1 / 14

Lektion 6, 14.3.

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

sue
Download Presentation

Lektion 6, 14.3.

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. 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. MF2002, L. Frølunde

  2. 4.4. Virksomhedsbesøg • Fremtidens Køleskab??... • Kl. 16 - 17 hosTDC 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 MF2002, L. Frølunde

  3. 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. MF2002, L. Frølunde

  4. 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) MF2002, L. Frølunde

  5. 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 MF2002, L. Frølunde

  6. 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 MF2002, L. Frølunde

  7. ”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... MF2002, L. Frølunde

  8. 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] MF2002, L. Frølunde

  9. Pragmatic Prototyping Protoytyping • "...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] MF2002, L. Frølunde

  10. 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] MF2002, L. Frølunde

  11. 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?? MF2002, L. Frølunde

  12. 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 MF2002, L. Frølunde

  13. 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 MF2002, L. Frølunde

  14. 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! MF2002, L. Frølunde

More Related