analysis and findings on innovation creation methodologies

ANALYSIS AND FINDINGS ON INNOVATION CREATION METHODOLOGIES

YURIKO SAWATANI, TAKANORI KASHINO AND MARIE GOTO

AGENDA

▸ Introduction

▸ Design Thinking and related researches

▸ Business Model related researches

▸ Methods

▸ Results and Findings

INTRODUCTION

ENHANCING DEVELOPMENT OF GLOBAL ENTREPRENEUR (EDGE) PROGRAM

▸ Japanese version of NSF I-Corps project.

▸ I-Corps prepares scientists and engineers to extend their focus beyond the laboratory, and broadens the impacts.

ref: http://www.nsf.gov/news/special_reports/i-corps/ http://edgeprogram.jp/?locale=en

http://www.nsf.gov/news/special_reports/i-corps/

http://edgeprogram.jp/?locale=en

INTRODUCTION

EDGE PROGRAM OVERVIEW

▸ Educate students (undergraduates, masters and doctors) and researchers to be innovators

▸ 13 universities are selected

▸ The University of Tokyo, Tokyo Institute of Technology, Kyoto University, Wasoeda University, etc…

▸ 3 years program

▸ Survey the current activities at EDGE programs

INTRODUCTION

SURVEY AREAS

▸ Innovation Activities

PROBLEM-FINDING BUSINESS MODEL BUSINESS PLANPROBLEM-SOLVING

DESIGN THINKING BUSINESS MODEL

DESIGN THINKING AND RELATED RESEARCHES

DESIGN RESEARCH

▸ Designerly thinking (1960-)

▸ Design Thinking is simplified version

▸ Design definition:

▸ changing existing situations into preferred ones (Simon, 1996)

▸ the relation between creation and reflection (Schön, 1983)

▸ design process is a way of thinking to work on “wicked problem” (Buchanan, 1992)


TARGETS OF DESIGN PROCESS

1. symbolic and visual communication

2. material objects

3. activities and organized services

4. complex systems

5. environments for living, working, playing and learning


DESIGN THINKING

▸ Design Thinking “a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity” (Brown, 2009)

▸ IDEO: Innovation = intersection of Human, Technology and Business


AIMS OF DESIGN THINKING

1. a methodology to make innovation with human-centered design (Brown, 2008)

2. Management skill or theory to solve organizational problems（Dunne and Martin, 2006; Boland and Collopy,

2004）

3. a learning process for effective knowledge creation (Beckman and Barry, 2007)


HUMAN-CENTERED DESIGN AND PROCESS OF DESIGN THINKING

▸ Models in process of Design Thinking based on categorizes of Norman (2013)

InstitutesProblem-finding Problem-solving

Observation Ideation Prototyping Test

Illinois Institute of Technology (Kumar, 2012) Research Analysis Synthesis Realization

Stanford, d.school (d.school n.d.) Empathize Define Ideate Prototype Test

Singapore government (Design Singapore Council, n.d.) Understand Explore Test

British government (Design Council, 2005) Discover Define Develop Deliver

BUSINESS MODEL RELATED RESEARCHES

BUSINESS MODEL CANVAS (OSTERWALDER, 2004)


SERVICE SCIENCE RESEARCHES

▸ A service system is a dynamic configuration of elements, such as people, organizations, information and technologies (Spohrer & Maglio 2010)

Ecology

Elements Interaction

Valuepropositionbasedinteractions

Stakeholders

Metrics

Resources

Accessrights

Governancemechanismbased

interactions

Outcomes

Win-Win

Win-Lose

Lose-Win

Lose-Lose

People

Organization

Information

Technology


MANAGEMENT RESEARCHES

▸ Business model: “depicts the design of transaction content, structure, and governance so as to create value through the exploitation of business opportunities” (Amit & Zott, 2001)

▸ Shift from company based studies to business model based analysis

WASOEDA-EDGE FUTURE CREATION BY DESIGN THINKING

FORESIGHT FRAMEWORKTM + SERVICE DESIGNPERSPECTIVE OPPORTUNITY SOLUTION TEAM VISION

XX X

ContextMap

GenerationalArcs

Janus Cones

WhiteSpots

BuddyChecks

VisionStatement

VIOCEStarsDARPA

HardTest

CrowdClovers

FutureUser

Future tellingChangePaths

PaperMockups

ProgressionCurves

© 2012 William Cockayne & Tamara Carleton

SERVICE SYSTEM MODELING

Pathfinders

BUSINESS MODEL CANVASHIGH-LEVEL BUSINESS CASE

CASE CASE STUDY: DIGITAL ME RETAIL BANK

present Intermediate steps future

HIGH-LEVEL BUSINESS CASE

Aggregation service

Personal aggregation

Client application

type aggregation

Utilize WEB2.0 -Provide standard components for banking

-Configure components and create by customers

Certificate digitization

▪Standardization of certificate ▪Growth of enterprises with certificate

▪Web2.0 aggregation components standardization

Japan/global cases exist, however, they hold the growth

Shop receipt

digitization

▪Receipt standardization ▪Growth of digitized receipt member’s stores

Server type

Client type

Digital Me Financial service

Content digitization

▪Access to digitized contents ▪Link between receipts and contents

▪Security ▪Single-sign on

Server type aggregation

Digital Me Content service

▪Service platform

Retail financial

consultation

▪Service platform

▪Service platform

Provider type

THEMES

FUTURE LIFE

THEMES

FUTURE LIFE（未来の暮らし）

WASOEDA-EDGE FUTURE CREATION BY DESIGN THINKING

WASEDA-EDGE FUTURE CREATION BY DESIGN THINKING

METHODS

INNOVATION CREATION METHODOLOGIES SURVEY

period: 8/1 - 12/31/2015

questionnaires:

▸ The purpose of programs and details

▸ The cover area of innovation phases (problem-finding, problem-solving, business model, business plan)

▸ The maturity level of methodologies in each processes

▸ The name of methods; both existing and original methods

RESULTS & FINDINGS

METHODS

▸ 27 programs from 23 organizations

▸ more than 50 methods

RESULTS & FINDINGS

PROGRAM PHASE, MATURITY LEVEL AND PARTICIPANTS

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Par0cipantsdiscipline

All

Artsandsciences

Eng.,Agl,andmodical

ScienceandEng.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Characteris6csofprogramsDesignthinking�Businessmodel

Businessmodel/plan

Problem-finding

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

MaturitylevelofeachphaseAll

Businessmodel/plan

Problem-finding/solving

RESULTS & FINDINGS

CLUSTER ANALYSIS OF PROGRAM PHASE

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RESULTS & FINDINGS

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RESULTS & FINDINGS

SUMMARY OF SURVEY RESULTS

Business development for identified problems

From Problem-finding to business model development

Participants (Sciences only)

Participants (Arts and Sciences)

9

512

Universities・Organizations

Traditional MBA education

Thank you!