INSITUM Director Martin Zabaleta presentation during Interaction South America '12
TRANSCRIPT
INTERACTION SOUTH AMERICA 2012 | SÃO PAULO, BRAZIL | 11.02.12
PEOPLE + PROTOTYPES
Martin Zabaleta | INSITUM
BILL MOGGRIDGE 1943-2012
Photo credit: IDEO
PEOPLE + PROTOTYPES
(a powerful combination!)
Let me start by introducing myself.
INDUSTRIAL DESIGNER
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Presentarme brevemente.
PRODUCTS
EXPERIENCES
SERVICES
STRATEGIES
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Innovacion en nueva categoria: higiene para la tercera edad.
AWARD-WINNING DESIGNS THAT NEVER MADE IT TO MARKET...
I am privileged to have worked for the best company in the world: IDEO
What can you say when your project space and prototype are between a pool table and a football table…
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What can you say when your project space and prototype are between a pool table and a fuzzball table…
Now I am helping build the best innovation agency in Latin America.
We help companies develop new products, services, brands and strategies through a deep understanding of people.
INSITUM IS AN INNOVATION AGENCY WITH A USER-CENTERED APPROACH
10+ YEARS 700+ PROJECTS
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Amplio espectro de industrias y tipos de proyecto. Our work spans across many industries: cross pollination! We are not experts in one particular industry, we are experts in understanding people and developing appropriate, meaningful solutions that create value for people and for organizations.
antropología, psicología, periodismo, economía, filosofía, sociología, lingüística, ingeniería, mercadotecnia, diseño industrial, diseño de información, diseño gráfico, comunicación social, semiología, historia del arte, diseño de interacción, relaciones internacionales, administración de empresas.
100+ PEOPLE FROM DIVERSE DISCIPLINES AND BACKGROUNDS
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A Culture of innovation (we promote a culture of innovation) people are self-guided (bottom-up vs top-down) multidisciplinary teams! horizontal structure permission to fail encourage divergence, wild ideas?
CHICAGO MÉXICO CITY BOGOTÁ SÃO PAULO BUENOS AIRES + MUMBAI SHANGHAI HONG KONG
Alliance with external partners Insitum offices
But I am not here to tell you about how great we are at INSITUM. (We are!)
Let me share a revelation…
As an industrial designer, I was trained to think in terms of product-based solutions…
Then at some point in my career I realized that the solution to a given problem not always had to be a product…
Better yet, as a designer, I already had the “tools” to identify problems and to define any kind of solution!
Those “tools” could even help me integrate several solutions to create meaningful experiences for people.
What are those “tools”?
Exactly. People + Prototypes
As an example, let’s think about the METRO experience.
You could design the train seat. Or the ticket. Or the website where you check the schedule…
But what if you could design the entire journey?
From the moment you decide you need to travel by Metro, to the moment you leave the station and tell your friend how great the trip was.
This is what we did yesterday during the workshop. Check it out...
The teams created a new and improved user experience by focusing on…
You guessed it. People + Prototypes
PEOPLE
“The only important thing about design is how it relates to people.”
Victor Papanek, designer and educator (1923-1998)
Very early in my career, 2 people made it very clear to me that design was about people.
One of them will speak here tomorrow.
Don Norman taught me that design was not about things, but about people.
Victor Papanek made me aware of the impact of design on a social (and ecological) level.
IMPACT
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A Culture of innovation (we promote a culture of innovation) people are self-guided (bottom-up vs top-down) multidisciplinary teams! horizontal structure permission to fail encourage divergence, wild ideas?
I believe designers need to be people’s advocates.
Who would otherwise care about people?
Let’s see…
DESIGN
TECHNOLOGY BUSINESS
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Innovation is a byproduct of design thinking All successful innovations balance the requirements of desirability (what people need), feasibility (what technology can do), and viability (what is sustainable or profitable). Design thinking starts with what is desirable, not what is feasible, in order to seek out the best opportunities to create value and impact for the user. design thinking is about the interaction between feasibility (what is functionally possible within the foreseeable future); viability (what is likely to become part of a sustainable business model); and desirability (what makes sense to people and for people), with an emphasis on the people for which the product or service is being designed.
“Innovation begins with an eye.”
Tom Kelley, IDEO
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What is visible is an important first element in our process of perception. Common to most creative people is the concept that “Innovation begins with an eye.” Joan Fulton Suri of IDEO noted, “The starting point for most of our projects—whether related to products, spaces, or services—is observation of behavior in its natural setting. Teams do this together, along with clients, as a way of learning firsthand about the context, habits, rituals, priorities, processes, and values of the people we are designing for.” IDEO CEO David Kelley also asserted that, “Focused observation can be a powerful source of innovation. As you observe people in their natural settings, you should not only look for the nuances of human behavior but also strive to infer motivation and emotion.” Mark May said that revising your view may yield different results: “The value to innovation in learning to see lies in changing your perspective on the problem. Viewing the subject from every possible angle is a technique artists, sculptors, and photographers use regularly to enhance their ability to capture and render ‘the truth.’” Because of the importance of first-hand observation to perception and innovation, Kim & Mauborgne said that field research should be the purview of corporate employees: “Send a team into the field, putting managers face-to-face with what they must make sense of: how people use or don’t use their products or services. This step may seem obvious, but we have found that managers often out-source this part of the strategy-making process. They rely on reports other people (often at one or two removes from the world they report on) have put together. A company should never outsource its eyes. There is simply no substitute for seeing for yourself.”
OBSERVATION
Why observe people?
COGNITIVE EMOTIONAL PHYSYCAL
SOCIAL CULTURAL
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As opposed to technology-centered or business-centered Design thinking is centered on innovating through the eyes of the end user and as such encourages in-the-field research that builds empathy for people, which results in deeper insights about their unmet needs.
Who to observe?
EXTREME USERS
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another one to point out. It’s fairly normal or conventional I think when you want to go out and study people that you might be interested in solving a problem for, that you tend to focus on the middle of the bell curve. That’s where the big market is, right? That’s where all the people are who fit into a targeted customer segment. The trouble is that’s where people are the most predictable, and not where they are especially likely to provide the most interesting insights. So what we as designers tend to do is go to the ends of that bell curve. We’re looking for extreme users, or extreme usage behaviors. These users can take on many forms, some times to do with age, and some times with their level of interest or engagement with some part of their world—their money, or personal technology, an endless number of things.
We also observe people looking for empathy.
Sometimes empathy takes us to interesting places...
Luis Arnal, Founder and President of INSITUM
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En cuanto a extreme empathy, el ejemplo que tengo tiene que ver también con toallas femeninas. Hace un par de años hicimos un proyecto de innovación para KC México sobre pantiprotectores o liners. Con el fin de tener un punto de vista externo, generar empatía y detectar nuevas oportunidades, todos los hombres de la oficina utilizaron pantiprotectores por una semana para ponerse en los zapatos (or lingerie) de las usuarias. Al finalizar la semana se realizó una sesión de co-creación interna a partir de su experiencia de uso, mucho de los insights sobre cómo mejorar la experiencia vinieron de los hombres. Como anécdota... esa semana, sin saber del proyecto, la señora de limpieza se quejó por que las mujeres de insitum se habían vuelto muy cochinas y estaban dejando las toallas abiertas y aventadas en el baño... cuando en realidad eran los hombres desesperados y acalorados de usarlas que las aventaban. Para el proyecto que este año hicimos con KC en Argentina, Luis volvió a usar una toalla durante los días de Workshop. Como ejercicio final de WS diseñaron una toalla y Luis le mostró en "cuerpo propio" las ventajas de su nuevo diseño.
PROTOTYPES
“It´s about failing often to succeed sooner.”
David Kelley, co-founder of IDEO
Why prototype?
Photo credit: Steve Bishop
A prototype is a tangible representation of an idea.
We build prototypes in order to learn about an aspect of our idea and to make it better.
I believe in prototyping as an attitude...
An attitude of experimentation, risk-taking, learning, failing, fearlessness...
Prototyping should be quick and iterative…
BUILD LEARN REFINE
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Build to think and launch to learn. Use prototyping, not speculation, to learn about the viability of ideas and to evolve them toward fitter solutions. Launch simple ideas early but structure to learn from these experiments and iterate the ideas quickly.
Prototypes should cost nothing… but are priceless
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Turning in circles Feeling of success
Different levels of fidelity depending on what you are trying to achieve
What can be prototyped?
Anything!
PRODUCTS
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Turning in circles Feeling of success
FOOD
BRANDS
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experience
INTERFACES
INTERACTIONS
Photo credit: IDEO APPS
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For those that work with digital tools, how do you replicate playing and prototyping? Brendan: We were recently working on an iPhone app for Sesame Street and were trying to think of how Elmo should dance. So, we cut out a giant iPhone from foam core and filmed different people dancing inside the window. It was a very playful way to prototype and, more importantly, we learned quickly which dance moves wouldn't work. Our goal with prototyping is to build something quickly and learn and then make it better on the next round.
SERVICES Photo credit: IDEO
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Small steps, low risk Kaiser nurses trying out a new patient experience
EXPERIENCES
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experience
STRATEGIES
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experience
BUSINESS MODELS
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they took photos of shoes from shoe stores and put them online - first orders fulfilled manually Zappos is now the world’s largest online shoe sales, having reached $ 1 billion sales in 2008. The business began in 1999 as a small startup, when grossed $ 1.6 million in revenues. The business creator, Nick Swinmurn, noted that there was not an online sales portal for shoes. At that time, the company could have started with a complete storage infrastructure, distributors, and sales promotion. The management team decision, however, was to start as an experiment. The creators of the new business believed that there was an online demand for shoes, but this hypothesis had to be tested. A web site was originally built to sell shoes without the need to carry inventory. The company then negotiated to expose shoe pictures of local sellers on Zappos’ website. In exchange, Zappos would buy their products at full price to offer online. The main objective was to test the internet market for shoes. As sales were increasing, assumptions initially made about the business model could be tested. According to Ries, the experiment with the “lean enterprise” enabled the new business to learn more and run less risk.
So…
This focus on people and prototypes allows us to approach any kind of problem.
Today, there are designers working with NASA to create better missions to space…
… they are collaborating with governments to improve citizens lives…
… or trying to find ways to improve living conditions for people in low income areas.
What’s common is the attitude and approach to problem solving.
You may have heard of Design Thinking… (don’t say it too loud, it’s controvertial!)
“Design Thinking refers to […] the ability to combine empathy for the context of a
problem, creativity in the generation of insights and solutions, and rationality to analyze and fit solutions to the context.”
Source: Wikipedia
INTUITIVE THINKING
ANALYTICAL THINKING
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It’s a mindset of combining creative and analytical thinking and applying it toward solving a specific problem. there needs to be a combination of the intuitive/emotional with the rational/analytic, a “balance of management’s legitmate requirement for stability, efficiency, and predictability with the design thinker’s need for spontaneity, serendipity, and experimentation. It’s both abductive and deductive Deductive: using past knowledge to solve current problems. Abductive: imagining and visualizing a future that should yet exist.
What’s cool about all this is that it’s also happening in Latin America!
“HOW MIGHT WE IMPROVE EDUCATION IN SCHOOLS IN LATIN AMERICA?”
