david quijano - dynamic innovation
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david quijano, idsaindustrial designer | program managerpsg design center
dynamicinnovation
HP | design | innovation
dynamicinnovation
• beginning• thinking• listening and observing• concluding
agenda
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beginning
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ESSN&TS PSG (Personal Systems Group) IPG
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thinking
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Industrial Design:
traditionally, the innovation leaders
thinking
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Industrial Design:
traditionally innovation leaders• Strategic thinking• Visualize the big picture• Conceptualize beyond the roadmap
thinking
design ≠ industrial design
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thinking
DesignPresence
Customerwhat’s desirable?
Businesswhat’s viable?
Technologywhat’s feasible?
How it looks draws you in and then you see the value in the product beyond the looks.
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See the world with “new” eyes• Listen, observe & learn• Ask why• Ethnographic research• Executive briefings• Participant/Non-participant
Observation• Direct customer connections
Make sense of what you see • Build mental models, maps,
personas and objectives• Suggest stated and unstated
needs
Make concepts tangible• Prototype solutions and
artifacts• Create and prioritize ideas• Get feedback• Refine concepts
Conceptualize• Suggest directions and
principles for development
• Integrate requirements• Suggest desired
experience• Measure against
objectives or personas
design thinking
Based on Charles Owen’s original Design Thinking framework
Imperatives
Solutions
Frameworks
Discoveries
Analysis Synthesis
Concrete
Abstract
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Design thinking is
FUNDAMENTAL to customer driven innovation
design thinking
Design + Design Thinking + Collaboration= Innovation
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Innovation
design thinking
Strategic Focus
Invention
Execution
Common Vision
IdeasPositive Change
Experience
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listening and observing
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listening and observing
Knowing when to stop talking and
start listening is crucial for discovering opportunities
Having customers to
regularly listen to is even more crucial
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Executive Briefings lead to
new opportunities from decision-makers
Advisory Councils lead to
new opportunities from end-users
listening and observing
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Case Study: HP Quick Release
listening and observing
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“I’m losing $10K/minute!” – trading floor executive and HP customer
listening and observing
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Executive Briefings• Understand problem• Ask other briefing
participants about problem
• Ask Why
Codify feedback• Understand the
need• Collaborate • Brainstorm other
opportunities• Define use matrix• Define experience Build prototypes
• Refine concepts through protos
• Show to internal/external customers
• Iterate• Measure outcomes and
sell
Conceptualize• Sketch and
model• Measure against
matrix• Measure against
desired experience
• Iterate
listening and observing
Imperatives
Solutions
Frameworks
Discoveries
Analysis Synthesis
Concrete
Abstract
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Solution: HP Quick Release
• Tool-free, 2-part bracket based on VESA standard
• IT can now remove and replace a displays in about a minute
But wait…there’s more!
listening and observing
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By solving the problem
we invented a cool bracket
listening and observing
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By looking beyond the
problem we created a cool experience
listening and observing
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HP Quick Release
ROI vs. ROi
listening and observing
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HP Quick Release
ROI vs. ROireturn on investment vs. return on innovation
Product focused
Short term return
Good for business
Focused on results
Solution focused
Long term return
Good for business and customer
Sum of results
listening and observing
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HP Quick Release
ROi = thinnovation
listening and observing
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Case Study: Z-series Workstation
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“I’m not sure if I have a workstation or not.?”
– workstation end user
listening and observing
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What do you do when your
prices are eroding and market position is at risk?
Ask why
Go observe
Then learn
listening and observing
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Imperatives
Solutions
Frameworks
Discoveries
Analysis Synthesis
Concrete
Abstract
Observation HW Teardowns
Interviews Customer Visits
Presentation via posters
listening and observing
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Research outcomes codified into visual design objectives to focus design direction
Imperatives
Solutions
Frameworks
Discoveries
Analysis Synthesis
Concrete
Abstract
listening and observing
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Concepts measured against design objectives and distilled to the vital few. Getting into 3D as soon as possible further focuses design.
Imperatives
Solutions
Frameworks
Discoveries
Analysis Synthesis
Concrete
Abstract
listening and observing
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Final solution defined and validated with customers
Imperatives
Solutions
Frameworks
Discoveries
Analysis Synthesis
Concrete
Abstract
listening and observing
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concluding
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innovation thoughtsinnovation starts with the end in mind
never stop innovating…be creative in everything you do
never settle…if you settle you get what you settled for
change is constant…embrace it
follow your instincts…measure your results
just because you can do something doesn’t mean you should
discomfort is good…it means you’re on the right track
execute, execute, execute
concluding
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Thank you