The first step-by-step guidebook for successful innovation planning Unlike other books on the subject, 101 Design Methods approaches the practice of creating new products, services, and customer experiences as a science, rather than an art, providing a practical set of collaborative tools and methods for planning and defining successful new offerings. Strategists, managers, designers, and researchers who undertake the challenge of innovation, despite a lack of established procedures and a high risk of failure, will find this an invaluable resource. Novices can learn from it; managers can plan with it; and practitioners of innovation can improve the quality of their work by referring to it.
FOREWORD by JAMES P. HACKETT vii ACKNOWLEDGMENTS ix INTRODUCTION 1 Four Core Principles of Successful Innovation 3 Principle 1: Build Innovations Around Experiences 3 Principle 2: Think of Innovations as Systems 5 Principle 3: Cultivate an Innovation Culture 6 Principle 4: Adopt a Disciplined Innovation Process 7 A Model of the Design Innovation Process 8 The Design Innovation Process 8 Process Is Nonlinear 9 Process Is Iterative 9 Seven Modes of the Design Innovation Process 10 Mode 1: Sense Intent 10 Mode 2: Know Context 10 Mode 3: Know People 11 Mode 4: Frame Insights 11 Mode 5: Explore Concepts 12 Mode 6: Frame Solutions 12 Mode 7: Realize Offerings 13 Understanding Methods 13 Mode 1: SENSE INTENT 15 Sense Intent: Mindsets 16 Sensing Changing Conditions 17 Seeing Overviews 17 Foreseeing Trends 18 Reframing Problems 18 Forming an Intent 19 Sense Intent: Methods 21 1.1 Buzz Reports 22 1.2 Popular Media Scan 24 1.3 Key Facts 26 1.4 Innovation Sourcebook 28 1.5 Trends Expert Interview 30 1.6 Keyword Bibliometrics 32 1.7 Ten Types of Innovation Framework 34 1.8 Innovation Landscape 36 1.9 Trends Matrix 38 1.10 Convergence Map 40 1.11 From To Exploration 42 1.12 Initial Opportunity Map 44 1.13 Offering-Activity-Culture Map 46 1.14 Intent Statement 48 Mode 2: KNOW CONTEXT 51 Know Context: Mindsets 52 Knowing Context History 53 Understanding Frontiers 54 Seeing System Overviews 55 Understanding Stakeholders 56 Using Mental Models 57 Know Context: Methods 59 2.1 Contextual Research Plan 60 2.2 Popular Media Search 62 2.3 Publications Research 64 2.4 Eras Map 66 2.5 Innovation Evolution Map 68 2.6 Financial Profile 70 2.7 Analogous Models 72 2.8 Competitors-Complementors Map 74 2.9 Ten Types of Innovation Diagnostics 76 2.10 Industry Diagnostics 78 2.11 SWOT Analysis 80 2.12 Subject Matter Experts Interview 82 2.13 Interest Groups Discussion 84 Mode 3: KNOW PEOPLE 87 Know People: Mindsets 88 Observing Everything 89 Building Empathy 90 Immersing in Daily Life 91 Listening Openly 92 Looking for Problems and Needs 93 Know People: Methods 95 3.1 Research Participant Map 96 3.2 Research Planning Survey 98 3.3 User Research Plan 100 3.4 Five Human Factors 102 3.5 POEMS 104 3.6 Field Visit 106 3.7 Video Ethnography 108 3.8 Ethnographic Interview 110 3.9 User Pictures Interview 112 3.10 Cultural Artifacts 114 3.11 Image Sorting 116 3.12 Experience Simulation 120 3.13 Field Activity 122 3.14 Remote Research 124 3.15 User Observations Database 126 Mode 4: FRAME INSIGHTS 129 Frame Insights: Mindsets 130 Exploring Systems 131 Looking for Patterns 132 Constructing Overviews 133 Identifying Opportunities 134 Developing Guiding Principles 135 Frame Insights: Methods 137 4.1 Observations to Insights 138 4.2 Insights Sorting 140 4.3 User Observation Database Queries 142 4.4 User Response Analysis 144 4.5 ERAF Systems Diagram 146 4.6 Descriptive Value Web 150 4.7 Entities Position Map 152 4.8 Venn Diagramming 154 4.9 Tree/Semi-Lattice Diagramming 156 4.10 Symmetric Clustering Matrix 158 4.11 Asymmetric Clustering Matrix 162 4.12 Activity Network 166 4.13 Insights Clustering Matrix 170 4.14 Semantic Profile 174 4.15 User Groups Definition 176 4.16 Compelling Experience Map 178 4.17 User Journey Map 182 4.18 Summary Framework 184 4.19 Design Principles Generation 188 4.20 Analysis Workshop 190 Mode 5: EXPLORE CONCEPTS 195 Explore Concepts: Mindsets 196 Challenging Assumptions 197 Standing in the Future 198 Exploring Concepts at the Fringes 199 Seeking Clearly Added Value 200 Narrating Stories about the Future 201 Explore Concepts: Methods 203 5.1 Principles to Opportunities 204 5.2 Opportunity Mind Map 206 5.3 Value Hypothesis 208 5.4 Persona Definition 210 5.5 Ideation Session 212 5.6 Concept-Generating Matrix 216 5.7 Concept Metaphors and Analogies 218 5.8 Role-Play Ideation 222 5.9 Ideation Game 224 5.10 Puppet Scenario 228 5.11 Behavioral Prototype 232 5.12 Concept Prototype 234 5.13 Concept Sketch 236 5.14 Concept Scenarios 238 5.15 Concept Sorting 240 5.16 Concept Grouping Matrix 242 5.17 Concept Catalog 244 Mode 6: FRAME SOLUTIONS 247 Frame Solutions: Mindsets 248 Conceiving Holistic Solutions 249 Conceiving Options 250 Making Value Judgments 251 Envisioning Scenarios 252 Structuring Solutions 253 Frame Solutions: Methods 255 6.1 Morphological Synthesis 256 6.2 Concept Evaluation 258 6.3 Prescriptive Value Web 260 6.4 Concept-Linking Map 262 6.5 Foresight Scenario 264 6.6 Solution Diagramming 266 6.7 Solution Storyboard 268 6.8 Solution Enactment 270 6.9 Solution Prototype 272 6.10 Solution Evaluation 274 6.11 Solution Roadmap 276 6.12 Solution Database 278 6.13 Synthesis Workshop 280 Mode 7: REALIZE OFFERINGS 285 Realize Offerings: Mindsets 286 Reiterating Prototypes 287 Evaluating in Reality 288 Defining Strategies 289 Implementing in Reality 290 Communicating Vision 291 Realize Offerings: Methods 293 7.1 Strategy Roadmap 294 7.2 Platform Plan 296 7.3 Strategy Plan Workshop 300 7.4 Pilot Development and Testing 304 7.5 Implementation Plan 306 7.6 Competencies Plan 310 7.7 Team Formation Plan 312 7.8 Vision Statement 314 7.9 Innovation Brief 318 CREDITS FOR EXAMPLE PROJECTS 320 INDEX 323
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