in 05 the 10 faces

01/03/15

Unleash the Spark of Innovation with

Jugaad!A One-Day Workshop

Session 5:

Organizing For Innovation at Your Workplace

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Framework for the Workshop

Post-Lunch

MindspaceIDEO

Manpower10 Faces

Pre-Lunch

MethodsNABC ExerciseSCAMPERMarketspaceTilt

4Ms: Methods, Marketspace, Mindspace, Manpower

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The 10 Personas of Innovation

The 10 Personas – used in IDEO’s Process of Design

“Innovation is all about people.

It is about the roles people can play,

the hats they can put on, the personas

they can adopt.” Tom Kelley

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Deep Dive IDEO


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The Deep DiveProcess of Shopping Cart Re-design

• IDEO created a new shopping cart concept, considering maneuverability, shopping behavior, child safety, and maintenance cost.

• IDEO’s design process: use a multidisciplinary team for brainstorming, research, prototyping and collecting user feedback

• The design went from idea to a working appearance model in four days.

Making Innovation Work

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Making Innovation Work

The Deep Dive

•Source: The 10 Faces of Innovation (Tom Kelley)

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Making Innovation WorkThe Deep Dive


The Standard Shopping Cart

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The IDEO Shopping Cart

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Hear Create Deliver

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Definition & IDEO’s Process

A relentless focus on the technically feasible

creation and delivery of technically feasible

new customer value to the marketplace

within a framework of business viability

Done in 4 Days Safety, Flexibility, Speed of Use

Shopping Malls

The new model costs about the same as the old one

IDEO Process

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Learning

Personas

Organizing

Personas

Building

Personas

Hear Create Deliver

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The Ten Faces of Innovation

Learning Personas• The Anthropologist• The Experimenter• The Cross-Pollinator

Organizing Personas• The Hurdler• The Collaborator• The Director

Building Personas• The Experience Architect• The Set Designer• The Caregiver• The Storyteller

Source: The 10 Faces of Innovation (Tom Kelley)

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Learning Personas

Building Personas

Organizing Personas

The Anthropologist

The Experimenter

The Cross-Pollinator

The Experience

Architect

The Set Designer

The Caregiver

The Storyteller

The Hurdler

The Collaborator

The Director


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Learning Personas

The Anthropologist

The Experimenter



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The real act of discovery consists not in finding new lands,

but in seeing with new eyes.

MARCEL PROUST

The Anthropologist

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Learning Personas

1. The Anthropologist

• Anthropology: study of the origin, behavior, and the physical, social, and cultural development of life and people.

• Practices the Zen principle of "child's mind.“

• Find the unfamiliar in the familiar.


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Learning Personas 1. The Anthropologist


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Learning Personas 1. The Anthropologist


Finds the unfamiliar in the familiar.

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I have not failed. I have merely found ten

thousand ways that won't work.

THOMAS EDISON

The Experimenter

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Learning Personas

2. The Experimenter

• Prototypes new ideas continuously, learning by a process of enlightened trial and error.

• Takes calculated risks to achieve success through a state of "experimentation as implementation."

• “Fail often to succeed early”


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Learning Personas 2. The Experimenter


Fails many times to succeed early

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Leave the beaten track occasionally and dive into the woods. Every

time you do so, you will be certain to find

something that you have never seen before.

ALEXANDER GRAHAM BELL


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Learning Personas

3. The Cross-Pollinator

• Brings insights from other industries and cultures

• Translates those findings and revelations to fit the unique needs of your enterprise.

• Looks “outside the box” all the time


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Learning Personas

3. The Cross-Pollinator - T-shaped People

• Breadth of knowledge in many fields, but they also have depth in at least one area of expertise.

• If you're looking for cross-pollination, gather some T-shaped people for your team.


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Learning Personas 3. The Cross-Pollinator


http://www.weldingandgasestoday.org/index.php/2010/06/same-thing-in-a-new-way/

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Learning Personas 3. The Cross-Pollinator


Finds ideas from outside the box.

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Combines skills and knowledge from different fields

Learning Personas

3. The Cross-Pollinator

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Organizing Personas

The Hurdler

The Collaborator

The Director

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These days, a man who

says a thing cannot be

done is quite likely to be

interrupted by some idiot

doing it.

ELBERT GREEN HUBBARD

The Hurdler

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Organizing Personas

4. The Hurdler

• Knows that the path to innovation is full of obstacles

• Develops a knack for overcoming or outsmarting those roadblocks

• Good at neutralizing antibodies – or handling ‘critics’ diplomatically


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Organizing Personas 4. The Hurdler



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Organizing Personas 4. The Hurdler


Has a knack for overcoming all kinds of hurdles

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In the long history of humankind (and

animal kind, too) those who learned to collaborate and improvise most effectively have

prevailed.

CHARLES DARWIN

The Collaborator

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Organizing Personas

5. The Collaborator

• Helps bring dissimilar groups together

• Leads to create new combinations and multidisciplinary solutions.

• More of a ‘coach’ who values the team


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Organizing Personas 5. The Collaborator


More of a coach than a boss, brings confidence to the whole team

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Organizing Personas 5. The Collaborator



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All I try to do is to create an atmosphere that removes

tension and everyone feels free. If they feel free, then behaviour happens; small moments happen and that

ultimately works the best for me.

-FILM DIRECTOR

Barry Levinson

The Director

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Organizing Personas

6. The Director

• Gathers a talented cast and crew

• Helps to spark their creative talents

• Sees the “big picture”


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Organizing Personas 6. The Director


Brings harmony and helps to spark creative talents

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The Ten Faces of InnovationBuilding Personas

The Experience

Architect

The Set Designer

The Caregiver

The Storyteller

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The "value added" for any company, tiny or

enormous, comes from the Quality of

Experience provided.

TOM

PETERS

The Experience Architect

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Building Personas

7. The Experience Architect

• Designs compelling experiences to connect at a deeper level with customers' latent or expressed needs.

• Creates “special touchpoints” for customers


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Building Personas 7. The Experience Architect



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Product designersmust enhance the convenience and value of the innovation

Example: Workbench designs for welders must suit all kinds of people

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A product designer creates customer-focused design experiences that deliver memorable value.

Example: a flip-top auto-darkening welding shield

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Source: 3M Speedglas Welding Helmets

A product designer creates customer-focused design experiences that deliver memorable value.

Example: welding helmet with built-in earmuffs

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Every organization (and every employee)

performs a bit better or worse because of the planning, design, and

management of its physical workspace.

FRANKLIN

BECKER, OFFICES AT WORK

The Set Designer

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Building Personas

8. The Set Designer

• Creates a workspace in which innovation team members can do their best work

• On the customer side – helps the customer create highest value for their entire ‘ecosystem’ at work, home or travel

• Focus is on ‘fulfillment’ of needs in the value space – especially intangible needs


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Building Personas 8. The Set Designer


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Building Personas 8. The Set Designer


In your showrooms, is the environment exciting and welcoming?

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Think one customer at a time and take care of each one the best way

you can.

GARY COMER,

FOUNDER OF LANDS' END

The Caregiver

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Building Personas

9. The Caregiver

• Is like a caring or attentive professional devoted to customers in a manner that goes beyond mere service – to providing continuous value

• Service-centric, comfortable, human value provider


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Building Personas 9. The Caregiver



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Building Personas 9. The Caregiver


Caregivinginnovation is all about the quality of care and attention to customer value

Example: safety accessories design and modifications

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The universe is made of stories, not of atoms.

MURIEL RUKEYSER

The Storyteller

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Building Personas

10. The Storyteller

• Builds internal morale and external awareness through compelling narratives that communicate fundamental human values

• can spark emotion and action, transmit values and objectives, foster collaboration, create heroes,


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Source: Steelcase – Love Your Chair

Stories help build strong brand image and create customer loyalty

Building Personas 10. The Storyteller

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Stories help build strong brand image and create customer loyalty

Building Personas 10. The Storyteller

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Building Personas

10. The Storyteller


Stories bringto life thehuman drama andcapture tacitknowledge

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Why the 10 Personas Work

• Battle-tested thousands of times in a real-world laboratory for innovation at IDEO and other places.

• The personas are about "being innovation" rather than merely "doing innovation."

• By stepping in one or more of these roles, you can be more of an innovator in your daily life.


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The Ten Faces of InnovationGroup Exercise

• In your groups, identify the personas, or combinations of personas


Name Anthro-pologist

Experi-menter

Cross-Pollinator

Hurdler Collabo-rator

Director Experi-enceArchi-tect

SetDesign-er

Care-giver

Story-teller

• What are missing personas you would like to have in the team?

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References

The Ten Faces of Innovation: IDEO's Strategies for Defeating the Devil's Advocate and Driving Creativity Throughout Your Organization

by Thomas Kelly and Jonathan Littman

IDEO: formed, 1991 by a merger of : David Kelley Design (founded by David Kelley, Stanford University), ID Two (founded by Britain's Bill Moggridge), and Matrix Product Design (founded by Britain's Mike Nuttall)

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Jugaad Innovation

Jugaad implies three

qualities

• FRUGAL

• FLEXIBLE

• INCLUSIVE

01/03/15

Lemon Tree Initiative


01/03/15

Framework for the Workshop

Post-Lunch

MindspaceIDEO, 7 Rules

Manpower10 Faces

Pre-Lunch

MethodsNABC ExerciseSCAMPERMarketspaceTilt

4Ms: Methods, Marketspace, Mindspace, Manpower

in 05 the 10 faces

Education

faces of innovation

spark of innovation

faces of innovationsource

directorbuilding personas

personas of innovationthe

ideo shopping cart

shopping behavior

new shopping cart concept