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Five habits for the front-end of innovation

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After 15+ years working at the front-end of innovation Kevin McCullagh has found no general process, but five powerful habits.

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Five habits for the front-end of innovation

  1. 1. Five habits for the front-end PD&I May 2016
  2. 2. My journey Mech Eng Industrial design Product strategy
  3. 3. Lipstick on a gorilla
  4. 4. Title Sub-heading Seymour Powell Foresight
  5. 5. Clarity at the front-end
  6. 6. ‘You can use an eraser on the drafting table or a sledge hammer on the construction site.’ Frank Lloyd Wright
  7. 7. CDOs bring more high-level challenges Rise of design Jonathan IveErnesto QuinterosEric QuintStefano MarzanoSean CarneyPeter Schreyer Mauro Porcini 2006 11 12 13 14 15
  8. 8. Working out what to do next around products ...and why
  9. 9. Five habits for the front-end Mix rigour with creativity Frame the challenge … frankly Walk around the problem Envision in the round Prototype and learn Frame the challenge Combine perspectives Zoom in and out Envision in the round Prototype and learn Frame the challenge Combine perspectives Zoom in and out Envision in the round Prot and Frame the challenge Combine perspectives Zoom in and out Envision in the round Prot and Zoom in and out Envision in the round Prototype and learn1 2 3 4 5
  10. 10. Mix rigour with creativity Frame the problem… frankly Walk around the problem Envision in the round Prototype and develop
  11. 11. Mix rigour with creativity Analytical thinking Intuitive thinking 50/50 mix ‘The most successful companies in the years to come will balance analytical mastery and intuitive originality in a dynamic interplay.’ Roger Martin, ‘The Design of business’, 2009 Balanced thinking
  12. 12. Analytical Intuitive Ambidextrous thinking Mix rigour with creativity
  13. 13. Designers’ brain Mix rigour with creativity
  14. 14. Mix rigour with creativity Intuitive leaps + getting the data
  15. 15. Mix rigour with creativity Frame the problem… frankly Walk around the problem Envision in the round Prototype and develop
  16. 16. Source: Roger Martin, ‘The Design of business: Why design thinking is the next competitive advantage’, 2009 Mystery Heuristic Algorithm Unexplained problem Rule of thumb Replicable success formula Knowledge Funnel Frame the problem… frankly
  17. 17. Frame the problem… frankly Beyond the briefing buzzwords Premium Intuitive White space / blue ocean New revenue streams Disruptive Transformative Sustainable advantage Seamless end-to-end experience Contemporary and authentic Like Apple/Uber
  18. 18. Title Sub-heading Frame the problem… frankly Frame
  19. 19. Slide 20Section ‘A good strategy honestly acknowledges the challenges being faced and provides an approach to overcoming them…. Bad strategy tends to skip over pesky details such as problems.’ Richard Rumelt, ‘Good Strategy, Bad Strategy’, 2011
  20. 20. Framing drives focus Frame the problem… frankly ‘It was about being very focused and not trying to do too much… the key was getting rid of stuff.’ Jonathan Ive quoted in ‘The guts of a new machine’, New York Times, 30 November 2003 ‘Focus is about saying no. No, no, no.’ Steve Jobs, Apple WWDC ‘97
  21. 21. Section Title 1 line Framing is about finding the most fruitful way to define the problem
  22. 22. Section Title 1 line It also helps to assess whether it’s the right challenge to take on
  23. 23. Mix rigour with creativity Frame the problem… frankly Walk around the problem Envision in the round Prototype and develop
  24. 24. Slide 26Section Title 1 line Walk around the problem The future is hazy
  25. 25. Users Experts Trends Technological potential Learnings from parallel markets Market data Multiple lens Walk around the problem
  26. 26. Synthesise across boundaries ‘Laser intelligence probes deeply into a topic, but ignores opportunities to cross-pollinate... Searchlight intelligence may not probe as deeply but is always scanning the environment and [spotting] connections across spheres.’ Howard Gardner, ‘Five Minds for the Future’, 2007 Walk around the problem
  27. 27. Viable Feasible DesirableDVF workshops Walk around the problem
  28. 28. Walk around the problem Bottom-up + top-down Big idea
  29. 29. Mix rigour with creativity Frame the problem… frankly Walk around the problem Envision in the round Prototype and develop
  30. 30. Envision in the round Inspirational and vivid goal
  31. 31. Envision in the round A north star
  32. 32. Envision in the round Work from the future backwards ‘Strategy must be created from the future backwards.’ Gary Hamel 2015 2016 2017 2018 2019 2020
  33. 33. Core message Dolor sit amet, consectetur adipiscing elit. In pellentesque nisi sit amet ipsum volutpat id nulla turpis. Proin sollicitudin mi in massa viverra aliquam. Envision in the round ‘Never make forecasts – especially about the future’ Sam Goldwyn Cynicism about foresight
  34. 34. Title Subtitle Future is too important to be left to charlatans ‘The future is part of every designer’s job description.’ Mark Newson Envision in the round
  35. 35. Section Title 1 lineForesight Envision in the round Being ‘prescient about the size and shape of tomorrow’s opportunities’
  36. 36. Section Title 1 lineForesight Envision in the round Being ‘prescient about the size and shape of tomorrow’s opportunities’ by building an ‘assumption base about the future’
  37. 37. Section Title 1 lineForesight Envision in the round Being ‘prescient about the size and shape of tomorrow’s opportunities’ by building an ‘assumption base about the future’ based on ‘deep insights into the trends.’ Gary Hamel C.K. Prahalad, ‘Competing for the Future’, 1994
  38. 38. Section Title 1 lineForesight Envision in the round Makes sense of a world in flux Situates strategy within a future context
  39. 39. Section Title 1 lineForesight Envision in the round Makes sense of a world in flux Situates strategy within a future context But’s it’s not about predicting the future.
  40. 40. Trends provide reference points in a future context Envision in the round
  41. 41. PropositionVision Keep the vision high-level Envision in the round
  42. 42. Concrete and differentiated offer Inspirational and vivid goal Vision Proposition Propositions are more tangible Envision in the round
  43. 43. Vision Proposition v1 Proposition v2 Proposition v3 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 Time horizons Visions are long-term, propositions evolve Envision in the round
  44. 44. Envision in the round Holistic thinking Competitive positioning Business model Customer experience
  45. 45. Mix rigour with creativity Frame the problem… frankly Walk around the problem Envision in the round Prototype and develop
  46. 46. Start learning early Prototype and develop Time Conceptual Concrete Fidelity Prototype Prototype Prototype Prototype Prototype Test Learn Improve Zoom in and out Envision in the round Prototype and learn Test Learn Improve e Combine perspectives Zoom in and out Envision in the round Prototype and learn Test Learn Improve Frame the challenge Combine perspectives Zoom in and out Envision in the round Prototype and learn Test Learn Improve Frame the challenge Combine perspectives Zoom in and out Envision in the round Prototype and learn
  47. 47. Prototype and develop Wizard of Oz techniques
  48. 48. Proposition prototyping Prototype and develop
  49. 49. Mixing methods Prototype and develop Functioning digital Digital mock-up Paper
  50. 50. Five habits for the front-end Mix rigour with creativity Frame the challenge … frankly Walk around the problem Envision in the round Prototype and learn Frame the challenge Combine perspectives Zoom in and out Envision in the round Prototype and learn Frame the challenge Combine perspectives Zoom in and out Envision in the round Prot and Frame the challenge Combine perspectives Zoom in and out Envision in the round Prot and Zoom in and out Envision in the round Prototype and learn1 2 3 4 5
  51. 51. Title Sub-heading Five habits for the front-end Ambiguity
  52. 52. Title Sub-heading Five habits for the front-end Scope
  53. 53. Title Sub-heading Five habits for the front-end Frame
  54. 54. Title Sub-heading Five habits for the front-end Analyse
  55. 55. Title Sub-heading Five habits for the front-end Synthesize
  56. 56. We join the dots @kevinmccull www.plan.london

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