MF2002, L. Frølunde1 Lektion 6, 14.3. Praktisk info Diffusion af Innovationer - fortsat (synspunkter indefra virksomhed) Serious Play af Michael Schrage.

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1 MF2002, L. Frølunde1 Lektion 6, 14.3. Praktisk info Diffusion af Innovationer - fortsat (synspunkter indefra virksomhed) Serious Play af Michael Schrage (3 uddrag i kompendium) Why Designers Go Astray af Donald Norman Pause: ca. Kl. 18 Aften: kl. 18.45, Morgana præsentation. kl. 20, gruppearbejde og fremlæggelse af foreslag.

2 MF2002, L. Frølunde2 4.4. Virksomhedsbesøg Fremtidens Køleskab??... Kl. 16 - 17 hos TDC Tele Danmark, Lautruphøj 1-3, Ballerup Abstract (excerpt) The main purpose of my department within TDC Tele Danmark is to understand the needs and the behavior of the end-users in everyday life. The consumers are demanding relevant services to save time, save money, get inspired, have fun, and gain convenience... and obtain quality of life. A joint field trial with e2 Home (Ericsson and Eletrolux) carried out in 50 households in the Copenhagen area. The results from this field trial will be presented along with the ideas about the future intelligent living. http://www.nordic-interactive.org/nic2001/conference/parallel4/klamer.shtml Lajla Klamer, Intelligent Living og Hans Kruckenberg, TDC Tele Danmark

3 MF2002, L. Frølunde3 Planlægning Elevoplæg- navne på: 21.3. Et børnekulturelt perspektiv- eller hvordan kan voksne forske i børn? (B. R. Olesen) (metode triangulering, validitet) Gruppe 5 4.4. Forbedring af interviewrapporter (side 247- 268 i Steinar Kvale) Gruppe 4 Gruppedannelse til projekter? Vil fastlægge endelige grupper næste uge.

4 MF2002, L. Frølunde4 Definitioner Diffusion- the ”process by which an innovation is communicated through certain channels over a period of time among the members of a social system” (Rogers 1987) An innovation- ”an idea, practice, or object that is perceived to be new by an individual or other unit of adoption (Rogers 1987)

5 MF2002, L. Frølunde5 Kommuniker vha prototyper Prototyping - én metode for simulation der kan inddrage alle (næsten- undgå toplederne) Bruger det visuelle sprog Er håndgribeligt og konkret demo- model Klarlægge idégrundlag og forståelse for evt. brugerscenario/ anvendelighed Videreudvikle ideer efterhånden som folk reagerer Bygge bro og føre nye ideer oveni kravspecifikation, især da disse ofte er mangelfulde

6 MF2002, L. Frølunde6 Prototyping- endnu et ”Værktøj for indlevelse” Som nævnt: Kunstnerisk skildringer af liv: film, litteratur Skab brugerscenario og mood boards (billedcollage) Karakteriser i profiler: vaner, sprog, medieforbrug, relevant om livsstil Feltstudier - observer, ekstrapoler (contextual inquiry) Mød din målgruppe direkte, uformelt

7 MF2002, L. Frølunde7 ”Serious Play” From Tom Peters´foreword to Michael Schrage book Serious Play: How the World's Best Companies Simulate to Innovate Schrage's shtick, rapid prototyping, sounds like a third-order innovation tool. Not so.. rapid prototyping is the cornerstone, the cultural fountainhead of the innovative enterprise...

8 MF2002, L. Frølunde8 Schrage´s background Was researching the psychology of collaboration at the MIT Media Lab when he realized that "...the notion that more or better communication was the essential ingredient in collaboration was false; what was needed was a fundamentally different kind of communication." This kind of communication was around a "shared space", and the shared space was the prototype. Describing the nature of this "shared space", and showing how necessary it is to innovation, is the task of the book. [pg. xvi]

9 MF2002, L. Frølunde9 Protoytyping Pragmatic Prototyping "...prototyping is probably the single most pragmatic behavior the innovative firm can practice... Serious play turns out to be not an ideal but a core competence." It is about "...improvising with the unanticipated in ways that creates new value... The ability to align those improvements cost- effectively with the needs of customers, clients, and markets dramatically boosts the odds for competitive success." [Preface xviii, xix, pg. 2]

10 MF2002, L. Frølunde10 Evaluating prototypes Communication. Prototyping creates ”a dialogue between people and protypes... more important than creating a dialogue between people alone.” (pg. 143) Participation. "A prototype should be an invitation to play. You know you have a successful prototype when people who see it make useful suggestions about how it can be improved." [pg. 208]

11 MF2002, L. Frølunde11 Perceived value Value in relation to the rate of adoption "...the customer's perceived mean-time-to-payback, not the innovator's speed-to-market, effectively determines which innovations will dominate their markets.”... Example: "the fact that financial analysts believed that the system paid for itself in under a week." [pg. 181] But what about the impact of inventions, the ethics??

12 MF2002, L. Frølunde12 Keeping the end user in mind Donald Norman writes that designers go astray because: Designers design for designers (put aesthetics first, ”jury of peers”) Designers are not typical users and quickly become experts Must please clients, who probably not are the users

13 MF2002, L. Frølunde13 Prioritize There is no substitute for communication with the actual users from the target group(s)! Involve users from the beginning Find common language, parallel processes Try to involve client in research w users and possibly parallel research within company Plan (and stick to realistic milestones and deadlines) Can´t please everyone, so have to prioritize! Or wait until time is right

14 MF2002, L. Frølunde14 Beware own blind spots Banal but true in process of innovating and developing: Kill your darlings... Iterations- ”Design is the successive application of constraints until only a unique product is left” (pg 158, quote in Norman) Keep it simple, stupid (KISS) Follow path of least resistance!