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INNOVATION
YAHOO
mobile + design
THE CORE OF
EMPATHY & EXPERIEMENT
Kaba Su
design lead
Interaction Designer
What my mom think I do.What my friends think I do.What the society think I do.
What I think I do.What engineers think I do What I really do.
?
Source Asinthecity
INNOVATION
Optimization
Incremental innovation
Radical Innovation
Technology
Change
Meaning
Change
Incremental Innovation
2345N1
2
3
4
5
N
0 1
0
2
3
4
5
N
1
0 1
存續
Business

viability
可行
Technology

feasibility
需求
User

desirability
innovation
UXUser eXperience
UCDUser Centric Design
Empathy
Experiment
U
USER & EMPATHY
UX
UI
User
Understanding Empathy
Self-actualization

Esteem

Social needs

Safety and Security

Physiological needs

Maslow - Hierarchy of needs
Rational
Emotional
Meaningful
M
E
R
strategy InspirationIdeationDesignVision
BuildEvaluatestrategy Inspiration Ideation Design
Build
Evaluate
strategy Inspiration Ideation Design
...
..
strategy Inspiration Ideation Design
Build
Evaluate
strategy Inspiration Ideation Design
Build
Evaluate
strategy Inspiration Ideation Design
Build
Evaluate
proactive
learning
reactive
learning
” ”
strategy Inspiration Ideation Design
Build
Evaluate
strategy Inspiration Ideation Design
Build
Evaluate
proactive
learning
reactive
learning
” ”
Go out and be Curious
strategy Inspiration Ideation Design
Build
Evaluate
proactive
learning
reactive
learning
” ”
,
USER
DON’T LISTEN TO USERS,
OBSERVE THEM
WHAT’S YOUR POINT OF VIEW?
Are user research enough to
create product success?
E
EXPERIMENT
source: Nordstrom Innovation Lab
empathy
hypothesis
data
DISCOVERY-DRIVEN LEARNING
2,500,000
Lotus Elise S
X X 12 = ? NTD
有計劃的
STORYBOARDING
RAPID PROTOTYPING
Prototyping tools
Redesigning
the way you
see the world
世界之窗,重新設計
使用者告訴我們...
What we learned from users
產品設計原則
Product design principles
EfficiencyRich contentTo simply participate and
express themselves
to know what others feelThey want diversity
使用者告訴我們...
What we learned from users
快速
Fast
易於參與
Engaging
彙整多元觀點
Organized
Diversity
產品設計原則
Product design principles
最簡單的參與方式
HOW MIGHT WE DESIGN THE EASIEST WAY
FOR USERS TO EXPRESS THEIR OPINION?
我們怎麼設計一個
video link: https://youtu.be/Ct_OOIngrfg
Will good/great ideas,
empathy and experiment
guarantee product success?
S
SPACE & CULTURE
佛教術語
指具有⼀定法⼒效⼒的範圍,其作
⽤通常是保護性的。
結界
Magic happens
when we work at the same
SPACE
The magic field designed for
open, transparent and fast
communication
Make it tangible:
what you see is what you get
Ideas can’t wait:
find a collaboration tool and record everything
Creative
Abrasion

Creative Agility

Creative
Resolution

Linda Hill: How to manage for collective creativity
Innovation leaders understand that
their role as leaders is to set the
stage, not perform on it
Linda Hill: How to manage for collective creativity
REPEAT
R
U S E R
RS EINNOVATION
SPACE & CULTURE
USER
EXPERIMENT
REPEAT
U
SE
The Experiment
While FB, LINE and IG
are dominating all our
social communication,
can we create a tool to
talk to people around
you, no matter friends or
strangers?
Instant Impact
Nearby
value
framework
We believe nearby = relevant. And people will use
this product to get relevant information easily. They
will use the eco-system in this product to make their
voice impactful.
Nearby = Relevant
• Share things you want to shout
to the crowd

• Get the right information you
need just now

• Break the wall between strangers
• ,
, ,
/
" event base
,
base ” (P7)
“
”(P5)
(P5)
•
"
“(P7)
RS EINNOVATION
SPACE & CULTURE
USER
EXPERIMENT
REPEAT
U
SE
At Yahoo, innovation is a REPEAT of
“starting and staying with USERS”,
“giving the team the SPACE to be
inspired and ideate”, and
“EXPERIMENT over and over again.”
Innovation
is like exploring the sea
一位非常成功的微禿中年曾說
你的時間有限,不要為別人而
活,不要規循別人的信念中...
最重要的是,鼓起勇氣跟隨你
的心靈與直覺,它們才知道你
想成為怎樣的人。
Stay hungry, stay foolish.
重要的是,千萬不要以為你是 Steve Jobs
與夥伴一起改變世界!

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