joanne jacobs, october 2011 creative thinking, innovation & adaptation joanne jacobs interaction...

Joanne Jacobs, October 2011

Creative thinking,innovation & adaptation

Joanne JacobsInteraction Design & Digital StrategyOctober 2011

Image source: http://www.flickr.com/photos/18161271@N00/2282265286


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/


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



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



Divergent thinking

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


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.



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.



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


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



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.



Lesson

Technology invention requires adaptive thinking

for mass adoption



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/


Creativity & Emergent Tech

• More than just brand awareness• More than just sentiment• The other 2Ps

– Product

• Price• New means of visualising processes



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


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


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/


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/


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/


Questions?

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


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


Last thoughts?

Joanne Jacobs

Interaction Design & Digital Strategy Consultant

Ph: 07 948 318 298

Email: [email protected]

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.


joanne jacobs, october 2011 creative thinking, innovation & adaptation joanne jacobs interaction...

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