1 / 22

Creative thinking, innovation & adaptation

Creative thinking, innovation & adaptation. Joanne Jacobs Interaction Design & Digital Strategy October 2011. Image source: http://www.flickr.com/photos/18161271@N00/2282265286. Innovation/Adaptation. Innovation often misinterpreted Incremental: improvements over time

verne
Download Presentation

Creative thinking, innovation & adaptation

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. Creative thinking,innovation & adaptation Joanne Jacobs Interaction Design & Digital Strategy October 2011 Image source: http://www.flickr.com/photos/18161271@N00/2282265286

  2. Innovation/Adaptation • Innovation often misinterpreted • Incremental: improvements over time • Disruptive: replacing previous tools (especially technologies) • Discontinuous: requiring significant behavioural change for adoption • Adaptation/Adaption often mistaken for innovation • Works with existing structures • Can involve innovation deployment • Most marketing use of innovative technologies is actually adaptation Image source: http://wins.failblog.org/2011/07/05/epic-win-photos-awesome-rug-win/

  3. Innovation/Adaptation • Kirton’s Innovation-Adaption Inventory is an instrument designed to score users on a scale of Innovative – Adaptive thinking • Theory has its faults (based in part on personality types thus flawed), but useful in clarifying differing priorities • Need to combine divergent and convergent thinking styles to capitalise on emergent technologies Image source: http://www.flickr.com/photos/45713725@N00/4226999974

  4. Creative problem solving • Designed to foster alternative perspectives – either innovation or adaptation • Groups more effective in generating divergent thinking than individuals • Processes for CPS need to regularly changed in order to avoid formulaic responses • Needs to be framed not just by tools, but also by client objectives and opportunities Image source: http://www.flickr.com/photos/24420613@N08/3527166081

  5. Divergent thinking SOURCE: http://www.buzzle.com/articles/divergent-thinking.html

  6. CPS Methods 1 • Brainstorming: Classical brainstorming is the act of collating and debating ideas to solve problems in a public forum. • Bug-listing: commonly used in product testing, but can be a collaborative exercise where individuals can see problems and assist one another to help solve. • Collective response: Publishing and sharing ideas in a collective notebook or as comments to an idea or article. • Morphological Box: Setting the parameters for a problem, listing variations and trying different combinations – this box technique is useful as a ‘fill the gap’ task for groups in communities. Image source: http://www.flickr.com/photos/99771506@N00/5791228117

  7. CPS Methods 2 • SCAMPER: Designed for product innovation, but can be used to change business processes or service offering. Steps are: • S: Substitute (variables, source materials, people); • C: Combine (with other groups/people, resource materials); • A: Adapt (change the basic function or process, use existing tools differently); • M: Modify (change resource materials, audience, scale, attributes); • P: Put to another use; • E: Eliminate (remove components, simplify); • R: Reverse (how would the product operate if turned inside out or upside down?) • Reciprocal Modelling: Reciprocity is a process of engagement with individuals either affected by, or influencing a problem. The process/resolution is as follows: • Appreciate the situation / Accept the situation; • Explore what could be / Focus attention on a solution; • Challenge what should be / Develop commitment in what should happen; • Produce / Deliver. Image source: http://www.flickr.com/photos/99771506@N00/5774581349

  8. WHAT’S WRONG WITH THIS INFOGRAPHIC? - Single, linear process - Needs more testing - No effort to involve divergent/radical innovation Graphic source: http://holykaw.alltop.com/9-steps-of-creative-problem-solving-infograph

  9. Creative thinking & new tech • Somewhat narrow thinking to use technology purely for its novelty • Tendency among marketers to adopt technology on a campaign-basis rather than as a tool for creative development for firms • New technologies won’t necessarily be articulated in terms of their opportunities for adaptation/innovation Image source: http://www.flickr.com/photos/20375052@N00/12981847

  10. Technology adaptation/time • RADIO: Designed for use in ship-to-ship communications in military operations • TELEPHONE: Designed to pipe music in to rooms (developed a year before first gramophone/phonograph) • TELEVISION: Designed as a fax machine (pantelegraph) • INTERNET PROTOCOL: Designed to allow ground troops to communicate across networks rather than through a central communications base. Image source: http://www.flickr.com/photos/28989949@N07/4303545282

  11. Lesson Technology invention requires adaptive thinking for mass adoption Image source: http://www.flickr.com/photos/12947675@N04/2037060821

  12. Emergent Tech • Augmented Reality (AR) • 3D printing, environments (3D) • Location Based Systems (LBS): • games • social interaction • services/deals • Social media (Social): • Influence measurement • Conversation media • News sharing/gathering Image source: http://www.flickr.com/photos/fdecomite/5044800130/

  13. Creativity & Emergent Tech • More than just brand awareness • More than just sentiment • The other 2Ps • Product • Price • New means of visualising processes Image source: http://www.flickr.com/photos/93087247@N00/29586893

  14. Creative/Adaptive AR • Immersive experiences • Place-based, or immediate information services NOT CREATIVE: • Brochureware • Novelty face-tracking • Animations Images from: http://www.flickr.com/photos/arenamontanus/3359137341/; http://www.youtube.com/watch?v=0z_Q3yl4NjM; http://www.youtube.com/metaioar

  15. Creative/Adaptive 3D • 3D which generates learning, encourages adaptation for alternative purposes • 3D printing as a means of reducing costs of production (prototyping) NOT CREATIVE • Novelty 3D heads/photos • Games without a purpose Images from: http://www.flickr.com/photos/arenamontanus/3359137341; http://www.gizmag.com/go/2578/; http://myfundarkside.blogspot.com/2010/03/when-farmville-goes-too-far-for-most-of.html

  16. Creative/Adaptive LBS • Location services that deal with a distributed workforce or check product supply chain • Value added location services (parking spaces, queue at Post Office, immersive games) NOT CREATIVE • Check-ins for badges and deals • Mention based competitions Images from: http://www.flickr.com/photos/arenamontanus/3359137341; http://www.tuaw.com/2009/11/03/use-augmented-reality-to-find-your-car/ ; http://www.liewcf.com/foursquare-online-store-5562/

  17. Creative/Adaptive Social • Warm lead research • Storytelling spaces and commentary • Community mobilisation for education or public interest ideals NOT CREATIVE • Corporate content sharing • Mention baiting competitions • Rich media development competitions for advertising purposes Images from: http://www.flickr.com/photos/arenamontanus/3359137341; http://foldingstory.com/ ; http://www.crashthesuperbowl.com/

  18. Innovation tools • Apps: • Google App Inventor (beta); Apple AppMakr • Mashing tools • MS Popfly; Intel Mashmaker; Wayfaring (mapping tool) • 3D printing tools • Google SketchUp; Blender; Shapesmith OpenGL 3D modelling tool (coming soon) • Augmented reality tools: • Qualcomm AR SDK, Windows AR Starter Kit (coming soon) • Other tools: • If This Then That; Yahoo Pipes. Image source: http://www.flickr.com/photos/oedipusphinx/4182472641/

  19. Questions? Image source: http://www.flickr.com/photos/qthomasbower/3893490079/

  20. Creative production task • In groups of 3-4, using any of the Creative Problem Solving Tools listed (or others you find online), design a campaign for a current client based on emergent technologies (you make pick one or several). Show how use of these technologies solves a problem for the firm beyond mere mentions/awareness. • Timing • 10:15 – 10:45 Group work • 10:45 – 10:55 Preparation of presentation • 10:55 – 11:15 Presentations (4 groups, 5 minutes each) • 11:15 – 11:30 Responses, summary of learning • 11:30 Close

  21. Last thoughts? Joanne Jacobs Interaction Design & Digital Strategy Consultant Ph: 07 948 318 298 Email: joanne@joannejacobs.net Web: http://joannejacobs.net/ Twitter: @joannejacobs Skype: bgsbjj Note: All images used in this presentation are subject to Creative Commons Attribution licence, with source specified in each slide. Image source: http://www.flickr.com/photos/52303259@N08/5438342864

More Related