Monday, February 8, 2010

Seeds for Growth—Design Research Supporting Innovation

By Connie Harryman, Applied Concepts Creativity
Guest Blogger
Organizer IIR
LIVE Front End of Innovation Europe 2010 #FEIEUROPE

Seeds for Growth—Design Research Supporting Innovation
Speaker: Paul Gardien: Vice President, Philips Design

Design begins with observing and understanding people. In the third world, co-creation made it possible to design a stove that stops 1.6 million people from dying annually through indoor pollution. The doctors, hospital staff, nurses and patients all came together to determine the requirements for the stove. This involved people research and insight generation.

Another example involves pediatrics and the challenges posed in the CT hospital environment. The child and his family help to select an appealing theme. Small children must lie very still when they are taking a CT, this is quite difficult for them. If the child selects a seahorse, then the child is focused on the seahorse during the scan. The aesthetics of the CT imaging Suite is dramatically improved. The benefits include a significant reduction in sedation rates for children.

When you are evaluating heart patients, factors to consider include personality and everyday life, values and opinions, as well as personal heart care. This involves an analysis and translation with experience flow charts. By implementing process steps with a new design and layout, the number of steps involved is reduced. The outcome was improved patient, family, and staff satisfaction. Efficiency and throughput of treatment planning is improved.

Philips Design uses the innovation portfolio by McKinsey. They do a roadmap of innovation and design research stages. This creates breakaway innovation.

If you ask users what kind of TV they want next, it is difficult for them to answer. You will get a lot of incremental versus transformational solutions. The research flow involves changing value by people mindsets within the business context. The business context includes: focus, economic impetus, qualities, value proposition, offering specificity, approach. Lifestyle aspiration factors include: identity, exploration, and belonging.

When you look at the food industry, the past the trend was for fast and convenient. The ambience is about a changing world, changing people, and changing business. Feedback in a more ambient way is more important for the future.

Philips Design Probes tracks trends and developments. Theme flow considerations are: experience targets, research questions, application experiments, and transfer. Transfer includes ideas as a clear proposition. It is not a business plan.

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