisfied?
- 5. NewMarketInnovation Are there tasks out there that one would struggle to perform? - Happens when a company discovers: - People (individual / organization) are struggling to get a job done because no products exist - Device creative product or service that enables customers to get that job done faster and cheaper than before. Approach Uncover
- 6. OperationalInnovation Employees’ Desired Outcomes Customers’ Desired Outcomes - Happens when a company discovers inefficiencies in a business operation - Especially appealing to commodity business / mature market where product or service innovation would be difficult Approach Uncover BOTH
- 7. DisruptiveInnovation - Made Popular by HBS Professor Clayton Christensen - Uses new technology to disrupt prevailing business model Approach Awareand uncover Technology breakthrough Undesirable areas caused by existing business model
- 8. Start from problems & needs, not from features 2
- 9. Watchout…
- 10. Defineproblemandintent - Market target - Financial target - Opportunities & Threats - Strengthen weakness - Leverage strengthen - Align to company mission Business - End-users .. who are they - Influencers - Understand the job-to-be-done - Understand how they ‘judge’ the product / service - What is their experience journey look like? Customers Stakeholders - Those who are affected, have a say (rather than being informed) - Value Chain
- 11. Getuncomfortable >> Getoutofthebuilding - Uncover what is happening in the lives of these people - pain, needs, and context. - Do: - Prepare ahead - Ask open-ended questions - Get their stories (context of use) - Take notes - Listen, assume you know nothing. - Don’t: - Sell - Ask about future behaviour - Ask leading questions
- 13. Howtouseconstraintstoboostcreativity Well defined objectives and criteria for success Focus on the Vital Opportunity Not too many - suffocate ideas Dealt with realities Not too few - Counter- productive
- 15. Insulateconceptideationphase fromselectionphase - GOAL: - Promote diverse idea - Desire to have good numbers of variety - ATTITUDE: - Uncritical - Empower others to speak up - AVOID: - Self silencing - Social influence Concept Ideation - GOAL: - Select the optimal solution - Rigorous evaluation decision making process - ATTITUDE: - Critical - Anxious - AVOID: - Bias evaluation - Decision making without deep discussion Selection
- 16. Plan and execute innovation attempts as learning experiments 5
- 17. RunningEffectiveExperiments - Start with the smallest team possible, but not smaller. - Do the smallest possible thing to learn - Optimal experiment requires: - Speed - Learning - Focus image credit: Running Lean - Ash Maurya
- 18. | ToRecap Determine what types of innovation initiative to pursue Start from problems & needs, not from features Use constraints to spark creativity Separate ideation from selection Plan and execute innovation attempts as learning experiments 1 2 3 4 5