PMsphere & Touch360 user centered product innovation workshop
2 likes1,140 views
This document summarizes a workshop on user-centered product innovation held in Israel in March 2011. The workshop was structured around the 3Is framework of insights, inspirations, and innovations. Participants explored how to generate insights from research, find inspirations both inside and outside the organization, and develop those into innovations. The workshop covered topics such as ethnography, storytelling, creative processes, and design thinking.
PMsphere & Touch360 user centered product innovation workshop
- 1. © Touch360 and PMsphere. All Rights Reserved. User-Centered Product Innovation Israel Workshop March 2011 Introduction
- 2. © Touch360 and PMsphere. All Rights Reserved. We structured our How to get Inspirations from the workshop around the 3i outside and inside and feed them into Insights and Innovations. framework: Insights, Inspirations, Inspiration Innovation. Insight Innovation What are Insights beyond How to turn Insights and knowledge and how they are fed Inspirations into innovations. and feed Inspirations and Innovations.
- 3. The big picture © Touch360 and PMsphere. All Rights Reserved.
- 4. © Touch360 and PMsphere. All Rights Reserved. Developer perspective: User perspective: Key components Key product attributes Relationships: • size conflict • UI compatibility • mutual enhancement kbd. usability apps coverage screen service design audio functions comm. portability package Mapping
- 5. © Touch360 and PMsphere. All Rights Reserved. Context How the design matches, statically or dynamically, the various contexts of the product use. Needs, wants, aspirations How the design matches, How the design matches, statically or dynamically, statically or dynamically, function the culture it serves. the various contents the product provides. Design
- 6. © Touch360 and PMsphere. All Rights Shmueli © Shimon Reserved. Product Experience: The meaningful perceptions, knowledge (thoughts), and emotions we store in our memories as a result of interacting with products Knowledge: the facts about the motorcycle, the date when I bought it…
- 7. Insights © Touch360 and PMsphere. All Rights Reserved.
- 8. What Source: www.contextresearch.com © Touch360 and PMsphere. All Rights Reserved.
- 9. © Touch360 and PMsphere. All Rights Reserved. Research: what’s your point? Insight basic optimal fancy investment misleading wasteful
- 10. © Touch360 and PMsphere. All Rights Reserved. Ethnography Post-context self-report Immersion In-context (passive/active) Observation self-report • Self-report • Interviews • Observations Participation • contextual interviews • task observations • shadowing researcher subject
- 11. Inspirations © Touch360 and PMsphere. All Rights Reserved.
- 12. © Touch360 and PMsphere. All Rights Reserved. What is storytelling? There are many ways to tell a story (writing, video, poetry, etc.) and sometime they are implicit and need some effort on the part of the “listener” “we went to Paris” “we love art”
- 13. © Touch360 and PMsphere. All Rights Reserved. Process Overview Introduce Storytelling product-related Story refinements interactions “Donna B. is a busy mother of two Introduce product-related interactions teenagers, the wife of Dan, and a 1. Chief retells the story marketing executive at... 2. Members identify insertion of media (sound, video, “When she entered the mall, Christmas conversations) to the story music was blasting everywhere... She turned around, and there was her... Record the story and make sure you also record it The Starbucks store was quite crowded and noisy, but they managed to find a place to sit. She pulled out her iPad and showed Ron a movie she took in her last vacation with Dan and the kids in Greece... “Donna’s phone was ringing, but she could not hear anything. It was her daughter Janna calling from school, but...
- 14. Innovation © Touch360 and PMsphere. All Rights Reserved.
- 15. © Touch360 and PMsphere. All Rights Reserved. Creative processes (more realistic view) Who: Integrated team, individuals, random assemblies... Where: Anywhere...
- 16. © Touch360 and PMsphere. All Rights Reserved. The group brain • Resources • Prioritizations • Data interpretation • Strategies • Marketing research Attention • Customer inputs resources • External knowledge Sensory Decision and Response Stimuli Perception processing response Execution Working Memory • Managerial decisions • Cultures and sub-cultures • Company history • Success • Failure Long-term • Current agenda • Past ideas Memory • Strategies/Missions/Visions
- 17. © Touch360 and PMsphere. All Rights Reserved. 1 Break down product to functional blocks and identify secondary functions and attributes contact 2 voltaic Generalize/abstract all elements: cell - Replace pro lingo - Generalize functions (how → what) contact interface voltaic cell 3 Apply templates to functions, attributes, relationships. interface interface interface container Juice interface
- 18. Design Thinking © Touch360 and PMsphere. All Rights Reserved.
- 19. © Touch360 and PMsphere. All Rights Reserved. Rasmussen’s taxonomy of behavior Rasmussen’s (1983) taxonomy of behavior: – Skill-based - uses rote knowledge. – Rule-based - uses propositions. – Knowledge-based - uses mental models.
- 20. © Touch360 and PMsphere. All Rights Reserved. The spaces of innovation Emotional Innovation Experience Innovation Business (Viability) Process Innovation People (Desirability) Technology (Feasibility) Functional Innovation
- 21. © Touch360 and PMsphere. All Rights Reserved. User-Centered Product Innovation Shimon Shmueli E: shimon@touch360.com Osnat Niv-assa E: osnat@pmsphere.com Ruti Melamed Shneorson E: ruti@pmsphere.com www. pmsphere.com Tel-Aviv, Israel E: info@pmsphere.com www.touch360.com Portland, Oregon, USA P: +1 (503) 451-0360 E: info@touch360.com